EP:43 Bryan’s Five Laws of Selling
How I Keep My Deal Flow (and Revenue) Strong
Want to boost your sales and revenue? Here’s my personal, proven approach, so you can turn cold contacts into lifelong clients.
Let’s Talk About Deal Flow
Alright, folks, Bryan here. Since it’s December 2025 while recording this (and yes, I’m also looking forward to family time and Christmas cookies), I want to pull back the curtain on something that’s made a massive difference in my career: understanding deal flow and how it directly impacts your revenue.
If you’re serious about getting more clients, closing more deals, and building a business that actually lasts, you’ve got to understand the sales landscape and move people through it the right way. The words might change from business to business, but the concepts are rock solid.
Why Should You Care About Deal Flow?
Big picture: Some steps in your sales process don’t make you money, but without them, you’ll never get to the part that does. And if you skip those steps, your “leads” get stuck (or just disappear altogether). I’ve seen this trip up a lot of business owners and salespeople, so let’s break it all down with my “Five Laws of Selling.” These five steps have carried me (and my clients) for 30+ years.
My Five Laws of Selling (And How I Actually Use Them)
1. Suspects - Who Might Need You?
I call the first step “suspects.” These are people who, as far as you can tell, might have a need for your business, but you honestly don’t know much about them yet. Maybe they fit your general target market, or you just heard their name in passing. Don’t overthink it: suspects are just that - suspect.
2. Prospects - Narrowing Down the Field
Now, when you know a couple details, like someone just bought a house in your market, or they fit a certain income bracket, they move up a level. Prospects are qualified a bit further. You know they could actually use what you offer. Honestly, most people jumble up suspects and prospects, but that’s a rookie move. You want to be clear about who’s who!
3. Opportunities - The Real Buyers
When I talk about “opportunities,” I mean those suspects-turned-prospects who are actively looking for a solution. Maybe they mention their need in a conversation, or you see they’re shopping around online. Most folks today come in having researched their pain points and possible fixes, thanks, Google! Your goal here: show them you’ve got their answer.
4. Deals - Getting Specific and Getting to a Yes (or No)
Here’s where the rubber meets the road. Now you’re talking specifics: timeline, decision makers, budgets. You’re asking, “What will it take to move this forward?” You want to know your odds (is this a 40% chance or are we at 80%?!) and expected closing time. Don’t be afraid to ask the tough questions, just skip the old-school, cheesy lines. Be real.
5. Clients - Not Just One-and-Done
If you close the deal, awesome! But the magic is you’re not just creating a customer, you’re aiming for a client for life. As I always say, it’s way easier to keep and upsell folks who already know and trust you. And referrals? Those come from happy clients.
Wrapping It Up (Because I Like Simple)
So, that’s my five-step approach, nothing fancy, just real-world selling that works. Whether you sell high-end services or products, map your process to these steps and you’ll know exactly where each potential customer stands (and what you need to do next).
Start with suspects
Qualify them as prospects
Move them to active opportunities
Close the deal
Nurture them into lifelong clients
This five-law system is baked into everything I do, for myself and my clients. It saves time, reduces guesswork, and gives me a clear view of what to expect in my pipeline and my revenue.
Ready to give it a shot? Start sorting your leads using my Five Laws of Selling and see how much easier (and more profitable) the sales process becomes. Happy holidays and here’s to a killer New Year!
And hey, if you want even more nitty-gritty details on referrals and deal management, don’t miss episode 43. Also make sure to check out my other blog posts for more insights! Let’s grow together!
