The “wasted” conversations are where sales happen
The first time it happened, I almost missed it.
I was in the middle of something else - half-distracted, casually responding to comments. The kind of conversation I’d usually wrap up quickly and move on from.
It wasn’t a lead. It wasn’t a sales call. It was just someone responding to a post.
I replied.
They asked a question.
I answered.
A few more messages. A little back-and-forth. No pitch, no careful positioning—just a real conversation.
Then, in the middle of the thread, they said:
“So… how do we work together?”
It caught me off guard. I hadn’t “warmed them up.” I hadn’t walked them through a structured process. I hadn’t followed any of the “best practices” I’d spent so much time optimizing.
And yet - they were ready.
Where Sales Really Happen (And Where They Don’t)
I used to believe sales happened in the structured, strategic moments.
The webinar with the perfect CTA.
The nurture sequence that built trust over time.
The discovery call where I walked them through the offer.
Those things do work. But they weren’t closing deals nearly as fast as I expected.
Meanwhile, these unplanned conversations… the ones that weren’t supposed to be “real” sales interactions… were converting immediately.
The DMs that didn’t feel like a funnel step.
The off-the-cuff voice notes.
The casual replies that turned into something deeper.
None of them looked like “sales,” but that’s exactly what they became.
And it made me realize:
Most of us are building systems to scale, when we should be building conversations that convert.
The Big Mistake: Over-Optimizing for Control
I had spent months refining my sales process.
Everything was mapped out… funnels, follow-ups, sequences. I had control over every touchpoint, every step in the buyer’s journey.
But in all that optimization, I had unknowingly removed the one thing that actually makes people buy:
Emotion.
We automate follow-ups to catch the ones who hesitate.
We build long nurture sequences to “warm” them up over time.
We refine our messaging to be as clear and persuasive as possible.
But buyers don’t wait for the perfect moment inside your system.
They make decisions in real-time, based on emotion, urgency, and clarity.
And if you’re not there when the decision happens… if you’re waiting for them to “move through the funnel”… you’re losing them to someone else.
If I Had to Start Over, I’d Do This Instead
I wouldn’t start with a sales page.
I wouldn’t start with a funnel.
I’d start with conversations.
Not “warming people up.”
Not “guiding them toward the offer.”
Not creating an endless pipeline of people who might be interested later.
I’d focus on being present in the right moments.
Because when the buying decision happens… and it happens fast… the person who’s already talking to them wins.
Not the one with the perfect email sequence.
Not the one with the most optimized landing page.
Not the one waiting for the system to do the work.
The one who answered when they had a question.
The one who helped before they hesitated.
The one who turned a casual moment into clarity.
What to Do Right Now
Stop Fixating on the System.
Your funnel isn’t broken. It’s just not always where the real closing moments are happening.
Jump Into More Conversations.
Not with an agenda. Not with a strategy. Just be available where your audience is already talking.
Listen for Buying Signals in Disguise.
Most people don’t say, “I’m ready to buy.”
They say, “I’m struggling with X.”
They say, “I’ve been trying to figure out Y.”
They say, “I don’t know what to do next.”
Your job isn’t to push them into the next step.
Your job is to make them so clear on the solution that the next step becomes obvious.
Your Turn
For the next 48 hours, ditch the automation.
1️⃣ Answer Every Question in Real-Time.
Comments, DMs, emails… respond like a human, not a brand. Don’t overthink it. Just have the conversation.
2️⃣ Follow Curiosity, Not a Script.
If someone asks about a problem, don’t rush to pitch. Ask more questions. Get deeper into why they’re stuck.
3️⃣ Watch for the Moment.
There will be a point when they realize they need help. When that happens, don’t send them to a landing page.
Just ask: “Do you want help with that?”
No CTA. No pressure. Just clarity.
Because when people are ready to buy, they don’t need another funnel step.
They just need someone to answer when they ask, “So… how do we work together?”
And that’s not a moment you optimize for.
That’s a moment you show up for.
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