Momentum in a Sale

In the world of B2B technology sales, there’s an all-too-familiar scenario that plays out in companies big and small. A potential customer reaches out, full of interest and curiosity, only to find themselves stuck in a labyrinth of qualification stages. By the time they get through, the spark of excitement they once felt has all but fizzled out. Why? Because momentum, the lifeblood of any successful sale, was squandered in a sea of standard questions and unnecessary handoffs.

Michael McQueen emphasises the importance of momentum in any sales process. Without it, deals stall, relationships fade, and the energy that turns interest into action dissipates. In B2B tech, the problem often stems from over-layered qualification processes that frustrate prospects instead of engaging them.

The Qualification Quagmire

Picture this: a prospect makes an inbound enquiry. They are greeted by a junior sales development representative (SDR) whose primary job is to ask a pre-determined set of questions. They provide answers, hoping to make progress, but instead of getting what they came for, a simple price, a feature explanation, or a roadmap, they are told they need to be ‘passed along’.

Enter the outbound SDR, who might repeat the same questions. This person decides the lead should go to an account executive. The account executive then determines the need for a technical specialist. Finally, the technical specialist decides the lead is best suited for a local partner. Meanwhile, the prospect sits there, thinking, “Can someone, anyone, just answer my question?”

This chain of handoffs might be efficient on paper, but it completely misses the mark in real life. Sales is about relationships, not rigid processes. By the time the prospect has jumped through every hoop, they’re no longer excited, they’re exhausted. Worse still, if they’re under time pressure for an internal discussion or approval, this delay can outright kill the deal.

The Risk of Losing Control

The moment prospects feel they’re not being heard, they start looking elsewhere. In the best-case scenario, they might ask the first SDR for details like pricing or features. But if the SDR provides too much information without context, the prospect might decide they’ve got everything they need and disengage. Why? Because they’re not yet invested in the relationship. They were simply looking for information to make a quick decision, not a full-blown exploratory dance.

This is a critical mistake. Prospects don’t just want information; they want guidance, expertise, and someone to champion their needs within your organisation. The more barriers you create between them and the answers they seek, the more likely they are to walk away. And let’s not kid ourselves, they’re not short on options.

A Cautionary Tale from A Large Software Company

During my time at a large US Multinational Software company, I witnessed this phenomenon up close. Their sales team is packed with some of the most talented professionals in the world. They excel at managing large, complex customers with intricate needs. However, when it came to smaller, new-business accounts, the process often felt cumbersome.

An inbound SDR would qualify the lead and pass it to an outbound SDR. The outbound SDR would then send it to an account executive, who might involve a technical specialist. Eventually, the lead might end up with a local partner for implementation. While this structure worked for enterprise-level deals, it often left smaller prospects feeling overlooked and undervalued.

The irony? They wasn’t short on talent. The issue was a process designed for scale, not speed or personal connection. When a prospect just wanted to purchase a simple licence, they didn’t need to navigate a maze. They needed someone to step in, take ownership, and make things easy.

Sales Ops vs. Sales Connection

There’s no denying that sales operations are crucial. Marketing and sales ops teams do an incredible job of streamlining processes, qualifying leads, and ensuring efficiency. But once their work is done, the focus needs to shift to connection, not more process. The prospect shouldn’t have to tango with half the organisation just to get a straightforward answer. Instead, they should be directed to the right person from the start – someone who can provide value and build trust.

The Small Company Challenge

In smaller companies, the challenges look slightly different. When the CEO ends up doing qualification calls, it can signal to prospects that the company is stretched too thin. On the flip side, having an attentive, knowledgeable team at the first point of contact can make all the difference.

At European Gateway, we’ve found that a well-trained qualification team can turn the initial interaction into a meaningful conversation. By asking insightful questions and genuinely listening to the prospect’s challenges, they not only gather valuable information but also build rapport. The goal isn’t just to qualify the lead, it’s to enrich the experience and set the stage for a productive relationship.

The Challenger Sale and the Importance of Momentum

Matthew Dixon’s insights in The Challenger Sale and Jeff Hoffman’s teachings at MIT reinforce this approach. They highlight the need to create value at every stage of the sales process. Prospects don’t want to feel like they’re being passed around; they want to feel like they’re in capable hands. And that starts with the first touchpoint.

Momentum is everything. Once a prospect shows interest, every interaction should build on that energy. Each delay, handoff, or canned response risks derailing the journey. Instead, the focus should be on keeping the conversation flowing, addressing their needs, and creating a sense of partnership.

Bridging the Gap

So, how do we fix this? First, the qualification process needs to be closely aligned with the ‘closers’, the account executives, specialists, or partners who ultimately seal the deal. The handoffs should be seamless, with clear communication and shared context. This ensures that the prospect doesn’t have to repeat themselves or feel like just another number in the CRM.

Second, empower your front-line team to do more than just qualify. Train them to have meaningful conversations, ask thoughtful questions, and provide value from the outset. A well-equipped SDR can make a prospect feel understood and respected, even if they’re not the final decision-maker.

Finally, prioritise speed and simplicity. If a prospect’s request is straightforward, don’t overcomplicate things. Provide the information they need, but do it in a way that keeps them engaged and interested in learning more.

In Conclusion

The first layer of qualification is critical. Done right, it can create a positive, lasting impression and set the tone for a successful sales journey. Done poorly, it can frustrate prospects, stall momentum, and cost you the deal.

As we’ve learned from Michael McQueen, Matthew Dixon, and Jeff Hoffman, sales is as much about communication and connection as it is about process. Prospects deserve attention, respect, and a seamless experience. Whether you’re a global tech giant or a scrappy start-up, the principles remain the same: keep the momentum alive, build relationships, and make it easy for people to say “yes.”

At the end of the day, sales is about people. And people don’t want to feel like leads. They want to feel like partners. So, let’s ditch the unnecessary layers, focus on the human element, and get back to what really matters: helping prospects solve their challenges and achieve their goals.