Sales

Ever noticed how saree shops don’t start with sarees? You walk in. The salesperson barely asks what you are looking for. Yet a chair appears out of nowhere…and before you even settle in, someone places a hot cup of tea in your hand. I used to think this was “good hospitality.” It’s actually brilliant business. Because the moment you sit down, sip tea, and relax… you stop being a hurried customer. You become a guest. And guests don’t browse. Guests stay, explore and trust - which is what the shopkeepers want. Hospitals call it “patient experience.” Startups call it “user onboarding.” Luxury brands call it “client delight.” But Indian saree shops figured this out decades ago. Lower resistance before selling. Let comfort do the conversion. It’s the same principle every business can use: Before asking for attention, create ease. Before asking for money, build comfort. Before selling, make people feel welcome. A cup of tea isn’t a beverage. It’s a strategy.

I was invited by LinkedIn to attend B2Believe, and the message was clear: B2B is shifting faster than most teams realise. Creativity, buyer confidence, and human connection are becoming the new growth levers. Here are my 7 core takeaways (share & save this!) 1. Creativity is becoming the language of B2B Creative that grabs and holds attention multiplies leads by 3x. But while 92% say consistent creative matters – only 12% deliver it. 49% B2B decision-makers say they’re more likely to explore a company if its advertising is creative 40% B2B decision-makers say they’d be more likely to consider a purchase if the ad is seen as “creative” 2. Millennials + Gen Z now make up 71% of B2B buyers You need to engage them differently – they respond to: Cultural references; human stories; faces, not logos. 87% of B2B buyers now prefer content from trusted industry influencers over brand-authored content. 3. Buyability: the new model for growth B2B buying is slow because buyers don’t feel safe with 64% of marketers saying decisions now take longer. The top job-to-be-done is: “Can I defend this decision if it goes wrong?” Buyers don’t need more information — they need more confidence. 4. Your network is a marketing asset — not a distribution channel When employees from your target accounts follow your company, you generate 2.4x more leads. And when senior decision-makers at those target accounts are connected to your employees, that jumps to 2.2x more leads. You are more than 20x more likely to be bought when everyone in the Buyer Group knows you on Day One. Build brand, trust & authority with the right people. 5. Video is non-negotiable Jonathon Palmer said it well: Sound, movement, and visual cues trigger far stronger memory formation than static content ever can. It generates 1.4x more engagement, meaning more people stop, watch, and interact. And most importantly: viewers retain 95% of the message when it’s delivered via video. +20% more leads are driven with video Attention is scarce and recall is even scarcer. Video gives you the highest chance of being remembered — and being acted on. 6. Employee content > corporate content B2B is shifting from logos to faces; from corporate statements to human voices. Even when only 3% of employees post regularly, companies drive 20% more leads. So bring your team to the forefront. 7. Brand and demand are no longer separate Everything now all comes down to trust, Tunji Akintokun put it: “In B2B, trust is the ultimate growth metric that closes deals.” The era of “brand OR performance” is finished. Full-funnel integration is now a growth multiplier with always-on brand activity showing +10% conversion lift. In summary: The brands that win in 2025 won’t be the ones who look good in reports — they’ll be the ones who move buyer groups to act. In partnership with LinkedIn for Marketing #Ad 

An AI avatar tried to sell me something last week. At first, it was awkward. It couldn’t get my name right, even after I repeated it a few times. (Okay, I do have an uncommon name.) But it got a lot right. It clearly explained product features, showed me the demo of the feature I was interested in, and nailed my pricing questions. I left wondering: If prospects can talk to AI avatars that answer any question, on-demand, what does that mean for the future of sales? One thing is certain: The sales process will change a lot. And salespeople will spend less time delivering one-size-fits-all pitches and answering basic product questions, and more time on things like: - In depth discovery of use cases that can deliver the highest value  - Building very specific ROI analysis to show prospects value - Following up with targeted communications to every member of buying committee to address goals and concerns They will spend less time: - Updating records and admin tasks - Spending hours trying to research company, contacts, goals - Spending hours building demos that still don't seem targeted As AI takes over the repetitive parts of the sales process, salespeople can build deeper relationships, tackle complex challenges, and create even greater value for their customers. Now, back to the avatar. Did I buy the product? Not this time. But I did buy into the idea that the future of sales is about deeper connection.

