Why You’re Not Closing Sales (And How to Fix It with Pipeline Management)

If you’re wondering why your sales aren’t consistent or why you're not closing enough deals it’s probably not because your product is bad or that customers aren’t interested. The truth is, you might be focusing on the wrong part of the sales process.

Did you know that only 20% of your time in sales is spent talking directly to customers in meetings? That means the remaining 80% is spent on background work—prospecting, nurturing, follow-ups, and administration.

This 80% is what we call sales pipeline management, and if you don't manage it well, you're leaving money on the table every single day.

Let’s break down what this really means and how you can build and manage a pipeline that brings in sales consistently.

What is a Sales Pipeline?

A sales pipeline is the series of steps a potential customer (lead) goes through before becoming a paying client. Think of it like a journey from complete stranger to loyal customer.

Every business has its own version of a pipeline, but most follow a structure like this:

Lead Acquisition
Lead Qualification
Trust Building
Meetings & Engagement
Proposal & Negotiation
Closing

Your job is to make sure you're guiding each lead smoothly through these steps.

Step 1: Lead Acquisition – Fill the Funnel

This is where everything begins. Before you close any deals, you need people to talk to.

How do you get leads?

Online Ads (Google, Facebook, LinkedIn)
Cold Outreach (calls, emails, DMs)
Events (conferences, trade shows)
Referrals (from current or past clients)
AI-Powered Prospecting Tools like Trembi Sales AI (e.g. “Give me a list of all real estate agents in Nairobi”)

Tip: Don’t rely on one source. Diversify. If your ads stop performing one week, your sales shouldn't dry up.

Also, getting a lead doesn’t mean you’ve won. A phone number or email is just a starting point. You still have to nurture that lead down the pipeline.

Step 2: Qualification – Are They a Good Fit?

Once you have leads, the next step is to figure out which ones are worth your time.

Ask yourself:

Do they have the problem we solve?
Can they afford our solution?
Are they the decision maker?
Is this the right timing?

You don’t want to waste time chasing the wrong people. Use this phase to filter out the noise.

Example: You run a software company selling HR tools to SMEs. If a student reaches out just to “learn more,” they’re not your target. Move on.

Step 3: Trust Building – Why Should They Care?

This is where most deals are either won or lost.

People only buy for two reasons:

They believe you understand their problem.
They trust that you can solve it.

At this stage, you need to educate, engage, and build confidence. Show them your value through:

Case studies
Testimonials
Personalized emails
Short demo videos
Social proof (LinkedIn content, Google reviews)

Tip: Use marketing automation tools to stay consistent. Tools like Trembi Marketing Automation let you send email sequences, WhatsApp follow-ups, and reminders without lifting a finger.

If someone isn't ready to buy now, that’s okay—just make sure they don’t forget about you.

Step 4: Meetings & Engagement – Show Up Prepared

Once the lead shows interest and engages, it's time to set up a call or meeting.

Here’s where many salespeople go wrong they show up and just talk about the product. Instead, use the meeting to:

Ask questions
Understand their current situation
Dig into their pain points
Customize your pitch

Pro Tip: Use the SPIN Selling technique focus on Situation, Problem, Implication, and Need-payoff.

And remember: Not every lead will convert quickly. Some may take days, others months. That’s why a steady, well-managed pipeline is so important.

Step 5: Proposal & Negotiation – Make it Easy to Say Yes

If you’ve done a good job building trust, this step becomes much easier.

When sending your proposal:

Make it short and clear
Focus on benefits, not features
Include clear pricing
Offer options (e.g. monthly vs. annual)
Set a follow-up date

Bonus Tip: Always follow up. Sometimes people don’t respond simply because they’re busy. A gentle nudge can make all the difference.

Step 6: Close the Deal – And Keep the Pipeline Moving

If all goes well, they say YES, and you close the deal. But don’t stop here. A closed sale is great but what about the other 10, 50, or 100 leads still in your pipeline?

This is why sales is a numbers game. The more structured and automated your pipeline is, the more predictable your income becomes.