How to Create a Deal Sequence That Doesn’t Die in the Middle

Most deals don’t die at the beginning.

They die in the middle — that awkward dead zone between “great first call” and “let’s sign.”

It’s not ghosting.
It’s not pricing.
It’s not that they hate your demo.

It’s that you didn’t manage the momentum.

In this drill, we’re covering how to create a deal sequence — a structured rhythm of content, check-ins, and nudges that keeps buyers moving forward until they close.

Let’s turn your pipeline into a conveyor belt, not a graveyard.

🧠 The Momentum Problem

Here’s how most sales motions go:

1. Great discovery call ✅

2. Custom demo booked ✅

3. Excited buying team ✅

4. “Let us think about it…” 😬

5. Silence for 3 weeks 😵‍💫

6. “We’ve decided to pause this for now…” 🪦

If this feels familiar, you’re not alone.

What’s missing? A sequence. Not just emails, but strategic content drops, permission-based check-ins, and internal ammo.

🧰 The 7-Part Deal Sequence Playbook

Here’s the sequence structure I’ve used to move B2B deals worth $10K–$150K through cycles faster:

1. Recap + Timeline Lock-In (Day 0)

Send within 2 hours of the first real call.

✅ Sets shared language
✅ Establishes ownership
✅ Starts the deal clock ticking

Pro tip: Include their stated timeline — even if vague. “Looking to decide before Q3” gives you leverage later.

2. Internal Enablement Email (Day 2–3)

Most deals die in the internal meeting you’re not invited to.

Solve this by arming your champion with:

• 3-sentence summary of your value prop

• 2 killer stats or proof points

• A one-pager PDF or deck slide they can forward

Goal: Turn your champion into a repeatable sales rep.

3. Social Proof Drop (Day 5–7)

Send a tailored case study or testimonial that matches:

• Their size

• Their industry

• Their pain

Don’t just attach a PDF. Give context.

Goal: Handle hidden objections without pushing.

4. Value Add Loom or Micro-Demo (Day 7–10)

Record a short Loom or walkthrough:

• Dive deeper into a specific feature they asked about

• Show how you’d configure it for them

• Keep it < 3 minutes

Why it works:

• Visual = sticky

• Personalized = thoughtful

• Asynchronous = easy to share

5. Business Case Builder (Day 10–14)

This is a simple Google Doc or slide that includes:

• Problem → Impact → Solution

• Estimated ROI (time or $$ saved)

• Cost of inaction

Invite them to co-edit.

Why it works: It shifts you from vendor to partner. You’re helping them sell internally, not waiting for them to do it alone.

6. The Check-In With Value (Day 15–20)

Never send “just checking in.”

Instead, try:

Goal: Re-open conversation with relevance, not pressure.

7. The Deadline Anchor (Day 20–25)

Use any of these ethical urgency levers:

• “Pricing update coming next month — flagging in case budget’s tight”

• “We’re locking in onboarding slots for [month]”

• “Legal review typically takes 1–2 weeks — want to get ahead of that?”

Goal: Give them a reason to act now, not someday.

🎯 How This Wins Deals

By using this sequence, a B2B marketing SaaS team:

• Cut average sales cycle from 54 to 29 days

• Increased close rate from 18% to 33%

• Reduced no-response deals by 60%

All without increasing outbound or changing pricing.
Just better momentum management.

📌 Your Drill for the Week:

Pick 1–2 deals in your pipeline right now.

Build a mini-sequence:

• Recap → Enablement → Social Proof → Loom → Check-In

Use your calendar or a CRM task system to schedule the entire sequence in one sitting.

Because great sellers don’t follow up.
They guide buyers all the way to yes.