A market map with 10,000 companies is impossible to prioritize. These are the 300 to know. I was a VP of Product in sales tech. And I was frustrated with the maps I found. So I've been studying the space and speaking with experts. Here's the players you need to know: — ONE - Core: Revenue Operating System This is your CRM, your system of record - where your sales operation begins. I break this into 3 segments: Enterprise Platforms → Built for large organizations with complex workflows and high-volume deals → Salesforce, Oracle, Microsoft Dynamics 365, SAP Growth-Stage Solutions → Designed for growing businesses that need scalable tools but with flexibility to adapt → HubSpot, Pipedrive, Zoho CRM, SugarCRM Modern CRMs → Startups and fast-scaling companies looking to move fast without rigid systems rely on modern CRMs. → Attio, Affinity, Close.io, Copper, Freshsales. — LAYER TWO - Engagement & Intelligence These tools power outbound outreach, automate sequences, and provide real-time data on prospects: → Outreach, Salesloft, VanillaSoft, Groove Engagement tools ensure your team hits the right prospect at the right time. — LAYER THREE - Revenue Acceleration These platforms shorten deal cycles: → Gong, Salesloft, Chorus.ai, Ebsta With real-time feedback and actionable insights... — LAYER FOUR - Data & Enrichment Your outreach is only as good as the data backing it. These platforms ensure you’re reaching out to right prospects. → ZoomInfo, Apollo.io, Clearbit, Lusha, Hunter io, Cognism — SATELLITE CLUSTERS - Modern GTM Stack These tools enhance parts of the GTM journey. AI-Enhanced Tools → Automate and personalize content creation at scale. → Writer, Grammarly, CopyAI, Jasper Product-Led Motion → Identify sales-ready leads through product engagement. → Pocus, Intercom, Breyta Sales Enablement → Equip sales teams with training, resources, and playbooks to perform at their best. → Seismic, Spekit, Allego Conversational GTM → Convert prospects directly through real-time chat. → Drift (now part of Salesloft) — SATELLITE CLUSTERS- Emerging Categories These are adjacent categories sales teams often still use. Product Analytics → Track user behaviors post-sale for better upsell and retention opportunities. → Amplitude, Mixpanel Customer Success → Ensure long-term customer retention and success beyond the initial sale. → Gainsight, Catalyst, Totango Workspace Integration → Enable seamless collaboration across sales and operations. → Notion, Slack, Airtable, monday.com Revenue Orchestration → Connect workflows across different systems to streamline revenue operations. → NektarAI, Tray.io, Workato, Boomi — This took a lot of time. Reshare ♻️ if you loved this post. What tools would you add?

For my first 16 years in tech sales, I averaged 240K/year W2 income. In my last 4 years, I averaged 720K/year. In order to triple my income, I had to change my sales approach entirely. Here's what I changed: I started using a new approach that I now call Yo-yo selling: 🪀 Yo-yo selling emphasizes starting at the executive level, conducting thorough discovery within the organization, and then returning to the executive with a tailored business case. Like holding a yo-yo, you are constantly in communication with the Executive Sponsor and updating them as you collect information and conduct deep discovery lower down in their organization. You are literally going up and down the organization, but always taking everything back to the Executive Sponsor to surface your findings along the way. Here's a breakdown of the framework: 🎯 𝐈𝐚𝐧 𝐊𝐨𝐧𝐢𝐚𝐤’𝐬 “𝐘𝐨-𝐘𝐨 𝐒𝐞𝐥𝐥𝐢𝐧𝐠” 𝐅𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤 This strategy involves a three-step process: 1. Start at the Top (Executive Engagement) Initiate contact with a senior executive to understand their most pressing challenges, the reasons behind the need for change, and the consequences of inaction. If your solution aligns with their needs, secure their sponsorship for further discovery within their organization. To secure the Executive Meetings, it's essential to create a tailored POV (point of view) on where you think you may be able to help them based on your initial research of their highest level goals and priorities. Chat GPT has made this research a LOT faster now. 2. Conduct In-Depth Discovery (Middle Management) Engage with department heads and key stakeholders to uncover the day-to-day challenges they face. Focus on understanding their processes, pain points, and the implications of current inefficiencies. Gather direct quotes and insights to build a comprehensive view of the organization's needs. 3. Return to the Executive (Present Findings) Compile the insights gathered into an executive summary and business case. Present this to the executive sponsor, highlighting how your solution addresses the identified challenges. Tailor your demonstration to focus solely on relevant aspects that solve their specific problems. 🚀 Why It Works 1. Accelerates Sales Cycles: Engaging executives early ensures alignment and expedites decision-making. 2. Builds Credibility: Demonstrates a deep understanding of the organization's challenges and showcases a tailored solution. 3. Facilitates Internal Buy-In: By involving various stakeholders, you ensure that the solution meets the needs of all parties, increasing the likelihood of adoption. I'm pleased to share that that Yo-yo selling was recently awarded as a Top 15 Sales Tactic of All Time by 30 Minutes to President's Club, and I received a cool plaque for entering the 30MPC Hall of Fame. Since I have no chance of entering the Hall of Fame for my baseball or golf game, this is a nice consolation prize 😁

