B2B Sales mix

Sales playbook automation for companies with 3+ product lines and vertical-specific messaging

Kinzal Jalan — Mon, 13 Oct 2025 12:00:03 +0100

In fast-moving markets, static sales playbooks aren‘t just outdated — they can be a massive liability. When sales reps can’t quickly access messaging tailored to their prospect's industry and use case, they generalize their selling approach. In turn, deals stall, and competitors with more targeted approaches win. This problem scales exponentially with product complexity.

To win business, especially for organizations with 3+ products, sales teams should leverage dynamic, automated sales playbooks. CRMs can help. Sales Hub's playbooks provide interactive content cards displayed within contacts to help representatives better tailor their sales pitches.

Wondering how that works? This blog will share the ins and outs of sales playbook automation, including why it's essential for multi-product companies seeking to increase their win rates.

Table of Contents

Dynamic vs. Static Sales Playbook
Challenges of Managing Your Playbook When You Have Multiple Product Lines
Benefits of a Dynamic Playbook When You Have Multiple Product Lines
What Sales Teams Need to Make a Dynamic Sales Playbook
How to Build a Dynamic Playbook for Multiple Product Lines
Frequently Asked Questions

Dynamic vs. Static Sales Playbook

Static playbooks provide general product information and generic messaging.
Dynamic playbooks use artificial intelligence to deliver personalized product information to potential buyers.

Static playbooks represent the traditional approach to sales enablement, featuring a comprehensive guide with fixed content and standardized messaging. Static playbooks are typically created once and updated periodically through manual processes. While these playbooks provide consistent messaging, they struggle to adapt to specific customer contexts.

Dynamic playbooks leverage automation and data-driven intelligence to deliver personalized, contextual guidance that adapts in real-time. These systems automatically adjust content recommendations, messaging strategies, and next-best actions based on the buyer’s industry and performance. Dynamic playbooks tailor messaging based on factors including:

Customer profiles.
Engagement history.
Market segment.
Product interests.
And current sales stages for salespeople.

Most importantly, dynamic playbooks continuously learn from sales interactions and outcomes. As a result, these guides update their recommendations to improve conversion rates and accelerate sales velocity over time.

Dynamic playbooks can save your team time and better target your ideal customer persona. Meanwhile, static playbooks can result in missed business opportunities. I’ve seen the difference firsthand.

While revamping a SaaS client's sales playbook, I noticed something alarming: The team had been using screenshots of a retired UI and objection-handling scripts that no longer matched the product. I learned that reps were improvising calls, and some even pitched outdated features. With a dynamic playbook, these roadblocks could have been avoided.

Attribute	Static Playbooks	Dynamic Playbooks
Content Delivery	Deliver fixed content uniformly to all prospects	Deliver personalized content based on prospect profile, behavior, and context
Messaging Adaptation	Carry one-size-fits-all messaging across all verticals	Automatically adjust messaging for specific verticals and use cases
Update Frequency	Require manual updates regularly	Update in real-time based on current data
Customization Level	Limited customization options are available for sales reps	Highly customizable with AI-driven recommendations
Learning Capability	No learning mechanism; relies on periodic human input	Continuous learning from sales outcomes and customer interactions
Implementation Speed	Quick initial deployment possible with standard templates	Longer setup time due to data integration and algorithm training needs
Maintenance Effort	High manual effort for updates and revisions	Low maintenance needs due to automated content optimization
Performance Tracking	Basic reporting on playbook usage	Advanced analytics with conversion tracking and ROI measurement
Multi-Product Support	Requires separate playbooks for each product line	A single system manages multiple product lines intelligently
Vertical Specialization	Requires manual creation of vertical-specific versions	Supports automatic vertical-specific content creation and messaging guidance
Scalability	Limited scalability; requires proportional resource increase	Highly scalable across teams, products, and markets
Cost Structure	Lower initial cost, higher long-term maintenance costs	Higher initial investment, lower ongoing operational costs
Data Requirements	Minimal data requirements	Requires a robust data infrastructure and integration
Competitive Response	Slow adaptation to competitive changes	Rapid adjustment to market and competitive dynamics

Challenges of Managing Your Playbook When You Have Multiple Product Lines

While static playbooks offer structure, the guides often lock reps into rigid, outdated sales paths. Reps have to improvise to tailor offerings to the specific buyer, resulting in missed opportunities. Beyond that, keeping these playbooks up-to-date requires hours of manual effort that explodes with multiple product offerings.

Here’s how these challenges play out for sales teams.

1. Static playbooks lead to generic messaging.

Every buyer has unique needs and market conditions. Sales reps need a deep understanding of these challenges to recommend the right product and make a sale. Generic messaging won’t connect, especially when teams sell several types of products.

Consider this: three products across five verticals yield fifteen distinct value propositions. Throw in complexities like competitive positioning, pricing tiers, and implementation details, and reps have an impossible matrix to master. Dynamic playbooks, created by tools like HubSpot Sales Hub, can build a tailored approach that speaks to the buyer’s specific needs.

Dipesh Kothari, a senior director at Procol, summarized the issue best.

Kothari says, “Reps often mix up messages for the target market. Using the wrong material impacts credibility. Some try to avoid this by giving generic presentations and playing it safe. But without a targeted and personalized approach, customers don't connect, and conversion rates reflect that.”

2. Static playbooks can be lengthy and difficult to navigate for multiple product lines.

With 3+ product lines, reps have to sort through a library’s worth of content just to find information relevant to their prospect. Because of the volume of content, salespeople end up building their own "survival kits” and personal libraries of materials they trust. Over time, these get copied, tweaked, and passed around until no one can tell what's current.

Ruth Tryphosa, who managed marketing for TechKnowledge’s multi-product portfolio, shared her experience with me.

“Every product line spawns its own battlecards, case studies, pricing sheets, and competitive intelligence. Every vertical needs customized messaging. Together, this leads to an unmanageable content explosion,” she says.

Within months, Tryphosa notes, this content lives everywhere — from shared drives to email attachments to desktop folders. “The result is that nobody knows which of the 47 PowerPoint templates has the right information,” she says.

I’ve seen scattered enablement content lead reps to different prices for the same product and present case studies for features that no longer exist. In my view, that's the breaking point where trust erodes, and deals truly slip away.

3. Static playbooks rely on institutional knowledge that can leave with top performers.

Static playbooks can't capture nuanced decision-making. At best, they document what worked once, in one scenario. Relying on these static guides leaves the sales engine running on individual expertise instead of scalable, systematic intelligence.

High-performing sales reps develop an instinct for selling products to different types of buyers. Their methods are manual, with reps tailoring their approach based on what they’ve seen sell. When these performers leave, that institutional knowledge walks out the door.

As Vivek Jaiswal, sales director at a leading SaaS enterprise, points out, “When these experts move on, new team members are compelled to start from scratch. Each then develops their own understanding through expensive trial and error. In essence, the collective intelligence that drives complex sales gets reset with every departure.”

Benefits of a Dynamic Playbook When You Have Multiple Product Lines

Dynamic sales playbooks can help sales reps identify helpful content and tailored messaging to each prospect. The result is a sales cheat sheet that can actually close deals. In fact, organizations with sound sales enablement achieve a 49% higher win rate.

Here’s why.

1. AI-Powered content intelligence helps reps provide the right sales enablement content for each prospect

Dynamic content systems like HubSpot Sales Hub understand a prospect’s needs by analyzing their behavior, deal stage, and competitive context. Sales representatives then easily craft personalized messaging that helps them sell faster. Automated workflows also surface the right sales enablement content for each interaction.

For example, say a manufacturing prospect engages with a product’s pricing page. If a team has set up a dynamic playbook using Sales Hub, the system can recommend supply chain optimization case studies, efficiency-focused battlecards, and operational ROI calculators.

“They [dynamic playbooks] help by automatically surfacing the right story for the right industry. This keeps reps consistent, shortens ramp time, and boosts win rates,” Dipesh says.

2. Centralized content orchestration ensures consistency.

Product teams update pricing, features, and competitive positioning to meet market demands. Keeping track of these changes manually creates complexities. Dynamic playbooks eliminate these version control nightmares through centralized content management and automated distribution.

Pro tip: With Sales Hub’s playbooks, teams can keep track of current information. Whenever teams update product information in HubSpot, reps can see the most up-to-date intelligence.

Eoin Clancy, head of growth at AirOps, describes his first-hand experience.

"Dynamic content assembly enables us to consistently provide our sales team and prospects with the most up-to-date and relevant information. Now, rather than relying on manual processes, when a new customer story is published, it gets immediately included in training and follow-up materials,” Clancy says.

3. Systematic knowledge capture creates scalable expertise

Dynamic playbooks address the expertise bottleneck by capturing successful sales patterns and making them available to the entire organization. While competitors rely on individual expertise and static materials, dynamic playbook users can consistently deliver excellent experiences, regardless of team member experience or product complexity.

Pro tip: For teams using HubSpot’s Smart CRM, all the usage data and insights are readily available. Sales teams can easily infuse playbooks with the best practices and insights from top performers, creating exponential learning effects across the board.

What Sales Teams Need to Make a Dynamic Sales Playbook

Before building a dynamic playbook, sales teams need the right foundation to power automated insights. That includes a CRM system, the right sales assets, and interconnected modules. Additionally, sales organizations also need a thorough quality control and governance framework.

Technology Infrastructure Requirements

Before diving into content creation, sales teams need to ensure their technology stack can support dynamic automation. At a minimum, sales teams need a robust CRM system (like HubSpot) with workflow automation capabilities.

When transitioning to dynamic playbooks, teams also need content management functionality that supports tagging and conditional logic. Sales content also needs to be integrated with existing sales tools.

Pro tip: Dynamic playbooks need clean, structured data about prospects, deal stages, product usage, and sales outcomes. If current data is scattered across multiple systems or inconsistently formatted, sales teams need to address these technical issues before automation can begin.

Team Capabilities and Ownership

Dynamic playbooks require dedicated ownership across multiple functions. Sales teams need someone to own the content strategy and governance — ideally, a sales enablement manager who understands both available products and the sales process. Teams also need technical resources who can configure automation rules and troubleshoot any integration issues that may arise.

Pro tip: On the marketing side, content creators must think modularly from the outset. Materials should be able to get mixed, matched, and assembled dynamically. Without this mindset shift, sales reps end up with the same static limitations disguised as automation.

The Four Essential Content Modules

With the right technological foundation and team capabilities, organizations can focus on their sales enablement content. These are the four essential content models every automated sales playbook needs:

Product information.
Vertical information.
Situation enablement material.
Supporting assets.

Product Information

Product modules will be the basis of your playbook. Product info isn’t just a list of features. Instead, they are comprehensive intelligence packages that include:

Product value propositions tailored to different buyer personas.
Detailed feature comparisons that highlight competitive advantages.
Flexible pricing structures that support various deal scenarios.
Demo scripts that can be customized based on prospect interests.
And ROI calculators with industry-specific assumptions and benchmarks.

Pro tip: Make sure product modules include implementation timelines, integration requirements, and post-purchase success metrics that help representatives set proper expectations throughout the sales cycle.

Vertical Information

Vertical modules contain industry-specific intelligence that transforms generic product messaging into targeted value conversations. Vertical-specific content should include:

Resources that fuel a deep understanding of sector-specific challenges and pain points.
Regulatory and compliance requirements that influence buying decisions.
Relevant use cases and success stories from similar companies.
And indus

How to implement SDR coaching in remote sales teams with coaching triggers and conversation intelligence

Sam Lauron — Thu, 09 Oct 2025 12:00:03 +0100

High-velocity inside sales teams thrive on speed, consistency, and the ability to convert conversations into pipeline. But in a remote environment, coaching sales development representatives becomes more complex. Managers can’t overhear calls, feedback comes too late, and new hires take longer to ramp. The result is missed opportunities.

Sales coaching and conversation intelligence change that dynamic. By using triggers and alerts, sales leaders can give remote SDRs guidance in the moments that matter most. In fact, HubSpot Conversation Intelligence provides deeper insights into sales calls, helping managers become great coaches by enabling them to train new reps and see performance patterns remotely.

The guide below will walk through exactly how to implement real-time coaching workflows for remote SDR teams. That includes setting the foundation, defining triggers, scaling across the org, and measuring ROI.

Table of Contents

Coaching Challenges for Remote SDR Teams
The Benefits of Coaching Triggers
Critical Coaching Triggers
How to Implement Coaching Workflows
What Reps Think: Tips for Technology-Assisted Coaching
Frequently Asked Questions

Coaching Challenges for Remote SDR Teams

Managing SDR performance in high-velocity sales is difficult enough in an office setting, but remote environments amplify the challenges. Without the right systems in place, SDR coaching often becomes reactive and disconnected from day-to-day selling activity.

Here are the real coaching challenges remote SDR teams face, according to sales leaders.

Pro tip: HubSpot's Conversation Intelligence brings the voice of the customer directly into your CRM. This AI-powered platform provides better coaching for reps with insights from customer calls, making it easier to understand how teams are actually performing.

Low talk time and missed KPIs slip by unnoticed.

When SDRs work remotely, managers can’t easily overhear calls or see activity. Reps may fall short on talk time, dials, or booked meetings. By the time metrics are reviewed in a weekly dashboard, the opportunity for timely correction is gone.

“One of the biggest challenges with remote SDRs is the lack of small, natural conversations,” says Caitlin Agnew-Francis, commercial sales manager at Desky. “In the office, people can learn just by overhearing how a teammate handles a challenging objection, and without that, small mistakes can go on.”

Quality issues are hidden without real-time visibility.

New SDRs often repeat the same mistakes. They may talk far more than the prospect, skip key qualification questions, or fail to recognize buying signals. Left unaddressed, these habits can take weeks to correct, delaying productivity.

Even when SDRs hit their activity numbers, call quality can vary dramatically. Without live monitoring, issues like poor objection handling, monotone delivery, or missed buying signals remain invisible until they show up as weak pipeline contributions.

Steve Morris, founder and CEO at NEWMEDIA.COM, has experienced this himself as a sales leader.

“The biggest blind spot in managing SDRs is that you can‘t see their micro-patterns and mistakes as they’re happening, but have to wait until an aggregate moment like a missed quarter or a blown deal to review,” he says.

Managers have limited capacity for 1:1 coaching.

Managers overseeing large remote teams rarely have time to listen to full call recordings or provide detailed feedback for every rep. As a result, coaching often skews toward top or bottom performers, leaving the middle majority under-coached.

Joey Gilkey, CEO of TitanX, suggests that the ideal amount of SDR coaching happens daily or multiple times a day.

“SDRs need regular coaching because if we stay even one degree off, we end up miles off the destination if you wait long enough,” he says. “Training is a daily recalibration because if they slip and we don’t catch it, eventually they will keep drifting and end up way off target.”

Pro tip: HubSpot's Conversation Intelligence provides coaching for your sales team with data-driven insights, allowing managers to provide targeted feedback without having to review every call manually.

Reps experience inconsistent coaching.

Without structured triggers or workflows, coaching depends heavily on individual manager style and bandwidth. Some reps may get regular feedback, while others go weeks without meaningful guidance, creating uneven team performance.

Inconsistent coaching can also be a challenge as sales teams grow and training becomes less of a priority for veteran SDRs, who may even experience burnout. Data shows that more than 80% of sales training is forgotten in the first three months.

Pro tip: HubSpot's Conversation Intelligence enables managers to leave feedback on specific moments in a call. Reps can learn from key coaching opportunities exactly when they need to, creating more consistent training across the team.

“Without systematic refresher and coaching, sales performance goes down with time,” suggests Adam Bushell, owner and director of AB Electrical & Communications. “I have seen that in the event we missed training sessions, the productivity would go down by 15% in two months.”

New hires face challenges ramping remotely.

It can take up to three months for new SDRs to fully ramp up — and this doesn’t take into account the added complexities of remote teams. Inexperienced SDRs often need close guidance, but remote onboarding makes it harder for managers to catch mistakes. This leads to slower ramp times, inconsistent messaging, and frustration for everyone.

HubSpot's Conversation Intelligence allows managers to quickly identify areas where reps need help by providing AI-generated call summaries and insights. This makes training more efficient by highlighting specific coaching moments, objection-handling techniques, and conversation patterns that need improvement.

The Benefits of Coaching Triggers

Compared to manual coaching, conversation intelligence enables SDRs to get hands-on tips for sales calls the moment they need them. Top benefits of immediate coaching include:

Instant intervention.
Faster ramp times.
And the ability to scale manager feedback.

Here’s how sales leaders see these benefits play out.

Instant intervention improves performance.

Traditional sales coaching often happens days after a call, when the teaching opportunity has already passed. Automated triggers change that dynamic. In fact, HubSpot Conversation Intelligence uses automated triggers to identify coaching opportunities, enabling managers to provide immediate guidance.

For example, if an SDR mishandles a pricing objection, a manager can quickly send a prompt or script to redirect the discussion. This type of coaching not only salvages conversations that might otherwise be lost, but it also reinforces best practices when they’re most relevant. The result is higher conversion rates, fewer missed opportunities, and faster skill adoption.

Agnew-Francis describes how her remote SDR team used coaching triggers to improve performance by 20%. In addition to ongoing sales training, instant intervention has played a major role in the success of sales calls.

“An alert flagged that an SDR was dominating the conversation, so I sent a quick message asking them to pause and give the prospect more room to speak,” she says. “That adjustment helped secure the deal. Real-time coaching works because it allows feedback in the moment rather than after the act.”

Faster ramp time through early alerts.

Intelligent triggers surface mistakes as they happen, giving managers the chance to step in early and correct behaviors before they become ingrained. By shortening the feedback loop, new hires gain confidence faster, avoid developing bad habits, and reach quota readiness in significantly less time.

Pro tip: HubSpot Conversation Intelligence automatically flags patterns and behaviors that deviate from successful benchmarks. These patterns can trigger alerts when new hires need coaching on specific skills like objection handling and discovery questioning.

Morris describes how his team implemented AI coaching triggers using baselines from top reps. Not only does this help with instant intervention, but it ultimately speeds up onboarding.

“We started adding a layer of conversation analytics on top of every SDR call, transcribing each one in real time and marking it with an AI alert if certain keywords or ratios depart from a top rep‘s baseline,” he says. “That trigger shaves weeks off the ramp time for new SDRs. Instead of twelve weeks onboarding, they’re up and running in about seven.”

