Make More Sales with Brooke Greening

Your prospect has researched your business, explored your website, and knows what you offer. So it's time to pitch, right? Not so fast. Just because a buyer has the information doesn't mean they're ready to make a decision. And pitching too soon might be the very reason your promising sales calls end with polite nods, unanswered proposals, and prospects who disappear. An informed buyer isn't necessarily a confident buyer. Knowing the difference could change how you approach your next sales conversation. Episode Summary In this episode of Make More Sales with Brooke Greening, Brooke and Scott explore one of the biggest challenges B2B service business owners face: knowing when to transition from discovery to presenting their services and asking for the sale. Brooke explains why buyers move through three important stages before making a purchase: interest, trust, and confidence. While your marketing can generate interest and your reputation can establish trust, neither guarantees that a prospect believes your services are the right solution for their specific problem. You'll discover the three green lights that signal a buyer is ready to hear your offer, why uncovering the real motivation behind a purchase matters more than delivering a polished pitch, and how to guide buying decisions without becoming pushy or manipulative. If you're a consultant, agency owner, coach, or B2B service provider who's tired of hearing "That sounds great!" only to have prospects disappear, this conversation will help you recognize when to pitch and when to keep asking questions. What You'll Learn Why informed buyers aren't always ready to buy:The difference between knowing about your services and believing they're the right fit. The three stages of buyer readiness:How interest, trust, and confidence influence purchasing decisions. Three green lights that tell you it's time to pitch:1. Buying readiness: You understand the prospect's timeframe and ability to invest. 2. The real problem: You've uncovered the underlying concerns and motivations driving their decision. 3. A clear connection: You can show how your services address those specific concerns. Why great sales calls end in ghosting:How pitching before establishing buyer confidence can derail a promising opportunity. How to sell without being manipulative:A simple way to evaluate whether you're helping your prospect make a decision or pressuring them for your own benefit. Why service should guide every sales conversation:How Brooke's SERVICE Sales Framework helps business owners balance being too passive with being too pushy. Resources Mentioned Building Momentum Resources Explore strategic planning, marketing consulting, and sales coaching services designed to help businesses grow. https://buildingmomentum.info Brooke's Sales Lab Learn how to read and lead sales conversations, uncover what motivates buyers, and confidently ask for the sale without relying on rigid scripts or pushy tactics. Schedule a call with Brooke to explore whether Sales Lab is right for your business. https://buildingmomentum.info/meet The SERVICE Sales Framework Brooke's approach to making sales conversations more effective by serving prospects, understanding their problems, and guiding them toward informed decisions. Learn more about Brooke's coaching through Building Momentum. https://buildingmomentum.info/sales-coaching Previous Episode: "Your Prospect Asked AI About You." Here's How to Win the Sales Call Your prospects have already researched your business, compared their options, and gathered information from AI before talking to you. Discover why your sales conversations still matter and how to help informed buyers make confident decisions. https://buildingmomentum.info/your-prospect-asked-ai-about-you-heres-how-to-win-the-sales-call/ StoryBrand Explore the messaging framework discussed in this episode that helps businesses clarify their message and attract the right customers. https://storybrand.com Join the Conversation & Subscribe Have you ever had a sales call that seemed to go perfectly, only to have the prospect disappear afterward? We'd love to hear your experience. Subscribe to Make More Sales with Brooke Greening for practical sales advice that helps B2B service business owners turn more conversations into customers without becoming someone they're not. Listen, subscribe, and join the conversation: https://buildingmomentum.info/podcast If this episode helped you rethink when to pitch on a sales call, share it with another business owner who could use a little less ghosting and a few more sales. Connect with Brooke on LinkedIn Want more practical insights on sales conversations, buyer confidence, and growing your service business? Connect with Brooke Greening on LinkedIn: https://linkedin.com/in/brooke-greening Here's to valuing your customers and making more sales!  When to Pitch on a Sales Call: 3 Signs Buyers Are Ready | Chapters 00:00 Why Pitching Too Early Costs You Sales 01:01 The Hidden Problem in B2B Sales Conversations 02:25 Why Informed Buyers Aren't Ready to Buy 03:24 Knowing Your Services Doesn't Mean They're Ready 04:18 A Real Example of Selling Before Understanding 05:42 Uncovering the Real Problems Driving Buyers 06:37 The 3 Stages of a B2B Buying Decision 06:59 Stage 1: Building Buyer Interest 09:02 Stage 2: Why Trust Alone Doesn't Close Deals 10:49 Stage 3: Building Confidence to Buy 11:38 How to Sell Without Being Pushy 12:49 The Difference Between Selling and Manipulation 14:42 How to Know When It's Time to Ask for the Sale 15:16 The 3 Green Lights Before Pitching Your Services 17:18 Why Rushing the Sale Creates More Problems 18:17 Improve Your B2B Sales Conversations 19:57 Turn Sales Conversations Into Service Conversations 21:40 Final Takeaways for B2B Service Providers

