Make More Sales with Brooke Greening

Brooke Greening
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You’ve built a successful B2B service business. Now you need a sales process that can keep up. Make More Sales with Brooke Greening is the B2B sales podcast for service business founders and owners who want better sales conversations, more consistent follow-up, and more great-fit clients without becoming pushy, scripted, or weird. Brooke Greening is a sales coach with 20+ years of experience and a counseling background. She breaks down what your prospects are thinking, why good sales calls stall, how to communicate your value, handle objections, create urgency, and move sales conversations forward. No bro-sales tactics. No fake scarcity. No awkward closing tricks. Just practical, human sales coaching to help you make more sales. Learn more at buildingmomentum.info/make-more-sales-with-brooke-greening/

  1. 4d ago

    Your Prospect Already Researched You: What Is the Sales Call For Now?

    Your prospect read your website, checked your competitors, and looked at your reviews. Then they booked a call. What do they need from you that another Google search can’t give them? If your answer is a longer explanation of your services, you may be talking your way into “Thanks, you’ve given me a lot to think about.” Followed by silence. Episode Summary In this episode of Sippin’ Matcha and Helping You Make More Sales, Scott and sales coach Brooke Greening explore how informed B2B buyers change the purpose of a sales conversation. For business owners, consultants, and service providers selling higher-ticket services, the call is an opportunity to understand the prospect’s situation, build trust, and help them make a buying decision. Brooke explains how to guide that conversation, connect your expertise to their specific problems, and spot four signs you’re sharing too much information. Along the way, Scott and Brooke bring in fantasy football, a museum bathroom emergency, and the famously drawn-out Midwest goodbye. Because even a polite conversation can be going nowhere. What You’ll Learn What a sales call is for when buyers have already done their research: Help prospects apply information to their situation and decide how to move forward. What your website can’t settle for them: Whether you understand their problem and whether they trust you to help. Four signs you’re explaining too much: Answering questions they haven’t asked, learning nothing new, hearing polite shutdowns, and ending the call without key buying details. Why “just send me something” can signal disengagement: How to recognize the pattern when friendly responses lead to stalled decisions or ghosting. What to uncover before the call ends: Their motivation, buying timeframe, and who else is involved in the decision. How to make your expertise relevant: Listen, recognize the problem, clarify what you heard, and recommend a next step. Resources Mentioned Six-Session Sales Lab with Brooke Greening Want help leading purposeful, authentic sales conversations? Explore Brooke’s one-on-one coaching and learn how to understand what prospects are thinking, communicate your value, and guide buying decisions. Schedule a call with Brooke Join the Conversation / Subscribe Have you ever heard “You’ve given me a lot to think about” and then nothing? We’d love to hear your experience. Listen and subscribe on your favorite podcast platform. Follow the show for the next episode on how to lead a sales conversation toward a buying decision. If this episode helped you, leave a review or share it with another business owner. Connect with Brooke on LinkedIn Keep the conversation going with practical advice for making sales feel more human. Connect with Brooke Greening on LinkedIn Your Prospect Already Researched You: What Is the Sales Call For Now? | Chapters 00:00 What Is the Sales Call For If Buyers Already Researched You?01:18 The Changing Reality of B2B Sales03:18 Why Buyers Know More Before the Sales Call03:46 Stop Presenting—Start Guiding the Buyer04:34 Information vs. Advice: What Buyers Actually Need05:16 The Real Purpose of a Sales Conversation05:44 What Prospects Need to Know Before They Buy07:20 Why Human Trust Still Matters in the Age of AI08:25 Are You Talking Too Much on Sales Calls?09:45 Stop Pitching and Start Asking Better Questions11:05 The “Polite Shutdown” Most Salespeople Miss12:45 Why “Send Me Something” Isn’t Always a Buying Signal13:40 The Key Sales Information You Must Uncover14:40 Listen, Clarify and Recommend the Right Next Step15:35 How to Lead Buyers Toward a Confident Decision

    Your Prospect Already Researched You: What Is the Sales Call For Now?