Manager capacity becomes scalable.

One of the biggest challenges in remote sales management is bandwidth. On average, managers oversee up to eight SDRs, each making dozens of calls daily. Without automation, it’s impossible to review every conversation or catch every missed opportunity.

Coaching triggers expand a manager’s capacity by:

Prioritizing the highest-impact moments. Instead of combing through hours of recordings, managers are notified only when a call shows signs of risk or opportunity. This shifts their time from searching for issues to acting on them.
Creating consistency across the team. Triggers ensure every SDR, not just the most vocal or visible, receives timely coaching. This levels the playing field and reduces the risk of under-coaching lower-profile reps.
Reducing reactive workload. By catching issues live, triggers prevent small mistakes from compounding into lost pipeline, saving managers from chasing downstream problems.
Enabling scale without adding headcount: A single manager can effectively support a larger team because technology surfaces the moments worth coaching, freeing them from the burden of reviewing every single call.

Triggers act like a force multiplier. They extend a manager’s reach, maintain coaching quality as teams grow, and make it possible to scale SDR performance without proportionally increasing management overhead.

HubSpot's Conversation Intelligence makes this scalability possible by allowing managers to leave timestamped feedback directly on call recordings. Every rep receives consistent, actionable guidance without requiring managers to be present for every conversation.

Critical Coaching Triggers

AI-enabled coaching is only as effective as the triggers that activate it. Sales leaders need to know what signals should prompt a manager — or even the platform itself — to step in with guidance.

HubSpot‘s Conversation Intelligence supports multiple trigger types, including talk-to-listen ratio alerts, sentiment analysis triggers, and competitor mention notifications. These triggers are all configurable based on the team’s specific coaching needs.

Here’s a structured breakdown with examples.

Activity-Based Triggers

Activity-based triggers are prompted based on what an SDR is doing at the moment. They’re often the simplest to set up. These triggers form the backbone of early-stage coaching. Activity-based triggers include:

Call dynamics. For example, when talk-to-listen ratio exceeds 60/40, a coaching platform should note that the SDR is dominating the conversation. Another call trigger is long silences or pauses, indicating the SDR may be stuck or unsure how to respond.
Engagement lapses. For instance, a prospect may ask a direct question that the SDR fails to answer. Or perhaps the SDR misses a clear buying signal such as “We’re actually evaluating tools like this right now.”
Compliance or process gaps. These triggers include forgetting to state a required disclosure or skipping a qualification question from the discovery checklist.

Performance-Based Triggers

Performance-based triggers are tied to an SDR’s short-term outcomes or rolling metrics, often aggregated over hours or days. They signal when coaching is needed to improve near-term productivity. Performance-based triggers include:

Conversion patterns. For example, a low connect-to-meeting conversion rate compared to baseline or repeated failure to secure next steps may trigger coaching.
Pipeline contribution. When an SDR is falling behind on meetings booked relative to their weekly target, they may get a notification.
Quality of outreach. These triggers include email reply rates well below team benchmarks, or negative sentiment in call notes flagged repeatedly by prospects.

Advanced AI Triggers

One study found that AI can enhance sales efficiency for B2B sales teams, especially once sales managers are invested in using it. With that in mind, senior sales reps and managers can benefit from building advanced AI triggers into their coaching workflows.

AI triggers include using conversation intelligence, natural language processing, and predictive analytics to surface moments that human managers may miss. AI triggers are ideal for mature, real-time coaching workflows.

Sentiment and emotional shifts. AI can detect rising frustration or disinterest in the prospect’s tone, or when prospect enthusiasm drops after a specific objection is mishandled.
Missed conversational opportunities. Coaching platforms can inform managers when buying signals go unacknowledged. For example, a rep may need coaching if they consistently miss prospects mentioning competitors.
Predictive risk alerts. AI identifies that the SDR’s current activity trend suggests they will miss quota unless behavior changes. It can provide early warning that a conversation is unlikely to progress, enabling manager intervention to redirect the strategy.
Playbook matching: AI recognizes a scenario such as pricing objection and triggers a recommended coaching script or real-time resource for the manager or SDR.

How to Implement Coaching Workflows

Coaching workflows are best for any inside sales teams with 10+ remote SDRs. Implementing SDR coaching in a remote environment requires a phased approach. By moving deliberately from foundational setup to excellence, sales leaders can ensure coaching efforts are both scalable and impactful.

Here’s how to build real-time coaching workflows.

Pro tip: HubSpot Conversation Intelligence can integrate with platforms that provide real-time coaching to reps, like JustCall or Kixie.

Foundation

The first step is establishing the infrastructure that makes coaching possible. Without reliable baseline data and clear workflows, coaching can become reactive rather than strategic. The foundation stage is best for live call hygiene.

Pro tip: HubSpot's CRM unifies all your customer data on one platform, making it easy to identify performance baselines and understand how sales teams perform today. With contact management and reporting dashboards, managers can establish the foundational metrics needed for effective coaching workflows.

Set baseline metrics for activity, quality, and sentiment.

Before introducing triggers or alerts, define what “good” looks like for the team. These benchmarks will serve as the reference point for future interventions:

SDR activity levels — calls, emails, and LinkedIn touches.
Quality indicators — talk-to-listen ratios and objection handling.
Sentiment markers — tone of voice and prospect engagement.

Configure basic alerts in your coaching platform.

Start small. Configure alerts for simple, high-impact signals such as extended monologues, negative sentiment, or missed opportunities to ask discovery questions. Keeping alerts limited in the early stages prevents managers from being overwhelmed with noise.

To configure alerts in HubSpot Conversation Intelligence, navigate to settings and set up tracked terms for key coaching moments. Managers can create triggers for specific keywords, like competitor mentions, pricing discussions, or objection-related phrases.

From there, leaders can configure sentiment analysis alerts in HubSpot Conversation Intelligence that notify managers when prospect engagement drops below acceptable levels. Alerts can be customized to send real-time notifications via email, ensuring coaching opportunities are captured immediately.

Train managers on interpreting trigger notifications.

Even the most advanced coaching platform is only as effective as the managers using it. Train managers to quickly interpret trigger notifications, distinguish urgent from non-urgent signals, and respond in ways that support SDR development rather than distract from live calls.

Test notification flows with pilot SDRs.

Roll out alerts with a small pilot group. This allows sales leaders to stress-test notification flows, ensure managers are intervening at the right moments, and gather feedback from SDRs on how coaching impacts their confidence in selling to prospects.

Optimization

Once the foundation is set, leaders can begin to refine and expand the coaching system. The optimization stage is best for improving short-term outcomes.

Refine trigger thresholds based on initial data.

Early alerts will reveal whether thresholds are too strict or too lenient. For example, a talk-to-listen ratio alert set at 60/40 may trigger too often for SDRs handling complex objections. Adjusting thresholds ensures alerts surface at the right moments without micromanaging.

Build coaching playbooks and intervention templates.

Standardize coaching responses by building playbooks. For instance, if an SDR consistently misses buying signals, create an intervention template that guides managers on how to redirect the conversation in real time and reinforce best practices afterward.

Sales teams can also create coaching playlists that have a library of sales call recordings. This helps SDRs hear exactly what a successful conversation sounds like.

HubSpot's coaching

How B2B sales teams reduce admin time from 5 hours to 30 minutes daily with unified CRM data

Kinzal Jalan — Tue, 07 Oct 2025 12:00:02 +0100

Salespeople spend nearly 70% of their week caught up in the whirlwind of administrative tasks. Only 30% of their time actually goes to selling. Reps are drowning in spreadsheets and melting in admin tasks that assistants could handle.

Unified CRM data systems can help. These integrated technology platforms consolidate customer-related information from multiple sources into a single, centralized interface. Leveraging these platforms to automate tedious administrative tasks can save sales teams hours daily. That time can then be put toward actually selling and driving sales performance.

If you’re in B2B sales, stuck in the grind of lengthy, complex sales cycles, and find yourself or your team of 10+ spending hours battling with multiple tools, unified CRM data is the upgrade you need. This post explores why efficiency increases matter and explains how teams can implement a unified CRM.

Table of Contents

The Benefits of Unified Data: How It Saves Time
Admin Tasks that Unified CRM Data Eliminates
Essential CRM Features That Use Unified Data
How to Set Up Unified Data Workflows (Step by Step)
Frequently Asked Questions

The Benefits of Unified Data: How It Saves Time

Unified data systems deliver measurable time savings across key areas that directly impact sales efficiency and revenue generation. That can lead to a laundry list of benefits, including:

Less time spent on administrative tasks.
A tighter tech stack.
Faster prospect research.
And intelligent automation.

1. Reduced Data Entry and Administrative Tasks

Traditional, fragmented systems require salespeople to enter the same information across multiple platforms manually. Reps may need to update contact information, copy meeting notes, and synchronize deal progression across tools. All of this drains time. According to Salesforce estimates, such work accounts for nearly 9% of a salesperson’s workday.

Unified data systems like HubSpot CRM eliminate redundant manual work by enabling customer information to sync automatically across connected platforms. HubSpot also automatically detects duplicates to save time.

“As information updates in one system, it propagates automatically to all others, saving so much of my time for high-value work like actually selling,” shares Harshit Gattani, an enterprise sales manager.

2. Smaller Tech Stacks

Today, sales teams toggle between an average of 10 tools to close deals, with 66% of sales reps reporting they're overwhelmed by the number of tools they need to use daily. The tool fragmentation creates significant administrative overhead.

Switching between sales tools also reduces flow. Studies published by the University of California, Irvine, indicate that it takes an average of 23 minutes to return to a task after an interruption. Unified data pulls the plug on this problem by reducing admin overload.

“It brings in much-needed refocus time multiplied across multiple daily tool switches, saving my team from substantial productivity losses,” shares Vivek Jaiswal, a sales leader at a leading SaaS enterprise.

3. Accelerated Prospect Research and Preparation

Salespeople spend a lot of time searching for contact information and researching prospects before making calls. Traditional, fragmented systems exacerbate this issue by storing relevant information across multiple platforms.

Unified data systems like HubSpot CRM step in and automatically aggregate all available prospect intelligence in one view. Think: previous interactions, website behavior, content engagement, social media activity, and company information under one interface.

Instead of manually gathering this information from multiple sources, sales teams can access dependable, comprehensive prospect insights in HubSpot with ease.

“Before [my] unified CRM, I’d lose hours chasing prospect information. Now everything auto-compiles, and accurate prospect research is just one click away,” shares Dipesh Kothari, senior director at Procol.

4. Intelligent Automation

When all customer data is stored in a consolidated system, teams can configure workflows to automate routine sales tasks. Lead assignment, follow-up scheduling, data updates, and report generation can all be done automatically. Unified systems like HubSpot make automation possible, which can boost sales productivity by 30%.

Admin Tasks that Unified CRM Data Eliminates

Unified CRM data can make teams’ sales processes more effective and help teams save time. HubSpot CRM is one unified platform that’s designed to eliminate sales admin tasks so reps can focus on growing better.

Here’s how HubSpot can help sales teams level up.

1. Email Interaction Logging

HubSpot’s CRM automatically logs sent and received emails to contact, company, and deal records. Users just need to connect their email account and activate the HubSpot Sales extension or add-in. This feature also logs attachments and associates email threads with existing records.

2. Deal Stage Progression Tracking

HubSpot automatically updates contact deal stages through lead pipeline automation. The CRM can move deals across predefined stages when certain activities or triggers occur. Administrators can configure workflows or pipeline rules that transition deals as criteria is met.

3. Lead Assignment and Routing

HubSpot enables automatic lead assignment using rules that depend on territory, lead properties, or sales rep availability. Leads can be distributed among reps without manual intervention.

4. Activity Reporting and Pipeline Updates

HubSpot offers real-time dashboards and reporting tools that draw from captured sales activities (email opens, clicks, deal activity, tasks, meetings). These dashboards update automatically, reducing or eliminating the need to make reports manually.

5. Quote and Proposal Generation

Reps can create document templates in HubSpot to make the proposal and quote generation process easy. The CRM uses unified data, such as pricing rules, to assemble quotes and proposals. This ensures consistency and reduces time spent building proposals from scratch.

6. Lead Qualification Scoring

HubSpot offers a Lead Scoring tool where contacts, companies, or deals are assigned scores based on behavior. That includes website visits, email opens, and form submissions. Reps can use this information to identify who is most likely to make a purchase and what sales enablement material they’ll respond to best.

With all these automations, you can save your precious hours and use them to increase selling time and boost your quota attainment.

Essential CRM Features That Use Unified Data

Sales teams looking to leverage unified data need four key CRM capabilities before they get started:

Automated data capture.
A united interface.
One click reporting.
And smart communication.

1. Automated Data Capture

Automated data capture implies that every email, call, meeting, and prospect interaction is logged automatically, eliminating the need for manual effort from sales reps. The system connects to all communication channels and creates a complete activity timeline without human intervention.

This is the foundation that makes everything else possible. Without automated data capture, teams remain stuck in the manual entry trap, consuming hours of valuable selling time.

How HubSpot Can Help

HubSpot's email integration connects to Gmail, Outlook, and other major email providers, automatically logging all communications with prospects.
The calendar sync captures meeting details, attendees, and outcomes automatically, eliminating the need for manual recording.
Phone integration logs call duration, notes, and follow-up actions directly into contact records.

HubSpot’s mobile app takes this further by allowing reps to access customer information on the go. It also supports capturing meeting notes.
Everything syncs automatically to the unified database in the Sales Hub, so information captured on mobile appears instantly in the desktop interface.

2. Unified Interface

A unified interface consolidates customer emails, interaction history, deal progression, marketing engagement, and communication tools into a single view. With it, sales reps can access a prospect's complete journey, know when to respond to emails, and even get AI-powered assistance on how to do it best.

Having a unified dashboard presents everything relevant to deals and prospects without forcing reps to switch between multiple applications. This isn‘t just about saving time and convenience — it’s about maintaining focus, context, and the right pace during the sales process, especially when sales cycles are complex.

How HubSpot Can Help

HubSpot's contact and deal records present a complete timeline of all interactions, like emails, calls, website visits, form submissions, and document downloads. These are accessible in chronological order.
The integrated email client allows reps to send and receive emails directly within contact records, maintaining full context. AI also presents relevant recommendations.

The dashboard consolidates pipeline views, activity feeds, and performance metrics, allowing reps to view their priorities and progress without switching tools.
Deal records include built-in communication tools, document sharing, and task management, eliminating the need for separate project management or communication platforms.

3. One-Click Reporting

One-click reporting transforms weeks of manual sales analysis into instant insights, helping sales reps and managers make more informed decisions. Real-time reporting features pull data from all unified sources to generate comprehensive dashboards. These reports are updated automatically, reducing busywork for sales teams.

How HubSpot Delivers This

HubSpot's reporting suite offers pre-built dashboard templates for standard sales metrics such as pipeline health, activity tracking, deal velocity, and quota performance.
HubSpot also supports building custom reports using drag-and-drop interfaces, eliminating the need for technical expertise to craft reports.
The system automatically generates executive summaries, individual performance reports, and team analytics that would traditionally require hours of manual data gathering and analysis. The reports are always current and include data from all connected systems.
Reports can be scheduled for automatic delivery to stakeholders, eliminating the need for manual distribution tasks.

4. Smart Communication

Communication tools become exponentially more effective when they can access unified customer data to personalize outreach based on prospect behavior and company information. Smart communication features use unified data to:

Personalize messages automatically.
Suggest optimal timing for outreach.
And provide conversation context that transforms cold calls into warm, informed discussions.

How HubSpot Delivers This

HubSpot's email sequences and templates support automatic personalization. The CRM can insert prospect names, company details, recent website activities, and relevant content recommendations without requiring manual customization.

HubSpot suggests optimal send times based on individual prospect engagement patterns and provides real-time alerts when prospects engage with emails or visit key website pages.
Smart communication extends to proposal and document generation, where templates automatically populate with prospect-specific information, pricing relevant to their situation, and case studies from similar companies in their industry.

How to Set Up Unified Data Workflows (Step by Step)

Implementing a unified CRM may seem overwhelming. However, a structured rollout can help sales teams make the most of the platform and close more deals. Here’s a 4-week plan to help teams get started.

Week 1: Foundation

1. Migrate historical data into a unified CRM.

Start by consolidating historical customer data into HubSpot‘s CRM by exporting contact lists, deal histories, and communication records from the current system. HubSpot’s import tools can handle CSV files from most major platforms, including Salesforce, Pipedrive, and Excel spreadsheets.

Suggested key actions:

Clean and standardize data formats before import (remove duplicates, standardize company names).
Map existing fields to HubSpot's contact and deal properties.
Import in phases: contacts first, then deals, followed by interaction history.
Verify data integrity by spot-checking. Verify about 10-15% of the imported records to be sure of accuracy.

2. Connect email/calendar for auto-sync.

Integrate the team's Gmail, Outlook, or Office 365 accounts with HubSpot to streamline email logging and eliminate manual tasks. This connection will help capture all prospect communications automatically and associate them with the correct contact records and calendar events within minutes.

Suggested key actions:

Install HubSpot's email integration for each team member.
Connect calendar systems to log their meetings and calls automatically.
Configure email templates and tracking settings.
Test the two-way sync to ensure emails appear in both systems.

3. Train reps on mobile app capture.

Download and configure HubSpot's mobile app to capture field-based data. This is necessary to ensure that information gathered during client visits, networking events, or travel is captured immediately, rather than being lost or recorded into the system days later.

Suggested key actions:

Install the HubSpot mobile app on all team members’ devices.
Configure voice-to-text note capture for post-meeting updates.
Practice contact creation and deal updates from the mobile interface.
Set up mobile notifications for important prospect activities.

Expanding your territory-based sales team? How to automate territory assignments in your CRM

Jenny Romanchuk — Mon, 06 Oct 2025 16:00:04 +0100

Reps are arguing in Slack about “who owns Berlin” while two hot inbound demos sit unworked. Every new hire triggers a border dispute. These challenges sound familiar to every sales leader. It’s a territory problem that only gets worse as teams add headcount.

To provide clarity, sales organizations need to automate assignment with dynamic rules that account for geography, company size, industry, and rep capacity. These guardrails make sure every record lands with the right owner.

This go-to guide covers the benefits of territory assignments and explores:

How high-growth teams use HubSpot to scale territories without chaos.
Territory evolution growth by stage: from 10 to 50 reps.
The exact rule examples.
Sales directors giving tips for using automated territories.

