Let's be honest - 2024 wasn't easy.
Many businesses felt the pain through economic uncertainty, hesitant buyers, and longer sales cycles.
The result? Slowed growth, delayed deals and fewer of your industry peers today than this time last year.
But the question on everyones lips as we get out of the starting blocks for a fresh new year is about what worked and what didn't in sales.
As we step into 2025, it's natural to feel a little unsure. "Did we accomplish anything meaningful last year? Was it all just survival mode?"
And a huge caveat, if survival was your best outcome from last year, that should be celebrated.
But here's the reality. Some of what you did probably worked, even if the results aren't obvious yet. And just because it might look like your sales channels didn't work last year, that's not to say they can't work in the future.
Because, after all, sales is a process of optimisation, and if you're starting this year with a base to optimise from, then you're ahead of most of your competitors.
But if you didn't really get to establishing a base sales engine, fear not. Because the best time to start is right now.
So, it's time to leave the uncertainty of 2024 behind and focus on building a stronger, more resilient sales engine for 2025.
How, you ask?
Step One: Fix your mindset
Your mindset is the foundation for everything else. If you want to succeed in 2025, you need to let go of the frustrations of 2024 and approach this year with fresh optimism, energy, and clarity.
Why is mindset so important? Because sales is about people. Your attitude and focus shape how you engage with prospects, lead your team and approach challenges.
Here's how to recalibrate your mindset:
Commit to showing up every day. Sales is a long game, and consistency is non-negotiable.
Focus on relationships, not just numbers. Empathy and problem-solving build trust, which leads to long-term success.
Stay curious and open to change. The market evolves, and so should you. Keep learning, adjusting and optimising.
Be patient. A strong sales engine takes time to build, and the job is never done. Trust the process and enjoy the journey.
Sales is about solving problems and making meaningful connections. Show up, follow through, and prove you're not just another vendor but instead that you're a trusted partner who genuinely cares about your clients and your shared success.
Step Two: Build (and stick to) a sales strategy
Without a clear sales strategy, you're relying on hope instead of intention. A strategy doesn't need to be overly complex, but it does need to be specific, actionable, and aligned across your team.
Here's what to focus on:
Document it. Writing down your strategy ensures clarity and accountability. Share it. It's a reference point for the entire team.
Set realistic targets. Forget the "hockey stick" growth projections. Set targets that are achievable and designed to scale steadily. But maybe add in a stretch goal ontop of your main targets.
Define your Ideal Customer Profile (ICP). Be crystal clear on who you're targeting, their challenges, and how you solve them. Tailor your messaging and approach accordingly.
Identify your channels. Map out how you'll reach your prospects, whether through LinkedIn, email, events, or other avenues.
Establish an operating rhythm. Schedule regular pipeline reviews, strategy sessions, and performance check-ins. Consistency in execution is key.
Clarify roles and responsibilities. Everyone should understand their part in the sales engine, from lead generation to closing deals.
Step Three: Execute what works
1. Demand generation
Your demand generation strategy should balance long-term relationship-building with short-term wins.
LinkedIn is for the long game. Use LinkedIn to build authority, share insights, and engage consistently with your audience. It's not about immediate wins but creating visibility and conversations you can nuture over time.
Email is for quicker wins. It remains one of the most effective channels for outbound outreach. Focus on concise, targeted messages offering a clear value proposition or small introductory offer.
2. Nurture the middle of the funnel
The middle of the funnel (MOFU) is often overlooked, but it's where relationships are built, and trust is earned.
Content is king here. Use thought leadership, case studies, webinars, whitepapers, and video content to educate and engage prospects.
Be personal. Tailor your outreach to the specific challenges and goals of each lead.
Automate with care. Automation for repetitive tasks is necessary, but ensure communications feel personal and relevant. Don't overdo it, and don't fall into the AI outreach trap.
3. Create meaningful engagement moments
In an era of automation, human connection stands out. Prospects aren't just numbers in a pipeline. They're people. So, let's be human in the way we go about sales.
Host events. Whether it's a small breakfast meeting, a webinar, or an industry conference, events are a powerful way to engage. In-person events often create the strongest connections, but virtual events can be just as impactful. This can even be as simple as taking guests to other mainstream events, but you become the host of a small, intimate group rather than the organiser.
Add a personal touch. Small gestures, like sending a handwritten note or recognising a prospect's professional milestone, can make a big difference.
4. Focus on gateway products
If you've been pushing your largest, most comprehensive offer as your entry point, it's time to rethink that strategy. Gateway products, as smaller, more accessible offerings, can help you build trust and close deals faster.
Gateway products serve as a low-risk "yes" for prospects, paving the way for bigger opportunities.
5. Optimise your CRM usage
A well-maintained CRM is the backbone of a modern sales engine.
Organise your pipeline. Define clear stages that reflect actionable steps in the sales process.
Train your team. Ensure everyone knows how to use the CRM effectively and understands its importance and their role in it all so as to avoid any gaps.
Track and adapt. Use data to identify bottlenecks, optimise performance and inform future strategies.
6. Align and empower your team
Sales is a team sport. To succeed, every player needs to know their role and how they contribute to the larger goal.
Clarify expectations. Define roles and responsibilities for every team member.
Foster collaboration. Create alignment between sales, marketing, and customer success teams.
Encourage accountability. Regular performance reviews and open communication keep everyone on track.
Step Four: Embrace the process
Sales isn't something you solve overnight. It's a process of trial, error, and optimisation. The businesses that succeed are the ones that start, stick with it, and adapt along the way.
Start now. The sooner you begin building your sales engine, the sooner you'll see results.
Own the problem internally. Outsourcing won't solve sales. It requires leadership and commitment from within.
Focus on progress, not perfection. Small, consistent improvements lead to big wins over time.
Let's wrap this up
2025 is your opportunity to reset and refocus. Here's what to do next:
Start with mindset. Approach the year with positivity and determination.
Commit to a strategy. Document your plan, set realistic goals, and align your team.
Focus on execution. Build demand, nurture leads, and create meaningful engagement moments.
Leverage gateway products. Make it easy for prospects to say "yes."
Optimise and adapt. Use data, feedback, and consistency to improve over time.
Sales success isn't about quick wins but building something sustainable. With the right focus, you can make 2025 your most successful year yet.
Let's make it happen.