Your prospect spent three minutes asking AI about your business, and now they're showing up to your sales call thinking they know your services, your pricing, and what you should be offering them. There's just one problem. Some of that information might be wrong. So what do you do when your prospect trusts AI more than what you're telling them? And how do you lead the conversation without getting defensive or losing the sale? Episode Summary AI is changing how B2B buyers research service providers before scheduling a sales call. But having more information doesn't mean your prospects are ready to make a buying decision. In this episode of Make More Sales with Brooke Greening, Brooke and Scott discuss how AI is influencing sales conversations and why skilled sales professionals are more valuable than ever. Drawing on her experience from more than 90,000 sales conversations, Brooke shares a practical approach to handling prospects who arrive with incorrect information or unrealistic expectations. She explains why acknowledging their research, asking permission, and getting curious are far more effective than trying to prove them wrong. You'll also discover four things a skilled salesperson can bring to a conversation that AI can't replace: understanding the customer's unique circumstances, reading what's happening during the conversation, helping identify the right next steps, and building the confidence to make a buying decision. Because when you're selling high-value B2B services, your prospect doesn't just need more information. They need someone who can understand their situation and help them make a decision they feel good about. What You'll Learn How AI is changing B2B sales conversations: Why your prospects may have already formed opinions about your services, pricing, and value before talking with you. Why an AI-informed prospect is an opportunity: What their research tells you about their interest and why you shouldn't assume they're ready to buy. How to handle incorrect information without getting defensive: Brooke's practical approach to acknowledging research, asking permission, and clarifying assumptions. Why context matters more than information: How asking better questions helps uncover what AI-generated answers may have missed. How to recognize the conversation happening in your prospect's head: Why hesitations, pauses, and subtle cues can reveal more than the words they're saying. Four advantages human sales professionals have over AI: How context, conversational awareness, discernment, and confidence help customers make buying decisions. How to lead sales calls that result in more sales: Why helping customers understand their problems and identify their next steps is more valuable than simply presenting information. Resources Mentioned Google Gemini: gemini.google.com An example of how prospects use AI to research businesses and prepare for buying decisions. Zillow: zillow.com Referenced as an illustration of how online estimates can miss important context that a knowledgeable professional provides. Amazon: amazon.com Mentioned in Brooke and Scott's opening conversation about AI-generated product images. The SERVICE Sales Framework: Building Momentum Resources Learn more about Brooke's approach to leading sales conversations that help customers make confident decisions. Gartner AI B2B Survey: B2B Buyers Turn to Sales Reps  A 2026 Gartner survey found that 69% of B2B buyers prefer to validate AI-generated information with sales reps, highlighting the growing importance of salespeople as trusted advisors who help buyers make confident purchasing decisions.     Want to get better at reading and leading your sales conversations? If your prospects are coming to sales calls armed with information but leaving without making decisions, it may be time to rethink how you're leading those conversations. Brooke helps B2B service business owners learn how to uncover what's driving their prospects, communicate their value, and confidently lead sales conversations without being pushy.  Schedule a Call with Brooke → https://buildingmomentum.info/meet Join the Conversation & Subscribe AI may be changing how people buy, but great sales conversations still matter. What are you noticing about prospects who research your business before scheduling a call? Are they showing up better informed, or are you spending more time addressing assumptions? We'd love to hear your experience! Subscribe to Make More Sales with Brooke Greening for practical sales advice that helps you lead better conversations, make more sales, and have a greater impact. Listen, subscribe, and explore past episodes: buildingmomentum.info/podcast  Connect with Brooke on LinkedIn Want more practical advice on B2B sales conversations, handling objections, and helping customers make confident buying decisions? Connect with Brooke Greening on LinkedIn →  Here's to valuing your customers and making more sales! Your Prospect Asked AI About You. Here's How to Win the Sales Call | Chapters 00:00 What Happens When Prospects Research You With AI?01:13 Introduction: Make More Sales With Brooke Greening02:56 How AI Is Changing B2B Sales Conversations03:45 What AI-Informed Buyers Know Before Your Sales Call04:40 The Sales Mistake That Could Cost You Clients05:38 Why a Researched Prospect Is a Buying Opportunity06:49 How to Handle Prospects With Incorrect AI Information07:53 The First Step: Ask Permission Before Correcting Buyers09:59 How to Respond to AI-Driven Pricing Objections10:39 Why Getting Defensive Can Kill a Deal12:22 What Human Sales Professionals Can Do That AI Can't13:21 Advantage #1: Understand the Buyer's Context15:30 Advantage #2: Read Buying Signals and Hidden Objections18:22 Advantage #3: Guide Buyers Toward Clear Next Steps20:11 Advantage #4: Build Confidence in High-Value Decisions21:00 How to Improve Your Sales Conversations With Brooke21:55 Final Advice: Lead Better Sales Calls to Grow Revenue22:41 Next Episode: Build Buyer Confidence Without Being Pushy

