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17 Essential Tips for Building and Maintaining Momentum in Sales

Written by Lidia Vijga
How to build and maintain momentum in sales

Table of Contents

What is sales momentum?

Sales momentum is the product of ‘Quantity of qualified sales leads’, ‘Lead conversion rate’, and ‘Velocity of the sales pipeline’.

Whether you’re doing inside sales or outside sales, focusing on those three key areas each day, will help you building and maintaining sales momentum over time.

Quantity of qualified sales leads

Cold leads are bad when trying to maintain momentum in B2B sales

Are your marketing and outbound sales efforts effective enough to produce good leads and create sales momentum?

Are the sales reps giving these prospects the attention they need to maintain sales momentum?

Is your sales team collecting and monitoring leads from a variety of sources?

A strong flow of qualified sales leads from marketing, as well as a strong sales development team that keeps your sales team focused on the right opportunities.

To create sales momentum a sales team needs a good number of leads. The higher the leads quality the more conversions the sales reps will experience. Thus, it’s necessary to grow the volume of leads without sacrificing quality.

Conversion of the qualified sales leads

Do you know how long your typical sales cycle lasts?

Does the sales process differ from one account to the next? Is the sales process account or sales rep dependent?

Is each separate stage in the sales cycle well defined, and are you always learning what it takes to get a prospect through them?

What’s more important, are leads progressing through the sales cycle stages week after week?

Sales managers that want their sales team to maintain sales momentum and be successful, need to know two things: the average length of time it takes a lead to convert into a sale, and the identifying characteristics of that type of sale. This will give them an idea of how sales reps are performing and what needs improving.

The next step is understanding what sort of contact is required to convert leads to the next step of the sales cycle. For example, does providing a case study and a product demo help sales reps convince the decision-makers and stakeholders? Or is there something else required.

Having the right tools that give you the ability to view your sales opportunities’ conversion history through a funnel can help you understand what sales efforts have been driving conversions in the past and see how current leads are progressing. Having this information at your fingertips makes it easier to improve your sales process, and build and maintain sales momentum.

Velocity of the sales pipeline

Is the conversion rate for leads through the phases to a final sale at its optimum?

Is it possible that they are progressing more quickly?

Velocity is the speed at which opportunities move through the pipeline and how frequently you evaluate whether something is slowing them down and eliminating those factors.

The longer it takes customers to progress through the sales funnel, the more resources are required from your business’s standpoint, and thus a higher cost of sale. However, if you have a high-margin product or recurring revenue stream, it may be worth taking the time with each customer to ensure they’re completely satisfied as this creates brand advocates that last.

The key to maintaining sales momentum is a regular and ongoing cycle of measuring, testing, and repeating. Each time, the optimum mix for quantity of qualified leads, conversion, and velocity is becoming closer.

As you go through the steps, you’ll start to have a better idea of what a good funnel would look like in your company’s context. Sales managers will be able to see when sales reps are underperforming and will have an easier time determining what is causing their poor performance.

Consistent sales process creates momentum in sales

We have all been in a slump before – you just wrapped up your forecast call, and the sales goals set has not been met. Your sales team is struggling to build and maintain sales momentum. The sales team has tried everything they could think of to create sales momentum, but still no luck. It seems like forward sales momentum has dissipated.

Consistent sales process helps building and maintaining sales momentum. It’s not generally about your aptitude, but more about qualities such as determination and hard work. Furthermore, opportunities in the market can drop because you might get sidetracked or cease follow-ups altogether. The more respectfully persistent you are with marketing efforts, the greater number of possibilities will develop.

It is essential to focus on the outcomes of your actions rather than simply the action itself. If each interaction with a potential customer does not further the deal, then it has stalled and the sales momentum is lost. However, it could be worse – the deal might even have negative sales momentum.

Not a single interaction between sales reps and potential customers should go to waste. To make sure that doesn’t happen, you need to be aware of what’s preventing your prospects from moving further down the sales pipeline, in addition to understanding what the path forward looks like.

17 most essential tips for building and maintaining sales momentum

1. Building momentum starts with a clear picture of your objective.

What you do right now will have an influence on your performance during the rest of this year. What is the minimum number of monthly sales that you must achieve each month through December to maintain momentum? How can you quit playing the year like a gambler who doubles down on December, exhausting all chips in a last-ditch effort to make up for lost time?