Table of Contents

Manual vs. Automated Territory Assignments
Benefits of Automated Territory Assignments
Manual vs. Automated Territory Management
Territory Evolution by Growth Stage
Factors to Consider When Approaching Automated Territory Management
Automated Rule Examples to Configure in your CRM
Tips for Using Automated Territories from Sales Experts
Frequently Asked Questions

Manual vs. Automated Territory Assignments

Manual territory assignment works until it doesn’t. As teams grow from 10 reps to 50, a clean spreadsheet becomes a minefield of exceptions, “quick fixes,” and Slack quarrels. Coverage slows, hot leads age out, and managers spend more time putting out fires.

The fix for inefficient manual processes? Automating territory assignments in HubSpot with multi-factor logic. Sales Hub allows teams to set routing rules based on geography, company size, industry, and rep capacity. Then, automation makes sure every record lands with the right owner.

How do these all translate into measurable benefits for sales teams? Keep reading to find out.

Benefits of Automated Territory Assignments

1. Fewer “who owns this?” fights lead to more time selling.

How can teams prevent territory conflicts? If reps know exactly which leads are theirs, they stop DM-ing managers and start calling prospects. Scaling companies can automate territories with HubSpot Sales Hub to reduce conflicts.

HubSpot’s round-robin assignments allow sales reps to automate territory management. HubSpot’s Beeze AI can even generate workflow actions like rotating records to owners and simple branches, so teams can encode the logic once and move on.

2. Faster coverage leads to higher conversion.

Leads can’t and shouldn’t wait to hear from a sales rep. In fact, a Meera survey of 464 companies found that teams who waited over an hour to respond to inbound leads were 7 times less likely to qualify them. The truth is simple: The longer you wait, the colder the lead.

Automated territory assignment removes the lag between form fill and first touch. HubSpot’s Breeze AI helps you set up the routing, notifications, and timers fast so the right rep responds immediately. Breeze AI can even personalize the first touch automatically.

3. Balanced workloads allow more reps to make quota.

Automated lead routing allows teams to evenly distribute leads across sales reps. That creates predictable workloads and distributed opportunities that allow reps to succeed. In fact, companies that use automated territory planning can see up to 30% higher quota attainment, according to a Xactly study.

Pro tip: To balance workloads, build the basic properties like geography, industry, and rep capacity into Sales Hub’s lead routing. Then, use HubSpot’s dynamic workflows to update lead assignments as conditions change. That creates comparable opportunity mixes for every sales rep.

Manual vs. Automated Territory Management

Feature	Manual (Spreadsheets)	Automated CRM Rules
Ownership clarity and conflict resolution	Ambiguous and involves manager arbitration via Slack/meetings	Explicit rules make sure leads are distributed fairly, reducing conflict
Lead assignment speed	Delayed by human routing and inbox lag	Instant with workflow assignment and notifications
Territory balancing	Periodic and involves manually re-slicing territories	Ongoing with rules that consider geography, size, industry, and capacity
Capacity-based routing	Rare and hard to track in sheets	Offers built-in thresholds and toggles to exclude at-capacity reps
Onboarding new reps	Each new hire requires re-dividing territories manually, making errors likely	New reps are added to the team’s rotation immediately
Reporting and visibility	Visibility is limited with lots of manual reporting	Live dashboards show leads assigned by rep, territory, and coverage
Audit trail and compliance	None beyond file history	Property history and account audit logs prove fairness
Scalability	Breaks under volume/complexity, especially when growing from 10 to 50+ reps	Built to scale; headcount can be added without rewiring

Territory Evolution by Growth Stage

As headcount and inbound volume grow, a business’ territory logic must mature. Simply splitting up leads in a spreadsheet won’t work when expanding from 10 reps to over 50.

Source

Here’s what territory management looks like at each stage of the business.

Stage 1: Startup

Startup teams often see a smaller inbound lead volume, with fewer than 100 new records a month.
Startup teams often have two to three reps and one to two SDRs.
Lead assignments at startups are manual and informal.

At startups, the ideal customer profile (ICP) is still being refined, the product is evolving, and there are a few reference customers. Beyond that, teams are smaller, so dividing teams is easy. Sales managers just need to base quotas on the number of prospects a rep can realistically engage.

No fancy segmentation is needed, and manual assignment works fine until teams start outgrowing current sales workflows. Teams may need to refine their lead assignments strategy if they notice the following signs:

Weekly “who owns this?” pings.
First-response time changes by rep.
Favoritism creeps in and morale slips.
Slow handoffs.
Unbalanced workload.

Clear patterns in ICP by size or vertical.
Reps consistently attain quotas.

I’ll make a painfully embarrassing example. When I ran my first startup sales team, we were a team of three reps and me. One rep was my favorite. So oftentimes, I could manually re-assign hot leads to “my guy.” It didn’t go well. I inflated their ego so that their close-won ratio dipped. And I also undermined the morale of other salespeople.

It taught me that favoritism and manual assignment kill trust quickly. We also had inbound leads coming from three countries, so “territories” weren’t fairly divided.

Sound familiar? It’s time to graduate to the Growth stage.

Stage 2: Growth

Growth teams often work in two or more regions that may speak more than one language.
Growth teams have between 10 and 20 sales reps.
Managers can use spreadsheets or static assignment models in CRMs to distribute leads.

When inbound jumps, sales teams grow, and businesses begin to sell across multiple languages or regions. In growth stage teams:

Territories are static (i.e., defined by geography or vertical).
Adding or losing reps is disruptive due to the manual redistribution of territories.
New reps struggle to ramp quickly.
Unworked accounts pile up.

Leaders at growth stage teams remember when spreadsheets or basic CRM routing worked. They may even cling to these systems. However, as Gradient Works notes, only about half of sales reps hit quota due to poor territory design. Further, balanced workloads guarantee 23% higher sales rep productivity. To gain more business, teams need to shift from manual to automated territories.

As David Gerardi, VP of Customer Operations at Forma.ai, suggests, “Start simple: even rough segmentation (small, medium, large accounts) plus estimated max spend gives you a powerful lens for territory balance.”

Stage 3: Scale

Scale teams see 300 to 1000 inbound leads per month across multiple segments.
Rules-driven assignment is essential to make sure leads are fairly divided between reps.

At this stage, sales teams deal with hundreds to thousands of inbound records a month and multiple segments. The old static model no longer cuts it. When sales organizations cross this threshold, teams should move lead routing decisions fully into a CRM and use dynamic assignment rules to balance territories.

Use dynamic If/Then logic to build rules related to geography, company size, industry, and lead scoring. From there, leads can be assigned to reps via round-robin. Every new record gets an owner immediately, and new hires join rotations on day one. In fact, Autonomy discovered that the new rep ramp time decreases by 22%.

Pro tip: Lead volume can expose capacity constraints for reps. In Sales Hub, you can toggle that field and update the workflow so only reps marked “Yes” receive new leads.

Read: How to do Lead Rotation in HubSpot for Territories.

Stage 4: Expansion

Expansion teams have 30 to 70 reps and a complex go-to-market strategy.
To assign leads, advanced automation is critical.

Expansion organizations sell to multiple segments and partners across the globe using a mix of field and inside sales. The businesses have large sales teams that require advanced routing solutions to keep lead assignments fair. HubSpot's Sales Hub can automatically route new leads to available reps using rules that factor for terriorites and the rep’s area of expertise.

Factors to Consider When Approaching Automated Territory Management

When building lead routing rules, sales leaders must first evaluate their team size, geographical coverage, and the complexity of their customer segments. Here are other essential factors to cover when building systems to automate territory management.

Primary Factors

There are three primary factors for automated rules in territory management:

Geographic data like country, state/province, ZIP code, or radius from a city.
Granular boundaries by metro area or drive-time zones for field sales, so reps can visit clients efficiently.
Time zones so that East Coast leads go to East Coast reps who can call first thing in the morning.

Location often dictates market characteristics, time zones for calling, travel requirements, and cultural nuances. All that makes geography the classic basis of sales territories. With these rules, sales teams can have improved customer coverage since clients have a consistent point of contact nearby.

For example, you might have rules such as “If Country = UK then assign to EMEA team” or “State = California OR Nevada then assign to West Coast Rep.”

Company Demographics

Firmographics help determine whether an account is SMB, mid-market, or enterprise. In turn, RevOps or sales leaders will route leads to SMB or enterprise AEs, respectively.

Industry is another big factor. Reps may specialize in certain verticals. For example, one team may only sell to Healthcare, while another handles Tech. Take this seriously, as matching reps to accounts they’re best suited for can increase win rates and shorten sales cycles, since the rep can speak the customer’s language.

I suggest using Zoominfo, LeadIQ, or Clay to auto-enrich your lead and account data with firmographics. They are natively integrated with HubSpot and provide fresh insights on your lead records. Take a demo of each to assess data quality within your niche before purchasing.

Market Potential

Market potential refers to the total possible revenue available within a specific market or territory. Teams should factor market potential into their territory assignment rules. Disregarding the number of target accounts in the territory is a common mistake.

Rep Factors

While sales managers should avoid favoritism, rules should factor for each rep‘s strengths and weaknesses. Sales reps’ factors to consider include:

Capacity.
Niche expertise.
Product knowledge.
Language skills.
Time zone.
Close-won ratio.
Enterprise, SMB sales experience.

I suggest using training, product knowledge tests, pipeline analytics, and conversational skills analytics (via Gong) to set up unbiased sales territory automation.

Strategic Considerations

Every business has unique territory considerations that don’t fit neatly into a simple rule. For example, accounts might be assigned to a sales rep who met decision makers at a conference in another country. When the lead enters the pipeline, sales territory rules should allow for exceptions.

These should be baked into your plan as special logic.

Referrals and partner territories can also require additional rules in your CRM. For example, “IF source = ‘Partner referral’ THEN assign to Partner Team”.

Automated Rule Examples to Configure in your CRM

Let’s get practical. Below, I’ll illustrate the exact If/Then logic rules to automate assignment.

Geographic + Industry Hybrid

Rule: IF State = “California” AND Industry = “Technology” AND Company_Size > 500 THEN assign_to = “Enterprise_Tech_West” team
What it does: It ensures big-tech prospects in CA go to the rep handling large tech accounts on the West Coast.

Capacity-Based Distribution

Rule: IF Territory_pipeline < $2M AND Rep_capacity > 20% available THEN assign_next_lead = TRUE for that rep
What it does: This is a dynamic rule that checks if Rep A’s pipeline is low. If they have capacity, the system will feed them more leads. This is a way to round-robin leads only to reps that have room.

Skill-Based Routing

Rule: IF Product_interest = “API Integration” AND Lead_complexity = “High” THEN route_to = “Technical_Sales_Team”
What it does: This rule looks at the lead's interest and complexity, which could be assessed based on company size or a questionnaire. If both conditions are met, it automatically routes those leads to the Technical Sales Team to ensure the prospect talks to a rep with the right expertise.

Round-Robin within Territory

Rule: IF Inbound_lead AND Country = “USA” THEN assign_to = RoundRobin(USA_Inbound_Team)
What it does: This is a static lead rotation that assigns leads to reps based on geography.

Named Account Ownership

Rule: IF Account_name = “MegaCorp Inc” THEN Owner = Rep_Z (Named Accounts Manager)
What it does: No matter what else the data says, the rule kicks in if the account is identified as MegaCorp (perhaps a key account a team sold to before or a target to win big). The CRM auto-assigns that lead to a specific rep who is the named account manager for that company.

Pro tip: Document

Implementing AI in Your Demand Forecasting — Tips and Tricks You Need to Know

Zoe Ashbridge — Fri, 03 Oct 2025 19:42:50 +0100

I was recently assigned the task of forecasting demand for a project. I set to work using my usual methods, but I’ve not explored AI in demand forecasting. My recent project got me thinking about AI's role and whether AI could (a) aid the demand forecasting process and (b) save time.

I needed expert advice to help me with this, so I connected with 23 professionals, including sales professionals, directors, and heads of growth and marketing, to hear how AI is revolutionizing demand and sales forecasting. The best responses made it into this article.

If you want to sophisticate your demand forecasting with AI, you’re in the right place. We’re on a journey to discover why we should use AI and its key benefits, with tips from professionals throughout.

Table of Contents

Why Use AI for Demand Forecasting?
How AI Can Be Used for Demand Forecasting
Tips for AI Demand Forecasting
Enhancing Your Demand Forecasting With AI

Why Use AI for Demand Forecasting?

To create this article, I interviewed 23 professionals and analyzed their responses to understand common use cases for AI’s role in demand forecasting.

The three main reasons for using AI in demand forecasting are:

Enhanced analysis, particularly around competitor analysis and customer behavior.
Improved accuracy generally.
Data-driven decision making.

I’m going to look into these three in a little more detail.

Other reasons for using AI in demand forecasting include:

Continuous learning.
Real-time data.
Integration capabilities.

Enhanced Analysis

For the AI pioneers in demand forecasting, enhanced analysis is one of the main benefits of using AI.

Enhanced analysis is mainly considered a benefit in conjunction with predictive analysis, customer behavior analysis, and competitor analysis.

AI in predictive analysis identifies demand fluctuations and market trends so businesses can proactively respond to changes, reducing risks like stockouts or overproduction.

When it comes to competitive insights, AI pioneers are using tools to analyze competitors, identify market shifts, and take action based on the findings.

In an article for TrueProject, Tom Villani, TrueProject’s CEO, credits AI’s enhanced analysis as offering:

Unbiased analysis.
Real-time insights.
Excellent extraction of meaningful patterns.
Remarkable accuracy.

Enhanced analysis should be taken seriously. According to an IBM report, poor data quality costs businesses worldwide.

Image Source

Improved Accuracy

According to the experts I connected with, AI helps businesses anticipate trends and predict future sales more accurately than humans. However, it can’t be ignored that a common side note to improved accuracy with AI in demand forecasting is that your input has to be good.

Many experts recommend keeping the AI updated to get accurate results.

Simplilearn compared AI with human intelligence to see where AI shines and where humans do. When it comes to improved accuracy, AI takes the trophy.

On “perfection,” Simplilearn raises the possibility of “human mistakes” missing nuances, whereas AI’s capabilities are credited with being “updated” to “deliver accurate results.”

Data-Driven Decision Making

I like the quote, “Without data, you’re just another person with an opinion.”

Data allows businesses to make decisions that have the best chance of succeeding. Data can challenge what we think will work. I’ve certainly been in situations where the data has proven the opposite of my expectations.

Gathering data is time-consuming, and your data analysis can be incorrect or biased when relying on a human.

While I don’t want to ignore that AI can also be biased, AI can reduce reliance on guesswork and increase forecast accuracy, leading to better data. In addition, AI can analyze data faster and in much larger datasets than humans.

In his Forbes article, Leveraging AI For Data-Driven Decision-Making While Safeguarding Privacy And Security, Neil Sahota, an AI advisor, writes incredibly positively about the role of AI in decision-making.

Sahota writes, “AI algorithms, fueled by machine learning and advanced analytics, can process colossal datasets at speeds unimaginable for humans. This capability enables organizations to extract valuable insights, identify patterns, and make decisions with unprecedented accuracy.”

In HubSpot’s Smarter Selling with AI research, a quarter of salespeople believe AI helps employees make data-driven decisions.

How AI Can Be Used for Demand Forecasting

From the experts I connected with, I got many use cases for AI. Experts generously shared how they're using AI and what tools so that you can get started.

To Manage Stock and Inventory

You simply couldn’t research AI in demand forecasting without examining its value in managing stock and inventory. I had a lot of responses about AI and its role in managing stock and inventory.

Here are some of the best.

Tomasz Borys, senior VP of marketing and sales at Deep Sentinel, is using different data streams to build a wider picture of what the market wants so he can manage stock.

Borys says, “We noticed that our AI system predicted a 30% increase in demand for our outdoor cameras in certain regions during specific months. Upon investigation, we found this correlated with seasonal increases in property crimes in those areas. This insight allowed us to adjust our inventory and marketing strategies accordingly, resulting in a 25% increase in sales during those periods.”

To get this data, Borys is using tools like Salesforce’s Einstein Analytics, which Borys credits for its “ability to analyze historical sales data alongside external factors like seasonal trends, economic indicators, and even local crime rates (which is particularly relevant for our security products). This comprehensive analysis allows us to predict demand with much greater accuracy than traditional methods.”

Another company using AI to manage inventory is All Filters. Shu Saito, the CEO and founder, recommends Prophet by Facebook. Saito uses this AI to predict seasonal demand.

Saito says, “Prophet allows me to model sales data with built-in flexibility, accounting for irregular trends like sudden surges or dips. This helps me optimize inventory levels and adjust marketing strategies ahead of key selling periods, ensuring I can meet customer demand without overstocking.”

Finally, but by no means least, HubSpot CRM is used by Jason English, entrepreneur and CEO of CG Tech.

English says, “I have discovered that AI has significantly impacted the way we predict sales demand. We utilize platforms such as HubSpot and Microsoft Dynamics 365 to analyze past data, market trends, and customer behavior trends. The accuracy of AI assists in improving our ability to predict demand, resulting in smoother inventory management and resource allocation.”

What I like about this: HubSpot’s CRM makes forecasting simple. Instead of importing and analyzing data in spreadsheets, sales teams or trend forecasting teams can get a seamless picture directly from the CRM. You can instantly view sales revenue by month or quarter to make data-driven divisions based on sales trends.

Request a demo for HubSpot’s sales forecasting software today.

To Make Marketing Decisions That Bolster Revenue

I’ve already mentioned the value of accurate data and how AI in demand forecasting helps teams make better decisions. Julie Ginn, vice president of global revenue marketing at Aprimo, can illustrate this point with an example of how Aprimo uses AI in demand forecasting.

Ginn shares how AI and machine learning generate sales forecasts and customer insights, “We use tools like Amazon Forecast and Microsoft Azure to analyze three to five years of a customer's historical sales data to identify trends and patterns. For a major CPG company, Forecast predicted a 10% uptick in seasonal product demand. We adjusted marketing spend and saw sales jump 18%.

“For customers, AI-driven forecasts have cut excess inventory and boosted sales by 15% to 20% annually. Integrating predictive insights into business processes and using them to make timely decisions is key. Companies leveraging predictive analytics will gain a competitive edge.”