Ever finish a sales call feeling great, only to realize you have no idea if the prospect is going to buy? They said, “Let me think about it,” or “Send me some information.” You walked away hopeful. And now? You're stuck following up, wondering if they're interested, and trying to figure out what happens next. Here's the thing: A clear "no" is often more valuable than a vague "maybe."  And learning how to help your prospects make a confident buying decision might be one of the most important sales skills you develop. Episode Summary In this episode of Make More Sales with Brooke Greening, Scott and I tackle one of the biggest challenges in B2B sales: helping potential customers make decisions without feeling pushy or manipulative. Most salespeople think their job is to get the customer to say yes. I see it differently. Your job is to help them make a clear decision, even when that decision is no.  We'll explore why so many experienced business owners avoid asking for a decision, how a pipeline full of "maybes" creates false confidence in your sales forecast, and why a "no" today doesn't necessarily mean "no" forever. Plus, I'll share how a disastrous wilderness adventure taught me something valuable about the difference between guiding someone and trying to convince them. Because great sales conversations aren't about winning a tug-of-war with your prospects. They're about helping people determine whether working with you is the right decision. What You'll Learn Why "maybe" is worse than "no" in sales: How indecision wastes time, drains your energy, and makes your sales pipeline look healthier than it is. The difference between convincing and guiding: Why helping prospects make their own decisions leads to better client relationships. 3 reasons salespeople avoid asking for a decision: Including the surprising mistakes experienced business owners make without realizing it. How to recognize when a sales conversation lacks clarity: Why a prospect leaving a call without a decision isn't always a sign they need more information. Why a "no" doesn't mean "no forever": How clear answers help you build better follow-up strategies and focus on prospects who are ready to move forward. How to lead sales conversations without being pushy: Why approaching the conversation as a guide rather than a closer changes everything. Resources Mentioned Want to turn more sales conversations into paying clients?  With more than 90,000 sales conversations and a master's in counseling, Brooke helps B2B service providers understand what's happening in their sales conversations, guide buyers toward confident decisions, and make more sales. Schedule a Call with Brooke to explore how one-on-one sales coaching can help you improve your sales conversations. AI tools mentioned in the preview of our next episode:  ChatGPT  Google Gemini Claude  Join the Conversation & Subscribe Are you holding on to too many "maybes" in your sales pipeline? We'd love to hear how you're helping prospects make buying decisions. Leave a comment, share your experience, or send this episode to another business owner who's tired of chasing prospects. Subscribe to Make More Sales with Brooke Greening for weekly conversations about understanding your buyers, improving your sales process, and closing more deals without manipulation or pressure. 🎧 Listen, Follow & Subscribe to Make More Sales with Brooke Greening Connect with Brooke on LinkedIn Want more practical advice on leading better sales conversations and growing your service-based business? Connect with Brooke Greening on LinkedIn  Here's to valuing your customers and making more sales! Why "No" Is Better Than "Maybe" in Sales (And How to Get a Clear Answer) | Episode Chapters 00:00 Why "No" Is Better Than "Maybe" in Sales 00:45 Why Unclear Sales Conversations Cost You Sales 03:18 How to Help Prospects Make Buying Decisions 06:25 How to Sell Without Being Pushy or Manipulative 09:10 Why Salespeople Avoid Asking for a Decision 10:58 How to Stop Fearing "No" on Sales Calls 11:50 Why "Maybe" Is Hurting Your Sales Pipeline 14:04 The Psychology Behind Customer Buying Decisions 15:25 How to Guide Buyers to a Confident Decision 17:52 Next Episode: How AI Is Changing Sales Conversations

Your prospect read your website, checked your competitors, and looked at your reviews. Then they booked a call. What do they need from you that another Google search can’t give them? If your answer is a longer explanation of your services, you may be talking your way into “Thanks, you’ve given me a lot to think about.” Followed by silence. Episode Summary In this episode of Sippin’ Matcha and Helping You Make More Sales, Scott and sales coach Brooke Greening explore how informed B2B buyers change the purpose of a sales conversation. For business owners, consultants, and service providers selling higher-ticket services, the call is an opportunity to understand the prospect’s situation, build trust, and help them make a buying decision. Brooke explains how to guide that conversation, connect your expertise to their specific problems, and spot four signs you’re sharing too much information. Along the way, Scott and Brooke bring in fantasy football, a museum bathroom emergency, and the famously drawn-out Midwest goodbye. Because even a polite conversation can be going nowhere. What You’ll Learn What a sales call is for when buyers have already done their research: Help prospects apply information to their situation and decide how to move forward. What your website can’t settle for them: Whether you understand their problem and whether they trust you to help. Four signs you’re explaining too much: Answering questions they haven’t asked, learning nothing new, hearing polite shutdowns, and ending the call without key buying details. Why “just send me something” can signal disengagement: How to recognize the pattern when friendly responses lead to stalled decisions or ghosting. What to uncover before the call ends: Their motivation, buying timeframe, and who else is involved in the decision. How to make your expertise relevant: Listen, recognize the problem, clarify what you heard, and recommend a next step. Resources Mentioned Six-Session Sales Lab with Brooke Greening Want help leading purposeful, authentic sales conversations? Explore Brooke’s one-on-one coaching and learn how to understand what prospects are thinking, communicate your value, and guide buying decisions. Schedule a call with Brooke Join the Conversation / Subscribe Have you ever heard “You’ve given me a lot to think about” and then nothing? We’d love to hear your experience. Listen and subscribe on your favorite podcast platform. Follow the show for the next episode on how to lead a sales conversation toward a buying decision. If this episode helped you, leave a review or share it with another business owner. Connect with Brooke on LinkedIn Keep the conversation going with practical advice for making sales feel more human. Connect with Brooke Greening on LinkedIn Your Prospect Already Researched You: What Is the Sales Call For Now? | Chapters 00:00 What Is the Sales Call For If Buyers Already Researched You?01:18 The Changing Reality of B2B Sales03:18 Why Buyers Know More Before the Sales Call03:46 Stop Presenting—Start Guiding the Buyer04:34 Information vs. Advice: What Buyers Actually Need05:16 The Real Purpose of a Sales Conversation05:44 What Prospects Need to Know Before They Buy07:20 Why Human Trust Still Matters in the Age of AI08:25 Are You Talking Too Much on Sales Calls?09:45 Stop Pitching and Start Asking Better Questions11:05 The “Polite Shutdown” Most Salespeople Miss12:45 Why “Send Me Something” Isn’t Always a Buying Signal13:40 The Key Sales Information You Must Uncover14:40 Listen, Clarify and Recommend the Right Next Step15:35 How to Lead Buyers Toward a Confident Decision

