Return-Path: Delivered-To: andrew@sterlingcal.com Received: from reseller401.webserversystems.com by reseller401.webserversystems.com with LMTP id WJxSDs4B4Gguyw8AchKAPA (envelope-from ) for ; Fri, 03 Oct 2025 12:03:10 -0500 Return-path: Envelope-to: andrew@sterlingcal.com Delivery-date: Fri, 03 Oct 2025 12:03:10 -0500 Received: from o167.ptr4513.mail.beehiiv.com ([159.183.140.27]:14710) by reseller401.webserversystems.com with esmtps (TLS1.2) tls TLS_ECDHE_RSA_WITH_AES_128_GCM_SHA256 (Exim 4.98.1) (envelope-from ) id 1v4jBV-00000004NT1-19z0 for andrew@sterlingcal.com; Fri, 03 Oct 2025 12:03:10 -0500 DKIM-Signature: v=1; a=rsa-sha256; c=relaxed/relaxed; d=mail.beehiiv.com; h=content-type:date:from:mime-version:subject:reply-to:list-unsubscribe: list-unsubscribe-post:to:cc:content-type:date:from:subject:to; s=s1; bh=VbbdEN3HyADYpowKJvEmt+YP4xlO3Ntc0sqi0RIpq0o=; b=dVUbwr9ABnuLYEGGC3DL4AwJlOHszkyUdUeAxPhgV6cJoXDm/T2NCDgIO+51yFzGaJmG 5DE4tZ/Kl2dE0L1kkjiN6yesO+MR36RduA1ZH1qoDSkMqFgUC4c7A2+uOEXMcr5+X67SJn PGJe80kGxPztyZ5uhs/rffWp1BfDRzvZ+4Q7R2omifH9Q8+mv1GgYEXF935hijCiYQxhWs NBjj4PAjkT6DPNgjR1bZKZCz6NSdAIPveGs2PZYy+2loFGpg5Mtlpih1FX/6RXvd/CHT4M JCv8THnjKsfFI0HAw5mlC+HihOROKOOFPYuHPfXRgm8n5O14WP94O8tpUp5e7LmQ== Received: by recvd-566f48c6f7-h8zkt with SMTP id recvd-566f48c6f7-h8zkt-1-68E001AA-BC 2025-10-03 17:02:34.549242407 +0000 UTC m=+2655677.682678499 Received: from NDAyMzQxODk (unknown) by geopod-ismtpd-49 (SG) with HTTP id h6DzMoYlRI-04P-X6yUo5g Fri, 03 Oct 2025 17:02:34.480 +0000 (UTC) Content-Type: multipart/alternative; boundary=b197cae5c271f097c0aee3b696833953f11f58ff51bafdc9069bda961b92 Date: Fri, 03 Oct 2025 17:02:57 +0000 (UTC) From: Collin Stewart Mime-Version: 1.0 Message-ID: Subject: Two Habits That Create Deal Momentum Reply-To: Collin Stewart Feedback-ID: =?us-ascii?Q?3dd54f3a-1164-49c4-8c88-c2257abb4929=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+3dd54f3a-1164-49c4-?= =?us-ascii?Q?8c88-c2257abb4929=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?hZDViNmJjIiwicG9zdF9pZCI6IjNkZDU0ZjNhLT?= =?us-ascii?Q?ExNjQtNDljNC04Yzg4LWMyMjU3YWJiNDkyOSIsI?= =?us-ascii?Q?mxhc3RfcmVzb3VyY2VfZ3VpZCI6IlBvc3Q6M2Rk?= =?us-ascii?Q?NTRmM2EtMTE2NC00OWM0LThjODgtYzIyNTdhYmI?= =?us-ascii?Q?0OTI5In0=2E4ugRiBldcaDdu3NFOm8Iw4WS5aVS-R?= =?us-ascii?Q?M=5FJ7jwZ2yFeLI=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=223?= =?us-ascii?Q?dd54f3a-1164-49c4-8c88-c2257abb4929=22=2C=22c?= =?us-ascii?Q?ategory=22=3A=22newsletter=22=2C=22email=5Fgenerated=5F?= =?us-ascii?Q?at=22=3A1759510954=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/two-habits-that-create-deal-momentum 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+fvCUJBBDl80GyY?= =?us-ascii?Q?umVwunoXvg+A9wz=2FEUohzLbqIL6J49DdNbf0eLz?= =?us-ascii?Q?RVuW=2F3E6QXMYuIN3hie77JvNASQSryvcByEn9wj?= =?us-ascii?Q?Tmarpei7877FV3PROdFZv+eSxuWUAZh99V0sBze?= =?us-ascii?Q?V53qSFb=2F8dmcrHmXCwjyxioke6ykawaPyLXJTWw?= =?us-ascii?Q?7GOaVKMw=3D?= X-SG-ID: =?us-ascii?Q?u001=2ESdBcvi+Evd=2FbQef8eZF3BpTL9BgbK5wfSJMJGMsmprD1ZcmFObA4po1bG?= =?us-ascii?Q?aUE6gycJ+LfRoc8X0Wm0MSorFVcoWHrIixZYD9z?= =?us-ascii?Q?w25Z143eglkAJWbQrLxndYtch6lhNuMZAjzTdhS?= =?us-ascii?Q?+p7WkO424Ipk13O34SdX8bx0Vq1+NisSaeD1ttR?= =?us-ascii?Q?DWY013i0Nh5fd7=2F0k5dWGh6=2FINFaGpOhG5C0zSr?= =?us-ascii?Q?SmFcabKJmuzfBzG4ew94FF8X4EnP=2FWrsNS21S2b?= =?us-ascii?Q?jOixhrEIr680pokteYti7yhNj2ORsMkHRIRMBvr?= =?us-ascii?Q?7fi7e1j1oqcfbbmxL22+T93enHX1I+APz76OfuG?= =?us-ascii?Q?JDvyx+nWzFW+zWBomwcV+9lUU7V7ShJ44ezqwwf?= =?us-ascii?Q?oHmKJ1=2FHnyvPewQ?= To: "andrew@sterlingcal.com" X-Entity-ID: u001.RuZ2+X9IBGtjUb8qq3teHQ== X-Spam-Status: No, score=-0.6 X-Spam-Score: -5 X-Spam-Bar: / X-Spam-Flag: NO --b197cae5c271f097c0aee3b696833953f11f58ff51bafdc9069bda961b92 Content-Transfer-Encoding: quoted-printable Content-Type: text/plain; charset=utf-8 Mime-Version: 1.0 Hello Andrew,=20 _**Book update**__: we crossed 200 pre-orders and have 4 weeks to go, a big= thanks to everyone that=E2=80=99s helped make it happen. Check the pre-sal= e benefits doc later today for the Hubspot next actions walkthrough. I also= have a GPT for writing follow up emails that I=E2=80=99ll be adding shortl= y. Send me a pic of your _[_pre-order_](https://www.amazon.com/Terrifying-A= rt-Finding-Customers-Sleep-Deprived/dp/1774586134)_ to get access to everyt= hing._ _**Community update**__: I=E2=80=99m in SF for Apollo=E2=80=99s