Customer momentum...sensing when to take (sales) action

In sales training sessions, I sometimes like to compare rock-solid sales with one of my football icons, Marco van Basten…

I was fortunate enough to see him play in his heyday. One of the few truly world-class players the Netherlands has ever produced.

What made him so special? Two things that I translate directly into my sales philosophy:

Being available when it matters. Van Basten had that rare gift of being in the right place at the right time. It wasn't a coincidence. It was anticipation, timing, and preparation.

In sales, this is exactly what customer momentum requires. Is something happening with your customer? Then you need to be there. Not tomorrow or next week. Now. Right now when your expertise can make the difference.

Taking action, getting creative when it matters. Van Basten's technique allowed him to do things with the ball that no one saw coming. Even the best defenders were stunned.

This also applies to sales: that creative twist in a conversation, that unexpected angle that suddenly puts everything into perspective for your client. The art of approaching a situation slightly differently than everyone expects.

Understand customer momentum. Sales is timing and creativity.