When asked for a tip about having sizable, high-quality data, Ginn shared that they refresh models quarterly with new data. “While AI is accurate, human judgment remains critical, especially for events impacting demand. AI improves human insights.”

What I like about this: I love how Aprimo has used AI, demand forecasting, and marketing to understand what customers want. Increasing marketing spending would’ve put the right product in front of the right audience, resulting in increased revenue.

To Conduct Competitor Audits

As mentioned above, competitor analysis was one of the top use cases for AI in demand forecasting.

Jessica Bane, director of business operations at GoPromotional, provides an example of how GoPromotional does it.

Bane recommends pairing competitive intelligence with internal sales data to create a powerful forecasting tool.

“Internal sales data provides the historical context, while competitive insights offer an external perspective,” she explains. “Merging these can refine predictions, offering a clearer view of where market demand might head. Integrating these data streams ensures forecasts aren't just educated guesses but are grounded in comprehensive, multifaceted analyses. This integrated approach allows sales teams to remain agile and responsive to market changes.”

When asked where to start, Bane recommends conducting regular competitor audits and tracking the following:

Competitor strategies.
Pricing decisions.
Market entries.

Bane says, “Combining these findings with sales performance data can paint a detailed picture of future demand trends. This kind of strategic review not only sharpens forecasts but also prepares the team to pivot quickly, optimizing both sales strategies and resource allocation.”

To conduct competitor audits with AI to aid demand forecasting, Bane recommends Crayon and Klue.

She says, “[These tools] are transforming how sales teams view the competitive landscape. These platforms gather valuable insights about competitors, like pricing and new product launches, and highlight market trends that could affect demand. Knowing what competitors are up to helps us anticipate shifts in the market, allowing us to adjust strategies proactively. It's akin to having a window into future market dynamics, which is vital for staying ahead.”

What I like about this: Bane is taking a holistic approach to demand forecasting combining competitive research with owned sales performances. It could be tempting to rely only on sales data but I like how the competitor audit would bring another layer of data.

To Analyze Past Orders

Joanneke Schuurman, sales executive at Custom-Lanyards.net, also finds HubSpot CRM an essential tool for sales demand forecasting.

Schuurman says, “One way I use AI for sales-demand forecasting is by integrating tools like HubSpot alongside a platform like Clari. These tools help track real-time data trends, historical sales patterns, and customer behaviors.”

For example, they implemented AI-driven forecasts when launching a new lanyard product line and saw a 15% improvement in predicting peak demand, allowing them to optimize production scheduling.

“By analyzing patterns from past orders and customer preferences, AI helps us adjust marketing efforts and stock levels,” she concludes.

If you’re also using HubSpot’s CRM and want to get more sophisticated with your forecasting, you can access data seamlessly within the CRM itself — no more exports into spreadsheets!

Check out HubSpot’s sales forecasting software.

To Offer Recruitment and Training

In my opinion, this is an interesting use case.

Daniel Meursing, founder of Premier Staff, uses sales-demand forecasting to establish security staffing needs. Knowing the demand for security staff helped Premier Staff where to invest in recruitment and training.

Meursing said, “We use Anaplan’s AI-driven platform for sales-demand forecasting. The tool analyzes historical data, market trends, and external factors to predict future demand for our staffing services. For example, Anaplan’s AI helped us accurately forecast a 25% increase in demand for security staff at tech events, allowing us to proactively recruit and train personnel.”

Tips for AI Demand Forecasting

Before we close this research piece, I wanted to share some invaluable tips experts provided.

Tip 1: “Train” and update your AI.

The tips for updating AI came in various formats: keep the data clean, update regularly, train the AI, etc. I received this tip so many times that it’s taking the top spot in this shortlist of tips.

Outside of it being very true — you do need to keep AI updated and data clean and fresh in order to get the best out of it — I wonder how many might fail to integrate AI into their demand forecasting because their data input isn’t quite there yet.

Tomasz Borys, mentioned above, updates AI models monthly and credits this with improving forecast accuracy by 15%.

Tip 2: Start with basic tools.

Victor Santoro, founder & CEO of Profit Leap, uses AI tools Amazon Forecast and Tableau for predictive analysis.

Santoro says, “Start with a basic tool like Google Sheets AI or Amazon Forecast. Connect them to your sales data and ask questions about patterns, risks, and opportunities. The more you use them, the smarter they‘ll get, tuning into the nuances of your business. If demand seems volatile, don’t be afraid to make adjustments based on the forecasts.”

For those intrigued by Santoro’s use of these tools, he says, “Amazon Forecast studies our past sales to anticipate seasonal fluctuations and demand spikes for our consulting services. By understanding these patterns, my team can optimize marketing spend, resource allocation, and new business development.

“Tableau helps us visualize complex sales data, identifying trends that would otherwise remain hidden. A few months ago, Tableau revealed an unexpected drop in sales from one of our major client segments. We were able to diagnose the issue and implement changes to reverse the trend, recovering over $200,000 in projected revenue.”

Tip 3: Leverage AI for customer behavior.

Elia Guidorzi, marketing executive at Techni Waterjet, uses AI for predictive analysis. Guidorzi’s main tip is to “ensure your AI tool integrates with your CRM for real-time data, which enhances the accuracy of sales forecasts and allows your team to make more informed decisions.”

This type of analysis helps forecast sales demands.

Guidorzi continues, “We leverage AI-powered tools like HubSpot's predictive analytics to forecast sales demand. These tools analyze historical data and market trends, providing insights into future customer behavior. AI helps us optimize inventory levels, tailor marketing efforts, and identify sales opportunities.”

Enhancing Your Demand Forecasting With AI

When I started looking into demand forecasting and AI, I wasn’t expecting to get input from so many professionals with such valuable insights.

Throughout this research, I’ve been impressed with the use of AI in demand forecasting, and I hope you are, too. Hopefully, this article has given you everything you need to get rolling with AI to enhance your forecasting.

AI is (whether we want it to or not) changing the way that we do business. And, in my humble opinion, I’m not mad at it. Its offerings have been pretty beneficial thus far.

But even if you’ve accepted this fate (or maybe you’re cautiously on the fence), you’re likely part of a select group of people who are still wondering what AI is really doing to empower both small and large-scale businesses. And if you are, don’t worry. You’re in the right place.

In this post, I’ll explore specific ways that AI is transforming businesses of all sizes, why it could be a worthwhile investment, and I’ll also share what you need to know to get your business up to speed, equipped for anything, and ready for future developments in tech.

Table of Contents:

Benefits of AI in Business
Why Use AI in Business in 2024?
How AI Can Give You a Competitive Advantage
AI or Not, The Choice Is Yours

Benefits of AI in Business

You’ve probably heard a lot of different things from a lot of different sources about what AI can/can’t do for your business.

Regardless of what rumors you’ve chosen to believe or ignore, I’m happy to provide you with a solid list of concrete ways that AI could revolutionize the way you and your employees not only collaborate but innovate their individual work styles. Check out my thoughts below:

1. AI makes customers happier.

According to HubSpot's 2024 AI Trends for Sales Report, 26% of sales folks are using AI for customer research and sales enablement copy; this means that, in the long run, your audience is more likely to convert (because they’re being well-prospected to, which is half of the customer retention battle) with AI involved.

By personalizing experiences, providing instant support, and anticipating specific needs, AI significantly enhances customer satisfaction and, ultimately, secures customer loyalty.

2. AI makes employees happier.

Your employees may not be vocal about it, but they’re happy that they no longer have to spend two to three hours on one important task. Instead, they might just spend two to three hours working on project developments that, in the long run, make huge differences.

By automating tedious assignments and providing valuable feedback (summarizations, analytics, etc.), AI reduces employee burnout and increases job satisfaction.

3. AI fuels decision-making confidence in business owners.

If you’ve ever been between a rock and a hard place about what to do, AI may not be able to give you an exact solution, but it can provide data-driven recommendations that will guide you toward the light at the end of the tunnel.

With AI-powered analytics, you’ll get valuable insights to help businesses make informed choices, reducing any uncertainty (shoutout my high-anxiety folks, I see you) and boosting confidence, so you can get back to doing the things that bring you joy.

4. AI helps you think smarter, not harder.

Do you ever wish that you could run ideas by someone else without having to actually talk to them? Well, you can.

Most popular generative AI platforms have intuitive-enough features to offer input that is personalized to you and your requests. Want to know how an email sounds? Maybe you’re looking to get a second opinion on a project proposal? Perhaps you’re looking for another pair of eyes to take a look at that spreadsheet?

Whatever the need is, just know AI’s got you.

5. AI makes product innovation easier.

Have you ever bought a product/service and thought to yourself, “I could’ve done this better myself.” Well, what if I told you that there’s a way to avoid having your own product/service be on that same chopping block? All you need is AI on your side.

With AI at your fingertips, you can identify new product opportunities (i.e., analyzing market trends, competitive landscapes, etc.) and improve product quality by optimizing design, testing, and manufacturing processes.

Plus, no more getting business advice you didn’t ask for (AI’s very mindful of boundaries in that way).

6. AI makes tasks easier to complete.

From automating mundane tasks (like data entry, scheduling, follow-ups) to generating creative content (email and social media copy), AI can simplify workflows, boost productivity, and handle repetitive tasks.

With AI available, you and your employees can concentrate on producing more strategic and goal-driven work, leading to increased efficiency, problem-solving, and, hopefully, developing more groundbreaking ideas.

7. AI saves money.

If you’re a business owner who’s just starting out and can’t afford to get folks on payroll immediately, investing some dollars into an AI-focused tech stack could be a short-term solution to a long-term problem.

Plus, even if you do have a few employees, spending some allocated dollars on enterprise-level AI products (and less on things like subscriptions or consultants) for them to experiment with could be more of a worthwhile expense, one that saves you both time and money.

8. AI makes extensive processes less of a hassle.

Things that take too long to complete are a pain. I think we can both agree on that.

But with AI at your disposal, you can take prolonged tasks that require significant effort or often take hours and transform them into quick and easy processes.

This means:

No more staring at your computer summarizing notes from that one really long meeting that happened last week
No more trying to organize that idea dump you had at 1 AM into an easy-to-read format
No more going crazy, losing sleep, or getting stumped

The future looks bright with AI, y’all. I promise.

9. AI can predict the future … or something like that.

Now, don’t get me wrong: I’m not saying that AI is a magical crystal ball.

However, it does do a pretty decent job at tracking patterns, which can be super helpful if you’re looking to get a pulse on your business’s performance. Through its ability to suggest predictions that can help you make educated decisions, AI empowers businesses to stay ahead of the curve.

Whether you’re looking to anticipate market shifts, determine customer behavior, or potential challenges, AI’s smart algorithms can provide valuable insights that help you avoid chaos and understand the impact of your business decisions.

10. AI streamlines operations (thank God).

Regardless of what sort of business you own, AI can optimize and enhance overall business efficiency. The great thing about AI is, as you work with it, it begins to learn your preferences, creating a substantive knowledge base (that you/your team can access at any time) of your specific needs and goals.

This personalized approach allows AI to provide tailored solutions and recommendations, further boosting your business's approach to doing, well, business.

11. AI protects your business.

If you’re not a cybersecurity genius, that’s okay. Let AI be that for you.

With platforms like Halcyon.ai and EXL now in existence, AI can help protect your business from cyber threats, data breaches, and sensitive information leaks. By continuously monitoring networks, detecting anomalies, and responding to threats in real-time, AI makes advanced security solutions pretty much hands-free.

I don’t know about you but … I think that’s pretty awesome.

12. AI helps mitigate risks.

AI is kind of like an eye that’s always watching. As I mentioned previously, once AI learns everything it can about your business, it’ll be able to detect when something isn’t right … or when something is about to go terribly wrong.

Once you’ve identified your business’s best ways of using AI, you’ll be able to train its technology to recognize unusual patterns and, eventually, develop contingency plans in response to them.

13. AI gives your business a competitive edge.

And, if all twelve reasons above haven’t truly convinced you yet, AI is simply worth batting an eye at because it's, well, “in” right now.

You’d be selling yourself short if you didn’t give AI a little bit of a chance. Even if AI isn’t meant to be used for everything, it’s certainly meant to be used for something.

Why Use AI in Business in 2024?

If you want an honest answer on why your business should be giving AI a chance in 2024, I can tell you this: Every industry is already using it.

Marketing, sales, customer service, you name it. Each of these business areas are all – not even exaggerating, here – utilizing AI to do more with less. But if you’re still not totally sold on how you/your employees could leverage AI tools in this same way, I’m here to debunk your doubts. Check out some recent data that might change your mind:

1. Marketers are using AI to create content.

According to HubSpot’s 2024 AI Trends for Marketers Report, 43% of marketers are using generative AI to “tackle content creation.” Here’s a breakdown of how they’re doing it:

47% of marketers are using AI for image generation
46% of marketers are using AI for social media posting
45% marketers are using AI for writing copy
44% of marketers are using AI for content quality assurance
38% of marketers are using 38% of AI for long-form blog writing

2. Salespeople are using AI to personalize prospecting.

HubSpot’s 2024 AI Sales Trends Report mentioned that 26% of salespeople are specifically using AI for customer research. Here are a few other notable ways they’re utilizing AI for prospecting efforts:

42% of sales professionals use a combination of generative AI and CRM integrations to strengthen prospect communications
64% of sales professionals use AI to lead more personalized prospecting efforts
26% of sales professionals use AI to refresh sales enablement materials

3. Customer service folks are using AI to improve customers’ experiences.

HubSpot’s 2024 State of Customer Service Report revealed that 86% of customer service experts believe that AI will “transform the experience customers get with their company.” Check out some other AI-related customer service insights below:

45% of customer service reps said AI is useful in helping human staff resolve customer service issues
88% of customer service specialists use gen AI to write responses to customer service requests
75% of customer service folks agree that AI/automation tools help improve customer service response time

How AI Can Give You a Competitive Advantage

1. AI can help you go to market faster.

Little by little, AI can significantly accelerate how quickly your business gets in front of new customers. With the help of AI-powered tools, you’d be able to:

Get detailed feedback on your product/service (from a totally unbiased perspective, might I add)
Outline full campaigns, calendars, etc. (Pro Tip: Try prompting ChatGPT with the following: “Design me a [number of days] marketing campaign with a full social media calendar designed for [insert platform name] audiences. I’m a [insert type of brand].”)
Identify your business’s ideal persona

Here’s a quick snapshot of what happened when I tested that prompt above, by the way:

2. AI can help you market your business more effectively.

If you’ve been musing about how you can use AI to market your business more effectively, here are a few of my suggestions for how to make it do the hard stuff for you:

Use HubSpot’s AI Hub, Breeze, to design custom content (landing pages, blogs, etc.)
Save prompts (templates) that you’ve noticed produce the content you like (i.e., if you use ChatGPT and you’ve used a prompt that works, keep track of them via a Google Doc or spreadsheet that's easily accessible)
Identify what generative AI stack works for you (I personally like using ChatGPT for research and Google’s Gemini for content editing, you can also figure out which platforms you prefer for certain tasks, too)

3. AI can help you recruit talent.

AI knows a thing or two about talent scouting. When prompted correctly, you can use it to sift through resumes and candidate profiles, search for skills, previous roles, even experience with tools/software that your company uses.

Pro Tip: If you’re an active LinkedIn user, consider using some of LinkedIn’s embedded AI technology to write and publish job postings for your business. Take a look at the screenshot below to see a faux-listing that I created for one of my favorite magazine publications, DAZED Magazine.

AI or Not, The Choice Is Yours

At the end of the day, the decision to integrate AI into your business is yours to make. However, the evidence is clear: AI offers a wealth of opportunities to improve efficiency, business operations, and enhance customer experiences.

Don't let fear hold you back from reaping the rewards of AI. Take the first step towards a more efficient, innovative, and successful future. You (likely) won’t regret it.

Automated lead routing is essential for multi-product companies — here's the how and why

Sam Lauron — Wed, 01 Oct 2025 17:00:03 +0100

For sales teams, speed and precision in handling new leads can be the difference between winning and losing a deal. But, for multi-product organizations, the challenge goes beyond simply assigning a rep. Each lead may align with different products, territories, or account histories, making manual routing slow and prone to errors that leave money on the table.

Sophisticated, automated lead routing provides the structure that multi-product companies need to scale. By layering product expertise, geographic rules, and rep capacity, regional sales teams can ensure every opportunity reaches the best-fit seller instantly. HubSpot's workflow tool can help teams assign leads to the best rep and simplify complex assignment processes.

This guide will go over the challenges of manual routing in multi-product environments, how automatic lead routing works, and a step-by-step framework for setting up real-time lead routing automation.

Table of Contents

Routing Challenges in Multi-Product Environments
The Benefits of Automated Multi-Dimensional Routing
How Automatic Lead Routing Works
How to Implement Automated Routing Workflows
Comparison of Routing Approaches
Tips for Setting Up Your Lead Routing System
Frequently Asked Questions

Routing Challenges in Multi-Product Environments

Lead routing can be tricky for any sales team. And, the cost of a bad lead can be detrimental. In fact, the average cost of bad leads for enterprise companies surpasses $4 million annually. Combined with these challenges, multi-product lead routing adds another layer of complexity.

Below are a few routing challenges that real sales leaders experience.

Simple Round-robin Routing Fails for Product Diversity or Skills Match

Round robin is a common routing model that prioritizes even lead distribution among reps. But for multi-product companies, this approach doesn’t take into account product diversity. Each product may have a distinct ideal customer profile (ICP), such as SMB vs. enterprise, or vertical-specific needs. This layer of complexity can’t be solved by simply taking turns with reps.

Pairing skilled reps with specific product knowledge is critical to landing a deal, suggests Caspar Matthews, director of Electcomm Group Electrical & Data.

“A lead that requires understanding of high-voltage systems, for example, cannot be handled by someone whose training primarily covers data cabling,” says Matthews. “When those mismatches occur, clients get held up and the business loses credibility.”

Pro tip: Teams can leverage HubSpot's Score property to automatically qualify leads based on custom criteria. Scoring allows teams to move beyond simple round-robin distribution to intelligence-based routing that considers product fit and lead quality.

Territory Conflicts and “Cherry-picking” by Reps

Another common challenge with multi-product lead routing for regional sales teams is territory conflicts. Different sales teams may own different product lines or regions, making it difficult to manually select which rep in what territory takes the lead.

