We’ve all been there—wrapping up a promising conversation with a prospect who’s nodding along, showing genuine interest, but just stopping short of taking the leap. It’s that tantalizing moment when you know they’re intrigued, but there’s no firm commitment yet. And if you leave without securing something concrete, it’s all too easy for that initial excitement to fizzle out.
Over the years, I’ve learned that turning that vague interest into committed action is a skill. It’s a skill that, when developed, can completely transform how you approach closing a deal and moving it forward. Here’s what I’ve found works best and why a proactive approach is key to turning “sounds great” into “let’s make it happen.”
Why Vague Interest Isn’t Enough
The first few years I spent in sales taught me this hard truth: vague interest is not commitment. A potential client may seem fully engaged during a call, nodding at the right times and echoing back the benefits you’ve laid out, but unless you turn that enthusiasm into an actionable next step, you’re still in the “nice to have” zone. Deals that rely on the prospect’s goodwill or unstructured “next steps” almost always end up falling through.
Without commitment, the conversation ends with an open loop, and once the call ends, so does much of the momentum. Think about how quickly an inbox fills up or how fast a busy schedule changes. Unless you capture that interest and funnel it into a concrete action, you’re at risk of losing the deal to time, distractions, or other priorities.
Setting the Expectation for Action Early
One of the biggest shifts in my approach happened when I started setting the expectation for a follow-up right at the beginning of the conversation. It’s subtle but powerful. Here’s how it goes: early on, I’ll say something like, “My goal today is to get a sense of how we can help each other and, if it looks like there’s a fit, discuss what our next steps might look like.” This does two things: it sets a framework for the conversation and gently signals that if things go well, there’s a clear direction forward.
By setting this expectation, I find that prospects are more mentally prepared to discuss next steps at the end. There’s no sudden or “pushy” feeling, and the ask feels like a natural extension of the conversation rather than a last-minute pressure point.
Turning “Sounds Good” into Something Real
It’s one thing to talk about what you could do together; it’s another to turn that into something actionable. In my early days, I often ended calls with a prospect saying, “That sounds good. Let’s touch base in a week or so.” I’d leave feeling positive, only to get crickets when I tried to follow up later. What I realized was this: if they haven’t committed to anything specific, they haven’t actually committed at all.
When I hear, “Sounds good,” I now follow up with something like, “Great! To keep the momentum going, why don’t we go ahead and put a time on the calendar for a follow-up?” This simple suggestion subtly shifts the tone from “maybe” to “let’s make this happen.” Getting a specific date and time shows they’re serious and allows us both to prepare for the next conversation meaningfully.
The Power of the “Quid Pro Quo” Ask
One of my favorite ways to turn interest into action is by making it a mutual commitment. I call it the “quid pro quo” approach, and it’s worked wonders for securing commitment from prospects. Here’s how it works: during the conversation, I’ll mention something they could prepare or consider before our next meeting. It might be gathering feedback from their team, preparing a list of specific challenges they want us to address, or even bringing questions about a certain aspect of our offering.
For instance, I might say, “For our next conversation, it would be helpful if you could talk to your team about X, Y, and Z. That way, we can dive right into your top priorities.” This not only keeps the next step relevant to their needs but also strengthens their commitment. When they’re putting in effort, it shows they’re invested—and I know they’re serious.
When They Won’t Commit: Addressing Hesitation Head-On
Sometimes, despite all your best efforts, a prospect may hesitate to commit. This used to throw me off, but I’ve learned to handle it with a direct but gentle approach. When I sense hesitation, I’ll ask something like, “Is there anything holding you back from setting up a follow-up? I want to make sure this feels right on both sides.”
This question is simple yet effective. It often reveals unspoken concerns or reservations, things they may not have shared but are silently grappling with. By getting these out in the open, I can address them directly and build more trust. It’s much better to have this conversation now than to be left wondering why they ghosted later.
Following Up with Purpose
After securing that next step, I always make sure to follow up with a purposeful email. This isn’t just a formality; it’s a way to reinforce the commitment, clarify any points we discussed, and maintain momentum. My follow-up emails are short and to the point, but I make sure to restate the next step, confirm any specific preparation for the meeting, and express my appreciation for their time.
For example, I’ll say something like, “Thanks so much for a great conversation today! Here’s a quick summary of what we discussed, along with action items for both of us. Looking forward to connecting again on [date and time].” This keeps everyone accountable, avoids any misunderstandings, and reinforces the importance of our next meeting.
Bringing It All Together: Commitments Over Conversations
In sales, turning interest into action isn’t just about closing—it’s about showing up as a professional who values their time and your own. Every conversation with a prospect is a stepping stone, and each one needs to move you forward. Vague interest is nice, but actionable commitment is what keeps the ball rolling.
By setting expectations early, getting specific on the next step, and creating mutual responsibility through a “quid pro quo” approach, you’ll start to see more of those “sounds good” conversations turn into real opportunities. And as you get comfortable with this process, you’ll notice that each step feels more natural, less pressured, and ultimately more productive. So the next time you’re wrapping up a promising conversation, don’t leave with just a good feeling—leave with a solid next step that both you and your prospect are committed to following through on.
