Time kills all deals

Discovery

Who is it for?

For sellers qualifying complex deals and managing stakeholder risk.

When to use?

Use when you need to surface decision dynamics, urgency, and what would trigger action.

7 Jul 2025

Time is rarely neutral in pipeline. This article explains why delay quietly erodes probability.

Time kills all deals, but it does not have to:

It’s well-known and it's true. The longer a deal drifts, the more the chance the prospect will focus elsewhere, find an alternative, reorganise or change personnel, …

Deals drift for three reasons

1️⃣ We assumed we knew the timing, without strong evidence.

↳ Even if the client gives a date, we need to confirm the the substance behind it.

2️⃣ We have failed to drive urgency.

↳ When there is no “compelling event”, we need to show the value of moving fast.

3️⃣ Poor qualification.

↳ There was never really a deal. Interesting conversations but no actual business need.

If the Close date gets deferred, it’s a sign that the Seller doesn’t have clear visibility.

😞 If the AE cannot get this, with a good level of detail, then Close Lost, move to nurture and reopen when it’s real.

Backing up a little, great AEs will always do the following.

⭐ Multithread so they understand where the power lies and who cares about this deal.

⭐ Ensure all key players understand the value to their business of moving forwards quickly.

⭐ Agree a timeline that everyone is working towards.

⭐ Hold the prospect to account for making practical, real progress towards closure.

⭐ Be brutally honest with Discovery, using their manager or peers to see through the rose tinted glasses and help identify the reality.

And great managers will hold AEs to account for doing all of the above!