  2. Sep 24

    What Your Customer Is REALLY Thinking During a Sales Call

    There are two conversations happening during every sales call. The one you can hear. And the one happening inside your customer’s head. And guess where the buying decision is being made? 😬 While you’re thinking, “What should I say next?” your potential customer may be wondering: Can I trust you?Do you understand me?Can you solve my problem? Is this worth the investment? What happens if I say yes? If you’re so focused on performing your half of the conversation that you miss theirs, you’re missing some of the most important information on the call. Good news: you do not need to become a mind reader. You need a framework that gives you enough structure to stop obsessing over your next line and start paying attention to the person sitting across from you. Episode Summary After spending the last several episodes walking through the SERVICE Sales Framework, Brooke and Scott zoom out to look at what connects the entire process. Your customer is having an internal conversation at every stage of the sales call. When you Set Expectations, they’re wondering what’s about to happen. When you Establish Rapport, they’re deciding whether you understand them and whether they can trust you. When you Recognize the Problem, old frustrations, disappointing experiences, and deeper concerns start surfacing. When you Verbalize the Value, the question becomes much more personal: Can you help me?  Then come objections, timing, and the all-important question at the end: Okay…what do I do next?  Brooke walks through all seven parts of SERVICE from the customer’s point of view and explains why becoming better at sales isn’t about becoming more persuasive. It’s about becoming more curious, more present, and better at listening to what your customer is saying — and what they’re not saying. Sales is a conversation. Not a performance. Thank goodness for that. What You’ll Learn The two conversations happening during every sales call Why the buying decision is often made in the part of the conversation you can’t hear What customers are likely wondering during each stage of the SERVICE Sales Framework Why even referrals can enter a sales conversation with their guard up How setting expectations helps people relax and engage Why rapport is about relevance and trust, not random small talk Why the first problem someone shares is rarely the whole problem The shift from “Can you help people like me?” to “Can you help me?” Why objections are information instead of something to fear When urgency is helpful — and when it becomes manipulation Why customers want the final steps to be ridiculously easy How a framework gives you enough structure to stop performing and start listening The one question Brooke wants you to ask after your next sales call: Who were you paying attention to? Resources Mentioned The SERVICE Sales Framework Want to dig into the full framework? SERVICE Sales Framework Overview Are You Sabotaging Your Sales Calls? Then work your way through each part of SERVICE. S — Set Expectations Help your customer understand what’s going to happen so they can relax, participate, and stop wondering when the surprise sales pitch is coming. How to Start a Sales Call Sales Calls: Bad Examples How to Set Sales Call Expectations E — Establish Rapport Create real connection and relevance to your customer’s business. This is not permission to spend the first ten minutes discussing the weather. 😂 Why Sales Rapport Isn’t Closing Deals Sales Call Mistakes That Kill Trust How to Build Rapport in Sales Conversations R — Recognize the Problem Discover the real problem driving and motivating the buying decision. How to Uncover the Real Problem in Sales Calls Why Great Sales Calls Still Don’t Convert The 5-Minute Rule That Changes Sales Conversations V — Verbalize the Value Connect the problem your customer just shared to the specific way you can help. Why Great-Fit Prospects Still Don’t Buy 4 Ways Salespeople Mistake Information for Value How to Communicate Value in Sales: The Problem-Help-Outcome Framework I — Identify Objections Understand what may be stopping your customer from buying instead of pretending the objection isn’t there. Awkward strategy. 😂 Why Sales Objections Are Actually a Buying Signal You Don’t Have to Manipulate People to Make More Sales The Million-Dollar Sales Question Most People Never Ask C — Create Urgency Help customers connect the future they want with the timing needed to reach it — with direction and hope, not fake scarcity. The Biggest Lie About Sales Urgency 3 Sales Urgency Mistakes That Are Costing You Customers How to Create Sales Urgency Without Being Pushy E — Explain Next Steps Make moving forward ridiculously clear. Your customer should not need a treasure map to figure out how to buy from you. Why Great Sales Calls Don’t Close: The Next-Step Mistake Costing You Clients B2B Founders: Stop Sending Proposals Like This How to End a Sales Call: 2 Questions That Stop Prospects From Ghosting You  Join the Conversation / Subscribe Want more practical conversations about making sales without becoming someone you don’t particularly like? 😜 Subscribe to Sippin’ Matcha and Helping You Make More Sales, explore past episodes, and join the conversation: https://buildingmomentum.info/matcha Connect with Brooke on LinkedIn For more practical sales help, encouragement, and reminders that you don’t have to be a jerk to be good at sales, connect with Brooke Greening on LinkedIn: https://linkedin.com/in/brooke-greening Here’s to valuing your customers and making more sales. When you're ready to make more money, give Brooke a call. https://buildingmomentum.info/meet   What Your Customer Is REALLY Thinking During a Sales Call | Chapters 00:00 Highlights: What Your Customer Is REALLY Thinking01:21 Welcome to Sippin’ Matcha & Helping You Make More Sales03:06 The 50% of the Sales Conversation You’re Missing04:11 Why a Sales Framework Shouldn’t Sound Scripted05:22 The 7-Part SERVICE Sales Framework Explained05:57 Set Expectations: What Customers Are Thinking First07:45 Establish Rapport: “Do They Understand Me?”09:31 Recognize the Problem: Find the Real Reason They’ll Buy11:09 Verbalize Value: Can You Solve My Problem?14:17 Identify Objections: What’s Stopping Them From Buying?16:29 Create Urgency Without Manipulating the Customer18:32 Explain Next Steps: Make Saying Yes Easy20:19 Why SERVICE Is Not a Sales Checklist21:15 Great Salespeople Are Curious, Not More Persuasive21:42 The #1 Question to Ask Yourself on Every Sales Call22:48 How to Improve Your Sales Conversations and Revenue23:38 Sales Is a Conversation — Not a Performance24:13 How AI Is Changing the Future of Sales Conversations