conference = next week and am going to host a happy hour for anyone that wants come join= - I=E2=80=99ll bring a few books to sign if anyone wants a pre-release cop= y. Hit me back and let me know, it=E2=80=99ll be Friday afternoon downtown = somewhere. _ _Onto the newsletter=E2=80=A6_ You know follow-up matters. You also know that by Friday, you've been burie= d in fires and context-switching all week, and those "nurture" blocks you p= ut in your calendar never happened. Here's the thing about founder-led sales: it's not the big strategic stuff = that kills deals. It's the tiny operational stuff. The follow-ups you forge= t. The next steps you don't schedule. The momentum that dies because you go= t busy putting out other fires. I see this all the time. Founders who can pitch their product beautifully, = who understand their market deeply, who can close deals when they're in fro= nt of the right person=E2=80=94but they lose opportunities because they don= 't have a system for staying on top of their pipeline. Here's the fix: two stupidly simple habits that take 10 minutes a day plus = one extra 10-minute Friday block. That's an hour a week (impressive math, r= ight?). No fancy tooling. No elaborate sequences. Just consistent momentum = on deals that actually matter. **Daily Disco** and **Follow Up Fridays**. Note - today's post builds on my post from last week about why you're not u= sing your CRM correctly and my post from May about how to organize your dif= ferent pipelines. We cover similar ground but zoom right in on how. ## The Monkey Bars Remember monkey bars when you were a kid? The secret wasn't strength=E2=80= =94it was momentum. You had to maintain your momentum from one rung to the = next, get stuck with two hands on the same bar and you're hooped. Sales works exactly the same way. Here's what most founders do wrong: They have a great discovery call. Perfe= ct chemistry, good questions, real pain identified. Then, as the call winds= down, they say "this sounds really interesting, let me put together some i= nformation and I'll send it over." Click. Call ends. You just let go of the bar without grabbing the next one. While you're spending three days crafting the perfect follow-up email, your= prospect gets pulled into budget meetings, fires they need to put out, and= that other vendor who called them Tuesday morning with a concrete next ste= p already scheduled. The momentum you had during that call=E2=80=94their full attention, the con= text you built together, their engagement with the problem=E2=80=94that's y= our grip on the current bar. The moment you hang up without booking the nex= t conversation, you've released your grip and hoped they'll catch you later= . They won't. Here's the brutal truth: every deal you're working on, someone else is work= ing on too. The founder who keeps momentum by booking the next step while t= hey're still in the conversation is the one who moves forward. Not because they're pushier. Because they understand that deals die in the = gaps between conversations. ## Daily Disco **Your objective:** everyone in your Discovery pipeline has a next call boo= ked. This is the thing you do first when you sit at your desk in the morning. Be= fore Slack (definitely before Slack), before email, before LinkedIn. I'd sa= y before coffee, but let's be realistic here. **Here's the process:** 1. **Set a 10-minute timer.** This keeps you from getting sucked into a rab= bit hole. You can also do more if you happen to have the time.=C2=A0 2. **Pull up your Discovery pipeline, sorted by next action date.** Overdue= and today's tasks at the top. 3. **For each contact, follow The Ladder:** * Call them first. If they answer, book the next step before you hang up. * No answer? Leave a voicemail: "Hey [Name], quick question about [specific= thing you discussed]. Call me back=E2=80=94[your number]." * Optional text (only if you have good rapport): Reference the voicemail, a= sk them to call back. * Email only if call/voicemail fail within 24 hours: Under 75 words, focus = on their problem, include a binary question. * If you've reached out 5 times in the last month with no response: Move th= em to nurture. 4. **When the timer goes off, stop.