Nicola Leiper, director and head of project management at Espresso Translations, has experienced this firsthand at her global translation company.

“Our most serious challenges occur when enterprise customers are distributed in various territories,” says Leiper. “For instance, let’s say Morgan Stanley London needs Swedish contracts, but their key relationship is in our U.K. territory. Nobody knows what belongs to who, commissions are fought over, and clients are left out of the conversation.”

Time Zone Delays and Capacity Imbalances

There’s a reason the phrase “speed-to-lead” exists. Every minute counts in lead routing as response time directly impacts conversion. Conversion rates are eight times higher when responses are made within five minutes.

Manual routing can’t solve for time zone delays and balancing rep capacity. With manual routing, reps may not respond to leads after hours. In another instance, reps who have a full capacity may not be able to respond quickly to new leads. These delays can cost sales teams valuable leads.

Pro tip: HubSpot's predictive lead scoring tool uses machine learning to identify the best leads automatically. The system incorporates the likelihood of closing and helps teams prioritize outreach when capacity is limited.

Product Overlap

In multi-product environments, teams can struggle with directing leads to the right offering — especially when there’s overlap between many of them. These imbalances among product lines can skew lead routing and lead to product neglect.

Pro tip: Sales teams can create Active Lists in HubSpot to automatically identify qualified leads based on score thresholds and product interest signals. Active lists will then ensure leads with multiple product interests are properly categorized.

“In cases where various products focus on the same audience, leads tend to fall in a grey space,” says Caleb Johnstone, SEO Director at Paperstack. “This generates disagreements among reps and slows down the response mechanisms.”

Matthews adds, “Some teams are overloaded by the products in their line that initially get more interest, and other product lines are stifled, even though they may have equal revenue potential.”

The Benefits of Automated Multi-Dimensional Routing

Sales automation changes the game for multi-product companies. Time is no longer a barrier, product alignment is prioritized, and response time is faster.

Here are specific benefits of automated lead routing.

1. Capacity-Based Efficiency

Routing logic that accounts for rep workload ensures every lead gets attention without overwhelming the sales team.

Instead of assigning leads at random, HubSpot monitors active pipelines, meetings booked, and daily workload. HubSpot then directs new leads to reps with the capacity to respond. Real-time rep availability matching not only balances productivity across the team but also prevents lead neglect, which improves overall conversion rates.

“Automated routing ensures that the right lead is automatically transferred to the right team without an opportunity for human bias and without wasting time with manual reassignment,” says Matthews.

2. Product Affinity Scoring

When routing incorporates product interest signals — demo page visited, trial feature usage, or historical buying patterns — leads can be matched to reps or teams best aligned with that product.

This creates “smart matches” between buyers and specialists, improving the quality of conversations from the very first touch. The result: higher win rates, shorter sales cycles, and smoother cross-sell or upsell motions for multi-product organizations.

Affinity scoring can also facilitate multi-product interest alignment. Automatic routing engines can detect when a lead engages with multiple product lines. For example, signing up for a support demo while also downloading CRM content.

Instead of treating these as separate leads — and risking duplicate outreach — the system can either route them to a rep who can introduce a broader suite of solutions, or steer the lead to a specialist rep or team trained in handling cross-product discussions.

This avoids the buyer being bounced between multiple product teams and ensures the first conversation is comprehensive, not fragmented.

3. Decreased Response Time

Speed-to-lead is one of the strongest predictors of conversion. Automated, real-time routing eliminates delays caused by manual assignment or team confusion. For one company, automated routing cut response time by 90%.

As soon as a form is submitted or an intent signal is detected, the lead is routed, often with enriched context, to the right rep in seconds. Faster response time builds trust with buyers and increases the chances of connecting before competitors do.

“In many cases, automated leads can produce responses in less than two hours, which is the difference between winning a contract worth $50,000 and losing it to a competitor,” suggests Matthews. “That speed and consistency are very difficult to achieve without automation.”

Real-time lead management can also incorporate time zone intelligence, reducing after-hours handoffs and reaching available reps sooner.

“Automated lead routing is consistent,” says Matthews. “A lead that comes in at midnight gets the same structured allocation as a lead that comes in midday.”

4. Fallback and Failover Handling

Automatic backup assignment for offline reps. Zero lead leakage during holidays

Even the best-designed systems encounter rep unavailability, whether due to time zones, vacations, or missed SLAs. Automated routing solves this with built-in failover rules.

For example, if a rep doesn’t accept or act on a lead within a set timeframe, the lead is instantly rerouted to the next best-fit option. This prevents leads from stalling in queues and ensures every opportunity is worked promptly, preserving both efficiency and customer experience.

“Before automation, the quality of service was completely down to which rep answered the phone that day,” says Leiper. “After setting up automatic lead routing, in one quarter, we reduced response time from 4.2 hours to 37 minutes and increased conversion rates by 23%.”

How Automatic Lead Routing Works

Automatic lead routing is a decision engine that evaluates a lead against multiple layers, such as product, region, fit, intent, and sales rep availability. The system can then route leads to the right sales rep instantly, ensuring both efficiency and buyer experience.

HubSpot's CRM provides a centralized system that uses data from over 20 million businesses to automatically enrich lead information. That helps identify company details and industries to improve routing accuracy and decision-making.

Here’s a visual routing logic flowchart.

Source

Below is a detailed breakdown of the major factors to consider in sophisticated routing logic.

Product Line Logic

In multi-product companies, automated routing rules should account for product-specific expertise. A lead showing interest in a product should be connected with a rep who specializes in that offering. This alignment not only improves the buyer experience but also increases the likelihood of a faster, more informed sales cycle.

Here are some specific factors to consider:

Single-product inbound vs. multi-product inbound. The routing must detect which product the lead is interested in. For example, a company offers a payroll tool and an HRIS. If a lead requests a payroll demo, it should go directly to the payroll AE team, not a general SDR.
Cross-sell/upsell. Existing customers expressing interest in another product should route to their account manager first.
Product complexity. Some products require more senior reps or specialists. For example, an enterprise-grade product vs. SMB self-serve.

Geographic Rules

Geography remains a critical layer in lead routing decisions. Factors like regional sales territories, language preferences, and time zone coverage can determine whether a lead receives timely and relevant outreach.

Automated lead distribution ensures that leads are consistently aligned to the correct region, reducing conflicts and avoiding delays that manual assignment often creates.

Below are rules sales teams can add to their routing workflows:

Region-based assignment. For global teams, leads can be matched to reps covering North America, EMEA, APAC, etc.
Time-zone alignment. Automated routing ensures leads are connected to reps in a region where same-day or real-time follow-up is possible.
Country-level compliance. For industries like fintech or healthcare, leads must be routed to reps licensed in that geography.

Lead Intelligence

Not all leads carry the same weight. Data such as company size, buying signals, intent data, or account tiering should guide routing decisions.

Automated routing platforms can leverage these attributes to prioritize high-value opportunities and direct them to senior or specialized reps. Meanwhile, lower-value leads might be routed to an SDR team or nurtured further through marketing automation.

Here are some intelligence factors to consider:

Firmographics. This includes industry, company size, revenue band, and tech stack compatibility.
Buyer role. Take into account their title and seniority (e.g., C-level to enterprise AE, manager-level to SMB AE).
Behavioral signals. This can include the number of site visits, product usage milestones, or event attendance.
Intent data. If a lead is flagged as “in-market,” it may bypass SDR qualification and go straight to sales.
ABM tiering. Named accounts get priority routing to assigned account owners.

Sales Team Factors

Even with strong product and territory rules, efficiency breaks down if reps are overloaded or misaligned. Capacity-based routing balances workloads by checking who has bandwidth before assigning new leads.

Skill specialization adds another dimension, ensuring a lead interested in technical integrations, for example, goes to a rep with the right expertise. This approach keeps the team efficient and prevents missed opportunities due to rep burnout or mismatched skill sets.

Here are capacity and workload balance factors to consider:

Availability-based routing. If a rep is at capacity, the system reroutes new leads to available reps.
Weighted distribution. Some reps may get fewer or more leads based on quota, ramp stage, or performance.
Fairness rules. Automated lead distribution prevents overloading high-performers while underutilizing others.

Automatic lead routing also takes into account the sales reps’ skill specialization and experience, which includes:

Product expertise. Leads interested in a specific product line are routed to reps trained on it.
Segment specialization. SMB vs. enterprise routing (e.g., SDRs handle SMB, senior AEs handle enterprise).
Vertical alignment. Certain reps may specialize in specific industries such as healthcare, finance, or manufacturing.
Language support. Leads are routed to reps fluent in the customer’s language.

Advanced Logic

Sales teams can also set up automated routing to consider advanced logic. As companies scale, routing often requires more than simple “if/then” rules. Advanced logic allows teams to combine multiple criteria (i.e., product interest, region, account ownership, and lead score) into layered decisions. This can help factor in cases such as existing customers or even a partner referral.

For example, a high-intent lead for Product B in North America might bypass the SDR pool and go directly to a senior AE, while lower-intent leads follow a different path. This type of multi-dimensional routing ensures precision, minimizes edge-case errors, and provides the flexibility to adapt as products, territories, and sales motions evolve.

How to Implement Automated Routing Workflows

Implementing automated lead routing is a structured process that ensures a team’s system aligns with its go-to-market strategy and avoids gaps in multi-product coverage. Here’s a practical framework to follow.

1. Audit current routing rules.

Begin by mapping your existing lead flow. Document how leads are currently assigned through both manual processes — such as spreadsheets and manager handoffs — and automated ones, like CRM rules and round-robin assignments.

Next, identify bottlenecks such as delayed assignments, duplicate outreach, or customer handoffs between product teams.

It’s also important to pinpoint gaps in multi-product logic. Are leads with multiple product interests split between teams, or dropped entirely? Do existing customers get misclassified as net new?

Understanding the current workflow gaps can help sales teams determine the criteria and routing logic they need to set up.

2. Define routing criteria per layer.

Once the current state is clear, outline routing logic layer by layer. Factors to define include:

Product. Determine which product line signals matter most. This could be form fills, trial data, or pricing page visits, for instance. Decide if certain product factors will be sent to specific reps. For example, who owns cross-sell opportunities? Will more senior reps handle complex opportunities such as enterprise-grade sales?
Geography. Which territories, languages, or time zones determine rep assignment?
Team. Take into account capacity caps and rep skill specialization — whether that’s experience-based or product-based.

When determining routing criteria, sales teams must prioritize criteria by business impact. For example, geography and product interest may take precedence, while rep capacity can act as a balancing mechanism.

3. Configure in HubSpot (or preferred platform).

With criteria in place, configure the CRM or routing tool. In HubSpot, this can be done with custom workflows and routing properties. See how to configure routing automation in HubSpot.

Step 1: Create custom routing properties.

Set up custom routing criteria for product interest, account type, and territory in HubSpot.

Step 2: Build “If/T

How to use AI conversation intelligence to improve deal velocity

Cassie Wilson Clark — Mon, 29 Sep 2025 12:00:04 +0100

SaaS sales teams are feeling a slowdown. Deals drag on for weeks, decision committees keep growing, and reps are under pressure to deliver faster results with fewer resources. In a tough landscape, AI tools like conversation intelligence (CI) can be a genuine game-changer.

Conversation intelligence uses AI to analyze customer interactions to extract actionable insights. Tools like HubSpot Conversation Intelligence provide deeper insights into calls, helping sales reps unlock opportunities and make data-driven decisions.

This post will explore what CI is, show the tangible benefits it delivers, and share how to implement HubSpot’s conversation intelligence to accelerate deal velocity.

Table of Contents

What is AI conversation intelligence?
The Benefits: How AI Conversation Intelligence Can Make Deal Velocity Faster
How to Implement AI Conversation Intelligence Using HubSpot
Reviewing Sales Conversations With vs. Without AI Analysis
Q&A: How to Use AI Conversation Intelligence to Improve Deal Velocity

What is AI conversation intelligence?

AI conversation intelligence is software that automatically records, transcribes, and analyzes sales calls and meetings. Instead of manually reviewing call notes or relying on reps’ memories, sales leaders get structured insights into what’s happening across every deal in the pipeline.

At its core, conversation intelligence uses natural language processing (NLP) and machine learning to:

Detects keywords, topics, and sentiment during calls.
Identify talk-to-listen ratios, objection handling, and next steps.
Surface patterns that lead to faster deal progression.
Flag risks, such as a lack of decision-maker involvement or stalled follow-ups.

HubSpot's Conversation Intelligence helps managers train new reps, identify top performers, and see performance patterns. Leaders can even leave feedback on specific moments in a call.

But even with these promises, many sales leaders ask, “What’s the average deal velocity improvement for SaaS companies using AI conversational intelligence? And is it worth adding another tool to our stack?”

To answer these questions, I asked Keiran Fallon, head of marketing at Ocuco, for his thoughts on this. Fallon told me that his sales teams added AI conversational intelligence to their processes and quickly discovered the power of smarter, more targeted conversations.

Fallon said, “On average, follow-up emails are 35% more effective because AI finds the exact pain points that prospects have mentioned.” He also added, “Higher close rates and shorter sales cycles are the outcomes of these more fruitful, consultative discussions.”

Think of conversation intelligence as a sales coach who never sleeps. Where managers used to review one or two calls per week, AI now gives teams visibility into every conversation, at scale and in real time.

Pro tip: HubSpot Conversation Intelligence provides data-driven insights from customer calls that give a complete overview of customer interactions. Sales managers can use tracked terms to identify specific conversations, report on outcomes, and automatically trigger workflows.

The Benefits: How AI Conversation Intelligence Can Make Deal Velocity Faster

AI conversation intelligence isn’t just another tool in a cluttered tech stack. AI-powered analysis delivers real, measurable impact on how deals move (or fall off) through the pipeline. Benefits include:

Better understanding of sales qualification and more accurate forecasting.
Coaching for reps.
Identifying risks early.
Accelerated onboarding.
And stronger cross-functional alignment.

To bring this to life, I asked Fallon to share how these benefits play out. Here’s what he told me.

1. AI Call Analysis for Better Qualification

One of the biggest drags on sales velocity is poor qualification. Without proper lead qualification, reps waste cycles chasing prospects who were never a good fit or were never in the market to buy.

AI conversation analysis identifies winning behaviors, such as which discovery questions uncover budget and authority faster. In fact, top-performing SaaS sellers using AI call analysis manage 2.6 times more deals and have sales cycles that are 42% shorter than average performers.

AI sales agents also flag missed qualification steps, making it easier for sales representatives to disqualify a lead or circle back to include the appropriate decision-makers.

Fallon told me, “The secret is that AI can quickly figure out the exact words, tone, and rhythm that lead to successful sales by looking at a lot of conversations at once. By revealing these insights, the AI helps salespeople improve their outreach and tailor their messages to meet the specific needs and concerns of each prospect.”

With these insights, reps learn to zero in on high-intent buyers early, which can shorten sales cycles and create lasting connections with long-term customers.

Fallon says, “People who excel in sales are recognized for their ability to ask insightful, open-ended questions. The AI can help salespeople in real-time by determining the best order for asking questions. This ensures that they utilize these proven methods and obtain the crucial information necessary to close the deal.”

Why this matters for deal velocity: When qualification is sharper, fewer unqualified deals clog the sales pipeline. That means reps spend more time advancing opportunities that can actually close, and cycle times naturally shrink.

2. Conversation Insights for Coaching

Top sellers have 55% stronger discovery skills than their less-skilled counterparts. Although this is a wide gap, it can be narrowed with strategic coaching. The problem with coaching, however, is that it requires a time investment, and often relies on a manager’s limited bandwidth.

AI sales tools fill in the gaps, giving managers real-time insights into rep performance. This makes it easier for managers to coach reps through specific moments, such as handling objections or pricing conversations, by using concrete examples instead of vague feedback.

Pro tip: HubSpot Conversation Intelligence enables managers to become great coaches by helping them see performance patterns and leave feedback on conversations, even with limited time to shadow calls.

Fallon says this is one of the earliest and biggest benefits of adding AI to sales processes. He told me, “The AI can identify the precise wording, questioning strategies, and general approach that are associated with successful results by examining a significant number of sales calls.”

Sales is a team effort, and as Fallon said, using a CI tool helps “individual sales representatives to gradually acquire those skills, which enables organizations to scale those best practices throughout the entire sales team swiftly.”

I asked Fallon what this looks like in practice on a broader scale. He told me that his team saw a 25% decrease in the average sales cycle duration simply by adding AI insights into their current sales playbooks. Adding, “According to our experience, during the first three to four months of implementation, there is a discernible increase in sales productivity and consistency.”

Why this matters for deal velocity: Coaching no longer depends on chance or manager capacity. Instead, every rep can learn from top-performer behaviors quickly, creating a team-wide lift in win rates and faster cycle times.

3. Early Deal Risk Identification

Pipeline slippage is a roadblock that keeps deals from moving forward. When prospects are left chasing reps for updates, deals slow down and fall apart. AI conversation intelligence mitigates that risk by flagging issues before a customer feels the need to call or send an email.

Instead of waiting for prospects to raise concerns or sales reps to identify them, AI surfaces red flags that prevent deals from progressing. Some of those red flags include missing stakeholders, unanswered objections, or stalled next steps. HubSpot Conversation Intelligence helps managers understand how teams are performing on customer calls so they can identify these risks early.

These insights help managers and reps to intervene early, keeping deals on track.

A notable example is Carvana, which developed an AI-powered Conversation Analysis Review Engine (CARE) on Microsoft Azure. By proactively analyzing customer interactions, Carvana reduced inbound sales calls by 45% over a two-year period.

Reducing inbound calls might seem counterintuitive, but it’s actually a good thing. It means fewer reactive calls brought on by friction or confusion. When there’s less friction, smoother and faster customer experiences signal stronger deal momentum and a lower risk of drop-offs in the pipeline.

Why this matters for deal velocity: AI turns risk detection from reactive to proactive. By catching problems early, teams prevent pipeline stalls and keep deals moving steadily toward close.

4. Data-Driven Forecasting Accuracy

Forecasting has always been one of the toughest parts of sales leadership. Too often, reps update CRM stages based on gut feelings, which makes pipelines look healthier than they really are.

