Selling Archives - Air Marketing

How to Fix Your Reactive Pipeline Before It’s Too Late

Posted on 3 June 20253 June 2025 by Hannah Sanders

Sales leaders often don’t realise their pipeline is reactive until it’s already hurting performance. Deals start slipping, forecasts become fiction, and the team is stuck in a cycle of chasing rather than closing.

By the time most sales teams acknowledge there’s a problem, it’s already critical. And while quick fixes might keep things afloat in the short term, they won’t build predictable revenue.

If your pipeline relies on luck, last-minute heroics, or one or two key accounts coming in ‘just in time’, you’re already at risk.

The good news? It’s fixable – if you act fast.

First: Do you have a reactive pipeline?

Here are five warning signs:

Peaks and troughs in monthly pipeline value
Inbound-heavy strategies with minimal outbound activity
Late-stage pressure to “find” deals before quarter-end
No structured prospecting rhythm across the team
Sales forecasts based on gut feel, not verified data

If any of these feel familiar, your pipeline isn’t futureproof – and it’s time to take control.

Why reactive pipelines happen

Most reactive pipelines are the result of one thing: neglecting top-of-funnel activity. When prospecting is inconsistent or deprioritised, pipeline coverage becomes patchy. Add in over-reliance on marketing or referrals, and you’ve got a pipeline vulnerable to external market shifts.

There’s also a cultural factor. Sales teams often fall into ‘delivery mode’ – focused on closing or servicing existing deals, rather than fuelling the funnel for future months. By the time attention returns to new business generation, it’s already too late.

Fixing it: A practical playbook for regaining control

Diagnose the gaps

Analyse your pipeline by source, stage, and age.
Look for bottlenecks, drop-offs, or channels delivering diminishing returns.

Reset the prospecting culture

Daily outbound activity must be non-negotiable, not optional.
Equip the team with clear messaging, targeted data, and accountability frameworks.

Build an outbound motion that scales

Relying on individual effort alone won’t cut it.
Invest in a systematic outbound engine combining automation, personalisation, and multi-channel outreach.

Rebuild forecasting from the ground up

Start with pipeline coverage and conversion rates – not wishful thinking.
Hold regular, realistic pipeline reviews that focus on progression, not just volume.

Align sales and marketing on pipeline goals

Marketing should be focused on generating demand, not just leads.
Shared ownership over pipeline health drives consistency across channels.

The mindset shift: from reactive to repeatable

Fixing a reactive pipeline isn’t about finding a silver bullet. It’s about building a machine – one that prioritises daily pipeline activity, empowers your team with the right tools and insight, and aligns every effort to a consistent revenue rhythm.

Don’t wait for the next dry month to take action. The earlier you fix the foundation, the sooner you gain predictability – and the confidence that comes with it.

Ready to futureproof your pipeline?

Discover how Air Marketing helps sales leaders build sustainable, repeatable outbound strategies that deliver results.

Explore our sales services.

Ep. 2 | The Resilient Seller: Lessons Beyond the Sales Floor (with Dan Brown) | ON AIR With O & J

Posted on 23 May 20253 June 2025 by Hannah Sanders

“I’m constantly pushing to find points of failure. Because if you’re not failing, you’re not trying hard enough.”

Introducing our 2nd episode of ON AIR: With Owen & Josh – the podcast where two founders who’ve done their time in the sales trenches share refreshingly honest insights on what genuinely moves the needle when scaling revenue.

Meet Your Hosts: Owen Richards and Josh Smith

Owen Richards hails from Kent and began his sales career at Forrest Marketing Group (now Forrest Contact) in Sydney. After an 8-year stint, Owen returned to the UK and co-founded Air Marketing Group, growing it into a powerhouse offering specialist B2B sales and marketing solutions to businesses across the globe. Known for his relentless positivity and strategic foresight, Owen brings a wealth of experience and a knack for big ideas to the podcast.

Joshua Smith is the founder of CRO Connected, a fast-growing network on a mission to democratise the insight and experience Chief Revenue Officers need to scale. From startup scrappiness to boardroom strategy, Josh has seen the full spectrum on his professional journey. He brings sharp commercial acumen and a dry wit to the podcast, fuelled by a real-world understanding of what it takes to build, lead, and scale.

What to Expect in this Episode

In Episode 2, Owen and Josh are joined by Dan Brown, Executive Director at CDM Media – a sales leader with a personal story that challenges the conventional ‘hustle’ narrative.

This episode goes beyond sales frameworks and pipeline talk. Dan opens up about how his experiences outside of work – from adversity to mindset coaching – have shaped a stronger, more grounded approach inside the world of sales. Expect reflections that hit deeper than your average sales podcast.

Together, Owen, Josh and Dan explore:

🔸 Why resilience is the most underrated sales skill
🔸 The power of self-awareness in driving performance
🔸 Lessons from outside the office that build commercial strength
🔸 How to balance ambition with wellbeing
🔸 Why authenticity wins more than bravado in modern sales

This is a refreshing, real-world conversation for revenue leaders who know that mindset and mental stamina are as critical as sales tactics.

🔔 New episodes drop monthly – subscribe and follow the journey as we speak to the experts who are actually doing the work.

Watch: On YouTube or via Air Marketing’s Knowledge Hub.

Listen: On Spotify, Amazon Music, Apple Podcasts, TuneIn + Alexa, Deezer, and more.

Warning: Contains swearing

How to Sell EV Charging to Businesses That Don’t See the Financial Benefits (Yet)

Posted on 9 May 20253 June 2025 by Hannah Sanders

It’s easy to assume that selling EV charging into businesses should be straightforward. The market’s growing. The need is rising. The future is electric. But here’s the reality: if the financial case isn’t immediately obvious, most businesses won’t move.