** This isn't about perfection; it's abo= ut building a sustainable habit. **The rule:** nothing stays in Discovery without a scheduled next action. Here's what actually happens when you start doing this: you realize half yo= ur "active" deals aren't actually active. People who've been sitting in you= r pipeline for months suddenly tell you they're not moving forward. That's = not failure=E2=80=94that's clarity. ## Follow Up Fridays **Your objective:** 5 nurture touches every Friday. **The math:** 5 touches =C3=97 50 weeks =3D 250 reopened conversations per = year. This isn't about being pushy. It's about being present when priorities shif= t. Most of the people in your pipeline aren't ready to buy when you first t= alk to them=E2=80=94but circumstances change. Companies get funding. Projec= ts get approved. Competitors screw up. Your job is to be there when the tim= ing finally aligns. **Two types of follow-ups:** **High-context follow-ups (2-3 per week)** =E2=80=94 Personal touches that = prove you remember the conversation: * "Saw you raised that Series A you were working on=E2=80=94is now a good t= ime to pick up our conversation about scaling your sales team?" * "How did the project to rework your ICP go this summer? Still dealing wit= h those lead quality issues we discussed?" **Theme-based emails (2-3 per week)** =E2=80=94 Tied to what's happening in= their world: Think about what's happening in your buyers' world right now.= Is it budget planning season? Conference season? Pick one theme for the mo= nth and run with it. Structure: Under 100 words, lead with their pain, end with a question about= priority. Example: "Most [role] I talk to are struggling with [specific problem] head= ing into Q4. Is this top of mind for you right now?" **Your Friday ritual:** * Block 10 minutes * Open your nurture pipeline * Pick 5 people * Send something (alternating between high-context and theme-based) * Update their next action dates I use two nurture cadences: monthly or quarterly. Everyone gets 3 months of= monthly nurture, then drops to quarterly if they don't reply. I wrote a cu= stom GPT for my clients to use to quickly generate these emails, reply with= a screenshot of your pre-order receipt and I=E2=80=99ll send it your way.=20 ## Why This Actually Works **Consistency beats volume.** Over the course of a year, buyers' priorities= change constantly. The startup that couldn't afford you in Q1 might have j= ust raised funding in Q3. The prospect who wasn't interested in January mig= ht be desperate for your solution in June when their current vendor screws = up. If your pipeline comes from outbound (like most of ours), 95% of people you= meet aren't ready to buy when you first talk to them. But staying consiste= ntly in touch means you're much more likely to contact them right when your= solution becomes relevant. That 250 annual touches compounds in ways you can't predict: deals reopen w= hen priorities shift, referrals come from people who remember you stayed in= touch professionally, past customers re-engage when they change companies. **The system is self-correcting.** Daily Disco forces pipeline cleanliness= =E2=80=94deals that are truly moving forward stay in Discovery because you'= re constantly booking next steps. Deals that have cooled off naturally move= to nurture when people stop responding. I can=E2=80=99t help but notice that it=E2=80=99s Friday=E2=80=A6 Why not s= tart today? Don't let your deals die because you trusted your memory instead of buildin= g a system. Collin PS - If you found this helpful, forward it to someone who's tired of deals = dying in their pipeline. And if someone forwarded this to you, I have a boo= k coming out that=E2=80=99s packed with good stuff like this, you can [pre-= order](https://www.amazon.ca/Terrifying-Art-Finding-Customers-Sleep-Deprive= d/dp/1774586134) it here.=20 PPS - the current pre-order benefits include a list of VCs (with category, = cheque size, and lead/follow pref), a LinkedIn mini-course, a Hubspot mini-= course (adding today), a GPT to write follow ups for your nurture deals, an= d more. You also get an invite to our monthly Q&A. =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/two-habits-that-create-deal-momentum --b197cae5c271f097c0aee3b696833953f11f58ff51bafdc9069bda961b92 Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset=utf-8 Mime-Version: 1.0 Two Habits That Create Deal Momentum
<= 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">

