A packed sales pipeline doesn’t necessarily mean it’s a healthy one. Sometimes, it’s just cluttered with leads that don’t move the business forward. The key to consistent growth lies in focus: knowing which accounts to nurture, which to pursue and which to reconnect with. By organizing accounts into defined categories, you can turn a long list of prospects into focused game plan.
Haley Haggerty, the president of Next Level, Inc., says behavior in sales is not just about showing up but showing up with purpose. In other words, you define a clear strategy and align your actions with your goals. When it comes to your sales pipeline, Haggerty recommends segmenting your accounts into 4 key areas: keep, attain, recapture and expand. We discuss her thoughts in this issue of PromoPro Daily.
Keep. Haggerty says it’s vital to protect and defend your existing accounts. Regularly engage with your current clients to understand their needs and address any potential issues before they escalate. You can be proactive by scheduling routine discussions to check in on their satisfaction.
Attain. It’s not just about adding new names to your list, Haggerty says, but about finding the right fit. When you’re acquiring new business, think about your ideal client profile and target high-potential prospects. She advises completing thorough research and performing targeted outreach.
Recapture. What previous clients or prospects have fallen off your radar? Haggerty recommends revitalizing those relationships and exploring new opportunities for collaboration. Reach out to them with a simple call or email to rekindle the relationship. This action could open the door to a new opportunity.
Expand. According to Haggerty, you should ensure that your current clients know your full range of offerings. Look for ways to add value to their business. Ask clients about their challenges and explore ways your promo solutions could address those issues.
Instead of chasing every lead, prioritize the right ones. You can do that segmenting your pipeline. Focusing on engaging current clients, attaining new ones, recapturing past relationships and expanding existing accounts. Segmenting helps you turn a crowded pipeline into an organized source for sustainable growth.
When you take the time to segment intentionally, your sales activity becomes more strategic and less reactive. You’ll spend less time guessing where to focus and more time building meaningful relationships that actually move the needle. The result? A pipeline that’s not just full but fruitful.
Compiled by Audrey Sellers
Source: Haley Haggerty is president of Next Level, Inc.