And for many, it still isn’t.

That’s the challenge sales teams are up against. You’re not selling an EV charger. You’re selling future value – in a market where short-term pressures dominate decision-making. So how do you get through to a business that doesn’t yet see EV charging as commercially viable?

Reframing the Conversation

The problem isn’t that they don’t care. It’s that they’re not connecting the dots between EV charging and business impact. Your job is to reframe the narrative – from a ‘green tick box’ to a commercial lever. That starts with repositioning the value in ways that resonate with your buyer’s priorities.

Talk in commercial language, not carbon
If your buyer is measured on cost, revenue, or operational efficiency, lead with that – not emissions. Show how EV charging can reduce fleet fuel costs, increase footfall, or open new revenue streams.

Make the intangible, tangible
Sustainability might not sit on a P&L, but reputation does. Position EV charging as a signal of innovation and leadership that attracts top talent, investors, and customers alike.

Anchor to data, not hype
Generic trends won’t cut it. Use sector-specific stats, real case studies, and ROI models tailored to their environment. Help them see themselves in the opportunity.

Get ahead of regulation
If they’re not feeling pressure now, they will. Build urgency by highlighting upcoming legislation and market shifts – then position them as a first mover, not a late adopter.

Sell simplicity, not complexity
The tech might be clever, but your pitch shouldn’t be. Break down the operational lift, make the rollout feel doable, and remove any perceived barriers.

Sales is About Translating Vision Into Value

At its core, this is about connecting future-facing solutions with present-day business pressures. That requires empathy, commercial insight, and the confidence to challenge assumptions.

You don’t need your prospect to become an EV evangelist overnight. You just need them to see that this isn’t just a nice-to-have. It’s an investment – in efficiency, differentiation, and future readiness.

And with the right approach, that’s a far easier sell than it looks.

Need support converting cautious prospects into confident buyers?

At Air Marketing, we help growth-focused EV brands build high-performance sales strategies that cut through hesitation and accelerate adoption.

Get in touch and let’s talk about your sales goals.

Why Traditional Sales Approaches No Longer Work in Utilities – And What to Do Instead

Posted on 1 April 20253 June 2025 by Hannah Sanders

“The best salespeople today act more like consultants than traditional reps.”

For years, the utilities sector has been powered by tried-and-tested sales tactics: cold calls, bulk mailers, and lengthy procurement cycles that move at the speed of a slow-charging EV battery. But times have changed. Customers are savvier, markets are evolving, and the old-school playbook is no longer fit for purpose.

So, if traditional sales approaches no longer work, what should utilities companies do instead? Let’s take a closer look at why the shift is happening – and how forward-thinking firms can adapt.

The Problem with Traditional Sales in Utilities

Customers Have More Control

Once upon a time, utilities companies could dictate terms. Now, digital platforms have put power (literally and figuratively) in the hands of customers. Whether it’s comparing energy providers or choosing a new smart home solution, today’s buyers expect transparency, speed, and self-service options. If they have to jump through hoops to get information, they’ll simply go elsewhere.

Procurement is No Longer a Slow Game

Historically, sales in the utilities sector involved long RFPs (Request for Proposal), multiple stakeholder approvals, and decisions that took months, if not years. But automation and AI-powered procurement tools have sped things up. Customers don’t have time for drawn-out pitches and old-school sales cycles.

The “Push” Model is Dead

Hard-selling tactics and aggressive pitches feel out of place in today’s utilities market. Customers don’t want to be “sold to” – they want to be educated, advised, and empowered to make their own choices. The companies that focus on value, rather than just selling, will win the race.

The New Sales Playbook: What to Do Instead

Shift to a Consultative Approach

Modern sales isn’t about convincing someone to buy; it’s about guiding them to the right decision. Utilities firms should act as advisors, helping customers navigate options, regulatory changes, and emerging technologies. Whether it’s sustainability, efficiency, or cost-saving strategies, the best salespeople today act more like consultants than traditional reps.

Embrace Digital-First Sales

If customers are searching for solutions online, why are so many sales teams still relying on cold calls alone? Digital marketing, content strategies, and self-service portals allow buyers to do their own research before ever speaking to a salesperson. However, a well-timed, strategic cold call can still be an effective tool to engage decision-makers, clarify needs, and drive meaningful conversations. Companies that integrate digital-first sales strategies alongside personalised outreach will be the ones capturing demand, rather than chasing it.

Focus on Personalisation

No one wants a one-size-fits-all pitch. With AI-driven insights and customer data analytics, utilities companies can personalise their outreach, ensuring customers receive relevant recommendations based on their specific needs. Whether it’s a tailored energy efficiency report or a predictive maintenance schedule, personalisation makes sales efforts more effective.

Build Trust, Not Just Pipelines

The utilities sector is built on trust. Customers aren’t just buying a service – they’re making a long-term commitment. Sales teams need to focus on credibility, transparency, and customer education rather than quick wins. By offering valuable insights, engaging in thought leadership, and being upfront about costs and benefits, utilities firms can foster stronger, longer-lasting relationships.

The Bottom Line

Traditional sales methods in utilities are fading fast. Customers now expect seamless, digital-first interactions, personalised recommendations, and value-driven conversations. Utilities companies that shift away from outdated sales tactics and embrace a more consultative, tech-enabled approach will be the ones that thrive.

The future of sales in utilities isn’t about pushing harder – it’s about making it easier for customers to buy.

Now, who’s ready to rethink their sales strategy? Our sales and marketing experts can help. Speak to us on 07884 185911, or enquire here.

Tag: Selling