Push Counter

A push counter is a measure of how many times the deal has been pushed.

Pushed means that you change the close date from one month to another. So if you have a deal expected to close in March and then you move it to May the push counter will change to 1. And so on…

Research has shown that a push count greater than three signifies that the deal is very unlikely to close. So a bit like deal age, the push counter is a great indicator of the health of the deal. It often indicates the customer is uncertain and therefore reluctant to close the business or a lack of budget or funding available to close the business. Fundamentally, it could be that your champion is very keen but the rest of the business just doesn’t see it as a priority need.


An important strategy always with deals that have been pushed several times is to requalify and give your client the opportunity to walk away from the deal rather than hound the prospect repeatedly. 


People don’t want to disappoint by saying no, but if you give them a clear opportunity and permission to say no, this can often put you in a very strong position whereby they will be honest with you and suggest you take it out of your pipeline. Better to have it out than repeatedly pushed forward.



Of course, there may be legitimate reasons why the deal could push. It’s common that people use CRM systems that force you to enter a close date when entering a new opportunity in the CRM and if you don’t have good discipline around this you may get a push too early. So it’s good practice to define your average deal age to close and position every newly created opportunity on that date. So, for example, if on average you close deals in 45 days, then add 45 days to today when you’re creating new opportunities and work to that. This means that you can use the push counter very effectively in your business to manage deals.


You need to develop the habit of looking at the push counter and if you see it at, for example, two or three, then drill into the factors that may have caused this to be. A whole host of factors may be at play:


  • for example, look at the deal age and see if it is beyond normal. Typically, the deals been pushed to 3 times is quite old. 
  • Look at the deal value and see if it is above normal. 
  • Look at the type of business, the industry, the location and see if any of these are unusual that might explain why the deal has pushed.



Amplifying Factors Industry Location Dela Size, deal Age

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