    What Your Customer Is REALLY Thinking During a Sales Call

  3. Sep 17

    How to End a Sales Call: 2 Questions That Stop Prospects From Ghosting You

    One of the easiest ways to lose momentum in a sales conversation is to end the call hoping everyone knows what happens next. “Send me the proposal.” “I’ll talk to my business partner.” “Let’s touch base next week.” They all sound like next steps. But without a specific action and timeline, they’re vague intentions. And vague intentions have a funny way of turning into ghosting, awkward follow-ups, and you wondering what in the world happened to that promising sale. In this episode, Brooke shares two simple questions to answer before you end your next sales conversation so both you and your potential client know exactly what happens next. Episode Summary This episode wraps up the Explain Next Steps portion of Brooke’s SERVICE Sales Framework with a practical way to tell whether you’ve done it well. The test? Two questions. First, does your potential client know exactly what they need to do next to move forward with you? Second, do you know whether they’re going to do it? If so, when? And if not, why? Brooke and Scott walk through what those questions sound like in a real sales conversation, including how to handle proposals, decision-makers, objections, and prospects who aren’t ready to give you a clear yes. They also unpack four common “wobbles” that make next steps less clear, like assuming your customer understands your process or ending with the classic “I’ll follow up sometime next week.” The goal isn’t to pressure someone into a decision. It’s to give them enough clarity and space to make an honest one. Because a good sales conversation doesn’t end when the meeting is over. It ends when both people know exactly what to do next. What You’ll Learn The two questions you should have answered before every sales conversation ends Why a next step needs both an action and a timeline Why “I’ll send you a proposal” isn’t the same thing as having a plan How to create a specific follow-up plan without making your prospect feel pressured Why you shouldn’t rely on your proposal to do the selling for you How assuming your customer understands your process can slow down a sale Why asking about objections can uncover what’s really preventing someone from moving forward How vague timelines like “next week,” “after vacation,” or “when things slow down” create unnecessary confusion What to do when your prospect tells you they’re not sure about the next step How more clarity can help you recognize when a prospect is ready to move forward—or when the answer might be no Ready to Strengthen Your Sales Conversations? If you’re listening to this episode thinking, “Oof, I might be leaving a few too many sales calls with vague next steps,” let’s talk. Maybe your challenge is ending the call. Maybe it’s uncovering the real problem, talking about your offer, handling objections, or following up without feeling like a pest. You don’t have to become a different kind of salesperson to make more sales. Schedule a call with Brooke to talk about your business, your sales process, and where a few intentional changes could help you have more natural conversations that lead to more confident decisions. Schedule your call with Brooke: https://buildingmomentum.info/meet Resources Mentioned The SERVICE Sales Framework This episode covers the final part of Brooke’s SERVICE Sales Framework: Explain Next Steps. The framework helps you lead natural, human sales conversations through seven stages: S – Set ExpectationsE – Establish RapportR – Recognize the ProblemV – Verbalize the ValueI – Identify ObjectionsC – Create UrgencyE – Explain Next Steps Catch up on the podcast for more episodes breaking down each part of the framework. Join the Conversation + Subscribe Want more practical help having sales conversations that feel natural, build trust, and lead to more confident decisions? Subscribe to Sippin’ Matcha & Helping You Make More Sales on your favorite podcast platform, catch up on previous episodes, or submit a sales question you’d like Brooke and Scott to tackle in a future episode. https://buildingmomentum.info/matcha Connect With Brooke on LinkedIn Connect with Brooke for more practical advice on sales conversations, follow-up, messaging, and making sales feel a whole lot less awkward. https://linkedin.com/in/brooke-greening You don’t have to become a different kind of salesperson to make more sales. Sometimes a few intentional changes can completely change the conversation. Here’s to valuing your customers and making more sales. 🍵 How to End a Sales Call: 2 Questions That Stop Prospects From Ghosting You | Chapters 00:00 How to Stop Getting Ghosted After Sales Calls01:21 Why Clear Next Steps Matter in Sales03:54 How to End a Sales Conversation the Right Way04:25 The 2 Questions to Ask Before Every Sales Call Ends05:22 Question #1: Does Your Prospect Know the Next Step?07:07 Every Next Step Needs an Action and Timeline07:24 How to Set Clear Next Steps With a Prospect09:42 Question #2: Will Your Prospect Actually Take Action?10:38 Why Simple Sales Follow-Up Works at Every Level12:00 What to Do When a Prospect Says “I’m Not Sure”13:20 Where Sales Conversations Lose Momentum14:37 How to Know if a Prospect Will Move Forward16:32 How to Uncover What’s Really Stopping the Sale17:30 4 Common Sales Follow-Up Mistakes17:37 Mistake #1: Sending a Proposal Without a Plan19:13 Mistake #2: Assuming Customers Know Your Process21:01 Mistake #3: Not Asking About Objections21:58 Mistake #4: Leaving the Follow-Up Date Vague22:32 The 2 Questions to Use on Your Next Sales Call23:18 How to Improve Your Sales Conversations25:17 The Key to Ending Every Sales Call With Clarity25:34 Final Takeaways & How to Follow the Podcast