There are two conversations happening during every sales call. The one you can hear. And the one happening inside your customer’s head. And guess where the buying decision is being made? 😬 While you’re thinking, “What should I say next?” your potential customer may be wondering: Can I trust you?Do you understand me?Can you solve my problem? Is this worth the investment? What happens if I say yes? If you’re so focused on performing your half of the conversation that you miss theirs, you’re missing some of the most important information on the call. Good news: you do not need to become a mind reader. You need a framework that gives you enough structure to stop obsessing over your next line and start paying attention to the person sitting across from you. Episode Summary After spending the last several episodes walking through the SERVICE Sales Framework, Brooke and Scott zoom out to look at what connects the entire process. Your customer is having an internal conversation at every stage of the sales call. When you Set Expectations, they’re wondering what’s about to happen. When you Establish Rapport, they’re deciding whether you understand them and whether they can trust you. When you Recognize the Problem, old frustrations, disappointing experiences, and deeper concerns start surfacing. When you Verbalize the Value, the question becomes much more personal: Can you help me?  Then come objections, timing, and the all-important question at the end: Okay…what do I do next?  Brooke walks through all seven parts of SERVICE from the customer’s point of view and explains why becoming better at sales isn’t about becoming more persuasive. It’s about becoming more curious, more present, and better at listening to what your customer is saying — and what they’re not saying. Sales is a conversation. Not a performance. Thank goodness for that. What You’ll Learn The two conversations happening during every sales call Why the buying decision is often made in the part of the conversation you can’t hear What customers are likely wondering during each stage of the SERVICE Sales Framework Why even referrals can enter a sales conversation with their guard up How setting expectations helps people relax and engage Why rapport is about relevance and trust, not random small talk Why the first problem someone shares is rarely the whole problem The shift from “Can you help people like me?” to “Can you help me?” Why objections are information instead of something to fear When urgency is helpful — and when it becomes manipulation Why customers want the final steps to be ridiculously easy How a framework gives you enough structure to stop performing and start listening The one question Brooke wants you to ask after your next sales call: Who were you paying attention to? Resources Mentioned The SERVICE Sales Framework Want to dig into the full framework? SERVICE Sales Framework Overview Are You Sabotaging Your Sales Calls? Then work your way through each part of SERVICE. S — Set Expectations Help your customer understand what’s going to happen so they can relax, participate, and stop wondering when the surprise sales pitch is coming. How to Start a Sales Call Sales Calls: Bad Examples How to Set Sales Call Expectations E — Establish Rapport Create real connection and relevance to your customer’s business. This is not permission to spend the first ten minutes discussing the weather. 😂 Why Sales Rapport Isn’t Closing Deals Sales Call Mistakes That Kill Trust How to Build Rapport in Sales Conversations R — Recognize the Problem Discover the real problem driving and motivating the buying decision. How to Uncover the Real Problem in Sales Calls Why Great Sales Calls Still Don’t Convert The 5-Minute Rule That Changes Sales Conversations V — Verbalize the Value Connect the problem your customer just shared to the specific way you can help. Why Great-Fit Prospects Still Don’t Buy 4 Ways Salespeople Mistake Information for Value How to Communicate Value in Sales: The Problem-Help-Outcome Framework I — Identify Objections Understand what may be stopping your customer from buying instead of pretending the objection isn’t there. Awkward strategy. 😂 Why Sales Objections Are Actually a Buying Signal You Don’t Have to Manipulate People to Make More Sales The Million-Dollar Sales Question Most People Never Ask C — Create Urgency Help customers connect the future they want with the timing needed to reach it — with direction and hope, not fake scarcity. The Biggest Lie About Sales Urgency 3 Sales Urgency Mistakes That Are Costing You Customers How to Create Sales Urgency Without Being Pushy E — Explain Next Steps Make moving forward ridiculously clear. Your customer should not need a treasure map to figure out how to buy from you. Why Great Sales Calls Don’t Close: The Next-Step Mistake Costing You Clients B2B Founders: Stop Sending Proposals Like This How to End a Sales Call: 2 Questions That Stop Prospects From Ghosting You  Join the Conversation / Subscribe Want more practical conversations about making sales without becoming someone you don’t particularly like? 😜 Subscribe to Sippin’ Matcha and Helping You Make More Sales, explore past episodes, and join the conversation: https://buildingmomentum.info/matcha Connect with Brooke on LinkedIn For more practical sales help, encouragement, and reminders that you don’t have to be a jerk to be good at sales, connect with Brooke Greening on LinkedIn: https://linkedin.com/in/brooke-greening Here’s to valuing your customers and making more sales. When you're ready to make more money, give Brooke a call. https://buildingmomentum.info/meet   What Your Customer Is REALLY Thinking During a Sales Call | Chapters 00:00 Highlights: What Your Customer Is REALLY Thinking01:21 Welcome to Sippin’ Matcha & Helping You Make More Sales03:06 The 50% of the Sales Conversation You’re Missing04:11 Why a Sales Framework Shouldn’t Sound Scripted05:22 The 7-Part SERVICE Sales Framework Explained05:57 Set Expectations: What Customers Are Thinking First07:45 Establish Rapport: “Do They Understand Me?”09:31 Recognize the Problem: Find the Real Reason They’ll Buy11:09 Verbalize Value: Can You Solve My Problem?14:17 Identify Objections: What’s Stopping Them From Buying?16:29 Create Urgency Without Manipulating the Customer18:32 Explain Next Steps: Make Saying Yes Easy20:19 Why SERVICE Is Not a Sales Checklist21:15 Great Salespeople Are Curious, Not More Persuasive21:42 The #1 Question to Ask Yourself on Every Sales Call22:48 How to Improve Your Sales Conversations and Revenue23:38 Sales Is a Conversation — Not a Performance24:13 How AI Is Changing the Future of Sales Conversations

