The Delicate Balance of Speed & Trust in Our Rush to Close Deals copy
CXO Sales Playbook-Venkat’s Blog

The Delicate Balance of Speed & Trust in Our Rush to Close Deals

- Venkataraman Subramanyan

In sales organizations, there is always a growing expectation to sell more.

The mantra is “close, close, close”.

Does this need for speed get in the way of cultivating greater trust with customers?

How do we balance these two?

You can’t control the organization’s expectations of you.

We all know they are only going to demand more. Your target for today is the baseline for tomorrow.

The perspective shift here is what I call your – Circle of Control.

Let’s walk through all the elements within your circle of control that can help meet sales objectives without burning bridges or rushing customers.

1.Work Smarter, not Harder

This phrase reminds me of a powerful concept from the book, Who Not How.

If you have to operate at speed and scale, see who are all the other people in your team who can collaborate with you.

What is the internal orchestration, and how you could go and serve your customers that much better.

2.Qualify Better to Sell Faster

In almost every client engagement, I always say:

A person who defends everything, defends nothing.

If you have to sell faster and be more successful, you have to qualify better and focus on the right deals.

Prioritize transformational multi-year engagements over small transactions.

3.Leverage AI

AI is upon us and It’s going to transform the speed at which we can execute.

On a daily basis, how much of AI can you leverage in your customer engagements? If done right – this is a game changer.

Start thinking, What AI insights can I leverage to better articulate customer needs? What can be automated? How can I exponentially increase productivity?

4.Prioritizing Value to Gain Speed

Customer value is probably the most dependable lever to accelerate pipeline into deals.

Are you able to,

  • Create value.
  • Build a business case.
  • Prove financial justification
  • Provide the roadmap for change.

These are the underlying elements that all come together and encourage customers to take a swift decision of working with you.

5.Closing Larger Deals

Activity is not a proxy for progress.

Just because you’re busy with smaller deals doesn’t mean you’re making meaningful progress.

Start thinking about how to create larger deals.

How do you map multiple stakeholders?

How do you make it effortless for your customers to understand your value?

How do you join the dots between your solution and measurable, monetizable results for customers?

6.Bring Your Organization to Your Customer

I remember a managing partner from a successful advisory firm, sharing with me, “Venkat, I want all our partners to bring the firm to the clients”

This is so true.

All of you are part of an organization.

Are you bringing the organization to your customer?

These 6 levers can be used to build speed and scale in your customer engagements without sacrificing trust.

Finding the right balance is crucial for long-term success.


If this was helpful,

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Venkataraman Subramanyan is a Global Leadership Development Expert & Sales Coach. He is the Founder and CEO of Tripura Multinational. Venkat’s mission is to touch and transform a hundred million lives by 2025, and a billion lives by 2030. With over 30 years of experience, Venkat is passionate about 2 things – Leadership Transformation and Sales Acceleration. His trademarked deal qualification framework is licensed worldwide by organizations and filters over $3Billion in deals annually. He is an accredited member of the Forbes Coaches Council.

Tripura Multinational is a dynamic sales organization dedicated to empowering sales professionals and organizations to achieve unparalleled success. Originally established as a platform to address skill gaps in the sales industry, Tripura has evolved into a multi-faceted entity that offers comprehensive engagements for Sales Managers and Sales Leaders. Through the transformative power of Sales Coaching, Tripura enables sales organizations to elevate their performance from good to great and ultimately reach a world-class level. Our approach focuses on optimizing sales skills, management expertise, and leadership capabilities, helping clients plan more effectively, qualify leads better, orchestrate sales processes seamlessly, and expand their business with confidence. 

Our organisation is the trusted choice of market leaders across various industries and segments, relying on our expertise to elevate their performance to new heights. Recognized for our ability to enhance excellence, we are entrusted with the task of making the client’s best even better.

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