    How to End a Sales Call: 2 Questions That Stop Prospects From Ghosting You

  4. Aug 27

    B2B Founders: Stop Sending Proposals Like This — It’s Costing You Deals

    You wrapped up a great sales call, sent the proposal, and now… crickets. So you wait. Then you send the dreaded “just checking in” email. Then maybe another one. And suddenly, a conversation that felt full of momentum has turned into you wondering whether your proposal disappeared into the internet forever. The problem may not be the proposal itself. It may be what happened right before you sent it. In this episode, Brooke Greening breaks down three common ways B2B service providers accidentally create confusion at the end of a sales conversation and how clearer next steps can help customers move forward without feeling chased, pressured, or abandoned. Episode Summary Sending a proposal can feel like progress. You did the work, packaged up the details, and put the next move in your prospect’s hands. Except that’s exactly where things can start to go sideways. Brooke explains why simply saying, “I’ll send you a proposal,” can turn that proposal into homework for your customer. They have to remember the conversation, interpret what they received, decide what to do next, and figure out when or whether to respond. She also digs into the danger of customer-led follow-up, where phrases like “Take a look and let me know” sound polite but quietly transfer responsibility for the entire sales process to the buyer. And then there’s the surprise process: contracts, deposits, additional decision-makers, kickoff calls, and other steps that appear only after the customer thought they understood what was coming. The common thread? Undefined next steps. Brooke shows why clarity at the end of a sales conversation isn’t pushy. It’s leadership. When both sides know what’s being sent, who needs to review it, when you’ll reconnect, and what moving forward requires, you create a buying experience that feels organized, trustworthy, and easier to say yes to. What You’ll Learn Why the “proposal toss” can stall an otherwise promising sales conversation How sending a proposal without scheduling a follow-up creates unnecessary work for your customer Why “Take a look and let me know” isn’t always as helpful or low-pressure as it sounds How to keep leading the sales process without becoming pushy What to say when a prospect needs to talk with a business partner or another decision-maker How surprise contracts, deposits, meetings, or onboarding steps can undermine trust Why prospects need a simple 30,000-foot view of what happens after they say yes How your sales process is already shaping the customer’s expectations of what it will be like to work with you The one question to ask yourself at the end of every sales call: Who is carrying the responsibility for keeping this process moving? How clearer next steps can reduce ghosting, improve the customer experience, and help shorten your sales cycle Resources Mentioned Sales Conversation AssessmentTake Brooke’s five-minute assessment to get insight into all seven parts of the SERVICE Sales Framework and identify opportunities to strengthen your sales conversations. https://buildingmomentum.info/assessment Join the Conversation + Subscribe Want more practical ways to make sales conversations clearer, more human, and a whole lot less awkward? Subscribe to Sippin’ Matcha and Helping You Make More Sales, catch up on previous episodes, and leave a question Brooke may answer in a future episode. https://buildingmomentum.info/matcha Sales doesn’t have to be sleazy. And clear follow-up isn’t pressure. It’s service. Connect with Brooke on LinkedIn Follow Brooke for more practical advice on sales conversations, follow-up, messaging, and making sales feel more like you. https://linkedin.com/in/brooke-greening B2B Founders: Stop Sending Proposals Like This — It’s Costing You Deals | Chapters 00:00 Why B2B Sales Deals Stall After the Call02:43 Stop Sending Proposals Without a Follow-Up Plan04:35 Why Your Proposal Makes Prospects Work Too Hard06:10 Stop Letting Prospects Lead the Sales Process08:52 Avoid Surprises in Your B2B Buying Process09:47 Next Steps for High-Ticket B2B Sales12:45 Why Prospects Ghost After Sales Calls13:28 How to Shorten Your B2B Sales Cycle14:40 The Question to Ask After Every Sales Call