One of the easiest ways to lose momentum in a sales conversation is to end the call hoping everyone knows what happens next. “Send me the proposal.” “I’ll talk to my business partner.” “Let’s touch base next week.” They all sound like next steps. But without a specific action and timeline, they’re vague intentions. And vague intentions have a funny way of turning into ghosting, awkward follow-ups, and you wondering what in the world happened to that promising sale. In this episode, Brooke shares two simple questions to answer before you end your next sales conversation so both you and your potential client know exactly what happens next. Episode Summary This episode wraps up the Explain Next Steps portion of Brooke’s SERVICE Sales Framework with a practical way to tell whether you’ve done it well. The test? Two questions. First, does your potential client know exactly what they need to do next to move forward with you? Second, do you know whether they’re going to do it? If so, when? And if not, why? Brooke and Scott walk through what those questions sound like in a real sales conversation, including how to handle proposals, decision-makers, objections, and prospects who aren’t ready to give you a clear yes. They also unpack four common “wobbles” that make next steps less clear, like assuming your customer understands your process or ending with the classic “I’ll follow up sometime next week.” The goal isn’t to pressure someone into a decision. It’s to give them enough clarity and space to make an honest one. Because a good sales conversation doesn’t end when the meeting is over. It ends when both people know exactly what to do next. What You’ll Learn The two questions you should have answered before every sales conversation ends Why a next step needs both an action and a timeline Why “I’ll send you a proposal” isn’t the same thing as having a plan How to create a specific follow-up plan without making your prospect feel pressured Why you shouldn’t rely on your proposal to do the selling for you How assuming your customer understands your process can slow down a sale Why asking about objections can uncover what’s really preventing someone from moving forward How vague timelines like “next week,” “after vacation,” or “when things slow down” create unnecessary confusion What to do when your prospect tells you they’re not sure about the next step How more clarity can help you recognize when a prospect is ready to move forward—or when the answer might be no Ready to Strengthen Your Sales Conversations? If you’re listening to this episode thinking, “Oof, I might be leaving a few too many sales calls with vague next steps,” let’s talk. Maybe your challenge is ending the call. Maybe it’s uncovering the real problem, talking about your offer, handling objections, or following up without feeling like a pest. You don’t have to become a different kind of salesperson to make more sales. Schedule a call with Brooke to talk about your business, your sales process, and where a few intentional changes could help you have more natural conversations that lead to more confident decisions. Schedule your call with Brooke: https://buildingmomentum.info/meet Resources Mentioned The SERVICE Sales Framework This episode covers the final part of Brooke’s SERVICE Sales Framework: Explain Next Steps. The framework helps you lead natural, human sales conversations through seven stages: S – Set ExpectationsE – Establish RapportR – Recognize the ProblemV – Verbalize the ValueI – Identify ObjectionsC – Create UrgencyE – Explain Next Steps Catch up on the podcast for more episodes breaking down each part of the framework. Join the Conversation + Subscribe Want more practical help having sales conversations that feel natural, build trust, and lead to more confident decisions? Subscribe to Sippin’ Matcha & Helping You Make More Sales on your favorite podcast platform, catch up on previous episodes, or submit a sales question you’d like Brooke and Scott to tackle in a future episode. https://buildingmomentum.info/matcha Connect With Brooke on LinkedIn Connect with Brooke for more practical advice on sales conversations, follow-up, messaging, and making sales feel a whole lot less awkward. https://linkedin.com/in/brooke-greening You don’t have to become a different kind of salesperson to make more sales. Sometimes a few intentional changes can completely change the conversation. Here’s to valuing your customers and making more sales. 🍵 How to End a Sales Call: 2 Questions That Stop Prospects From Ghosting You | Chapters 00:00 How to Stop Getting Ghosted After Sales Calls01:21 Why Clear Next Steps Matter in Sales03:54 How to End a Sales Conversation the Right Way04:25 The 2 Questions to Ask Before Every Sales Call Ends05:22 Question #1: Does Your Prospect Know the Next Step?07:07 Every Next Step Needs an Action and Timeline07:24 How to Set Clear Next Steps With a Prospect09:42 Question #2: Will Your Prospect Actually Take Action?10:38 Why Simple Sales Follow-Up Works at Every Level12:00 What to Do When a Prospect Says “I’m Not Sure”13:20 Where Sales Conversations Lose Momentum14:37 How to Know if a Prospect Will Move Forward16:32 How to Uncover What’s Really Stopping the Sale17:30 4 Common Sales Follow-Up Mistakes17:37 Mistake #1: Sending a Proposal Without a Plan19:13 Mistake #2: Assuming Customers Know Your Process21:01 Mistake #3: Not Asking About Objections21:58 Mistake #4: Leaving the Follow-Up Date Vague22:32 The 2 Questions to Use on Your Next Sales Call23:18 How to Improve Your Sales Conversations25:17 The Key to Ending Every Sales Call With Clarity25:34 Final Takeaways & How to Follow the Podcast