Fallon told me that one of the most surprising benefits of AI conversation intelligence was how much it improved their forecasting accuracy. At Ocuco, AI flagged that their top-performing reps always covered implementation schedules during the first call. Deals where this happened consistently closed faster and more predictably. By contrast, when implementation wasn’t discussed early, those opportunities were far more likely to stall.

The detailed level of behavioral insight helped Ocuco’s leadership team understand which deals were truly healthy and which ones were at risk, even if the CRM suggested otherwise.

Why this matters for deal velocity: When forecasts are grounded in actual buyer behaviors instead of guesswork, leaders can allocate coaching and resources more effectively. The result is a smoother pipeline and fewer deals stuck in limbo.

5. Accelerated Onboarding and Ramp Times

Ramp time has always been a challenge for sales teams. New reps often need months of shadowing and trial-and-error before they’re confident enough to run strong discovery calls. HubSpot's Conversation Intelligence can dramatically shorten this learning curve by highlighting specific questioning sequences and behaviors that drive better outcomes.

Fallon mentioned that AI conversation intelligence dramatically shortened this learning curve for his team at Ocuco. The AI highlighted specific questioning sequences that drove better outcomes.

For example, asking about “current patient booking challenges” early in calls made optical software sales close 40% faster. Instead of waiting months to stumble across this insight, new hires could learn and apply it from their very first calls.

As Fallon put it directly: “That’s not something most new reps would figure out on their own in the first six months. It’s something we can now scale from day one.”

Why this matters for deal velocity: When new reps can adopt proven behaviors immediately, ramp times shrink, deals close sooner, and growth scales without sacrificing quality.

6. Stronger Cross-Functional Alignment

Marketing, product, and customer success all play a role in how quickly deals move forward. But too often, those teams don’t have access to the voice of the customer that sales hears every day. HubSpot Conversation Intelligence gives sales and service teams a complete overview of customer interactions on one platform.

Fallon told me that one of the unexpected wins with AI conversation intelligence was how much it improved cross-functional alignment at Ocuco.

While their AI found that top reps always brought up implementation schedules and procedures during early calls, they found these insights were just useful for sales coaching. Instead, it was a clear signal for product and onboarding teams.

They began emphasizing implementation clarity earlier in the customer journey, which reduced objections and built trust sooner.

Why this matters for deal velocity: When every team works from the same buyer insights, prospects hear a consistent story, objections are addressed proactively, and the transition from sales to delivery feels seamless. That consistency keeps deals moving quickly instead of slowing them down with uncertainty.

How to Implement AI Conversation Intelligence Using HubSpot

Adding AI CI to your sales tech stack is a smart way to stay ahead of the competition, close more deals, and move closer to your overall goals.

Here’s how to use HubSpot’s AI Conversation Intelligence to support your sales teams.

1. Integrate HubSpot Conversation Intelligence with CRM and call platforms.

Before generating insights, teams must have the foundation to record conversations reliably and feed them into a CRM. The value of AI conversation intelligence starts with clean, connected data flowing from every customer interaction.

Here’s how to connect data to HubSpot.

Step 1: Connect call recordings to HubSpot Conversation Intelligence.

Connect sources: Zoom, Zoom Phone, HubSpot Calling, Dialpad, Aircall, or Gong to auto-record and push transcripts into Contact/Company/Deal timelines.
Turn on auto-log: Enable “Log and transcribe calls” so AI summaries, action items, and snippets attach to the right records.
Standardize IDs: Map external call IDs to a custom property to avoid duplicates and preserve lineage.
Security and consent: Enable call recording notices and document consent in a Call Consent property.

Step 2: Configure analysis triggers and data sync.

Scope analysis: Create call types, like Discovery, Demo, Pricing/Negotiation, or Exec Review, via a dropdown property. Then, trigger CI analysis only for scoped types.
Map to deals: Use a workflow, such as “If a call includes a tracked Contact linked to ≥1 Open Deal, attach insights to the Primary Open Deal by stage priority.”
Write back key fields: Persist AI outputs into properties on the Deal record so they’re reportable and trigger automation.

2. Define winning behaviors & metrics.

AI is only as powerful as the rules and benchmarks you set. To accelerate lead velocity, sales reps will need to define what “good” looks like in a conversation and then measure calls against those standards.

Follow these steps.

Step 1: Map ideal call attributes.

Create a scoring rubric, or a playbook, for each call type. Here’s an example discovery rubric, totaling up to 100 pts:

Problem clarity established (20)
Impact quantified (15)
Stakeholders identified (15)
Budget/timing explored (20)
Next step secured with date (20)
Mutual action plan referenced (10)

Save this rubric in HubSpot Playbooks so managers and reps can apply it live and CI can mirror the criteria for AI scoring.

Step 2: Set up score thresholds.

Translate rubrics into thresholds that drive automation. Here’s a quick overview of some thresholds you might set:

CI Qualification Score ≥ 75: Fast-Track lane
CI Stakeholder Coverage ≥ 2 by Stage 2: Healthy; else add Risk Flag
CI Next Step Confidence = Low: create a task for rep within 4 hours and notify coach
CI Objection Risk = High: enroll deal in “Objection Handling” coaching workflow

3. Build coaching and alert workflows in HubSpot Conversation Intelligence.

Insights matter most when they drive action. The real power of conversation intelligence lies in how coaching and risk alerts flow seamlessly to managers and reps in real-time, ensuring no deal is left behind.

Follow these setups to set up your coaching and alert workflows.

Step 1: Create real-time alert workflows for sales coaches.

Trigger: CI Risk Flags contains any OR CI Next Step Confidence = Low OR No next meeting within 7 days.
Actions:

Slack/Teams DM to owner + coach with deal info and call snippet link.
Create a Coach Review Task due in 24 hours.
Add a call to a “Coachable Moments” Playlist.

Sales Prospecting: 43 skills, tips, techniques, templates, & tools to succeed

Diego Mangabeira — Thu, 18 Sep 2025 21:00:00 +0100

Let’s get one thing straight: Prospecting isn’t the glamorous part of sales. It’s not where you close deals, earn high-fives, or ring the gong. But if you skip it or do it half-heartedly, none of those other moments happen.

I’ve done over 11,000 cold calls and booked hundreds of meetings. I’ve helped founders land their first five clients and enterprise reps break into global accounts. And across every industry, one truth holds up: Consistent prospecting is the lifeblood of the pipeline.

This guide isn’t theoretical. It’s a battle-tested playbook full of what actually works, from sharpening your targeting to choosing the right tools, crafting emails that get replies, and building daily prospecting habits that drive results. Whether you’re a solo founder or a tenured AE, if you want to prospect like a pro, this is for you.

Let’s dig in.

Table of Contents

What is prospecting?
Why is sales prospecting important?
How to Prospect Effectively
Sales Prospecting Skills
Sales Prospecting Tips
Sales Prospecting Tools
Sales Prospecting Process
Outbound vs. Inbound Prospecting
Sales Prospecting Questions
Prospecting Email Examples
Prospect Marketing

What is prospecting?

Prospecting is the process of initiating and developing new business by searching for potential customers, clients, or buyers for your products or services.

Prospecting is the front line of every great sales engine. It’s the work we do before the deal, when there’s no pipeline, no momentum, and no reply yet. It’s the process of identifying the right people, starting the right conversations, and opening doors that lead to revenue.

But here’s what I’ve learned after years of outbound: Effective prospecting isn’t about spray-and-pray lists or robotic outreach. It’s about relevance. You’re not just looking for anyone with a title; you’re looking for real people with real problems you can solve. And that means combining strategy, tools, and a lot of discipline to consistently surface high-fit leads and spark meaningful engagement.

Done right, prospecting doesn’t feel like an interruption. It feels like insight delivered at the right moment.

Why is sales prospecting important?

Because no matter how great your product is, it won’t sell itself — not in this market. Prospecting is the proactive engine behind revenue. It’s how you stop waiting for leads and start creating opportunities.

When I’ve skipped prospecting, I felt it in the pipeline two weeks later: fewer calls, fewer closes. But when I stay consistent, I don’t just fill the funnel — I fill it with people actually likely to buy. According to RAIN Group, top performers who prospect consistently generate 2.7x more meetings than their peers. That’s not luck, that’s intent paired with execution.

Prospecting also gives you a strategic edge: You’re not just reacting to inbound interest. You’re setting the tone, identifying fit, and creating value before your competitors even get a chance.

Lead vs. Prospect

Let’s clear up one of the most common misunderstandings in sales prospecting: the difference between a lead and a prospect. I’ve seen even experienced reps confuse the two, and it matters more than most people think.

A lead is anyone who’s shown some kind of interest. Maybe they downloaded a whitepaper, visited your pricing page, or signed up for a webinar. But at this stage, they’re still a question mark. You don’t know if they’re the right fit, or even seriously considering a purchase.

A prospect, on the other hand, is a lead that’s been qualified. That means you’ve done your homework: checked the company size, role relevance, industry alignment, or maybe even identified a problem your product could solve. You’re not just guessing anymore. You’re reaching out with intent.

Here’s how I think about it: A lead is a name. A prospect is a possibility.

Let’s say you sell workflow automation software for mid-sized logistics companies. A high school student downloading your ebook on time management? That’s a lead. But the operations director at a 500-person logistics firm who opened three of your emails and visited your product tour page? That’s a prospect worth your time.

Understanding this difference is what separates spray-and-pray sellers from consistent closers. Your prospecting time should focus on the latter. That’s how you build a reliable, scalable pipeline without burning out.

How to Prospect Effectively

Prospecting isn’t about blasting messages or chasing anyone with a pulse. It’s about being intentional. Before I ever reach out, I ask myself: Is this person the right fit? Do I have a reason to contact them beyond just hitting a quota? I don’t rely on templates or mass-blast tactics — I personalize every message based on real signals, such as a hiring spree, funding news, product launches, or even something they posted online.

I’ve learned that the strongest responses come from outreach that feels like a conversation already in motion, not a pitch out of nowhere. That means showing I’ve done my homework, being brief, and making the value obvious in the first few lines. And once I send that first message, I don’t stop there. I revisit what worked, iterate, and optimize constantly.

Effective prospecting is less about hustle, more about precision. It’s the art of relevance: reaching the right people, at the right time, with the right message.

1. Research your prospect and their business to gauge whether you can provide value.

I’ve never believed in blind outreach. If you’re guessing, you’re losing. Real prospecting starts with context, not a pitch. Before I ever hit send or pick up the phone, I immerse myself in the prospect’s world. What do they sell? Who do they serve? What’s changed recently? What’s broken? These are the questions that drive everything I do.

I treat the research phase like reconnaissance before a mission. I’m scanning LinkedIn for role changes or hiring sprees that signal growth. I’m checking the company’s blog or newsroom to understand what’s top of mind for their leadership. I’ll even look at Glassdoor reviews if I’m trying to get a read on internal culture or operational friction. And if I see they’ve just raised funding or adopted new tech, that’s a signal, not just of opportunity, but of timing.

But here’s the trick most reps miss: I’m not just collecting data, I’m connecting dots. I’m looking for alignment between their strategic priorities and the problems I know how to solve. If I can’t find that overlap, I don’t reach out. Because when you reach out without relevance, you erode trust before you even get a reply.

Prospecting is not about volume. It’s about precision. And that precision starts here, with the discipline of researching like someone whose time actually matters. Because it does. And when you treat your prospect’s time with that level of respect, you earn the right to have a real conversation.

2. Prioritize your prospects based on their likelihood of becoming customers.

Not all prospects deserve the same amount of your energy. I learned that the hard way early in my career, spending hours chasing logos I thought were impressive but had no urgency, budget, or pain. Just because someone looks like your ideal customer on paper doesn’t mean they’re ready to buy — or even willing to talk. So I stopped treating every lead equally and started qualifying like my calendar depended on it.

Prioritization isn’t about guesswork; it’s about pattern recognition. I look for signals that indicate buying intent: recent funding, job postings in key departments, LinkedIn activity from decision-makers, or a tech stack change that aligns with our solution. I tag these prospects as “active,” and they go to the top of my list. If a company fits our ICP but shows no movement, I keep them warm in a nurture sequence but don’t spend time crafting custom messaging just yet.

Scoring Potential Prospects

Let’s face it, not every lead deserves the same amount of attention. When your pipeline fills up, your time becomes your most valuable asset. That’s why having a prospect scoring system isn’t just “nice to have” — it’s your filter for clarity, speed, and revenue.

I’ve built and rebuilt lead scoring models for years, across startups and enterprise teams, and the same truth always surfaces: Activity without prioritization leads to burnout. You end up chasing shadows while the real opportunities slip through the cracks.

So, here’s how I approach scoring potential prospects, not in theory, but in the trenches.

Assign weight based on your current GTM priorities.

Start by asking: What matters most to this campaign or cycle? Some teams prioritize company size or budget, while others focus on timing signals or buying behavior. For example, if I’m selling a complex SaaS platform, I’ll give more weight to “tech stack compatibility” and “team size.” But if it’s a limited-time launch, I’ll shift weight toward “intent” and “urgency.”

I typically use three buckets:

Fit (Firmographics). Industry, company size, role, location, and tools used.
Intent (Behavioral). Page visits, email opens, event attendance, engagement.
Timing (Trigger events). Funding rounds, job changes, hiring, product launches.

Each gets a percentage weight. One campaign might look like: 50% Fit, 30% Intent, 20% Timing. Another might flip that.

Score prospects on a 0–100 scale per signal.

Next, I rate each prospect manually or with automation. If a prospect perfectly fits our ICP, I’ll score them 90+ on Fit. If they’ve opened three emails and clicked a case study, they might score 70 on Intent. If they’re hiring for a role related to our product, that’s a hot timing signal, maybe an 80.

Then I multiply those scores by the weight of each category.

Example:

Fit: 90 × 0.5 = 45
Intent: 70 × 0.3 = 21
Timing: 80 × 0.2 = 16

Total Score: 82/100

Anyone scoring above 75 becomes a priority. That’s my “A-list.” I focus most of my outbound energy there, crafting personalized messages, using multichannel outreach, and looping in sales engineers or content assets if needed.

Don’t just rank — rethink your motion based on the score.

Here’s the part most people miss: Scoring isn’t just about who to call first, it’s about how you engage.

If a prospect has high intent but low fit, maybe they’re a partner, not a customer. If someone has a great fit but no urgency, I’ll drop them into a nurture track. If they’re red-hot across all three signals, I’ll move fast, even looping in leadership if necessary.

Scoring gives me a map. Not just a list of names but a game plan.

Automate without losing the human touch.

You don’t need to run this on spreadsheets forever. Tools like HubSpot, Apollo, or even basic CRM logic can handle scoring models with custom fields and workflows. But always layer it with human judgment.

Some of my best clients had “low” scores at first, but a quick LinkedIn post or referral turned them into six-figure deals. So treat the score as a compass, not a cage.

3. Prepare a personalized pitch for each prospect.

There’s a reason spray-and-pray messaging doesn’t work: It treats humans like inboxes, not people. When I build a pitch, I don’t start with my product. I start with the person. Who are they? What keeps them up at night? Where do they sit in the org, and what do they stand to gain or lose?

I’ve learned the hard way that if your message feels like a template, it becomes a template. Ignored. Deleted. Forgotten.

So before I craft a pitch, I spend time earning the right to reach out. Here’s how I do it in practice.

First, I research beyond the basics. Yes, I look at LinkedIn, but I also check recent press, funding announcements, product launches, or hiring trends. If their team just rolled out a new integration, I’ll frame my message around accelerating adoption. If they’re scaling rapidly, I’ll speak to operational leverage.

Second, I map their role to their likely KPIs. For a VP of sales, I might mention pipeline velocity. For a head of ops, I might talk about time-to-productivity. Every pitch connects my solution to their scoreboard.

Third, I look for personal signals: podcast interviews, shared connections, even past companies. One time, a CRO replied because I referenced a podcast he did four years ago. “Nobody’s ever mentioned that one,” he said. “Let’s talk.”

Finally, I anchor the pitch in a trigger. Maybe they downloaded a resource, or maybe a competitor just launched a new feature. These moments turn cold outreach into warm timing.

The structure I use is simple:

Open with relevance — why this message is for them.
Mirror their reality — show you understand their context.
Make it brief and valuable — one idea, one outcome, one ask.

Because when you respect someone’s time and speak directly to their world, the pitch doesn’t feel like a pitch. It feels like a partnership waiting to happen. That’s how modern prospecting wins.

4. Craft the perfect first touch — and ensure you’re helping, not selling.

The first touch is where most reps go wrong, not because they’re bad at sales, but because they jump the gun. I’ve seen great products ignored simply because the outreach felt like a pitch, not a conversation. In a world flooded with templates and automation, what cuts through isn’t persuasion. It’s presence.

When I reach out for the first time, my only goal is to start a conversation that makes sense for them. Not for my quota or my calendar. For them.

Here’s what I’ve learned after thousands of cold calls and cold emails:

Lead with context, not credentials. You’re a stranger. The only way to earn their attention is to quickly make it clear that you’ve done your homework and you’re here to help, not to sell. Start by referencing something recent: a product launch, a podcast quote, a press release.
Talk about them, not your tool. I like to mirror the buyer’s reality before I mention anything about my solution. Instead of “We help teams automate outreach,” I’ll say, “I noticed you’ve doubled headcount in sales, curious how that’s impacting your pipeline speed.” The shift is subtle, but powerful.
Offer insight, not a meeting. Your first message should give, not ask. Share a resource, highlight a blind spot, or offer a quick rundown of something relevant. One of my best-performing emails offered feedback on a broken CTA on their site. That earned the reply — and the meeting.
Keep it human. Be normal. Drop the corporate tone. If I wouldn’t say it out loud, I don’t write it in an email. Adding a “Saw this and thought of you” or a quick compliment about a recent announcement can go a long way.

Prospecting done right doesn’t feel like selling. It feels like solving. And the best first touches don’t sound like outreach. They sound like someone who actually gives a damn.

5. Iterate on your prospecting process to understand what you can improve.

Prospecting isn’t a script. It’s a system in motion, and if you’re not reviewing it, you’re just guessing. My 10,000+ cold calls and hundreds of outbound campaigns have taught me that the reps who win consistently aren’t the ones with the most charm. They’re the ones who debrief the playbook after every play.

That means I don’t just hit send and move on. I stop and ask: What worked here? What didn’t? Did the subject line get opens? Did the CTA create friction? Was the timing off? Did I ask a question that sparked curiosity or one that got ignored?