    B2B Founders: Stop Sending Proposals Like This — It’s Costing You Deals

  5. Aug 20

    Why Great Sales Calls Don’t Close: The Next-Step Mistake Costing You Clients

    You had a great sales call. They were interested. They said all the right things. Maybe they even asked you to send over a proposal. So…why did the opportunity suddenly disappear into the sales abyss? 😬 The problem may not be your offer, your price, or even the dreaded “ghosting.” It could be something much simpler: you ended the conversation without a clear next step.  In this episode of Sippin’ Matcha and Helping You Make More Sales, Brooke breaks down the final step of the SERVICE Sales Framework: Explain Next Steps—and why a feel-good ending to a sales call isn’t enough to keep the sale moving. Episode Summary Interest is valuable. But interest isn’t a commitment. When a potential customer says, “That sounds great,” “Send me some information,” or “Let me talk to my team,” it’s easy to leave the conversation feeling like the sale is practically done. Except nobody has decided what happens next. Brooke explains why every sales conversation needs a clear path forward that answers three questions: What happens next? Who is responsible? And when will it happen?  You’ll hear why uncertainty creates hesitation, how vague follow-up plans can contribute to ghosting, and why sending a proposal without a follow-up plan can turn all that work into one very expensive attachment. Brooke also shares a simple way to review your recent sales calls and spot where opportunities may be drifting—not because the customer said no, but because no one knew what came next. Sales doesn’t have to be sleazy. And moving a customer forward doesn’t mean pushing them. Sometimes it means being kind enough to make the path clear. What You’ll Learn Why verbal interest is not the same thing as a commitment  The three things every next step needs: what, who, and when  How uncertainty after a sales call creates hesitation Why customers may “ghost” when the sales process becomes vague Why a proposal without a follow-up plan is just an expensive attachment How clear next steps create confidence for your customer and relief for you The simple question to ask when reviewing your last three sales conversations How Explain Next Steps completes Brooke’s SERVICE Sales Framework Resources Mentioned Sales Conversation Assessment  Find out how you’re doing across the SERVICE Sales Framework and identify where your sales conversations could improve. https://buildingmomentum.info/assessment Join the Conversation + Subscribe Want more practical help making sales conversations feel clearer, more human, and a whole lot less awkward? Subscribe to Sippin’ Matcha and Helping You Make More Sales and join the conversation here: https://buildingmomentum.info/matcha Connect with Brooke on LinkedIn Come say hello, follow along, and get more practical sales tips from Brooke: https://linkedin.com/in/brooke-greening Why Great Sales Calls Don’t Close: The Next-Step Mistake Costing You Clients | Chapters 00:00 Why Great Sales Calls Still Don’t Turn Into Sales01:35 The Sales Mistake That Kills Momentum After the Call04:19 How to End a Sales Call With Clear Next Steps05:26 Why Prospects Hesitate After a Good Sales Conversation07:10 Verbal Interest Is NOT a Sales Commitment08:37 “Send Me the Proposal” Doesn’t Mean They’re Buying09:55 How Clear Next Steps Reduce Sales Ghosting10:18 Why Your Proposal May Be Getting Ignored13:18 Stop Chasing Prospects After Sales Calls15:18 What a Strong Sales Follow-Up Process Looks Like16:45 The 3-Question Sales Call Audit for Business Owners17:14 Assess Your Sales Conversations18:20 Why Customers Should Never Have to Guess How to Buy

