Return-Path: Delivered-To: andrew@sterlingcal.com Received: from reseller401.webserversystems.com by reseller401.webserversystems.com with LMTP id AJgDHsP6FGiyaQ4AchKAPA (envelope-from ) for ; Fri, 02 May 2025 12:02:59 -0500 Return-path: Envelope-to: andrew@sterlingcal.com Delivery-date: Fri, 02 May 2025 12:02:59 -0500 Received: from o157.ptr2149.mail.beehiiv.com ([159.183.115.19]:49560) by reseller401.webserversystems.com with esmtps (TLS1.2) tls TLS_ECDHE_RSA_WITH_AES_128_GCM_SHA256 (Exim 4.98.1) (envelope-from ) id 1uAtms-000000044Pw-2lRp for andrew@sterlingcal.com; Fri, 02 May 2025 12:02:59 -0500 DKIM-Signature: v=1; a=rsa-sha256; c=relaxed/relaxed; d=mail.beehiiv.com; h=content-type:from:mime-version:subject:reply-to:list-unsubscribe: list-unsubscribe-post:to:cc:content-type:from:subject:to; s=s1; bh=W0YJhHocaXnj1Tm6Agyt0JtyHNl76CnqbyDtQ9jDJOU=; b=Au9h+WjvKrQ/SYWtAgmg1odH7wI/uYnwyMTVhMcRkE0HeukQM7MDBfuAjLmlREEZ9wCe pFkQCXnj2PkpDJbNkjPaF+lqvH08hVgjSzrepFONkd8+j53OerP2Wr8YMwNd602zqThBVe JQ6TpE9fb14ZVshDn0CSYSud9uHoxywGmplgvlh3srdrFGRtE9AXeMcGaHDacRpPDf6bVS lNJ1umcu1ibDC3oMr3PA1Q0rKkDDw4B8XI0U5kguy7V9At3Dn/DGMmcaZPZ/Zi97OQPc36 +JwLJ1AxCX8HqhQiAoKe2EcmHJXyWk4NQczikD4pWWXaPAu8SUuNLuwEHm9mQLFg== Received: by recvd-64784c758b-r479w with SMTP id recvd-64784c758b-r479w-1-6814FA99-33 2025-05-02 17:02:17.144131447 +0000 UTC m=+2055083.535911928 Received: from NDAyMzQxODk (unknown) by geopod-ismtpd-18 (SG) with HTTP id JFhylv8sRwWFux97EYd4uw Fri, 02 May 2025 17:02:17.092 +0000 (UTC) Content-Type: multipart/alternative; boundary=0b969cb0e0bdedb72668bac57c57cc5b5cd377dc79d6b615471e54ba05c1 Date: Fri, 02 May 2025 17:02:47 +0000 (UTC) From: Collin Stewart Mime-Version: 1.0 Message-ID: Subject: Turn 'Not Now' Into Revenue Reply-To: Collin Stewart Feedback-ID: =?us-ascii?Q?8193b5ff-e9ed-4688-a9dc-51b0fa685af8=3Anewsletter=3A3c5b97ff-00a9-?= =?us-ascii?Q?4acc-916d-c137bca24b1d=3A23270855726497d?= List-Unsubscribe: =?us-ascii?Q?=3Cmailto=3A3c5b97ff-00a9-4acc-916d-c137bca24b1d+1d17dc26-c1df-44e?= =?us-ascii?Q?0-812a-883b6ad5b6bc+8193b5ff-e9ed-4688-?= =?us-ascii?Q?a9dc-51b0fa685af8=40unsub=2Ebeehiiv=2Ecom=3E=2C?= =?us-ascii?Q?_=3Chttps=3A=2F=2Ffoundersedition=2Eco=2Funsubscribe=2FeyJ0eXAiOiJKV1QiLCJhbG?= =?us-ascii?Q?ciOiJIUzI1NiJ9=2EeyJzdWJzY3JpYmVyX2lkIjoi?= =?us-ascii?Q?MWQxN2RjMjYtYzFkZi00NGUwLTgxMmEtODgzYjZ?= =?us-ascii?Q?hZDViNmJjIiwicG9zdF9pZCI6IjgxOTNiNWZmLW?= =?us-ascii?Q?U5ZWQtNDY4OC1hOWRjLTUxYjBmYTY4NWFmOCIsI?= =?us-ascii?Q?mxhc3RfcmVzb3VyY2VfZ3VpZCI6IlBvc3Q6ODE5?= =?us-ascii?Q?M2I1ZmYtZTllZC00Njg4LWE5ZGMtNTFiMGZhNjg?= =?us-ascii?Q?1YWY4In0=2EI67YdXs1rZgyK=5F-NFpqD-ZJZm2u24C?= =?us-ascii?Q?fgWIV68E=5FKUAc=3E?= List-Unsubscribe-Post: List-Unsubscribe=One-Click sId: 3c5b97ff-00a9-4acc-916d-c137bca24b1d x-beehiiv-ids: =?us-ascii?Q?{=22account=5Fname=22=3A=22https=3A=2F=2Ffoundersedition=2Eco=2F=22=2C=22campaign=5Fid=22=3A=228?= =?us-ascii?Q?193b5ff-e9ed-4688-a9dc-51b0fa685af8=22=2C=22c?= =?us-ascii?Q?ategory=22=3A=22newsletter=22=2C=22email=5Fgenerated=5F?= =?us-ascii?Q?at=22=3A1746205336=2C=22user=5Fid=22=3A=223c5b97ff-00a9?= =?us-ascii?Q?-4acc-916d-c137bca24b1d=22}?