Meaningful moments

Too often, sales is played as a game of chance.

Finding the right person at the right time and convincing them to buy. But that's not how sales really works.

Sales isn't about luck. It's about trust.

And trust isn't built in a single interaction or a well-rehearsed pitch. It's built over time through meaningful moments.

If your sales strategy relies on happening upon the right buyer at the perfect moment who needs what you have to offer at that exact time, well, let's say you're setting yourself up for failure.

Even worse, you're building an unpredictable and unsustainable pipeline.

The key to long-term success in sales is patience, relationships, and the ability to create moments that matter.

Sales isn't about selling. It's about buyability.

If you want to build a scalable, predictable sales pipeline, you need to shift your mindset from selling to creating buyability.

So, what is buyability?

Buyability is when a prospect sees you as the go-to solution before they have an urgent need. It's when you're already in their mind as a trusted advisor rather than just another salesperson trying to close a deal.

And the only way to achieve this is through trust.

Trust comes from meaningful moments.

Trust isn't built in a single conversation. It's built over time through consistent, valuable interactions.

Buyers don't choose vendors because they happen to call at the perfect moment. They choose vendors they know, like, and trust—people who have been present, added value, and built a relationship with them.

So, how do you create these trust-building moments? It's simpler than you think.

The power of meaningful moments in sales.

Think about your own buying decisions. When was the last time you bought from someone just because they pitched you at the right moment? Probably never.

Instead, you likely had multiple touch points with them:

• Maybe you read something insightful they shared.
• Maybe you had a casual conversation that resonated with you.
• Maybe they helped you with something before you even considered buying.

That's how sales works in the real world. It's not about one perfect pitch—it's about a series of meaningful moments that, over time, build trust.

Moments that build relationships and trust.

The moments that matter in sales aren't about selling. They're about connection and value.

Here are some examples of moments that build trust:

• Sharing valuable content – A blog post, a whitepaper, or even a relevant article that shows you understand their world.
• Having non-sales conversations – Talking about industry trends, shared interests, or even something completely unrelated to work.
• Meeting over coffee or lunch – A relaxed, pressure-free environment fosters better relationships than any sales pitch ever could.
• Helping without an agenda – Making an introduction, giving advice, or solving a problem without expecting anything in return.
• Inviting them to an event – Whether it's a webinar, an industry conference, or a social gathering, it creates a natural way to engage.
• Being consistently present – Engaging with their content, following up on a previous conversation, or simply checking in.
• Supporting their success – Celebrating their wins, recognising their achievements, and being genuinely interested in their progress.

It's not about the number of touch points, it's about the quality of the moments you create.

Why do salespeople struggle with this?

The biggest problem? Salespeople are in a rush.

They push for meetings, pitch too soon, and expect immediate results. But real sales don't happen on demand.

They happen when buyers are ready—and buyers are only ready when they trust you.

If you slow down, focus on relationships, and prioritise meaningful moments over immediate wins, you'll create a pipeline that isn't just full but predictable and sustainable.

The art of creating moments.

Creating meaningful moments isn't complicated—it's human nature.

We naturally connect with people we trust. We do business with people we like. We value people who help us rather than those who are always trying to sell to us.

But in sales, this is often forgotten.

Salespeople get caught up in targets, KPIs, and the pressure to close deals, so they rush interactions and miss the opportunity to build something real.

The key is to slow down. Find ways to connect with prospects before they're ready to buy. Create moments that aren't about selling but about building trust.

Let's wrap this up.

If you want long-term success in sales, stop chasing quick wins and start creating meaningful moments.

Here's what to do next:

• Shift from selling to creating buy-ability.
• Focus on building relationships, not transactions.
• Find ways to connect and add value without selling.
• Be patient—trust takes time, but it leads to real, sustainable growth.

The best salespeople aren't the ones who pitch the hardest. They're the ones who create moments that matter—and those moments turn into relationships, trust, and, ultimately, sales.

Now, take a moment to reflect: Are you creating enough of these moments in your sales process? If not, it's time to slow down and start building the trust that drives real sales success.