🤝 The Secret to Never Losing Momentum Again

Welcome to Sales Skills For Founders, a weekly newsletter with one actionable skill for sellers who are tired of tips, tricks, and scripts. AI isn’t going to close deals for you so let’s master sales, one skill at a time.

Today’s Skill: Setting Clear Next Steps

Does this sound familiar? You finish up a call and the prospect says, “This is great, let me think about it and get back to you in the next couple of weeks.”

You respond, “Great, I’ll talk to you then.”

And the call ends. You’re cheering thinking you just crushed the call (maybe you did) but you left the call with a lot of ambiguity.

• What happens next?

• When are they going to get back in touch?

• What are they doing that they need a couple of weeks?

I’ve watched hundreds of sales calls. Do you want to know one big way top sellers stand out? They set clear next steps before the call ends.

🛑 Stop skipping this essential step.

How to Set Clear Next Steps

There are countless ways to set up a next step, but let’s keep it simple.

Just do this → Commit to setting a clear next step at the end of every sales conversation.

Most of the time, this will mean scheduling another call. Occasionally, depending on your sales process, another call might be unnecessary until certain action items are completed. In these cases, the follow-up might need to happen via email but let email be the exception, not the rule.

Let’s look at an example first

Imagine you’ve had a solid discovery call. The prospect is interested in what you are offering but says he’ll have to follow up with you. (“I need to discuss with my team,” “I have other priorities right now,” etc.). These hurdles are common. But if you know you can help, you can still offer a clear next step to drive progress.

“Tom, I know you have a few other priorities to tackle so here's what I’d suggest: Let's set up a call in 2-3 weeks to go deeper into these problems and we can use real-world examples to show how we could help solve them. We can also invite other team members of yours to explore how this solution could fit their needs. How about the week of the 23rd? Tuesday and Thursday are flexible. Which works best?”

4 Steps To Consider

1. Lead The Conversation

Too often, people get excited after a great call and say, “Okay, I’ll follow up next week.” Don’t fall into this trap. As the call wraps up, take control. Clearly outline the next steps, confirm action items, and define how you’ll communicate moving forward.

For example, “Let’s touch base on Wednesday to review the document we discussed. I’ll send you the finalized version before then.” This keeps the momentum alive and sets clear expectations.

2. Address Objections Directly

Not every call will end without pushback. If objections arise, reframe them as opportunities to move the conversation forward.

For instance, if someone says, “I need to talk with my team,” you can respond with:
“That makes perfect sense. When are you planning to connect with them? Let’s schedule time afterward to review their feedback and address any questions.”

By taking this approach, you demonstrate respect for their process while still keeping things on track.

3. Clarify the Call’s Purpose

Ambiguity kills momentum. Instead of asking for a generic “10-minute check-in,” create a clear purpose for the meeting.

For example:
“Let’s schedule a call next week to review the proposal. I’ll share my screen so we can walk through the pricing structure and ensure everything aligns with your expectations.”

Specificity builds trust and makes the meeting feel more valuable to your prospect.

4. Offer Specific Days or Times

Making it easy for your prospect to commit can make all the difference. Offer 1-2 specific options:
“Would Monday at 2 PM or Wednesday morning work better for you?”

If they’re unsure, or need to check with others, don’t hesitate to propose a tentative time:
“Why don’t we pencil something in? If your colleague can’t join, we can always reschedule, but this way we avoid the back-and-forth.”

A tentative call is far better than none at all.

If They Push Back

Sometimes, despite your best efforts to schedule a follow-up call, the prospect might push back with something like, “I’ll just get back to you in the next week or two.” While this can feel frustrating, it’s not necessarily a bad thing. Here’s why:

1. You Tried

It’s important to remember that making the offer and trying to move the conversation forward is a win in itself. Even if they decline to set up a call right now, your effort demonstrates confidence and a clear process.

This positions you as a professional—not pushy—and leaves the door open for future engagement. Prospects notice when you’re organized and intentional, and that can work in your favor later on.

2. You Get Intel

When a prospect hesitates to schedule a follow-up or avoids confirming next steps, it’s a signal to tune in. This doesn’t always mean something is wrong as some people are naturally more reserved but it’s worth raising a mental red flag.

Use this as an opportunity to assess their interest, identify potential objections, or uncover hidden concerns.

Avoid leaving ambiguity in the air as it will only create confusion and stall progress

Pro Tip: If they decline a follow-up, gently put the ball back in their court:
“I completely understand. When would it make sense to connect again? Is there anything you’d like to review in the meantime?” This gives them ownership of the timeline and provides you with clarity.

Your Action Item:

On your next sales call, try getting clear on the next steps before you leave that call, ideally, with a scheduled call in the future.

At all costs, avoid the endless cycle of “just following up” emails. A scheduled call makes communication more direct. It lets you move the partnership forward or save time if it's not a fit.

You'll be glad you scheduled it. You'll worry less about where things stand since you have a next call planned.

And speaking of clear next steps, that’s one way of leading the sales process forward.

We’ll talk about another way you can take control in next week’s newsletter.

See you then!

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