Are sellers are making the same mistake as performance marketers?

Are sellers are making the same mistake as performance marketers?

Assuming that every prospect they speak to is in-market, ready to buy.

That every message needs to convert.
That if someone doesn’t bite immediately, they’re a bad lead.

💛 Shawn Sease - The Professor of Prospecting calls this out perfectly 👇

He describes a wave of outbound reps trained to be "First-round Knockout Artists".

They build a sequence, make a call, send a DM...
And when the response is “not now”, “not interested”, “take me off your list” - they shut down.

Just like performance marketers get rattled when their offer doesn’t convert on click #1.

But we have to remember:

Most people aren’t ready to buy.
That’s not failure. That’s reality.

They're with a current vendor in the middle of a contract. Or they don't truly need you yet.

So if your whole motion relies on first-touch wins, you’re not doing sales - you’re gambling.

Instead:
✅ Accept the reality of buyer readiness
✅ Ask questions to better understand the account
✅ Build the trust to go the distance - work on their timeline

It's what Adem Manderovic says too.

Use the opportunity to find out:
(A) who their vendor is
(B) what they like/dislike (recipe for successs)
(C) when their contract is up (timing)

So you can follow up with the right information with permission at the right time.

This is outbound for grown-ups.
We unpack it in our latest episode on The B2B Playbook with “The Professor of Prospecting” himself.

#B2BSales

#Outbound

#Prospecting

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