You wrapped up a great sales call, sent the proposal, and now… crickets. So you wait. Then you send the dreaded “just checking in” email. Then maybe another one. And suddenly, a conversation that felt full of momentum has turned into you wondering whether your proposal disappeared into the internet forever. The problem may not be the proposal itself. It may be what happened right before you sent it. In this episode, Brooke Greening breaks down three common ways B2B service providers accidentally create confusion at the end of a sales conversation and how clearer next steps can help customers move forward without feeling chased, pressured, or abandoned. Episode Summary Sending a proposal can feel like progress. You did the work, packaged up the details, and put the next move in your prospect’s hands. Except that’s exactly where things can start to go sideways. Brooke explains why simply saying, “I’ll send you a proposal,” can turn that proposal into homework for your customer. They have to remember the conversation, interpret what they received, decide what to do next, and figure out when or whether to respond. She also digs into the danger of customer-led follow-up, where phrases like “Take a look and let me know” sound polite but quietly transfer responsibility for the entire sales process to the buyer. And then there’s the surprise process: contracts, deposits, additional decision-makers, kickoff calls, and other steps that appear only after the customer thought they understood what was coming. The common thread? Undefined next steps. Brooke shows why clarity at the end of a sales conversation isn’t pushy. It’s leadership. When both sides know what’s being sent, who needs to review it, when you’ll reconnect, and what moving forward requires, you create a buying experience that feels organized, trustworthy, and easier to say yes to. What You’ll Learn Why the “proposal toss” can stall an otherwise promising sales conversation How sending a proposal without scheduling a follow-up creates unnecessary work for your customer Why “Take a look and let me know” isn’t always as helpful or low-pressure as it sounds How to keep leading the sales process without becoming pushy What to say when a prospect needs to talk with a business partner or another decision-maker How surprise contracts, deposits, meetings, or onboarding steps can undermine trust Why prospects need a simple 30,000-foot view of what happens after they say yes How your sales process is already shaping the customer’s expectations of what it will be like to work with you The one question to ask yourself at the end of every sales call: Who is carrying the responsibility for keeping this process moving? How clearer next steps can reduce ghosting, improve the customer experience, and help shorten your sales cycle Resources Mentioned Sales Conversation AssessmentTake Brooke’s five-minute assessment to get insight into all seven parts of the SERVICE Sales Framework and identify opportunities to strengthen your sales conversations. https://buildingmomentum.info/assessment Join the Conversation + Subscribe Want more practical ways to make sales conversations clearer, more human, and a whole lot less awkward? Subscribe to Sippin’ Matcha and Helping You Make More Sales, catch up on previous episodes, and leave a question Brooke may answer in a future episode. https://buildingmomentum.info/matcha Sales doesn’t have to be sleazy. And clear follow-up isn’t pressure. It’s service. Connect with Brooke on LinkedIn Follow Brooke for more practical advice on sales conversations, follow-up, messaging, and making sales feel more like you. https://linkedin.com/in/brooke-greening B2B Founders: Stop Sending Proposals Like This — It’s Costing You Deals | Chapters 00:00 Why B2B Sales Deals Stall After the Call02:43 Stop Sending Proposals Without a Follow-Up Plan04:35 Why Your Proposal Makes Prospects Work Too Hard06:10 Stop Letting Prospects Lead the Sales Process08:52 Avoid Surprises in Your B2B Buying Process09:47 Next Steps for High-Ticket B2B Sales12:45 Why Prospects Ghost After Sales Calls13:28 How to Shorten Your B2B Sales Cycle14:40 The Question to Ask After Every Sales Call

You had a great sales call. They were interested. They said all the right things. Maybe they even asked you to send over a proposal. So…why did the opportunity suddenly disappear into the sales abyss? 😬 The problem may not be your offer, your price, or even the dreaded “ghosting.” It could be something much simpler: you ended the conversation without a clear next step.  In this episode of Sippin’ Matcha and Helping You Make More Sales, Brooke breaks down the final step of the SERVICE Sales Framework: Explain Next Steps—and why a feel-good ending to a sales call isn’t enough to keep the sale moving. Episode Summary Interest is valuable. But interest isn’t a commitment. When a potential customer says, “That sounds great,” “Send me some information,” or “Let me talk to my team,” it’s easy to leave the conversation feeling like the sale is practically done. Except nobody has decided what happens next. Brooke explains why every sales conversation needs a clear path forward that answers three questions: What happens next? Who is responsible? And when will it happen?  You’ll hear why uncertainty creates hesitation, how vague follow-up plans can contribute to ghosting, and why sending a proposal without a follow-up plan can turn all that work into one very expensive attachment. Brooke also shares a simple way to review your recent sales calls and spot where opportunities may be drifting—not because the customer said no, but because no one knew what came next. Sales doesn’t have to be sleazy. And moving a customer forward doesn’t mean pushing them. Sometimes it means being kind enough to make the path clear. What You’ll Learn Why verbal interest is not the same thing as a commitment  The three things every next step needs: what, who, and when  How uncertainty after a sales call creates hesitation Why customers may “ghost” when the sales process becomes vague Why a proposal without a follow-up plan is just an expensive attachment How clear next steps create confidence for your customer and relief for you The simple question to ask when reviewing your last three sales conversations How Explain Next Steps completes Brooke’s SERVICE Sales Framework Resources