= x-beehiiv-type: newsletter x-list-id: 3c5b97ff-00a9-4acc-916d-c137bca24b1d x-list-owner: x-newsletter: https://foundersedition.co/p/turn-not-now-into-revenue x-newsletter-id: https://foundersedition.co/ x-newsletter-signup: https://foundersedition.co/subscribe X-SG-EID: =?us-ascii?Q?u001=2E7ozyt+tmjDsHnEocxX8pymFA2v5OOh2V4Pdr6hGVjZo99sLHT4OeEg7as?= =?us-ascii?Q?oEFtQzIa0qAOkk1QezFA4qrCcff9558yNK8x6zQ?= =?us-ascii?Q?0aLhxDCyAuB9kgcSLas3IIKR+fvCUJBBkc=2FJILw?= =?us-ascii?Q?EF1JeRRtB3WDA3qDseeSh=2FQDoK9dOHo=2F3OuRY2I?= =?us-ascii?Q?wwG1a7j1NkBkxih6ZVPT9MLyNEK0ymiXJJ0t9oC?= =?us-ascii?Q?qgpghrrX6vzb8mjpYtvbA6mahfPfpu8BiSoFE3u?= =?us-ascii?Q?B=2FFHcx9wHEcC2dIKVT9ubXSrex1Sf6uT29MHfUx?= =?us-ascii?Q?eWOZ26fw=3D?= X-SG-ID: =?us-ascii?Q?u001=2ESdBcvi+Evd=2FbQef8eZF3BpTL9BgbK5wfSJMJGMsmprD1ZcmFObA4po1bG?= =?us-ascii?Q?aUE6gycJ+LfRoc8X0Wm0MSorFVcoWHrIixZYD9z?= =?us-ascii?Q?w25Z143eglkAJWbQrLxndYtch6lhNuMZugGLMUL?= =?us-ascii?Q?3wYxdu29Ehd1SiD6nwgq+bdKz5qTbpkZ6k6o9rE?= =?us-ascii?Q?JOuHcug+AE1xhvvWJW+UdFTanB68qa8M9udfUTf?= =?us-ascii?Q?8CBF12xzclD19=2F96jWlyCO3ZjpPhp45+VzzVDGv?= =?us-ascii?Q?+WlIBGCe7fTKVmjNQNTfTJ6CDSMf=2FKToUBCGVO0?= =?us-ascii?Q?i809ueWLMuf7r2m1m61nm4EvmUftgec25MItRuj?= =?us-ascii?Q?vwHSmALj1A5ZGG=2F1ZFTwFwAZv45yARfaY=3D?= To: "andrew@sterlingcal.com" X-Entity-ID: u001.RuZ2+X9IBGtjUb8qq3teHQ== X-Spam-Status: No, score=-4.3 X-Spam-Score: -42 X-Spam-Bar: ---- X-Spam-Flag: NO --0b969cb0e0bdedb72668bac57c57cc5b5cd377dc79d6b615471e54ba05c1 Content-Transfer-Encoding: quoted-printable Content-Type: text/plain; charset=utf-8 Mime-Version: 1.0 Hello Andrew,=20 _**Book update**__: I didn=E2=80=99t know how many final, final, final vers= ions I=E2=80=99d get to review but I have another one now? It=E2=80=99s the= Advanced Reader Copy (ARC), complete with graphics, headings, and typograp= hy. It=E2=80=99s neat but I=E2=80=99m also staring at it wondering what com= es next. It=E2=80=99s not in stores until October but it=E2=80=99s theoreti= cally in a pretty dang good state. _ _**Community update**__: our next Revenue Roundtable is May 9th (next Frida= y) at 930am PT, we have a 2 more spots. Hit me back if you=E2=80=99re inter= ested in joining. _ _Onto the newsletter=E2=80=A6_ Most founders think generating new leads is the key to sales growth. But ac= tually, your biggest untapped revenue source is sitting right in your exist= ing pipeline - it's your nurture list. In last week's newsletter, I explained why building an SDR team takes 730 d= ays, not 90. Today, I'm going to shatter another common sales myth that's c= osting you thousands in potential revenue. ## The Four Funnels That Drive Real Growth When I look at sales from a high level, I see four distinct pipelines that = drive sustainable growth: 1. **Meet Pipeline**: How you generate new leads 2. **Disco Pipeline**: Your active closing opportunities 3. **Management Pipeline**: Current client relationships 4. **Nurture Pipeline**: Prospects who said "not right now" Conventional wisdom pushes you to invest 90% of your resources in the first= two while completely neglecting the fourth. This is like constantly fillin= g a leaky bucket while ignoring the water pooling at your feet. ## Your "Not Right Now" List Isn't a Rejection Pile - It's Your Future Reve= nue You've been taught to see "not right now" prospects as politely rejecting y= ou. The truth? They're actually telling you exactly when they'll be ready t= o buy, all you need to