PUSH, PAUSE OR PULL BACK? HOW TO NAIL THE TIMING IN SALES
Sales success isn’t just about energy or effort. It’s about timing.
Knowing when to push, when to slow down and when to pause altogether is one of the most underrated skills in sales. It’s not about going full throttle all the time. It’s about reading the moment and responding in a way that builds trust, not pressure.
This isn’t always easy, especially for new salespeople. Often, they’re excited, eager to close, and want results straight away. But in industries like tech and cybersecurity, where buying cycles are longer and relationships matter, that approach can backfire.
Let’s break down what each stage looks like:
Push when there’s clear opportunity. If a prospect is showing buying signals, asking questions, and showing interest, lean in. Guide them forward. Don’t hesitate when the signs are green.
Slow down when the prospect is unsure. Maybe they need more clarity, more education, or more time to consider. This is where nurturing, sharing case studies, and offering real value comes in.
Pause when it’s clearly not the right time. If someone isn’t engaging after multiple attempts, or if the timing just doesn’t feel right, it’s okay to pause. That doesn’t mean stop forever. It means check back in later with something relevant.
The best reps don’t just push through objections—they listen. They know when to dial it up and when to back off. This is something I’ve trained my team on at Your Sales Co, especially when onboarding new reps with no sales background. It takes coaching, feedback, and practice to get the timing right.
Another key factor is confidence. A confident rep doesn’t need to force a meeting. They’re happy to build the relationship over time, knowing it might take months before the timing is right.
One of my favourite analogies is the idea of being 10% above the energy level of the person you're speaking to. If they’re calm, be slightly more enthusiastic—but not over the top. It keeps the conversation engaging without overwhelming them. It’s the same with your messaging. If someone says they’re not ready now, acknowledge it, and follow up later with something of value. Stay top of mind without being a pest.
Too often, salespeople push when they should pause, or slow down when they should push. And it’s usually because they don’t have a clear structure to guide them.
That’s why inside our Lead Development as a Service offering, we focus on training sales teams to read the signs and adjust accordingly. It’s not just about booking meetings. It’s about building relationships and turning potential into pipeline at the right pace.
If you’re leading a team, listen to call recordings. Help your reps spot the signs. When did they push too soon? When did they miss an opportunity to go further? Encourage reflection and learning.
Sales is both an art and a science. The timing of your outreach, follow-up, and meetings can make or break your success. Mastering the push-pause-pull technique is what separates good reps from great ones.
Ready to develop this skill across your team? Let’s talk.