Given that it’s Super Bowl Sunday, and it’s a rematch of the 2015 Super Bowl between the New England Patriots and Seattle Seahawks, I thought this video was extremely relevant. (NFL blocked this from embedding below → Watch on Youtube)

And, it’s a great reminder: You’re not in until you’re in.

Or in sales lingo, the deal isn’t closed until it’s signed.

Has it ever happened to you? Someone gave you the “thumbs up” that they wanted to work with you but then the deal stalled, priorities shifted or they changed their mind last minute.

→ It’s one of the strangest things about sales that never gets talked about.

And it happens more than you think.

Saying they want to work with you is a far cry from executing a contract and starting.

And it’s a lesson I want everyone reading this to never forget.

Let me share a legendary story when we were on the better side of this lesson.

It’s from one of the all-time sales greats I worked with for 3 years, JT Rimbey.

He reached out to an account and was told that another vendor had already been named “Vendor of Choice” and was in legal, wrapping up procurement, and about to sign.

Most reps would have walked away. JT didn’t.

In just a few weeks, he built strong relationships with the main points of contact, uncovered deeper pain points that they hadn’t considered, and provided immense value where the other vendor hadn’t.

Before long, we were in legal with that same account.

And soon after…We earned the partnership!

The reality: Being the Vendor of Choice makes you feel like you’re about to score but it isn’t a guarantee.

Don’t get happy ears. Don’t start counting your money just yet.

There’s still a long way to go.

You name it, anything can happen.

So, it’s time to lock into the final steps to get across the goal line.

It's essential to lock in a start date or execution timeline. Without this, deals can drift.

It’s as simple as asking when they want to get started or confirming a start date that aligns with their goals.

Now, you can work backward from that date and make sure steps are completed to hit it. It saves you from blindly following up. These specific dates keep momentum on the contract review and signing process to avoid delays.

You should know every step of the process for them to sign and get started.

Do not throw a contract over to them and leave it up to fate.

Whether it’s contract redlines, who has to sign or board approvals. This is a proactive step you must be leading.

If they don’t know, ask them to find out.

If they won’t find out or push this off, that’s a big red flag.

You should always have a clear next step established, especially between the “Vendor of Choice” and contract signing stages.

The call(s) should be phrased as active meetings to communicate where things stand, what still needs to happen, and blockers or delays that have surfaced.

These can be 5-10 minute calls, scheduled weekly and can always be cancelled if there are no updates. It’s just a way to keep everything top of mind.

If they are serious about buying, they shouldn’t be shying away from more face-time and getting specific about the details.

As always, steps may vary based on the deal complexity, pricing or businesses you sell into. It all goes back to clarity.

Make sure you have the steps documented and agree on the plan.

Then, continue to refer back to the plan if things get off-track.

The better you can coach them on what and when things need to happen to get started, the quicker you can get the ball over the goal line.

Schedule 15-30 minutes on your calendar this week to look at your late-stage deals that may be delayed or uncertain.

Where are they at? Have you even asked for the business yet?

If not, it’d be a great time to have those conversations with your point of contact.

Don’t let deals slip through your fingertips at the last moment.

Stay sharp. Finish strong.

Because somewhere out there, another JT might be waiting at the 1-yard line ready to intercept the ball from you.