Every touchpoint gives you data, whether that’s in your CRM, your email tool, or your gut. Use it.

What I do weekly is review my activity like an analyst. I look at response rates, yes, but I also read replies like a buyer. Where did I sound robotic? Where was I too vague? Where did I actually resonate?

Improving prospecting isn’t about changing everything. It’s about testing one thing at a time: a tighter hook, a new follow-up angle, a different opening line. Then, let the results guide you.

Because the truth is, you won’t know what works until you’ve done enough of what doesn’t and paid close enough attention to notice the difference.

Sales Prospecting Skills

1. The Ability to Identify Target Accounts

Daryll Dorman, sales manager at AllMax Software, says, “To be effective prospectors, sales reps need to understand what their target account looks like. You can analyze your current customer base to figure out the best size using filters from HubSpot.

“From there, you should use tools like LinkedIn to gather the different stakeholders you’ll need to work with. Tailor your conversation to the role you are targeting and be consistent. You will achieve success before you know it!”

2. Effective Listening Skills

Kristy Galea, director of sales at Cadence SEO, says, “One skill sales reps need to develop is effective listening — I see so many reps prepare decks to pitch, but if they are not listening to the pain points of the prospect first, then the fully-prepared deck has zero value.

“Effective listening, understanding, and building value around what the buyer is communicating is essential in building the relationship and winning the business in a positive way.”

3. Product Knowledge

Mike Sadowski, founder and CEO of Brand24, says, “For me, the most important one is product knowledge. You’ve got to know your stuff inside and out. It’s not just rattling off features, but understanding how you solve real problems for customers. When you reach out, you need to quickly explain how you’ll add value to their business.”

4. Time Management

Sadowski also says, “Time management is also key. Prospecting is a numbers game, and you’ve got to juggle multiple leads at different stages. It’s about finding that balance between quantity and quality. You can’t spend all day on one lead, but you also can’t just blast generic messages to thousands.”

5. Integrity

Dennis Sanders, founder of Burning Daily, says, “I still believe that integrity, as a virtue, is your most potent weapon. It is a bedrock upon which lasting client relationships are built and the cornerstone of sustainable success for you in your sales career.

“Any amateur sales rep can chase quick wins through half-truths and exaggerations, but those who are honest about their product or services can create long-term partnerships of trust with their prospects.

“One should view honest

Here’s how to write a professional LinkedIn headline to 10x your presence [+ examples]

Davidson Hang — Tue, 16 Sep 2025 12:00:00 +0100

I have been actively growing my LinkedIn presence for the past ten years and now have over 23,000 followers. It took time, consistency, and real commitment.

I used to go to countless networking events and conferences — I’ve always loved meeting new people. It was wild to me, as a young Rutgers University graduate, that there was a platform where you could reach out directly to professionals and potentially find mentorship.

Since then, I’ve leveraged LinkedIn to the fullest, aiming to be a super-connector and add value to my community. I truly believe karma is real: If you put good out into the world, it will come back to you tenfold.

The power of leveraging LinkedIn cannot be underestimated.

From job opportunities to guesting on podcasts, meeting people from all over the world, and having headhunters reach out with roles that take you to Chicago, Vegas, Berlin — it opens the door to a lifetime of adventures.

Valenta, Fortune, LinkedIn, CoachHub, and Experian were all jobs I landed through recruiter messages on LinkedIn.

Ready to learn how I did it? Let's dive in.

Table of Contents

What is a LinkedIn headline?
What should my LinkedIn headline say?
4 Tips on How to Write a LinkedIn Headline That Actually Stands Out
LinkedIn Keywords List
LinkedIn Keywords for a Headline
How to Change Your LinkedIn Headline
20 LinkedIn Headline Examples

Your headline is important for several reasons:

It’s the first line LinkedIn users see on your profile.
It gives an opportunity to show the world what you’re capable of and what you do.
It influences someone’s first impression of you as they scroll through LinkedIn.

Letting LinkedIn choose your headline for you is a mistake. With a customized headline, you'll instantly distinguish yourself, give prospects and recruiters a reason to view your profile, and start building the case for your product.

Remember: A LinkedIn headline explains the value you’ll deliver as a future employee. You'd say that pay-off is worth the effort, right?

What should my LinkedIn headline say?

Having worked at LinkedIn and personally seen how powerful it can be for your career, I find it pretty incredible when you really sit with it and think about it. A simple website can make the difference between earning minimum wage — as I once did — and then, five years later, making the kind of money I never thought possible for someone who grew up poor, living on government assistance.

Here’s what I learned: At the end of the day, it's all about who people know, like, and trust. And your LinkedIn presence and profile can impact that.

A LinkedIn headline should:

Describe what you do.
Show why someone should connect with you.
Imply how you can help them.

For example, when I started coaching SDRs and AEs, I changed my headline to “Sales Coach | Helping SDRs get promoted to Account Executive.” That shift alone sparked dozens of inbound leads.

The more specific you are, the more you will attract your ideal avatar. People think they might be turning away business with specificity, but the reality is that you want it to be clear so people know the audience you serve.

That being said:

A good headline captures someone’s attention, but what’s more important is your reputation. And that takes a lot of energy, effort, and cultivation.

The truth is that building a personal brand takes a lot of time and good will after decades of adding value to your community.

4 Tips on How to Write a LinkedIn Headline That Actually Stands Out

If you think about how much time professionals spend on LinkedIn, especially as a sales rep, it’s pretty mind-boggling. I spend more time on LinkedIn than I do sending emails or using any other apps. That is just the reality of the job.

After ten years of growing my own LinkedIn presence — and working at LinkedIn itself — I’ve learned that your headline is more than just a job title. It’s your first impression and your mini elevator pitch, all in one line.

Here’s what I’ve found works best.

1. Show what you do — and who you help.

Your headline should be clear, not clever. Don’t just write “Account Executive at Databricks” — add who you help and how. For example: “Trusted Advisor to CDO & CIOs to leverage their data to create business breakthroughs.”

Use the format in the template below, where X represents your ideal prospect, and Y is their ideal outcome or state of mind after connecting with you.

2. Use keywords your audience actually searches for.

Think like your ideal client, recruiter, or partner. What words would they type in? Sprinkle those keywords in naturally. This helps you show up in searches and makes the value you bring obvious.

There is always language that shows you are part of a tribe. For instance, you can’t go anywhere nowadays in tech sales without hearing pclub, SMB/MM/Ent, SaaS, AI, ML, Analytics, ARR, GTM. These help others show that you get it and you’re in that special tribe together.

3. Inject your personality or unique edge.

I also recommend you include interesting things in your headline that help connect with others — things like MBTI, CliftonStrengths Top 5, or anything that just humanizes you and gives others a reason to connect with you as an ice breaker.

4. Keep evolving it as you evolve.

Your headline isn’t set in stone. Update it as you grow, shift roles, or refine your niche. The version you wrote three years ago probably doesn’t reflect who you are today — and that’s okay. Changing it often will keep things interesting, as people will come and go from your life. It might give them a reason to catch up with you.

LinkedIn Keywords List

Using the right keywords in your LinkedIn profile is the key to getting more visitors who want to hire you or work with you. Similar to a resume, you want to draw eyes to the important aspects of your experience. While a resume uses keywords tailored to a specific job posting, a LinkedIn profile uses keywords tailored to your career expertise.

Recruiters, prospects, and the like will search for keywords related to the position they want to fill. Depending on what a searcher is looking for, one profile can appear on page one while another can appear on page eight. As someone who wants to be found, the keywords you use will directly impact whether you get in front of the right prospects. Here are some specific keyword areas to focus on:

Job position and experience.
Location.
Skills and certificates.
Services or products you offer.
Name of your degree and field of study.
General keywords related to your industry, field, or expertise.

It’s important to strike a balance between being concise but also broad enough to be found. For instance, instead of writing “Tech Leader” you might say, “Mobile Application Developer.” It’s specific enough to a job title yet broad enough for multiple recruiters in varying companies to find your profile.

LinkedIn Keywords for a Headline

Your headline for LinkedIn is no different than your profile in terms of using the right keywords to be discovered. However, the headline is arguably the most important part of your profile — it stops prospects from scrolling past your name to clicking on it.

A LinkedIn headline needs to use specific keywords to explain in a few words what you do and what you provide. This is why I think a customized headline is always better than the default LinkedIn headline.

Here are a few formulas you can use to write a great LinkedIn headline :

(Title) at (Company) – Helping USP (Unique Selling Proposition)
(Title) | (Company) | (USP)
Title + Company + benefits of working with you | keywords related to your niche | personal touch |

Using one of the formulas above will elevate your LinkedIn headline and show prospects how you can add value to them. Now that you know how to choose keywords for your LinkedIn headline, let’s discuss how to change your LinkedIn headline to get your interview and job ready.

How to Change Your LinkedIn Headline

Updating your LinkedIn headline is incredibly simple. To better show how it’s done, I’ll update my own.

Step 1: Navigate to your profile.

If you’re new to LinkedIn, your profile is a blank canvas to be filled with everything that makes you great. Ensure your profile picture, experience, educational background, and skills are filled in before you optimize your headline.

Step 2: Click the edit icon.

At the top of your profile, beneath your banner, you’ll find a gray pencil symbol — the edit icon. Click on it, and it’ll open a window titled “Edit intro.”

Step 3: Select Heading and type in a new headline.

In the “Edit intro” window, after you have your name and pronouns added, you’ll find the “Headline” text box. Here, you’ll type in the attention-grabbing headline that accurately describes your title and goals.

Step 4: Click “Save,” and you’re done.

You’ll now be able to refresh your profile and see your new LinkedIn headline. When recruiters look at profiles in your industry and occupation, they’ll see a headline that catches their eye immediately.

Before you begin to work on your own headline, look at these examples for some extra inspiration.

20 LinkedIn Headline Examples

1. Highlight your job title and professional value.

I like how Taylor Rodriguez begins his headline by stating his position, “Marketing Strategist,” but indicates what his values are by including the descriptor “Community-Driven.” But he doesn't stop there. He goes on to explain exactly what he does as a marketing strategist.

He says he helps creators, coaches, and purpose-driven brands grow engaged audiences and beautiful websites. His mission and his value to viewers are clearly communicated.

Simply by reading his headline, I immediately understand the type of clients Rodriguez works with and the results he delivers. There’s no questioning his expertise or value in my mind.

Takeaway: Lead with your job title or role. Follow that up by naming your target market or client type. Then, drive it home by calling out the specific benefits and outcomes you help your clients achieve.

2. Highlight your niche and client experience.

Stephen Telford begins his headline with his value prop and an impressive stat. But where I think his headline really stands out is listing the specific services he offers to help people land jobs.

By naming particular services, Telford carves out his niche as a job coach and shows the concrete ways he helps his clients. It builds trust and clarifies how he can help potential clients.

Takeaway: Detail your services and who they’re tailored for to attract more qualified leads.

3. Make your headline digestible with separators.

Rana Bano’s headline is easy to digest. She’s packed a lot of information in there, but the vertical line separators make it simple for me to parse out the key elements.

Moreover, the words she has chosen are the keywords she wants to be found for. So her headline serves the dual purpose of easy readability plus findability for her keywords.

I also like how she includes her value proposition in her last point: “I make words work harder for your brand.”

Takeaway: When using separators, start with your current role and include keywords. Then you can add in notable past experiences, causes you advocate for, your value prop, or personal passions that relate to your work.

4. Be specific about who you help and how.

In his headline, Ian Tenenbaum speaks directly to entrepreneurs who struggle with ADHD who want to get organized, make a plan, and follow through.

I appreciate that Ian doesn’t try to be everything to everyone. By narrowing his focus to a specific group and a particular pain point, his headline packs a punch.

Takeaway: In just a few words, summarize who you help and the tangible results you deliver. Use specificity to inspire trust in your abilities.

5. Showcase your credibility with past experiences.

What catches my eye on Marcella Schlitt’s profile is the companies she has worked for. By mentioning her past experiences, Schlitt is letting me know that she’s honed her skills at some top businesses.

I’ve seen a lot of sales reps put things like “ex-Google,” “ex-Microsoft,” or “ex-Amazon” on their profiles, positions they eventually leave to work at a lesser-known brand. It might feel like a flex, but the reality is when you work at a top-tier company, you are more likely to be taken seriously. It’s the same as if you wear YSL, Christian Dior, people will automatically judge you, whether you like it or not. That’s just the reality of the world we live in.

The companies you work for give you street cred, so to speak. So don’t be afraid to share them up front like Schlitt does here. The brand names speak for themselves; no additions needed to her headline.

Takeaway: Weave in your past roles with top companies and use your background to showcase your credibility.

6. Convey your passion and purpose.

Terry Swack doesn’t just say she works on building projects. She specifies that she’s all about making it “super easy” to choose “greener and healthier products” for “high-performance, low-carbon” buildings. I can feel her commitment to sustainability and her drive to make a positive impact.

But what I love most is how she takes it a step further. Terry’s not just focused on the end result but also on rewarding the manufacturers who make these eco-friendly products possible. She recognizes that creating change takes a village, and she’s dedicated to supporting those who share her vision.

Takeaway: Like Terry, paint a vivid picture of your values and the change you’re working towards.

7. Clearly state your value proposition.

I like how Mattia Peretti’s headline tells prospects exactly how he can help them: understanding themselves, their audience, and their purpose. He puts his value prop front and center.

Instead of focusing on his achievements, past experience, or the details of his offerings, he puts the spotlight on his clients and the benefits he can provide for prospects.

Takeaway: Identify your niche, and then articulate the tangible value you offer in a way that’s clear, concise, and compelling.

8. Share a glimpse of your personal life.

Despite that change, one thing has remained the same in my mind: Successful cold outreach is built on strategy, not on chance.

In this article, I’m going to look at two of the main outreach methods sales pros rely on to keep pipelines full. If you’re torn between cold email vs cold call outreach, I hope this deep dive will give you a better idea of why and when to use each one.

Table of Contents

Cold Email vs. Cold Call
Pros and Cons of Cold Emailing
Pros and Cons of Cold Calling
How to Decide Between Emailing & Calling
Cold Call vs. Email Statistics
Which is more successful: Cold emailing or cold calling?
Cold Calling Tools
Cold Emailing Tools

Cold Email vs. Cold Call

Cold emails and cold calls are both effective prospecting tactics in their own ways. The difference between the two often comes down to volume and convenience versus directness and immediacy.

At a high level, cold emails are generally easier to scale, and they can be less time-consuming at higher volume than cold calls, whereas cold calls are more direct and have the advantage of speeding up (dis)qualification.

Let’s take a closer look at each one, and I’ll try to shed a more detailed light on the pros and cons starting with email.

Pros and Cons of Cold Emailing

Cold emailing can be a powerful outbound sales tactic if done right. As someone who has sent thousands of cold emails over the years, I’ve experienced both the highs (new deals closed from a single well-timed email) and the lows (my emails disappearing into the void of spam folders).

Let’s examine the pros and cons of cold emailing, and I’ll share some firsthand tips for making the most of this method.

Pro: You can scale your outreach efficiently.

One major advantage of cold emailing is the ability to reach many prospects at scale with relatively little effort. With the right tools, a single rep can send personalized emails to dozens or hundreds of contacts in a day.

For example, I often use HubSpot’s email sequence tool to automate follow-ups — if a prospect doesn’t reply to my first email, they’ll get a second touch a few days later automatically. This scalable nature of email is hard to beat, but it’s important to be careful: Scale should never come at the cost of authenticity. Each message should feel like it’s just for that specific recipient.

If you need some ideas about where to start your messaging, check out this list of Sales Hub Email Templates for a good foundation.

Pro: Prospects can respond on their own time.

Another benefit of cold emails is that they let the prospect respond on their terms. I’ve had prospects reply to my cold emails at 10 PM or on the weekend — times I would never have called them.

By using email, you respect the prospect’s schedule and give them more control, which often leads to more thoughtful replies instead of knee-jerk negative reactions when they feel ambushed. The key is to make your email compelling enough that they want to respond when they have time.

Pro tip: Try ending emails with a question as much as possible. This kind of call-to-action (CTA) invites a response without cornering them into a hard commitment, and it fits the asynchronous nature of email.

Pro: You can include more detail and resources.

Cold emails allow you to provide richer information upfront than you can in a phone call. In an email, you can concisely explain your value proposition and also link to supporting content.

For instance, when I email a prospect, I often include a link to a short case study or a client success story relevant to their company and industry. I might bullet out a few key benefits of our product, or even embed a chart or infographic if it strengthens the message.

Emails let you craft a narrative and ensure the prospect has all the context they need to understand your offering. Just be careful not to write a novel — brevity still wins.

Pro: Email is easy to track and optimize.

When you send cold emails, you gain access to a wealth of data on engagement. Email tracking software can tell you if a prospect opened your message, what time they looked at it, whether they clicked any links, and more. These metrics are gold for a salesperson.

I’ll give a personal example: I once sent a cold email to a CEO and saw through HubSpot’s email tracking that he opened it five times and clicked the pricing link inside. He hadn’t responded, but that was a strong buying signal — so I called and had a meaningful conversation.

With cold calls alone, you’d never have that level of detail. Over time, data-driven optimization can significantly improve your cold email success.

Con: It’s easy for a cold email to get lost or ignored.

Now for the downsides of cold emailing. The very convenience that makes email attractive also means your outreach can be easily ignored. Prospects receive a flood of emails daily — newsletters, promotions, internal messages — and an email from someone they don’t know can quickly blend into the noise.

If I’m focused too much on scale and personalization suffers, I might email 100 prospects and get only a handful of replies. If I invest sufficient time, I’ll usually see open rates around 30% and 10-15% replies, but this scenario generally involves sacrificing the scale advantage we first touched on.

Con: Deliverability and spam filters pose challenges.

Even worse than being ignored is when your cold emails never reach the inbox at all. Spam filters and email deliverability issues are a constant concern in cold outreach. If your email looks too generic, contains spam-trigger words, or you send a high volume from a new email address, there’s a risk your messages get flagged by email service providers.

I’ve learned this the hard way several times. It can be a big blow to morale to hear crickets for a few days, only to run a deliverability check and realize that a significant portion of your thoughtful, carefully curated outreach has gone unseen.

Pro tip: Check deliverability at least once a week using one of the many free tools available.

Con: There's no real-time feedback or immediate course-correction.