Culture is everything 🙏🏾 When leaders accept or overlook poor behaviour, they implicitly endorse those actions, potentially eroding the organisation’s values and morale. To build a thriving culture, leaders must actively shape it by refusing to tolerate behaviour that contradicts their values and expectations.
 The best leaders: 
 1. Define and Communicate Core Values: * Articulate Expectations: Clearly define and communicate the organisation’s core values and behavioural expectations. Make these values central to every aspect of the organisation’s operations and culture. * Embed Values in Policies: Integrate these values into your policies, procedures, and performance metrics to ensure they are reflected in daily operations. 
 2. Model the Behaviour You Expect: * Lead by Example: Demonstrate the behaviour you want to see in others. Your actions should reflect the organisation’s values, from how you interact with employees to how you handle challenges. 3. Address Poor Behaviour Promptly: * Act Quickly: Confront and address inappropriate behaviour as soon as it occurs. Delays in addressing issues can lead to a culture of tolerance for misconduct. * Apply Consistent Consequences: Ensure that consequences for poor behaviour are fair, consistent, and aligned with organisational values. This reinforces that there are clear boundaries and expectations.
 4. Foster a Culture of Accountability: * Encourage Self-Regulation: Promote an environment where everyone is encouraged to hold themselves and others accountable for their actions. * Provide Support: Offer resources and support for employees to understand and align with organisational values, helping them navigate challenges and uphold standards.
 5. Seek and Act on Feedback: * Encourage Open Communication: Create channels for employees to provide feedback on behaviour and organisational culture without fear of reprisal. * Respond Constructively: Act on feedback to address and rectify issues. This shows that you value employee input and are committed to maintaining a positive culture.
 6. Celebrate Positive Behaviour: * Recognise and Reward: Acknowledge and reward employees who exemplify the organisation’s values. Celebrating positive behaviour reinforces the desired culture and motivates others to follow suit. * Share Success Stories: Highlight examples of how upholding values has led to positive outcomes, reinforcing the connection between behaviour and organisational success.
 7. Invest in Leadership Development: * Provide Training: Offer training and development opportunities for leaders at all levels to enhance their skills in managing behaviour and fostering a positive culture. 8. Promote Inclusivity and Respect: * Build a Diverse Environment: Create a culture that respects and values diversity. Inclusivity strengthens the organisational fabric and fosters a more collaborative and supportive work environment.

My client fired their entire SDR team on Tuesday By Friday, their pipeline had grown by 60% This sounds impossible It's not After auditing 50 B2B sales organizations over 10 years, I've uncovered the most expensive myth in modern selling: → The belief that MORE activity at the TOP of your funnel will fix conversion problems at the BOTTOM Let me share what actually happened: This mid-market software company was spending $350,000 annually on their 4-person SDR team - 100+ cold calls per rep daily - 17 meetings booked weekly - "Incredible metrics" according to leadership - But their close rate? A devastating 1.2% The VP of Sales was convinced they needed MORE outreach, MORE automation, MORE top-of-funnel I suggested something different: pause all prospecting for 7 days Instead, we had their account executives do something radical - engage with the 215 prospects already in their pipeline who'd gone cold after initial meetings Using a framework we developed: - 65 prospects responded within 24 hours - 41 booked follow-up meetings - 23 re-entered active buying cycles - 6 closed within 14 days (total value: $212K) The shocking revelation? - Their pipeline wasn't empty - It was overflowing with neglected opportunity. This company didn't have a lead generation problem. They had a lead nurturing catastrophe. By reallocating resources from mindless prospecting to strategic engagement, they've now: - Reduced CAC by 60% - Shortened sales cycles by 30% - 2x their close rate The counterintuitive truth: Sometimes the fastest path to growth is to stop chasing new opportunities and start converting the ones you've already earned. What percentage of your marketing and sales budget is focused on prospects who've already shown interest vs those who haven't? That ratio reveals everything about your future growth trajectory P.S. If you need help with your sales, send me a message