October= 03, 2025   |   Read Online

Two Habits That Create Deal Momentum

<= /tr>
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Remember monkey bars when you were a kid? The s= ecret wasn't strength=E2=80=94it was momentum. You had to maintain your= momentum from one rung to the next, get stuck with two hands on the same b= ar and you're hooped.

= =

Theme-based emails (2-3 per = week) =E2=80=94 Tied to w= hat's happening in their world: Think about what's happening in you= r buyers' world right now. Is it budget planning season? Conference sea= son? Pick one theme for the month and run with it.

=

Hello Andrew,

Book update: we crossed 200 pre-orders and have 4 w= eeks to go, a big thanks to everyone that=E2=80=99s helped make it happen. = Check the pre-sale benefits doc later today for the Hubspot next actions wa= lkthrough. I also have a GPT for writing follow up emails that I=E2=80=99ll= be adding shortly. Send me a pic of your pre-order to get access to everything.

Community updat= e: I=E2=80=99m in = SF for Apollo=E2=80=99s conference next week and am going to host a happy h= our for anyone that wants come join - I=E2=80=99ll bring a few books to sig= n if anyone wants a pre-release copy. Hit me back and let me know, it=E2=80= =99ll be Friday afternoon downtown somewhere.

Onto the newsletter=E2=80=A6

<= /td>

You know follow-up matters. You al= so know that by Friday, you've been buried in fires and context-switchi= ng all week, and those "nurture" blocks you put in your calendar = never happened.

Here= 9;s the thing about founder-led sales: it's not the big strategic stuff= that kills deals. It's the tiny operational stuff. The follow-ups you = forget. The next steps you don't schedule. The momentum that dies becau= se you got busy putting out other fires.

I see this all the time. Founders who can pitch their pr= oduct beautifully, who understand their market deeply, who can close deals = when they're in front of the right person=E2=80=94but they lose opportu= nities because they don't have a system for staying on top of their pip= eline.

Here's the f= ix: two stupidly simple habits that take 10 minutes a day plus one extra 10= -minute Friday block. That's an hour a week (impressive math, right?). = No fancy tooling. No elaborate sequences. Just consistent momentum on deals= that actually matter.

Daily Disco and = Follow Up Fridays.=

Note - today's post build= s on my post from last week about why you're not using your CRM correct= ly and my post from May about how to organize your different pipelines. We = cover similar ground but zoom right in on how.

The Monkey Bars

Sales works exactly the same way.

Here's what most founders do wrong: They have a great dis= covery call. Perfect chemistry, good questions, real pain identified. Then,= as the call winds down, they say "this sounds really interesting, let= me put together some information and I'll send it over."

Click. Call ends.

= You just let go of the bar without g= rabbing the next one.

W= hile you're spending three days crafting the perfect follow-up email, y= our prospect gets pulled into budget meetings, fires they need to put out, = and that other vendor who called them Tuesday morning with a concrete next = step already scheduled.

The momentum you had during that call=E2=80=94their full attention, the co= ntext you built together, their engagement with the problem=E2=80=94that= 9;s your grip on the current bar. The moment you hang up without booking th= e next conversation, you've released your grip and hoped they'll ca= tch you later.

They won= 't.

Here's the = brutal truth: every deal you're working on, someone else is working on = too. The founder who keeps momentum by booking the next step while they'= ;re still in the conversation is the one who moves forward.

