General rule in life (if you’re an optimist like me)…No news is good news.  Example: “My kid is away at summer camp, and no news is good news.”

But in sales there is a natural law…
No news is BAD news.

However you track your sales process – whether it’s a sales funnel, a buyer’s process, sales stages, contract milestones, etc., No news is BAD news.

Here’s what I mean…

As your potential customer gets closer to awarding you the business, you should see an ever increasing dialogue.  You should receive more and more questions, objections, clarifications, contracts red lines, requests for references, etc.

If you are seeing less and less communication, you’re dead meat.  It may be because humans don’t like to deliver bad news, or it may be that they don’t have time to keep the losers up to speed on their decision making process (because they are too busy finalizing things with the winners!).  In the end it does not matter why.

20 years has taught me, as you’re approaching the moment of truth, there had better be more talking!