    Why Great Sales Calls Don’t Close: The Next-Step Mistake Costing You Clients

  6. Aug 13

    How to Create Sales Urgency Without Being Pushy

    Creating urgency shouldn’t feel like cornering someone into a yes. You don’t need a fake deadline. You don’t need a clever closing question. And you definitely don’t need to manufacture a crisis so someone will hurry up and buy. Healthy sales urgency looks a lot simpler: helping your customer connect what they want with when they want it. In this episode of Sippin’ Matcha and Helping You Make More Sales, Brooke Greening breaks down how to create urgency by giving customers two things they need to make a confident decision: direction and hope. No pressure tactics required. Thank goodness for that.   Episode Summary By the time you’re creating urgency in a sales conversation, you shouldn’t still be trying to convince someone they need your solution. They’ve already recognized the problem. You’ve talked through how you can help. You’ve identified their concerns. They’ve told you they want to move forward. Now your job is to help them understand what they’re moving toward and when they need to move.  Brooke explains why healthy urgency starts by listening carefully to the future your customer has already described. Maybe they want their sales team following up consistently. Maybe they want to stop handling every sales call themselves. Maybe they want to take a vacation without checking their phone every 17 minutes. 😂 Whatever it is, you don’t need to invent their version of success for them. You need to listen for it. Then you connect that desired future to an honest conversation about timing. Brooke and Scott also talk about why asking about timing isn’t inherently pushy, how legitimate business constraints can create real urgency, what to do when a customer says “not now,” and why a future opportunity can be a very good thing for your sales pipeline. Because creating urgency isn’t about getting someone to act today. It’s about helping them make a confident decision about what happens next.   What You’ll Learn Why urgency belongs after a customer has expressed interest in moving forward What Brooke means by creating urgency with “direction and hope” Why you should never give a customer your definition of their successful future How to use what your customer has already told you to reinforce what they want Why excitement without clear direction can still leave a sale stalled How to ask about timing without sounding pushy Why asking, “What does your timing look like?” can be enough The difference between real timing constraints and manufactured pressure How launch dates, onboarding availability, implementation time and legitimate incentives can create healthy urgency What to do when a customer says the timing isn’t right Why a genuine “not now” can strengthen your future sales pipeline Two common urgency mistakes that can quietly damage trust The two questions Brooke wants you to ask after your sales conversations this week   Put It Into Practice After your next sales conversation, ask yourself: Do I understand what will be possible for this customer if we solve the problem? Not what you think success should look like. What did they say they wanted? Did I ask about their timing? You don’t need to turn it into a closing technique. Sometimes it can be as simple as: “What are you thinking about the timing?” As Brooke puts it, asking about timing isn’t pressure. Refusing to accept an honest answer is.   Resources Mentioned The Biggest Lie About Sales Urgency Start with the first episode in this series to learn why creating urgency isn’t the villain of the sales conversation and how Brooke defines healthy urgency as motivating customers with direction and hope. https://buildingmomentum.info/the-biggest-lie-about-sales-urgency/ 3 Sales Urgency Mistakes That Are Costing You Customers Learn three common ways salespeople mishandle urgency, including fake deadlines, questions designed to corner customers and avoiding the conversation altogether. https://buildingmomentum.info/sales-urgency-mistakes-that-are-costing-you-customers/ Why Sales Objections Are Actually a Buying Signal If a customer says they aren’t ready to move forward, there may be an objection you haven’t uncovered yet. This episode explains why objections aren’t necessarily rejection and how to make room for honest concerns. https://buildingmomentum.info/are-sales-objections-a-buying-signal/ Sales Conversation Assessment Want to know where your sales conversations are working and where they may be getting stuck? Take Brooke’s free Sales Conversation Assessment. In about five minutes, you’ll see which parts of the SERVICE Sales Framework give you the biggest opportunities to improve. https://buildingmomentum.info/assessment   Join the Conversation / Subscribe Want more practical sales conversations that help you make more sales without turning into a pushy sales bro? Subscribe to Sippin’ Matcha and Helping You Make More Sales, explore previous episodes, and submit a question Brooke may answer on a future episode: https://buildingmomentum.info/matcha/   Connect With Brooke on LinkedIn For more practical sales advice, human-first strategies and encouragement to help you sell without feeling sleazy, connect with Brooke Greening on LinkedIn: https://linkedin.com/in/brooke-greening/   How to Create Sales Urgency Without Being Pushy | Chapters 00:00 How to Create Urgency Without Manipulating Customers 00:59 How Better Sales Conversations Increase Revenue 02:23 What Ethical Sales Urgency Actually Looks Like 03:20 Creating Urgency Without Pressure or Fake Deadlines 05:28 The Two Keys to Healthy Urgency: Direction + Hope 05:56 Use the Customer’s Definition of Success 07:34 A Real Example of an Ethical Sales Conversation 09:27 Stop Telling Customers What Success Should Look Like 10:10 Why Excitement Alone Doesn’t Close the Sale 11:13 Give Customers Clear Next Steps 12:14 How to Ask About Timing Without Being Pushy 14:09 When Sales Urgency Becomes Pressure 14:43 Real Deadlines vs. Fake Sales Urgency 16:48 What to Do When a Customer Says “Not Right Now” 17:52 Why “Not Yet” Can Strengthen Your Sales Pipeline 19:38 2 Common Mistakes That Destroy Sales Trust 20:08 Don’t Ask About Timing Too Early 20:55 The Dating Story That Perfectly Explains Sales Timing 22:11 2 Questions to Ask in Every Sales Conversation 23:12 The Simple Test for Healthy Sales Urgency 23:30 The SERVICE Sales Framework Assessment 24:11 Next Step: How to Move the Sale Forward 25:40 Final Takeaway: Sell With Confidence, Not Pressure