do is listen. These aren't cold leads=E2=80=94they're warm opportunities who: * Already know who you are * Have confirmed they're the right decision-maker * Acknowledge they have the problem you solve * Just aren't ready to solve it...yet The conventional approach chases new leads that convert at 1-3%, while lett= ing a nurture list sit abandoned that could convert at 15-25% when approach= ed correctly. ## Why Your "Just Checking In" Emails Are Backfiring The standard follow-up approach with generic "just checking in" emails mont= hs later doesn't work. Why? Because these low-context messages force prospe= cts to do mental work they don't want to do. The typical "Hey, we spoke six months ago - is now a better time?" gets ign= ored because it requires the prospect to: 1. Remember who you are 2. Recall what you discussed 3. Reconnect your solution to their problems 4. Decide if anything has changed That's too much work, so they ignore you and you lose the deal forever. ## The Context Revolution in Follow-Ups Good follow-up isn't about persistence - it's about context. Instead of: "Hey, I know we talked seven months ago. Is now a better time?" Try: "Sarah, when we last spoke, you mentioned you needed to integrate your= accounting system with your CRM before considering our solution. How's tha= t integration project coming along?" This approach: * Reminds them who you are and what you discussed * Shows you were actively listening * Connects directly to their buying journey * Makes it easy to respond (minimal mental effort required) The data is clear: while generic follow-ups convert at 1-2%, high-context f= ollow-ups convert at 5-10x that rate. ## The Embarrassingly Simple Nurture System That Outperforms Automation Most founders think nurturing leads requires complex marketing automation. = But actually, the most effective nurture systems are embarrassingly simple. ### 1. Create Dedicated Pipeline Categories The standard practice of keeping nurture prospects mixed with active deals = creates a cluttered mess where follow-ups get missed. Creating a separate p= ipeline category for nurture prospects ensures nothing falls through the cr= acks. Your nurture opportunities deserve their own pipeline, not a "closed-lost" = graveyard. If you=E2=80=99re feeling brave, go ahead and delete your =E2=80= =9CClosed-Lost=E2=80=9D opportunity stage and replace it with these two: Cl= osed-Lost: Nurture and Closed-Lost: FOAD (stands for =E2=80=98go away and p= erish=E2=80=99). Nurture means I=E2=80=99m going to stay in touch on a mont= hly or quarterly basis and FOAD means the prospect _really_ doesn=E2=80=99t= want to hear from me again.=20 ### 2. Document the Exact Reason for "Not Now" Conventional wisdom accepts vague reasons like "not ready" or "no budget." = The better approach? Capture specific details that enable high-context foll= ow-ups. For every opportunity that moves to nurture, document: * The precise reason they're not buying now * What specific condition needs to change * When that change is likely to happen * How and when you=E2=80=99ll follow up next ### 3. Create a Systematic Follow-Up Schedule Random follow-ups when you remember them aren't a strategy. I like to set a= side my Friday afternoons (my least productive sales window), set a timer f= or 30 minutes, and see how many manual nurture emails I can bang out. I giv= e myself one five cent candy for each one. Sometimes I vary the reward but = I almost always set a timer. The funny thing about the timer is that it mak= es it easier to start. Once I=E2=80=99ve started, I=E2=80=99ll usually go l= onger than the timer.