What's up, Relentless Sales Fam! 💪
I had a great conversation with a close friend over the weekend. He was telling me about a HUGE opportunity he's working on with his company.
I'm talking about a potentially RECORD-SETTING deal!
As we talked, he shared some of the tactical things he's done to put himself in a position to WIN.
He identified the key stakeholders. Built relationships with important decision-makers. Invited the right people to conferences. Followed up, stayed engaged, and continued moving the opportunity forward.
He put in the WORK!
But he also did something that I talk about a lot in sales.
He LAYERED THE DEAL.
What Does It Mean to Layer the Deal?
I describe layering the deal as strategically bringing other important and influential people from YOUR organization into the sales process to build relationships, strengthen trust, and help advance the opportunity.
Think about it.
When you're working on a BIG deal, its trust builder to intro other important people from your org to your customers.
Some of the best salespeople I know strategically involve their managers, marketing leaders, technical experts, and even C-level executives to connect with key stakeholders on the customer's side.
More relationships. More trust. More opportunities to WIN!
But here's the KEY.
You don't bring people into a deal just to bring them in. You do it with INTENTION and a clear PURPOSE.
When Should You Layer the Deal?
My recommendation is to start layering once you've done the hard work of understanding the opportunity and building relationships.
Ideally, you've already:
- Identified the PAIN. You understand the customer's challenges and how your product or service can help solve them.
- Built internal CHAMPIONS. You have people inside the customer's organization who believe in your solution and want to see it succeed.
- Created MOMENTUM. You've developed traction, but you recognize there are additional relationships, conversations, and decisions needed to move the opportunity across the finish line.
This is where layering can become a GAME CHANGER!
Maybe your VP needs to connect with their VP.
Maybe your marketing leader can help their team understand how to successfully launch your solution.
Maybe your CEO needs to meet their CEO.
Or maybe one of your technical experts can help remove a barrier that's keeping the deal from moving forward.
The goal isn't to impress the customer with titles. The goal is to bring the RIGHT people together to create VALUE and SERVE your customer.
And remember, the relationships need to be genuine. You're not just trying to close a deal. You're trying to build a partnership that lasts!
BIG Deals Require BIG Effort!
Here's something else I've learned over the years. Important deals rarely close after one or two meetings.
A rule of thumb I've followed throughout my career is that it can take 6–12 significant meetings, sometimes WAY more, to advance and close a major opportunity. It’s like chopping a tree with an Axe.
I'm not talking about emails, quick check-ins, or random touchpoints.
I'm talking about meaningful, sit-down meetings where you're building relationships, identifying needs, solving problems, removing barriers, and moving the opportunity forward.
Every meeting should have a PURPOSE.
My Challenge to You This Week
Take a look at your pipeline.
What's ONE important opportunity where you need to LAYER THE DEAL?
Who from your organization could help strengthen a relationship, bring additional expertise, build trust, or help your customer move closer to a decision?
- Identify that person.
- Make the introduction.
- Get the meeting scheduled.
- And keep ADVANCING the deal!
We're in the final stretch of 2026. Make every week COUNT!
BIG deals don't happen by accident. They happen when preparation, relationships, and relentless EXECUTION come together!
Go get 'em this week!
// S T A Y. R E L E N T L E S S //
-Jon
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