Not because they're pushier. Becau= se they understand that deals die in the gaps between conversations.=

Daily Disco

Your objective:<= /b> everyone in your Discover= y pipeline has a next call booked.

This is the thing you do first when you sit at your desk in the= morning. Before Slack (definitely before Slack), before email, before Link= edIn. I'd say before coffee, but let's be realistic here.

Here's th= e process:

  1. Set a 10-minute timer. This keeps you from getting sucked into a rabbit hole. Yo= u can also do more if you happen to have the time.=C2=A0

  1. Pull up your Discovery pipeline, sorted by next action date. Overdue and today's tasks at the t= op.

  1. For each contact, follow The Ladder:

    <= /li>

  • Call them first. If they answer, book th= e next step before you hang up.

  • No answer? Leave a= voicemail: "Hey [Name], quick question about [specific thing you disc= ussed]. Call me back=E2=80=94[your number]."

  • Optional text (only if you have good rapport): Reference the voicemail, as= k them to call back.

  • Email only if call/voicemail= fail within 24 hours: Under 75 words, focus on their problem, include a bi= nary question.

  • If you've reached out 5 times i= n the last month with no response: Move them to nurture.

  1. When the timer goes off, stop. This isn't about perfection; it's about building a sustainab= le habit.

The rule: nothing stays in Discovery without a scheduled next action.

Here's what actually happen= s when you start doing this: you realize half your "active" deals= aren't actually active. People who've been sitting in your pipelin= e for months suddenly tell you they're not moving forward. That's n= ot failure=E2=80=94that's clarity.

Follow Up Fridays

Your objective: 5 nurture touches every Friday.

The math:= 5 touches =C3=97 50 weeks = =3D 250 reopened conversations per year.

This isn't about being pushy. It's about being p= resent when priorities shift. Most of the people in your pipeline aren'= t ready to buy when you first talk to them=E2=80=94but circumstances change= . Companies get funding. Projects get approved. Competitors screw up. Your = job is to be there when the timing finally aligns.

Two types of follow-ups:=

Hig= h-context follow-ups (2-3 per week) =E2=80=94 Personal touches that prove you remember the conversat= ion:

  • "Saw you raised that Series A you w= ere working on=E2=80=94is now a good time to pick up our conversation about= scaling your sales team?"

  • "How did the = project to rework your ICP go this summer? Still dealing with those lead qu= ality issues we discussed?"

Structure: Under 100 words, lead with their pai= n, end with a question about priority.

Example: "Most [role] I talk to are struggling with [s= pecific problem] heading into Q4. Is this top of mind for you right now?&qu= ot;

= Your Friday ritual:

=
  • <= p style=3D"mso-line-height-alt:150.0%;padding:0px;text-align:left;word-brea= k:break-word;">Block 10 minutes

  • Open your nurture pipeline

  • Pi= ck 5 people

  • Send something (alternating between hi= gh-context and theme-based)

  • Update their next acti= on dates

= Why This Actually Works

Consistency beats volume. Over the course of a year, buyers' priorities cha= nge constantly. The startup that couldn't afford you in Q1 might have j= ust raised funding in Q3. The prospect who wasn't interested in January= might be desperate for your solution in June when their current vendor scr= ews up.

If your pipelin= e comes from outbound (like most of ours), 95% of people you meet aren'= t ready to buy when you first talk to them. But staying consistently in tou= ch means you're much more likely to contact them right when your soluti= on becomes relevant.

Th= at 250 annual touches compounds in ways you can't predict: deals reopen= when priorities shift, referrals come from people who remember you stayed = in touch professionally, past customers re-engage when they change companie= s.

T= he system is self-correcting. Daily Disco forces pipeline cleanliness=E2=80=94deals that are truly m= oving forward stay in Discovery because you're constantly booking next = steps. Deals that have cooled off naturally move to nurture when people sto= p responding.

I can=E2= =80=99t help but notice that it=E2=80=99s Friday=E2=80=A6 Why not start tod= ay?

Don't let your = deals die because you trusted your memory instead of building a system.

Collin

PS - If you found this helpful, forward it= to someone who's tired of deals dying in their pipeline. And if someon= e forwarded this to you, I have a book coming out that=E2=80=99s packed wit= h good stuff like this, you can pre-order it here.

PPS - the current pre-order benefits include a list of VCs (with cat= egory, cheque size, and lead/follow pref), a LinkedIn mini-course, a Hubspo= t mini-course (adding today), a GPT to write follow ups for your nurture de= als, and more. You also get an invite to our monthly Q&A.

3D"yt"3D"in"
 

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