The Hardest Part of Selling Is Not Selling. It's Making It Easy to Sell.

Hardly.

Let me clear the air.

I'm calling marketing and founders to a higher standard because I get messages EVERY SINGLE DAY (almost) from reps who got bamboozled by a founder who either has no clue what they're doing... OR has their head so far up their own rear they can't see daylight or hear any voice of reason.

I challenge any rep who's been in this space longer than 6 months to tell me they've never landed on a garbage offer. It's almost a rite of passage at this point.

And less than 10% of the time... expectations matched reality from what they were told going in.

And somehow we say that the lack of success is because the closers lack "work ethic"?

Uhhhhh negative.

This is a systems problem, through and through.

In fact, ALL bad (and good) hires are systems problems. And guess who owns the systems? Yup.

9/10 companies in this space are disorganized, lackluster, unpredictable, and overall low quality compared to where they should be.

And this is the rub with what's SUPPOSED to be a harmonious relationship between marketing and sales.

When systems ARE bad, what do founders look for to fix? A "savage."

Or, in other words, they look for "someone to COMPENSATE for everything marketing DIDN'T do before handing off that lead."

We've built this whole mythology around what a "savage closer" looks like... and it has very little to do with actually selling. We've turned selling into a rep's capacity to make up for marketing's lack. Then to make matters worse we JUDGE the rep on that capacity.

When they can't turn a cold, confused, half-informed lead into a buyer in 45 minutes... we say they suck at sales.

Ok.

These leads are being shoved onto calls having watched 38 seconds of an 8-minute VSL. They don't know what the company does. They don't know the cost. They don't know what the commitment looks like. They don't even know if they're who this offer is actually for.

They have a problem... but they don't know if this is how they wanna solve it.

And we're telling them they have to decide right now or they don't care about their hopes and dreams?

L.O.L.

Meanwhile... I've worked with founders whose systems are so dialed in, it barely matters who's operating them. "Non-savage" reps are crushing it.

Why?

Not because they finally unlocked beast mode. But because the system ITSELF is hard to mess up.

When everything upstream is done right, sales becomes FAR more simple. Simple... not easy. There's still skill involved.

But no more battling with a prospect about their "fear" or "commitment levels" because that stuff becomes irrelevant to the decision at hand.

Objections stop becoming things to "handle"... and go back to being what they always were: Questions. Not self-inflicted wounds. Not commitment issues. Just gaps in understanding that need filling.

Discover the nuance with great questions. Pitch a tailored solution. Answer THEIR questions. Finish what marketing started. Give them real information so they can make an informed decision.

Because that's what they actually want to do. They want to decide. Which can absolutely be done with way less friction if leads were really and truly "warm" and "pre-vetted".

We just have to stop assuming they can't buy based on logic... and start arming them with what they need to do it.

I'll say it till I'm blue in the face. The hardest part of selling is not selling, it's making it easy to sell.