Consequently, you need to take into account what sort of sales are attainable each month to make that number. Undoubtedly, every month you will need a mixture of big and small deals. A blend of renewals, upsells, and new business in the ideal proportion.

Because certain sales have a longer sales cycle than others, it’s critical for sales teams to maintain a healthy mix of deals every month. Your prospecting should be balanced around that mix.

2. To maintain sales momentum, avoid getting sidetracked by outside factors.

To maintain momentum try not to get sidetracked

Oftentimes, most people don’t try new things because they’re afraid of the unknown. However, if you go into a situation prepared, you’ll be more confident and less likely to focus on the negative aspects that could happen. Fear is only natural, but it shouldn’t stop you from taking risks. Instead, view distractions as something to be avoided at all costs.

Use your fear of failure as motivation to pay more attention to the most crucial details. It will help you improve and maintain sales productivity. When you have clear goals set in mind, it becomes easier to focus on what’s important and filter out anything that isn’t. Life will always present obstacles, but if you stay focused on your goals, you’ll be able to fight through anything standing in your way while maintaining sales momentum.

3. Consider your sales process and the level of your sales productivity.

There is always a typical sales cycle. Take a look at the last hundred deals you’ve completed. On average, how much time and sales efforts did it take from the first meeting to the signed contract in your hand?

If your typical sales cycle is, for example, six months but an on-fire sale lasts only one month, you may conclude that your sales velocity can be improved. Why isn’t every sales cycle finished in only a month? That would be the average sales cycle if you concentrated just on selling products that prospects and clients are ready to buy right now.

Prospecting is a typical bottleneck for most sales teams. It is the usual source of a long sales cycle and one of the main reasons why sales teams fail to create sales momentum.

The majority of sales reps shoot in the dark rather than assessing their long-term sales cycle objectives while going about their business. Sales teams only prospect in order to build just enough possibilities to create sales momentum to some degree, rather than keep looking for prospective customers that can be closed rapidly.

To reduce the sales cycle, avoid losing time, and close more deals, it’s critical to detect sales opportunities that aren’t likely to close promptly at an earlier stage in the sales process.

Take a critical look at how you’re qualifying. What else are you searching for in addition to the typical criteria?

There are several qualities that make up a good buyer, such as whether they can afford your solution and if there is even a need for what you’re selling. But being qualified also means that “Can your offering connect with what they are doing now or plan to do next?”

4. To effectively build and maintain sales momentum, focus in optimizing your sales process.

The goal should be to become better at everything you do on a daily basis, every time you do it. When we perform something for the first time, we approach it differently than when we repeat it for the hundredth time.

Are you going through the motions when you are on a video sales call presenting your company’s offering? It’s possible that your current actions and sales efforts aren’t as effective as you believe them to be. It is not easy to build and maintain sales momentum in today’s competitive market. True success comes from efficient routines established by constantly monitoring and adjusting your behavior.

Be sure to read our article on virtual presentation tips, if you are looking to improve your video presentation skills and create sales momentum on your video sales calls.

5. Sales teams need to implement clear sales process triggers.

Knowing the stages of your sales process is one of the most crucial aspects of building a moving pipeline, many businesses fail to do. Defining your sales processes and key performance indicators is one of the first tasks a sales team must perform in order to create an effective engine to build and maintain sales momentum.

Defining each sales stage is critical to maintaining organization and structure within sales teams. These stages are usually defined by the trigger that comes before it. For example, you may move into the “send the quote” stage once you’ve gathered enough information about the client and the scope of work.

Every phone call, email, video email, and in-person meeting leading up to that point should be focused on moving the prospect closer to that goal and maintaining sales momentum.

Learn 15 ways how to use video emails in B2B sales to build and maintain sales momentum and crush sales targets and quotas.

6. To maintain sales momentum, sales reps need to identify weaknesses in their sales process early.

Even if the sales procedure is flawless, the contract may start to fall apart. After establishing a strong rapport with the customers, you can be honest with the ones that appear to be stuck in one stage, asking them — to rate the likelihood of closing the transaction on a scale of 1 to 10.

The person you’re in contact with may take a short pause after you ask them to quantitatively rate what’s going on in their mind. You’re essentially asking them to put a number value on everything that was done prior to this point. And if they give you a high number, you can simply inquire about what would need to happen to raise the level from whatever they said to a 10.

Some factors are out of our control, but once you know what those things are, you can see how you can contribute to maintaining sales momentum and closing the deal.