    How to Create Sales Urgency Without Being Pushy

  7. Aug 6

    3 Sales Urgency Mistakes That Are Costing You Customers

    Creating urgency shouldn’t mean creating pressure You know your customer has a real problem. They’ve told you they want help. The sales conversation is going well. Then it’s time to discuss what happens next—and everything gets awkward. Some salespeople manufacture a deadline. Others ask questions designed to corner the customer into saying yes. And many well-meaning salespeople avoid urgency altogether because they’re afraid of sounding pushy. Unfortunately, all three approaches can erode trust, stall the sale and leave qualified customers without the direction they need to move forward. In this episode of Sippin’ Matcha and Helping You Make More Sales, Brooke Greening explains how to recognize three common urgency mistakes and replace them with honest, customer-focused conversations about timing. Episode Summary Creating urgency is not about convincing someone to buy before they are ready. It is about helping a customer who already wants to move forward understand the timing, consequences and next steps involved in solving their problem. Brooke breaks down the three ways salespeople commonly mishandle urgency: Manufacturing urgency with fake deadlines, false scarcity or invented reasons to act immediately. Trapping customers with questions that have only one acceptable answer. Avoiding urgency altogether by sending a proposal and leaving the customer to determine what should happen next. Although these approaches look different, they share the same underlying problem: they are driven by the salesperson’s discomfort instead of the customer’s needs. Healthy urgency does not invent a reason to panic. It reveals what is already true, creates space for an honest answer and helps the customer make a wise decision. What You’ll Learn In this episode, you’ll discover: The difference between a legitimate deadline and manufactured urgency Why fake scarcity may produce a fast decision but not a confident one How manipulative questions quietly damage trust The warning signs that a question is designed to trap rather than create reflection Why saying “Take all the time you need” may be less helpful than it sounds How avoiding conversations about timing can cause qualified customers to stall Why urgency should only be introduced after the customer has expressed a desire to move forward How to discuss timing, deadlines and consequences without becoming pushy Three questions you can use to evaluate your own sales conversations Why healthy urgency should provide customers with direction and hope Questions to Ask Yourself After your next sales conversation, ask: Did I invent a reason for the customer to act? Did I ask questions that only had one acceptable answer? Did I avoid talking about timing or consequences altogether? Your answers can reveal whether you are creating healthy urgency—or allowing discomfort to control the conversation. Resources Mentioned How to Uncover the Real Problem in Sales Calls Before you discuss urgency, you need to understand the real problem your customer is trying to solve. Listen to the previous episode: https://buildingmomentum.info/uncover-the-real-problem-in-sales-calls/ Sales Conversation Assessment Discover which parts of your sales conversations may be creating unnecessary friction. The assessment takes approximately five minutes and provides insights into opportunities to improve. https://buildingmomentum.info/assessment/ Join the Conversation and Subscribe Explore previous episodes, subscribe to the podcast and submit an anonymous sales question for Brooke to answer in a future episode: https://buildingmomentum.info/matcha Connect With Brooke Connect with Brooke Greening on LinkedIn for practical, customer-focused sales advice: https://linkedin.com/in/brooke-greening 3 Sales Urgency Mistakes That Are Costing You Customers | Chapters 00:00 The three sales urgency mistakes01:05 Welcome and episode introduction02:03 Why creating urgency matters03:34 Mistake #1: Manufacturing fake urgency04:56 Real deadlines vs. fake deadlines05:45 How pressure damages customer trust06:02 What healthy urgency looks like06:57 Mistake #2: Trapping customers with questions07:46 Examples of manipulative sales questions08:20 Why consequence questions are not the problem09:57 Questions that make customers defensive10:24 Helpful questions vs. trap questions10:57 How to discuss the cost of waiting11:56 The SERVICE sales framework12:33 When to create urgency in a sales conversation14:21 Mistake #3: Avoiding urgency altogether15:10 Why “no pressure” can be unhelpful16:08 The vague follow-up mistake17:18 Why interested prospects still do not buy17:46 How to be direct without being pushy18:14 What connects all three urgency mistakes18:54 How to create healthy urgency20:13 Questions to evaluate your sales approach20:33 When sales incentives are appropriate21:15 Three self-assessment questions21:36 Free Sales Conversation Assessment22:18 What healthy urgency sounds like22:40 Subscribe and submit your questions