=20 I typically have two follow up buckets: * Immediate opportunities where I know what needs to change: monthly follow= up * No good information: quarterly=20 ### 4. Always End With a Next Step There's a vast difference between "I'll check back in a few months" and "Wh= at would need to change between now and then for this to become a priority?= And when would be a good time to check back in?" The latter gives you both the context for a high-value follow-up and permis= sion to reconnect. ## The Undeniable Economics of Nurture The conventional playbook tells you cold outreach is your most reliable cus= tomer acquisition channel. The data tells a different story: nurture sequen= ces convert at 3-5x higher rates, with larger deal sizes and shorter sales = cycles. The math is undeniable: * 1000 cold emails =E2=86=92 10 replies =E2=86=92 2-3 meetings =E2=86=92 0.= 5 customers * 100 nurture follow-ups =E2=86=92 10-15 meetings =E2=86=92 1-2 customers Companies that are only focused on generating new leads are wasting 90% of = their GTM budget, while those with strong nurture programs are closing 2x m= ore deals with the same effort. ## Patience Beats Desperation Every Time There's a reason why most founders neglect their nurture pipeline - it requ= ires patience in a world that demands instant results. Building a great nur= ture funnel won't deliver overnight wins like ads might appear to, but over= time, it becomes an increasingly valuable asset that compounds with each p= assing month. The companies that win in the long run aren't just good at generating deman= d=E2=80=94they're exceptional at capturing value from every interaction, es= pecially those that don't immediately convert. Remember: In sales, nothing is ever truly lost. It's either "closed-loss fu= ck off and die" (their words, not yours) or "closed-loss nurture." And that= nurture category is pure gold waiting to be mined. As always, hit reply with your questions or tell me where I'm wrong. =E2=80=94 Collin=20 PS - it=E2=80=99s Friday, any reason not to grab a time and send a few nurt= ure emails?=20 PPS - I=E2=80=99m considering turning these newsletters into 3-5 minute You= tube videos. If that sounds interesting, reply back and let me know. If eno= ugh people hit reply, I=E2=80=99ll record a test and send it out to you all= first.=20 =E2=80=94=E2=80=94=E2=80=94 You are reading a plain text version of this post. For the best experience,= copy and paste this link in your browser to view the post online: https://foundersedition.co/p/turn-not-now-into-revenue --0b969cb0e0bdedb72668bac57c57cc5b5cd377dc79d6b615471e54ba05c1 Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset=utf-8 Mime-Version: 1.0 Turn 'Not Now' Into Revenue
<= td align=3D"center" valign=3D"top" style=3D"border-width:0px 0px 0px 0px;bo= rder-style: solid; border-color: #FFFFFF;border-radius:10px 10px 0px 0px;ba= ckground-color:#FFFFFF;" class=3D"c">
=