Mentioned Sales Conversation Assessment  Find out how you’re doing across the SERVICE Sales Framework and identify where your sales conversations could improve. https://buildingmomentum.info/assessment Join the Conversation + Subscribe Want more practical help making sales conversations feel clearer, more human, and a whole lot less awkward? Subscribe to Sippin’ Matcha and Helping You Make More Sales and join the conversation here: https://buildingmomentum.info/matcha Connect with Brooke on LinkedIn Come say hello, follow along, and get more practical sales tips from Brooke: https://linkedin.com/in/brooke-greening Why Great Sales Calls Don’t Close: The Next-Step Mistake Costing You Clients | Chapters 00:00 Why Great Sales Calls Still Don’t Turn Into Sales01:35 The Sales Mistake That Kills Momentum After the Call04:19 How to End a Sales Call With Clear Next Steps05:26 Why Prospects Hesitate After a Good Sales Conversation07:10 Verbal Interest Is NOT a Sales Commitment08:37 “Send Me the Proposal” Doesn’t Mean They’re Buying09:55 How Clear Next Steps Reduce Sales Ghosting10:18 Why Your Proposal May Be Getting Ignored13:18 Stop Chasing Prospects After Sales Calls15:18 What a Strong Sales Follow-Up Process Looks Like16:45 The 3-Question Sales Call Audit for Business Owners17:14 Assess Your Sales Conversations18:20 Why Customers Should Never Have to Guess How to Buy

Creating urgency shouldn’t feel like cornering someone into a yes. You don’t need a fake deadline. You don’t need a clever closing question. And you definitely don’t need to manufacture a crisis so someone will hurry up and buy. Healthy sales urgency looks a lot simpler: helping your customer connect what they want with when they want it. In this episode of Sippin’ Matcha and Helping You Make More Sales, Brooke Greening breaks down how to create urgency by giving customers two things they need to make a confident decision: direction and hope. No pressure tactics required. Thank goodness for that.   Episode Summary By the time you’re creating urgency in a sales conversation, you shouldn’t still be trying to convince someone they need your solution. They’ve already recognized the problem. You’ve talked through how you can help. You’ve identified their concerns. They’ve told you they want to move forward. Now your job is to help them understand what they’re moving toward and when they need to move.  Brooke explains why healthy urgency starts by listening carefully to the future your customer has already described. Maybe they want their sales team following up consistently. Maybe they want to stop handling every sales call themselves. Maybe they want to take a vacation without checking their phone every 17 minutes. 😂 Whatever it is, you don’t need to invent their version of success for them. You need to listen for it. Then you connect that desired future to an honest conversation about timing. Brooke and Scott also talk about why asking about timing isn’t inherently pushy, how legitimate business constraints can create real urgency, what to do when a customer says “not now,” and why a future opportunity can be a very good thing for your sales pipeline. Because creating urgency isn’t about getting someone to act today. It’s about helping them make a confident decision about what happens next.   What You’ll Learn Why urgency belongs after a customer has expressed interest in moving forward What Brooke means by creating urgency with “direction and hope” Why you should never give a customer your definition of their successful future How to use what your customer has already told you to reinforce what they want Why excitement without clear direction can still leave a sale stalled How to ask about timing without sounding pushy Why asking, “What does your timing look like?” can be enough The difference between real timing constraints and manufactured pressure How launch dates, onboarding availability, implementation time and legitimate incentives can create healthy urgency What to do when a customer says the timing isn’t right Why a genuine “not now” can strengthen your future sales pipeline Two common urgency mistakes that can quietly damage trust The two questions Brooke wants you to ask after your sales conversations this week   Put It Into Practice After your next sales conversation, ask yourself: Do I understand what will be possible for this customer if we solve the problem? Not what you think success should look like. What did they say they wanted? Did I ask about their timing? You don’t need to turn it into a closing technique. Sometimes it can be as simple as: “What are you thinking about the timing?” As Brooke puts it, asking about timing isn’t pressure. Refusing to accept an honest answer is.   Resources Mentioned The Biggest Lie About Sales Urgency Start with the first episode in this series to learn why creating urgency isn’t the villain of the sales conversation and how Brooke defines healthy urgency as motivating customers with direction and hope. https://buildingmomentum.info/the-biggest-lie-about-sales-urgency/ 3 Sales Urgency Mistakes That Are Costing You Customers Learn three common ways salespeople mishandle urgency, including fake deadlines, questions designed to corner customers and avoiding the conversation altogether. https://buildingmomentum.info/sales-urgency-mistakes-that-are-costing-you-customers/ Why Sales Objections Are Actually a Buying Signal If a customer says they aren’t ready to move forward, there may be an objection you haven’t uncovered yet. This episode explains why objections aren’t necessarily rejection and how to make room for honest concerns. https://buildingmomentum.info/are-sales-objections-a-buying-signal/ Sales Conversation Assessment Want to know where your sales conversations are working and where they may be getting stuck? Take Brooke’s free Sales Conversation Assessment. In about five minutes, you’ll see which parts of the SERVICE Sales Framework give you the biggest opportunities to improve. https://buildingmomentum.info/assessment   Join the Conversation / Subscribe Want more practical sales conversations that help you make more sales without turning into a pushy sales bro? Subscribe to Sippin’ Matcha and Helping You Make More Sales, explore previous episodes, and submit a question Brooke may answer on a future episode: https://buildingmomentum.info/matcha/   Connect With Brooke on LinkedIn For