Pitching ROI in sales is dead. According to Gong data, presenting ROI and low close rates go hand in hand. Two things happen when most salespeople sell ROI: - they do it so naively that it backfires - it's a Hail Mary attempt to save a deal When a senior exec hear's a salesperson say "the ROI of our product is..." they write-off that salesperson. They think you’re making too big of a leap between what your product does and the expected financial return you’re waving in front of them. The best salespeople create bullet-proof business cases instead. (Read: ROI is only one element of this!) Here's how they do it, according to one of the top business case experts in the world: 1. State the Situation Define the current state. What are they trying to accomplish? What's standing in their way? Make it relevant to the exec's priorities. Make it urgent with conflicting obstacles standing in the way of their goal. 2. Define the Problem Statement This is what most sellers get wrong: They think buyers buy because of ROI. Nope. They buy to solve problems first. And the financial ramifications of those problems are far more compelling than the ROI of your product. In other words, the 'cost of inaction': - what is the problem costing them? - what the opportunity costs? - what are the indirect costs? - what are the direct costs? Capture the problem as well (or better) than your customer can. 3. Create a Bridge Read: This is not about your product. Read (again): This is not about ROI. The Bridge explains the root cause of the problem. Which then allows you to explain what the customer NEEDS to solve the problem. 4. Define Three Scenarios. This is where you start to hint at ROI. Show three possible scenarios. - no action - best case - base case Executives think in ranges and possibilities. Yet most sellers give a definitive number: "You'll get exactly 22% ROI on our product, just like our other customers!" That's a sure-fire way to lose your credibility. Build three possible scenarios instead. 5. Define the Required Resources. Explain what the customer will need to do to make this projection successful. - dedicating headcount - dedicating time - spend - etc. Most salespeople shy away from this. They want to make it seem (unrealistically) easy to deploy their product. Execs know better. Call out what you need for this to be a success, and you'll earn instant credibility. Plus, you reduce their fear of shelf-ware. Because they know what it takes to avoid that now. That's all for now. P.S. I've watched over 3,000 discovery call recordings in Gong. Here's a (free) list of 39 questions that sell I compiled along the way: https://go.pclub.io/list

I had a sneak peak of how top sales teams use AI. They don't simply record calls: They track everything. I thought they'd be drowned under all the data, but: ☑️ Everything is stored. ☑️ They "ask" their data to answer any question. ☑️ Their entire CRM systems update automatically. These tasks used to eat up most of their day… until now. Besides this feature, I listed the other ones: 1. Captures automatically ↳ Logs every detail from your calls. ↳ Reduce admin work by 50%. ↳ Automated CRM updates. 2. Writes follow-ups ↳ Crafts personalized emails in <60 seconds. ↳ Uses AI to analyze voices and tones. ↳ Monitor email reply rates. 3. Tracks performance ↳ Shows how your team is doing over time. ↳ Highlights what you’re great at. ↳ Shouts out where you can glow up next. 4. Coaches sales team. ↳ Scores your reps and gives them feedback. ↳ Predicts what your client needs to hear. ↳ It's like an invisible sales assistant. It's quite impressive. Maybe a glimpse of the future of sales. Would you use this tool as a sales? Do you have something similar for your role? PS: I am referring to Attention here.

How to Write Cold Emails That Actually Get Replies Cold emailing can feel like shooting arrows in the dark—most get ignored. But with the right approach, your emails can land opportunities instead of in the spam folder. Here’s how: 1. Subject Line is King • Keep it short & personalized (e.g., “Quick Question, [First Name]?” or “Loved Your Work on [Project]”). • Avoid spammy words like “Free,” “Limited Offer,” or “Act Now.” 2. Get to the Point (Fast!) • Nobody has time for long intros. State your purpose in the first two lines. • Example: “Hi [Name], I saw your work on [Project] and found it insightful. I’d love to connect and discuss [Specific Interest].” 3. Personalization Over Copy-Paste • Mention something specific about them—their work, recent post, or company. • Example: “I noticed your team at [Company] recently launched [Product]. The strategy behind it was brilliant.” 4. Value Over Ask • Instead of immediately asking for a favor, show how you can help them. • Example: “I’ve been working on [related topic] and found insights that might interest you.” 5. Clear and Low-Effort CTA • Make it easy for them to respond. Instead of “Let me know when you’re free,” try: • “Would love to chat—does Tuesday at 3 PM work for a quick 10-minute call?” 6. Follow Up Without Being Annoying • If no response, follow up in 3-5 days with a short, polite nudge. • Example: “Just wanted to check if you had a chance to look at my last email. Happy to connect whenever convenient.” Cold emails aren’t about luck—they’re about strategy. Master this, and you’ll turn cold contacts into warm opportunities. Remember one cold email and application on portal made me land up in JPMC. Have a cold email tip that worked for you? Drop it in the comments.