Don’t Give It All Away (Yet): Why Top Sellers Know When to Peak
Ever walked away from a call thinking, “That was great!” but the deal still went nowhere?
Here’s the hard truth: You may have peaked too early.
When you front-load every value prop, drop every differentiator, and reveal your whole pitch in the first 15 minutes, you kill curiosity.
Top sales experts don’t just master messaging. They master pacing.
Here’s what elite reps do differently:
They build to a moment. Great calls have a rhythm. Start by aligning on pain, then tease possibility, not the full playbook. You don’t sell the full vision before the buyer is emotionally ready to hear it.
They let the buyer pull. Leave breadcrumbs. Instead of saying, “Let me tell you how we solve that,” try: “Would it be helpful if I shared how we’ve tackled that with others in your space?” This creates engagement, not a monologue.
They create value tension. Tension isn’t a bad thing. In fact, it’s what makes your next meeting feel necessary. If they already feel like they got everything in one call, why should they come back?
They protect leverage. If you’ve got a game-changing insight, a powerful case study, or a pricing edge. Don’t burn it all at once. Hold something back for when urgency peaks or objections surface.
Your goal isn’t to impress the buyer in one call… it’s to lead them through a decision-making journey with precision and control.
Sales isn’t about dumping value. It’s about timing it with impact.
Ask yourself: Are you giving your best too early? Or are you guiding the deal to peak at the right moment?
Because in PRECISE Selling, when you say it can matter more than what you say.
About Brian Sullivan
Brian Sullivan, CSP, is the author of 20 Days to the Top and a leading voice in sales training and development. He helps sales teams perfect their prospecting and performance with PRECISE Selling.
