Building Anticipation in the Sales Process

Anticipation fuels momentum.

When buyers are excited about what’s coming next, they stay engaged. They look forward, not backward.

Build anticipation by previewing value. “Next call, I’ll walk you through a live demo customized to your use case.”

Create a sense of discovery. “We’ve identified something surprising in your data—we’ll share it Friday.”

Use storytelling structure. Start with a spark. Tease the next step. Leave room for curiosity.

Anticipation builds emotional investment. It turns a process into a journey.

And journeys are remembered—and completed.

Don’t just sell the product. Sell the *experience* of moving closer to the solution.

That’s where anticipation works its magic.