If the deal begins to stall, it is an indication that something has changed. Try refocusing the conversation on what the prospect originally said they needed when you first began talking.

7. Follow-up to build and maintain sales momentum.

Sales video follow-ups

When sales reps don’t timely follow-ups, it often results in more deals stalling in the pipeline. Oftentimes it’s not that sales reps don’t want to follow up but they become preoccupied and let it slip their minds. When this occurs, all the progress made from prospecting or creating a proposal is wasted since there was no follow-through.

A poor follow-up strategy can completely ruin your sales momentum. Always schedule your next contact while you’re in person with your customer or on a video call with them.

Merely scheduling a meeting or checking in isn’t going to cut it if you want to be an effective sales rep. You need to contribute something of value to them, whether it’s helpful resources, tips, or articles that made you think of them.

Dedicate certain times each week for follow-ups. Consider quality rather than quantity. The number of times you follow up has little to do with your success of building momentum. It’s all about consistency, message, and value that you’re delivering. Always put your customer’s interests first. If you stick to this rule, there’s really no way to go wrong with following up.

8. Work on your weaknesses and sales skills.

Sales reps who have met a level of success through their current process, are likely very strong in specific sales skills. However, these are the same sales skills that aren’t allowing them to continue improving and maintaining sales momentum.

Sometimes they need help identifying which areas need improvement and creating a plan to bolster those sales skills, that may be enough to surpass the plateau and take their sales game up a notch.

In addition to the sales targets of the sales team and each individual sales rep, the sales reps may establish personal development objectives to improve their areas of deficiency. The objectives don’t have to be crazy wild.

One way to get back on track is by setting smaller goals, such as doing ten percent more video sales calls or demos this month than last. This gives sales reps the chance to practice and improve their sales skills. It’s important to focus on an achievable target that will help address a weak spot and make it easier to build and maintain sales momentum.

Learn more about video sales and how video can improve your sales productivity, help you maintain momentum and close more deals faster.

9. Never settle with ‘good enough' in your sales process.

When your data curve flattens out and begins to level off, it’s time to take notice.

Make a timetable for regaining and maintaining sales momentum that was lost. The longer one remains in a rut, the more difficult it is to get back up and progressing. It’s like if you take too many days off from your exercise routine. To return to where you were before, let alone progress beyond that point, you’ll have to put a lot of hard work.

If you find that your sales have stagnated, it may be time to ask for help from those around you. By staying focused on honing your sales skills and improving your results, you can avoid becoming complacent in your career.

10. To create sales momentum sales reps need to understand prospect's perspective.

Even after your sales team has established the sales stages of the sales process, sales reps still have to tailor their approach to fit each prospect.

Once sales reps have pinpointed the customer’s specific needs, they can easily address each of them maintaining sales momentum. But instead of directly selling your company’s solution and talking about their products and services, sales reps should use relatable examples that speak to the customer on a personal level. Leading with this strategy will help sales reps to gradually move the prospect towards accepting the solution as their own.

Sales reps can show the prospective customers a case study of somebody who got the experience they wanted. This way, they are sharing a story instead of talking about themselves. Not to mention, this makes the sales efforts more personal. Their customer will then be one step closer to working with them.

Psychology can also be utilized to make your product sound more appealing and create sales momentum. For example, your product has eight key features, but this prospect is only interested in four of them. When you pile everything up, only four of them appear to benefit the customer. As a result, if four of the features do not satisfy their needs, your product may not appear to be a perfect solution for them.

Instead, you can start with the five features they’re interested in, you can then add the other five after they say yes. This addition will serve to validate their decision to purchase from you. Now those extra features are a bonus in their eyes!

11. To build and maintain sales momentum effectively your sales team has to stick to a plan.

To create sales momentum your sales team needs to stick to a plan

Once you’ve determined your objectives, think about how you’ll achieve them.

Without a sales process or a sales playbook, it is all too easy to fail. Make sure you have goals, but also be willing to adjust your plans if necessary to keep yourself on track and maintain sales productivity. A small change early on could mean the difference between closing more deals and failing to create sales momentum.

Are your buyer personas accurate and current? Check them again to see if any need to be retired, updated, or added. Sales reps need to know exactly who they’re targeting to establish their positioning and the tactics and techniques they’ll use to close the deals.

Sales reps will also need to know how they’ll track and assess the plan’s effectiveness. Keeping an eye on key performance indicators (KPI) and comparing them to previous periods can help improve sales productivity. If your sales team has created a new customer profile type, keep tabs on its sales statistics.