more practical sales advice, human-first strategies and encouragement to help you sell without feeling sleazy, connect with Brooke Greening on LinkedIn: https://linkedin.com/in/brooke-greening/   How to Create Sales Urgency Without Being Pushy | Chapters 00:00 How to Create Urgency Without Manipulating Customers 00:59 How Better Sales Conversations Increase Revenue 02:23 What Ethical Sales Urgency Actually Looks Like 03:20 Creating Urgency Without Pressure or Fake Deadlines 05:28 The Two Keys to Healthy Urgency: Direction + Hope 05:56 Use the Customer’s Definition of Success 07:34 A Real Example of an Ethical Sales Conversation 09:27 Stop Telling Customers What Success Should Look Like 10:10 Why Excitement Alone Doesn’t Close the Sale 11:13 Give Customers Clear Next Steps 12:14 How to Ask About Timing Without Being Pushy 14:09 When Sales Urgency Becomes Pressure 14:43 Real Deadlines vs. Fake Sales Urgency 16:48 What to Do When a Customer Says “Not Right Now” 17:52 Why “Not Yet” Can Strengthen Your Sales Pipeline 19:38 2 Common Mistakes That Destroy Sales Trust 20:08 Don’t Ask About Timing Too Early 20:55 The Dating Story That Perfectly Explains Sales Timing 22:11 2 Questions to Ask in Every Sales Conversation 23:12 The Simple Test for Healthy Sales Urgency 23:30 The SERVICE Sales Framework Assessment 24:11 Next Step: How to Move the Sale Forward 25:40 Final Takeaway: Sell With Confidence, Not Pressure

Creating urgency shouldn’t mean creating pressure You know your customer has a real problem. They’ve told you they want help. The sales conversation is going well. Then it’s time to discuss what happens next—and everything gets awkward. Some salespeople manufacture a deadline. Others ask questions designed to corner the customer into saying yes. And many well-meaning salespeople avoid urgency altogether because they’re afraid of sounding pushy. Unfortunately, all three approaches can erode trust, stall the sale and leave qualified customers without the direction they need to move forward. In this episode of Sippin’ Matcha and Helping You Make More Sales, Brooke Greening explains how to recognize three common urgency mistakes and replace them with honest, customer-focused conversations about timing. Episode Summary Creating urgency is not about convincing someone to buy before they are ready. It is about helping a customer who already wants to move forward understand the timing, consequences and next steps involved in solving their problem. Brooke breaks down the three ways salespeople commonly mishandle urgency: Manufacturing urgency with fake deadlines, false scarcity or invented reasons to act immediately. Trapping customers with questions that have only one acceptable answer. Avoiding urgency altogether by sending a proposal and leaving the customer to determine what should happen next. Although these approaches look different, they share the same underlying problem: they are driven by the salesperson’s discomfort instead of the customer’s needs. Healthy urgency does not invent a reason to panic. It reveals what is already true, creates space for an honest answer and helps the customer make a wise decision. What You’ll Learn In this episode, you’ll discover: The difference between a legitimate deadline and manufactured urgency Why fake scarcity may produce a fast decision but not a confident one How manipulative questions quietly damage trust The warning signs that a question is designed to trap rather than create reflection Why saying “Take all the time you need” may be less helpful than it sounds How avoiding conversations about timing can cause qualified customers to stall Why urgency should only be introduced after the customer has expressed a desire to move forward How to discuss timing, deadlines and consequences without becoming pushy Three questions you can use to evaluate your own sales conversations Why healthy urgency should provide customers with direction and hope Questions to Ask Yourself After your next sales conversation, ask: Did I invent a reason for the customer to act? Did I ask questions that only had one acceptable answer? Did I avoid talking about timing or consequences altogether? Your answers can reveal whether you are creating healthy urgency—or allowing discomfort to control the conversation. Resources Mentioned How to Uncover the Real Problem in Sales Calls Before you discuss urgency, you need to understand the real problem your customer is trying to solve. Listen to the previous episode: https://buildingmomentum.info/uncover-the-real-problem-in-sales-calls/ Sales Conversation Assessment Discover which parts of your sales conversations may be creating unnecessary friction. The assessment takes approximately five minutes and provides insights into opportunities to improve. https://buildingmomentum.info/assessment/ Join the Conversation and Subscribe Explore previous episodes, subscribe to the podcast and submit an anonymous sales question for Brooke to answer in a future episode: https://buildingmomentum.info/matcha Connect With Brooke Connect with Brooke Greening on LinkedIn for practical, customer-focused sales advice: https://linkedin.com/in/brooke-greening 3 Sales Urgency Mistakes That Are Costing You Customers | Chapters 00:00 The three sales urgency mistakes01:05 Welcome and episode introduction02:03 Why creating urgency matters03:34 Mistake #1: Manufacturing fake urgency04:56 Real deadlines vs. fake deadlines05:45 How pressure damages customer trust06:02 What healthy urgency looks like06:57 Mistake #2: Trapping customers with questions07:46 Examples of manipulative sales questions08:20 Why consequence questions are not the problem09:57 Questions that make customers defensive10:24 Helpful questions vs. trap questions10:57 How to discuss the cost of waiting11:56 The SERVICE sales framework12:33 When to create urgency in a sales conversation14:21 Mistake #3: Avoiding urgency altogether15:10 Why “no pressure” can be unhelpful16:08 The vague follow-up mistake17:18 Why interested prospects still do not buy17:46 How to be direct without being pushy18:14 What connects all three urgency mistakes18:54 How to create healthy urgency20:13 Questions to evaluate your sales approach20:33 When sales incentives are appropriate21:15 Three self-assessment questions21:36 Free Sales Conversation Assessment22:18 What healthy urgency sounds like22:40 Subscribe and submit your questions