Sustaining through poor periods.
WHAT HAPPENS
Periods where nothing closes, for reasons partly outside your control.
WHAT IT PRODUCES
Doubt Reduced activity Desperation, which buyers detect
WHY REDUCED ACTIVITY IS THE REAL DANGER
It guarantees the next period is also poor.
WHAT TO DO
Maintain activity regardless of results.
WHY
Results lag activity by the length of your sales cycle.
WHAT TO MEASURE DURING SLOW PERIODS
Activity and conversation quality.
WHY NOT CLOSES
They are the lagging indicator, and they demoralise.
WHAT TO EXAMINE
Whether something changed: the market, the message, the targeting.
HOW TO TELL
Where in the process deals now fail.
WHAT TO DO ABOUT DESPERATION
Recognise that buyers detect it, and it costs deals.
WHAT REDUCES IT
Enough pipeline that no single deal matters Financial buffer
WHY THE SECOND
It is what allows you to hold price and walk away.
WHAT TO DO WITH SLOW PERIODS
Improve something: your materials, your process, your understanding of buyers.
WHAT TO AVOID
Panic discounting Abandoning the approach after a few weeks Chasing customers outside your fit
WHAT TO REMEMBER
That selling works over volume and time, not per conversation.
WHAT TO PROTECT
The habit of daily activity.