    3 Sales Urgency Mistakes That Are Costing You Customers

  8. Jul 30

    The Biggest Lie About Sales Urgency

    The biggest lie about sales urgency? That it's all about pressure. If the word urgency makes you think of fake deadlines, pushy tactics, or convincing someone to buy before they're ready, you're not alone. But what if urgency wasn't about manipulation at all? In this episode of Sippin' Matcha and Helping You Make More Sales, Brooke Greening challenges one of the biggest misconceptions in sales. She explains why creating urgency isn't about making people anxious—it's about giving them the direction and confidence they need to make a wise decision. If you've ever avoided this part of a sales conversation because you don't want to come across as "salesy," this episode will completely change how you think about it. Episode Summary Creating urgency is one of the most misunderstood parts of the sales process. Many business owners skip it altogether because they've experienced high-pressure sales tactics and don't want to treat their customers that way. In this episode, Brooke shares why avoiding urgency isn't the kind or neutral option. When your customers have a real problem, doing nothing is still a decision—and waiting often comes with a cost. You'll hear why urgency should never create panic. Instead, it should create relief, excitement, and confidence. Through a powerful story from Brooke's time helping families find senior living for their loved ones, she demonstrates how honest guidance can help people make decisions they'll be grateful for later. This episode is part of Brooke's SERVICE Sales Framework, focusing on the sixth step: Create Urgency. You'll discover how to lead sales conversations that serve your customers without pressure, manipulation, or manufactured scarcity. What You'll Learn Why urgency and pressure are not the same thing. How to motivate people with direction and hope instead of fear. Why avoiding urgency isn't serving your customers. The hidden cost of letting prospects delay important decisions. How honest urgency builds trust instead of damaging it. Why hope always needs a clear next step. How to tell if your urgency creates confidence—or anxiety. One simple question to evaluate how you're leading your sales conversations. Resources Mentioned Sales Conversation Assessment: Discover how well you're leading each stage of your sales conversations. https://buildingmomentum.info/assessment SERVICE Sales Framework: Learn Brooke's human-first framework for leading effective sales conversations. https://buildingmomentum.info/sales-accelerator-lab/ Zig Ziglar (Referenced Quote) https://www.zigziglar.com Join the Conversation Want more practical, human-first sales advice delivered in bite-sized episodes? Subscribe to Sippin' Matcha and Helping You Make More Sales so you never miss an episode. You'll also find past episodes and ways to keep the conversation going. 👉 https://buildingmomentum.info/matcha Connect with Brooke Let's connect on LinkedIn! Brooke regularly shares practical sales tips, messaging advice, and encouragement to help you sell with confidence (without feeling sleazy). 👉 https://linkedin.com/in/brooke-greening The Biggest Lie About Sales Urgency | Chapters 00:00 The Biggest Lie About Sales Urgency00:00:48 Why Salespeople Avoid Creating Urgency00:02:11 How to Create Urgency Without Being Pushy00:02:39 Sales Pressure vs Healthy Urgency00:04:07 The Cost of Waiting in Sales00:05:05 Why Avoiding Urgency Loses Sales00:05:48 A Real Client Story About Buying Decisions00:09:02 Hope Isn't Enough to Close Sales00:10:38 Build Buyer Confidence During Sales Conversations00:12:33 One Question Every Sales Professional Should Ask00:13:20 The Right Way to Create Urgency in High-Ticket Sales

    The Biggest Lie About Sales Urgency
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About

You’ve built a successful B2B service business. Now you need a sales process that can keep up. Make More Sales with Brooke Greening is the B2B sales podcast for service business founders and owners who want better sales conversations, more consistent follow-up, and more great-fit clients without becoming pushy, scripted, or weird. Brooke Greening is a sales coach with 20+ years of experience and a counseling background. She breaks down what your prospects are thinking, why good sales calls stall, how to communicate your value, handle objections, create urgency, and move sales conversations forward. No bro-sales tactics. No fake scarcity. No awkward closing tricks. Just practical, human sales coaching to help you make more sales. Learn more at buildingmomentum.info/make-more-sales-with-brooke-greening/

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