How to Set Next Steps That Win Deals

Mastering Next Steps in Sales: How to Close More Deals

One of the most critical aspects of driving deals forward is setting effective next steps. When done right, these steps can help you win more deals and speed up the sales process. But too often, next steps create friction, lack clarity, or fail to engage the customer. Let’s break down how you can master this nuanced skill and transform your sales approach.

Why Next Steps Are Vital for Sales Success

Data from industry experts, such as Gong, reveals that spending adequate time setting next steps, such as scheduling follow-up calls or agreeing on action points, significantly increases win rates by maintaining deal momentum and ensuring buyer commitment. Here’s why:

• Improves deal momentum: Clear and actionable steps keep the deal moving forward.
• Reduces ghosting: Customers are less likely to disappear when they’re aligned with the process.
• Builds commitment: Properly planned steps ensure the buyer is invested in the journey.

On the flip side, poorly designed next steps can slow deals, create resistance, or even derail the process altogether.

The Top Challenges in Setting Next Steps

1. Introducing Too Much Friction

One common mistake is proposing steps that feel overwhelming to the customer. For instance, asking for a one-hour deep-dive call after an initial conversation can scare off prospects who aren’t yet fully invested.

Key Tip: Balance motivation and effort. Start with small, low-friction steps that demonstrate value without overwhelming the buyer. For example, offering a tool like a website grader provides insight while requiring minimal commitment.

2. Relying on the Customer to Suggest Next Steps

While it’s tempting to let the customer take the lead, their suggestions often fail to move the deal forward. Common responses like “Send me some pricing” or “I’ll get back to you” can stall progress.

Solution: Be prescriptive. Enter the conversation with a clear vision of what the next step should be. If the customer’s suggestion doesn’t align, reframe it with a strategic alternative.

3. Lack of Customer Commitment

Even when next steps are clearly outlined, buyers might not be fully committed. This can lead to no-shows or stalled deals.

Pro Tip: Use cognitive dissonance to your advantage. For example, after proposing a next step, ask buyers to verbally confirm their commitment by saying, “Will you reach out if your plans change?” This small confirmation creates a psychological incentive for them to act consistently with their stated agreement, reducing the likelihood of no-shows or stalled deals.

How to Create Effective Next Steps

Use Interest-Based Calls to Action

Instead of demanding firm commitments, focus on gauging the customer’s interest. For example:

• Ineffective: “Let’s meet next Thursday at 2 PM.”
• Effective: “Does it make sense to explore this further?”

This approach feels collaborative and reduces pressure, making customers more likely to engage.

Highlighting the Customer's Needs

A powerful next step should demonstrate value while subtly reinforcing the buyer’s need for your solution, referencing the buyer's pain you've initially discovered. Tools, assessments, or analyses can highlight gaps and motivate action.

Be Prescriptive but Flexible

While it’s essential to guide the buyer, remain open to their input. If they suggest something valuable, adapt your plan to incorporate it. However, if their suggestion is counterproductive, gently reframe it.

Common Pitfalls to Avoid

1. Proposing Large Commitments Too Early: Rushing into detailed demos or extended calls can overwhelm prospects. Instead, focus on smaller, digestible actions.
2. Using “Does This Make Sense?” Incorrectly: Avoid using this phrase to check for understanding, as it can come across as patronizing or self-deprecating. Instead, use it tactically as a suggestion to propose next steps, such as: “Does it make sense to schedule a follow-up call next week to review your priorities?” This approach encourages collaboration and allows the customer to feel in control while still advancing the conversation.
3. Sending Information Without Context: Simply emailing a proposal or pricing often leads to dead ends because it leaves the buyer without guidance or context, making it easier for them to disengage or deprioritize the deal. Always pair information with a clear follow-up plan.

Final Thoughts on Next Steps

Mastering next steps is about finding the right balance between motivation and friction. A well-designed next step builds momentum, creates alignment, and moves the deal closer to the finish line.

Use these strategies to:

• Reduce friction and resistance.
• Gain stronger buyer commitment.
• Maintain control of the sales cycle.

By applying these principles, you’ll not only close more deals but also build stronger, more productive relationships with your customers.