May 02,= 2025   |   Read Online

Turn 'Not Now' Into Revenue

3D"share
 
 
3D"share
 
3D"share
3D"" <= /div>
= <= tr>= <= tr>=

Hello Andrew,

Book update: I didn=E2=80=99t know how many fin= al, final, final versions I=E2=80=99d get to review but I have another one = now? It=E2=80=99s the Advanced Reader Copy (ARC), complete with graphics, h= eadings, and typography. It=E2=80=99s neat but I=E2=80=99m also staring at = it wondering what comes next. It=E2=80=99s not in stores until October but = it=E2=80=99s theoretically in a pretty dang good state.

Community update: our next Revenue Roundtable is May 9th (n= ext Friday) at 930am PT, we have a 2 more spots. Hit me back if you=E2=80= =99re interested in joining.

Onto the newsletter=E2=80=A6

Most founders think generating new leads is the key to sales growth. Bu= t actually, your biggest untapped revenue source is sitting right in your e= xisting pipeline - it's your nurture list.

In last week's newsletter, I explained why building an SD= R team takes 730 days, not 90. Today, I'm going to shatter another comm= on sales myth that's costing you thousands in potential revenue.=

The Four Funnels That Drive = Real Growth

When I look at sale= s from a high level, I see four distinct pipelines that drive sustainable g= rowth:

  1. = Meet Pipeline: How you ge= nerate new leads

  2. Disco Pipeline: Your active closing opportunities=

  3. Management Pipeline: Current client relationships

    4. =

  4. Nurture Pipeline: Prospects who said "not right now"

Conventional wisdom pushes you to i= nvest 90% of your resources in the first two while completely neglecting th= e fourth. This is like constantly filling a leaky bucket while ignoring the= water pooling at your feet.

Your "Not Right Now" List Isn't a Rejection Pile - I= t's Your Future Revenue

You&= #39;ve been taught to see "not right now" prospects as politely r= ejecting you. The truth? They're actually telling you exactly when they= 'll be ready to buy, all you need to do is listen.

These aren't cold leads=E2=80=94they're warm = opportunities who:

  • = Already know who you are

    <= /li>

  • Have confirmed they're the right decision-maker

  • Ackn= owledge they have the problem you solve

  • Just aren't read= y to solve it...yet

The conventional approach chases new leads that convert at 1-3%, while l= etting a nurture list sit abandoned that could convert at 15-25% when appro= ached correctly.

Why Y= our "Just Checking In" Emails Are Backfiring

The standard follow-up approach with generic "j= ust checking in" emails months later doesn't work. Why? Because th= ese low-context messages force prospects to do mental work they don't w= ant to do.

The typical "Hey,= we spoke six months ago - is now a better time?" gets ignored because= it requires the prospect to:

  1. Remember who you are

  2. Recall what you discussed<= /p>

  3. Reconnect your solution to their problems

  4. Decide if= anything has changed

That's too much work, so they ignore you and you lose the deal for= ever.

The Context Revo= lution in Follow-Ups

Good follow= -up isn't about persistence - it's about context.

Instead of: "Hey, I know we talked seven mont= hs ago. Is now a better time?"

Try: "Sarah, when we last spoke, you mentioned you needed to integr= ate your accounting system with your CRM before considering our solution. H= ow's that integration project coming along?"

This approach:

  • Reminds them who yo= u are and what you discussed

  • <= p style=3D"line-height:24px;padding:0px;text-align:left;word-break:break-wo= rd;">Shows you were actively listeni= ng

  • Connects directly to their buying journey

    • =

  • = Makes it easy to respond (minimal mental effort required)

The data is clear: while generic f= ollow-ups convert at 1-2%, high-context follow-ups convert at 5-10x that ra= te.

