We’ve all heard it:
“The PO is coming.”
“I’m just waiting for the client to follow up.”
“I’ve emailed and called — they’re working internally to get it approved.”
These aren’t updates — they’re red flags.
When insight is replaced with “hope,” it’s time to dig deeper.
These Situations Usually Point To:
- No real interaction with a decision-maker
- Poor sales process management
- Lack of advisory positioning
- No clear next steps or timelines
Stop Calling It a One-Off
When salespeople are chasing ghosts, it’s often due to:
- Weak training in expectation-setting and client conversations
- Lack of deal discipline (unclear timing, vague decision criteria, wrong internal players)
- Low commercial confidence
- Passive “order-taker” behavior vs. trusted advisor mindset
Clients feel and see this energy.
Desperation and disorganization don’t inspire confidence.
High Performers Don’t Wait Around
Top sales teams don’t wait for the PO — they lead:
- They co-create next steps with clients
- They align on mutual value and timing
- They act as strategic partners, not just vendors
Yes, things occasionally stall.
But if that’s happening often, the issue isn’t the client — it’s your process.
Know When to Walk Away
Sometimes clients shift priorities and stop communicating.
A confident salesperson knows when to step back, respectfully.
Losing early enables time and money savings. It allows commercial focus on real, winnable deals.
The Fix: Train for Engagement
If your pipeline is full of vague “maybes,” it’s time for a reset:
✔️ Train for strategic selling and value alignment
✔️ Build confidence through role-play and repetition
✔️ Eliminate “hope forecasting” and install accountability in your process
Sales Meetings = Culture Check
Your internal sales meetings should reflect how you want your team to sell:
Focused. Strategic. Forward-looking.
If they don’t — the problem might be systemic.
Ready to Level Up?
Tired of excuses instead of execution? Let’s talk.
I help B2B teams create high-impact sales cultures and build repeatable, winning processes — even in the toughest markets.