There are many different types of sales content, make sure your sales content team isn’t missing any when you’re working on your sales plan.

12. Change your routine from time to time to maintain sales momentum.

Most people hit a wall while working out. Your body becomes accustomed to performing the exercises or routines, and the progress seems to slow down and doesn’t feel like hard work anymore.

Trainers usually recommend altering your routine to keep your body guessing, such as using new equipment or trying a different program. The objective is to avoid becoming complacent.

Sales reps may also alter their way of thinking. You can try looking at your offerings and your customers from a new angle:

Is there anything missing that might help you attract new customers and expand your sales pipeline?

What alternative or developing industries are there for your sales team to explore?

Sales reps may have spent a significant amount of time and effort to get to where they are now, so they may be exhausted from all the hard work. Encourage your sales team to take a break and appreciate what they’ve accomplished. This will assist them in regaining an upbeat, forward-looking attitude ready to tackle the next objective and improve sales productivity.

13. Sales reps shouldn’t be tempted to go after the easy targets.

Don’t be tempted to cut corners in your lead qualification process simply to make a few sales. It is unlikely to produce much long-term sales momentum.

If we’re sticking with the fitness analogy, these so-called “wins” are like losing water weight. They give the appearance of progress when in reality it’s just a temporary fix. In order to make real gains, sales reps need to do things correctly from the beginning.

Only pursue qualified leads to avoid wasting time on those who will never convert. Identify unqualified prospects early so you and your sales team don’t waste valuable time chasing them.

14. Get organized for success with your sales team.

A slump can be a fantastic chance for sales reps to prepare themselves for future success. This might comprise modernizing or going further into the sales tools your sales team employs, or testing new ones, setting up a daily or weekly meeting timetable that agrees with their plans and objectives.

Keeping your CRMs clean and organized is is a very important thing and it’s one of the keys to maintaining sales momentum. Sales teams need to keep contact information updated, delete or archive outdated data, and make sure that it is properly tagged and labeled for easy access. It is a lot of tedious and hard work but it is worth it! Your sales team and sales managers will thank you later.

15. Don't allow bad habits to stop you from maintaining sales momentum.

Sales reps that make it are the ones who put in the effort to be effective. There isn’t a silver bullet, just as there isn’t in fitness.

There are a few shortcuts that save time and money for sales teams without jeopardizing relationships with your clients. Email drip campaigns and using asynchronous video presentations are two examples of this. These allow prospects to receive important information more quickly, freeing up time on the backend for the sales team.

There are certain shortcuts you should avoid because they turn potential customers away. Examples of these counterproductive habits include not researching a lead before trying to sell them your product or service, using a one-size-fits-all sales strategy, or failing to understand their pain points.

These are not worth it. They result in more money being lost through sales than they save, making them ineffective for regaining and maintaining sales momentum.

Learn more about asynchronous video presentation and how async videos help high-performing sales teams maintain momentum and accelerate the sales cycle.

16. Sales reps need to know when to let things go.

There is no reason to waste time on something that will never come to fruition. Having standards for your pipeline will help you understand when it’s time to move on. Continuously chasing something or someone leads nowhere and only uses up valuable resources.

If a prospect you’ve called has been unresponsive and ignoring your calls and follow-up emails, it might be time to stop outreach for a bit.

Although you shouldn’t give up on the opportunity entirely, allow some time to pass before trying to make contact again.

17. Take breaks!

Managing your time doesn’t necessarily mean filling every single second of free time with a task in an effort to maintain sales momentum and close more deals. You want to be productive and work towards goals, but not at the cost of your own well-being.

Spend some time outdoors. Get a cup of coffee. Read a sales blog or watch a sales training video to unwind. Giving yourself time to relax and recharge before going back to hard work will help you feel refreshed and ready to start again.

How to build and maintain sales momentum - Key Takeaways

To maintain momentum you should be continuously improve in all you do, every time you perform it. By constantly adjusting and focusing on your behavior which has probably become routine by now, you will be able to make optimizations and adjustments to become more efficient at sales.

As you work to create sales momentum, make sure you’re staying focused on the right things.

Gaining and maintaining sales momentum doesn’t mean pressuring clients into signing more contracts. It means taking small, daily steps toward achieving your goals.

By frequently monitoring and investigating your sales process, you will be in a great position to identify any potential problems early on and take corrective action. This will help you build and maintain sales momentum.

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