The Embarrassingly= Simple Nurture System That Outperforms Automation

Most founders think nurturing leads requires complex mar= keting automation. But actually, the most effective nurture systems are emb= arrassingly simple.

1.= Create Dedicated Pipeline Categories

The standard practice of keeping nurture prospects mixed with active = deals creates a cluttered mess where follow-ups get missed. Creating a sepa= rate pipeline category for nurture prospects ensures nothing falls through = the cracks.

Your nurture opport= unities deserve their own pipeline, not a "closed-lost" graveyard= . If you=E2=80=99re feeling brave, go ahead and delete your =E2=80=9CClosed= -Lost=E2=80=9D opportunity stage and replace it with these two: Closed-Lost= : Nurture and Closed-Lost: FOAD (stands for =E2=80=98go away and perish=E2= =80=99). Nurture means I=E2=80=99m going to stay in touch on a monthly or q= uarterly basis and FOAD means the prospect really d= oesn=E2=80=99t want to hear from me again.

2. Document the Exact Reason for "Not Now"=

Conventional wisdom accepts vag= ue reasons like "not ready" or "no budget." The better = approach? Capture specific details that enable high-context follow-ups.

= For every opportunity that moves to = nurture, document:

  • = The precise reason they're not b= uying now

  • What specific condition needs to change

    =

  • When that change is likely to happen

  • How and when you= =E2=80=99ll follow up next

3. Create a Systematic Follow-Up Schedule

Random follow-ups when you remember them a= ren't a strategy. I like to set aside my Friday afternoons (my least pr= oductive sales window), set a timer for 30 minutes, and see how many manual= nurture emails I can bang out. I give myself one five cent candy for each = one. Sometimes I vary the reward but I almost always set a timer. The funny= thing about the timer is that it makes it easier to start. Once I=E2=80=99= ve started, I=E2=80=99ll usually go longer than the timer.

I typically have two follow up buckets:<= /p>

  • Immediate opportunities where I know what needs to change: mon= thly follow up

  • No good information: quarterly

4. Always End With a Ne= xt Step

There's a vast diffe= rence between "I'll check back in a few months" and "Wha= t would need to change between now and then for this to become a priority? = And when would be a good time to check back in?"

The latter gives you both the context for a high-value= follow-up and permission to reconnect.

The Undeniable Economics of Nurture

The conventional playbook tells you cold outreach is = your most reliable customer acquisition channel. The data tells a different= story: nurture sequences convert at 3-5x higher rates, with larger deal si= zes and shorter sales cycles.

The= math is undeniable:

  • 1000 cold emails =E2=86=92 10 repl= ies =E2=86=92 2-3 meetings =E2=86=92 0.5 customers

  • 100 nurtu= re follow-ups =E2=86=92 10-15 meetings =E2=86=92 1-2 customers

Companies that are only focus= ed on generating new leads are wasting 90% of their GTM budget, while those= with strong nurture programs are closing 2x more deals with the same effor= t.

Patience Beats Desp= eration Every Time

There's a= reason why most founders neglect their nurture pipeline - it requires pati= ence in a world that demands instant results. Building a great nurture funn= el won't deliver overnight wins like ads might appear to, but over time= , it becomes an increasingly valuable asset that compounds with each passin= g month.

The companies that win i= n the long run aren't just good at generating demand=E2=80=94they'r= e exceptional at capturing value from every interaction, especially those t= hat don't immediately convert.

As always, hit reply with your= questions or tell me where I'm wrong.

=E2=80=94 Collin

PS -= it=E2=80=99s Friday, any reason not to grab a time and send a few nurture = emails?

PPS - I=E2=80=99m consid= ering turning these newsletters into 3-5 minute Youtube videos. If that sou= nds interesting, reply back and let me know. If enough people hit reply, I= =E2=80=99ll record a test and send it out to you all first.

3D"yt"3D"in"
 

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