When cold calls connect, you get instant feedback — positive or negative — which lets you adapt quickly. In a cold email, however, you’re essentially leaving a voicemail in text form and waiting to see if it resonates. This lack of real-time interaction means it’s harder to clarify points or handle objections.

If a prospect is confused by something in your email, they probably won’t bother to ask for clarification; they’ll just ignore it. Or if they’re interested but have a specific question, they have to make the effort to reply and ask. And you already know that many won’t.

Con: It requires strong writing skills and research.

Succeeding with cold email in a sea of competition requires standout writing and research abilities. Crafting a message that not only avoids spam filters but also genuinely engages a stranger is no small feat. You need a catchy subject line, a personalized intro, a clear value proposition, and a call-to-action — all in just a few short paragraphs.

Not everyone on a sales team will naturally have copywriting chops, so it often takes training and practice to get good at cold email writing. Additionally, doing research on each prospect (like mentioning a recent company accomplishment or a quote from them in an article) can dramatically improve response rates, but that time adds up.

Despite these cons, cold emailing is a staple of modern sales for good reason. The key is to maximize the pros — scalability, convenience, informative metrics — while mitigating the cons through personalization, persistence, and continuous improvement of your tactics. But how does cold emailing stack up against cold calling? Let’s explore that next.

Pros and Cons of Cold Calling

Pro: Cold calls can be more personal.

A cold call can be more personal than a cold email, and a voice on the other end of the line adds a human touch that a lot of remote-first, asynchronous business is lacking these days.

Calls allow for a dialogue that email simply can’t match, helping you learn more about a prospect, deal with objections quickly, and then adjust your strategy in real-time to fit their needs as your conversation with them progresses.

Pro: Cold calls can help you move quickly.

Instead of sending several emails, finally getting a response, answering a few questions with more back and forth, and 6 weeks later determining the prospect isn’t a good fit, cold calls can help accelerate the timeline and allow you to quickly disqualify leads.

Disqualifying is a key component of the sales process because it allows you to protect your most valuable resource: time.

Pro: Cold calls can lead to unexpected places.

Maybe you reach the wrong person who sends you to a better lead, or maybe you discover on a call that you can actually help with a different, bigger challenge at the prospect’s organization. These opportunities are the product of a two-way conversation, and they’re almost never going to be uncovered via email.

Con: Cold calling can be expensive.

In general, I’d say cold calling requires a bigger investment than an email campaign. You need data, dialers, integrations to check numbers against the DNC list or potential litigators, and other tools to try and help turn the frankly dismal conversion rate of cold calls into a positive ROI.

Setting all this technology up requires time and expertise, and then you’ll need to find people to actually make the pitch.

Con: Cold calling can be demoralizing.

It takes a certain type of person to shake off the absolute deluge of rejection that comes along with cold calling, and if you’re not that type of person, doing a lot of it can definitely lead to burnout.

Particularly if your organization doesn’t have the right tools to make the job easier, dialing over and over and getting silence punctuated by the occasional vehement rejection can feel like pushing a boulder up a hill over and over again.

Pro tip: If possible, physically move around during a calling block instead of staying seated. This small change can help preserve your sanity.

Con: Calling prospects out of the blue is invasive.

Cold calls, by nature, are intrusive. You’re reaching out on your terms, when it’s convenient for you, with the goal of achieving something for yourself by selling your product. Not surprisingly, people often aren’t receptive to this kind of outreach, and even ideal customers can be discouraged from doing business with you if they feel pestered by annoying and intrusive calls.

Push too hard with cold calling, and you can even do damage to your organization’s reputation.

How to Decide Between Emailing & Calling

So, with compelling pros and cons for both outreach methods, how can you decide which channel to use in a given situation? In this section, I’ll walk you through my thought process.

1. Time and Day of the Week

First, consult a calendar and a clock. Statistically (as you’ll see in the stats section below), phone connect rates rise as both the day and week progress. In other words, a person is more likely to answer their phone later in the workday and workweek.

That said, I like to reserve 3 PM and later of the prospect’s local time as my prime calling hours. The same goes for Thursdays and Fridays — I regularly block out chunks of time on these days for the phone.

But what if a prospect doesn’t pick up their phone in these timeframes? In that case, leave a voicemail. Response rates to voicemails also increase later in the day since checking phone messages is something people often do before heading home for the evening. Calling late is a win–win.

On the other hand, the ideal time span in which to send emails is shorter but more frequent. While I draft cold emails throughout the day, I generally schedule them to go out either 10 minutes before the hour or 10 minutes after the hour.

These brief windows correspond with people leaving or going to meetings. What do they do with the few minutes they have to kill? Scroll through email on their phones. If you sync your email to be sent with the time your buyer is most likely to check their inbox, your message will pop up on top instead of being buried beneath all the rest.

2. The Ask

What’s your objective for this first outreach? To set up a meeting? Get some more information? Receive a referral? Figuring out your ask and categorizing it as “weak” or “strong” will help you determine whether to call or email.

Strong asks require more commitment and action from the prospect. I would label requests for meetings, conference calls, or product trials as strong asks. Weak asks are informational in nature — think a prompt for feedback or a referral.

Once you know your objective and have determined if it’s strong or weak, it’s easy to choose between a call or an email. Strong? Pick up the phone. You might need to add context to really sell them on participation, and it’s far easier to be persuasive on a phone call where you can smooth over objections in real-time.

If the ask is weak, draft an email. Don’t take up the prospect’s time on the phone unnecessarily if your request can be fulfilled with a few short lines of text.

It’s interesting to note that most salespeople take the opposite approach — they ask buyers for meetings through emails and reserve simple questions for calls. Why? Because they’re afraid of being rejected on a strong ask over the phone. Don’t let fear block you from connecting with a buyer. Reverse this equation and watch your response rates climb.

3. The Level of the Prospect

Do individual contributors have assistants? Not usually. But do C-level executives? Almost always.

That’s why the higher up your prospect is in an organization, the more likely you are to reach a live person when you call. Since a live conversation with anyone — regardless of whether they’re the person you were trying to reach or not — trumps an email exchange, lean on the phone with buyers at the management level or above.

Plus, higher-level prospects are generally more comfortable on the phone and more accustomed to sales calls.

On the other hand, lower-level professionals are often away from their desks — traveling, working in groups, participating in meetings, and so on. Therefore, a rep is much more likely to connect with a prospect at this level through an asynchronous channel such as email, where the recipient can respond on their own time.

4. The Buyer Persona

Some buyer personas favor a different communication style than others. Their preference depends on multiple factors: their age, the nature of their job, their industry, and more.

In general, Millennials like communicating by email more than over the phone. If you’re reaching out to a younger buyer, take this into account.

You might find professionals in customer-facing roles are more amenable to talking on the phone because that’s what they’re used to. Those in internal jobs, however, might be more comfortable sending emails.

Use these generalities as guidelines, but don’t be afraid to stray from them. If I get in touch with a prospect and we agree there’s a case for continued dialogue, I’ll often just ask which channels they prefer. With inboxes fuller than ever, you may be surprised how much business can happen via text.

5. The Deal Momentum

Are things moving along at a swift cadence? Is your prospect almost always responsive? Are you positive they’re ready and willing to close? Then an email to touch base or check on the status of a task or request shouldn’t stall your deal.

If, however, your prospect is unresponsive, on the fence about your product/service, or facing many levels of bureaucracy, it might be faster and easier to pick up the phone. If they answer, you can immediately present your ask and get a response. If you get their voicemail, leave your message and follow up with an email.

Now that you understand the qualitative cues to follow when deciding to cold call or email, let’s take a look at what the research has to say.

Cold Call vs. Email Statistics

The average open rate for cold emails is around 24%, while the average response rate is 8.5%.
31% of sales reps find sending personalized manual emails to prospects is more effective compared to automated cold emails.
While making a cold call, you usually have five to 10 minutes to appeal to the prospect.
Adding success stories or limited offers to your cold emails increases response rates by 45% and 35%, respectively.
The best days to conduct cold calls are Wednesday and Thursday, shortly before lunch (generally between 11 AM and noon) or during the last hour of the workday (between 4 and 5 PM).
Personalized emails sent during the late morning Tuesday through Thursday have better open and click-through rates.
A cold email with a clear CTA increases CTR by 42%. The CTA should be connected with the goal and message of the email.
On average, it takes up to five outreach attempts for top-performing reps and eight outreach attempts for other reps to initiate a meeting or conversation with a new contact.
It can take up to six call attempts to convert a new customer, and increasing call attempts can increase conversion by 70%.
48% of reps don’t make any follow-up attempt after a cold call, and 70% don’t follow up after no response to their first cold email.

Which is more successful: Cold emailing or cold calling?

Having looked pretty closely at cold email vs cold call outreach, you should be able to draw your own conclusions about what might work best in your given situation, factoring in your industry, your prospects’ typical behavior, and your own personal skill set.

Take my opinion with a grain of salt, but I’ve personally experienced a lot more success over the years by relying on cold emailing, and that will likely continue to be the main pillar of my sales strategy for two key reasons.

First, I have an English degree. I certainly didn’t pursue that line of stud

12 best sales methodologies & customer-centric selling systems

Kiran Shahid — Tue, 09 Sep 2025 12:00:00 +0100

Last week, I had three discovery calls — each completely different.

The first prospect wanted to jump straight to pricing before I’d even explained the solution.The second spent 20 minutes walking me through their process without letting me ask a single qualifying question.

The third? They came prepared, knew what they needed, and wanted to understand exactly how we’d solve their problem.

These conversations reminded me why having a structured sales methodology is so important. Without a clear framework, you’re relying on instinct and hoping for the best.

You can’t build consistent results on charm or luck alone. In this post, I’ll walk through proven sales methodologies that help you understand each buyer’s situation and guide them toward confident decisions.

Table of Contents

What is a sales methodology?
What is a sales model?
Best Sales Methodologies
Customer-Centric Sales Methodology
How to Implement a New Sales Methodology

What is a sales methodology?

A sales methodology is a structured framework that guides how your team approaches each stage of the sales process from initial prospecting to closing deals. It provides repeatable steps, proven techniques, and specific behaviors that align with how your buyers make purchasing decisions.

What it isn't is a rigid script or one-size-fits-all approach. Unlike sales processes (which focus on what needs to happen when), methodologies focus on how to engage with prospects at each stage.

They‘re not about manipulation or high-pressure tactics either. Instead, sales methodologies center around understanding your buyer’s needs, challenges, and decision-making process, then positioning your solution as the logical choice to help them achieve their goals.

What is a sales model?

A sales model is your business's specific approach to selling that outlines how to make a sales methodology work in practice. Think of it as the tactical implementation of broader sales principles.

Unlike a sales process that ecompasses your entire sales cycle, a sales model usually focuses on one specific part, whether that's qualification, discovery, demos, or follow-up stages.

For enterprise prospects, for example, I employ a consultative approach with extensive discovery calls. For smaller startups, I use a more streamlined model focused on quick wins and immediate value demonstration.

The major difference between sales models and processes comes down to specificity and adaptability. Every business has its unique sales process based on customer needs, industry position, and product complexity. But sales models can be universal. Different organizations can implement the same model and see similar success, regardless of what they sell.

1. SPIN Selling System

Neil Rackham popularized the term “SPIN” in his book SPIN Selling. SPIN is an acronym for the four elements a sales rep's questions should focus on: situation, problem, implication, and need-payoff.

These subjects often reveal buyer pain points and challenges and help sellers build rapport with their buyers. Rackham reported that having a solid questioning strategy can increase your closure rate by 20%.

Based on findings from 35,000 sales calls, he divided sales conversations into four types:

In my content strategy practice, I tailor questions based on SPIN to identify content marketing challenges:

stage	questions
Situation	“What's your current approach to content creation?" "How do you measure content success?" "Which content formats perform best for you?"
Problem	“How long does it take your team to produce one blog post?” “Does your current content strategy fit your budget?” “Is your team confident in their content skills?”
Implication	“How is inconsistent content affecting your lead generation?” “What's the cost of missed opportunities when prospects can't find relevant content?” “How does content bottlenecking impact your product launches?”
Need-payoff	“How would streamlined content processes change your team's productivity?” “What would consistent, high-converting content mean for your revenue goals?”

Rather than pitching my services immediately, SPIN helps prospects connect their content struggles to business impact, making the solution obvious.

Who should use SPIN selling?

SPIN selling works best in complex sales environments where prospects haven‘t identified their issues or understood the ramifications. It’s great for consultative services where the buying process involves multiple stakeholders and longer decision cycles.

Pro tip: I integrate social selling into my SPIN strategy by reviewing prospects‘ LinkedIn content and company blogs before calls. This research helps me ask more targeted situation questions and reference specific challenges I’ve noticed in their current content approach.

2. N.E.A.T Selling System

The N.E.A.T qualification framework replaces standbys like BANT (budget, authority, need, and timeline) and ANUM (authority, need, urgency, and money).

I use N.E.A.T selling to discover my most qualified leads by understanding their deeper pain points. This methodology uses more empathetic and thought-provoking questions to understand the customer's true needs.

Here's how the acronym breaks down:

"N" stands for core needs. Rather than focusing on surface-level pain, this methodology urges you to probe into prospects' challenges. How will this solution matter to them both as individuals and within their organization?
"E" represents economic impact. Don‘t simply present your solution’s ROI — help the buyer understand the financial impact they‘re currently on track to realize versus the impact they’ll see if they make a change.
"A" is access to authority. You probably won't get to speak with the CEO, but can your champion talk to the CEO on your behalf? And more importantly, will they?
"T," or Timeline, refers to the compelling event forcing your prospect to make a decision. If there aren‘t negative consequences to missing this date, it’s not a real deadline.

Here's how I apply N.E.A.T during sales calls:

stage	application
Core Needs	“Beyond increasing traffic, what would better content mean for your team's day-to-day work?” I often discover that marketing managers feel overwhelmed trying to create content while managing other responsibilities.
Economic Impact	I help prospects calculate the cost of their current approach: “If your team spends 15 hours per week on content that generates few leads, what's that costing you in salary alone? And what opportunities are you missing because your content isn't converting?”
Authority	“Who ultimately decides on marketing investments like this? When you present recommendations to them, do they typically follow your advice?” This helps me understand if my contact can champion the decision.
Timeline	“What's driving the urgency to solve this now? What happens if you wait another quarter?” Real timelines are tied to product launches, funding rounds, or competitive threats — not arbitrary deadlines.

Who should use the NEAT method?

The N.E.A.T. method works best for lead qualification, especially in consultative sales with longer cycles and higher-value deals. It helps you understand prospects‘ needs while eliminating those who don’t truly qualify.

Pro tip: Focus on being genuinely empathetic during discovery. When prospects feel heard and understood, they're more likely to share the real challenges driving their timeline and decision-making process.

3. Conceptual Selling System

Conceptual selling is based on the idea that customers don‘t buy a product or service — they buy the concept of a solution the offering represents. With that in mind, founders Robert Miller and Stephen Heiman urge salespeople not to lead with a pitch. Instead, they encourage sales reps to uncover the prospect’s concept of their product and understand their decision process.

The authors encourage salespeople to ask questions that fall into five stages:

question type	purpose	example
Confirmation	Reaffirm information	“So you currently publish two blog posts per month?”
New Information	Clarify their concept	“When you say 'content strategy,' what does that look like to you?”
Attitude	Personal connection	“How important is content consistency to your role this year?”
Commitment	Investment level	“What resources could you dedicate to improving content?”
Basic Issue	Identify problems	“What happens if content stays inconsistent for 6 more months?”

This sales methodology emphasizes listening and divides the sales process into three stages: getting information, giving information, and getting commitment.

I've found this useful in my work because many prospects have different ideas about what “content strategy” actually means, and it helps me understand their concept of the solution before proposing anything.

As a result, I focus on establishing long-term relationships with prospects who buy from their point of view, not yours.

Who should use the Conceptual Selling System?

Conceptual selling works well for B2B SaaS sales teams and consultative services because these sales processes usually take longer and require more deliberative decision-making.

Pro tip: Map out the different “concepts” your prospects might have about your solution, then develop questions to uncover which concept they hold before you start explaining your approach.

4. SNAP Selling System

SNAP Selling is a sales methodology designed for busy prospects who are easily distracted and demanding. These are often my favorite types of prospects because they tend to be decision-makers with real budgets and urgency.

SNAP is an acronym that encompasses four directives for sellers:

SNAP Element	Approach	My Content Strategy Application
Simple	Use simple questions and make clear, concise statements rather than industry jargon.	30-minute discovery calls max
iNvaluable	Clarify their concept	“Your blog gets traffic but lacks conversion CTAs”
Align	Personal connection	Tie recommendations to revenue targets
Priorities	Investment level	“Waiting another quarter costs you X qualified leads”

With these principles in mind, you reach busy prospects with valuable insights, connect what they‘re selling with what’s most important to the potential client, and make it easy for them to buy.

Who should use SNAP selling?

SNAP selling works best for busy buyers who are easily distracted and have high expectations for their needs. It's handy for C-level executives and senior managers who value efficiency.

Pro tip: Use specific social proof that aligns with their goals. Instead of saying “clients love working with us,” try “helped a similar SaaS company increase qualified leads by 40% in three months through strategic content optimization.”

5. Challenger Sale

Co-authors Matthew Dixon and Brent Adamson started "The Challenger Sale" by asserting that practically every B2B salesperson fits into one of five personas: relationship builders, hard workers, lone wolves, reactive problem solvers, and challengers.

According to Dixon and Adamson's research, salespeople are almost evenly distributed among these profiles, but challengers consistently outperform the others.

Rather than simply responding to stated needs, challengers teach prospects something new about their business.

What makes challengers so effective? They follow a teach-tailor-take-control process:

Stage	What You Do	Content Strategy Example
Teach	Teach your prospects—not about the product or service, but about bigger business problems, new ideas, and insights the prospect hasn't considered.	“70% of B2B buyers consume 3-5 pieces before sales contact.”
Tailor	Tailor your communications and insights specifically to the prospect's situation.	“Your random content approach creates gaps in buyer education.”
Take Control	Control the sales conversation by not being afraid to push back, focusing more on the end goal than being liked.	“Strategy foundation comes first, even if you want to jump to tactics.”

This approach requires well-thought-through lead nurturing that slowly warms prospects up to new ways of thinking about their challenges.

Who should use the Challenger Sale system?

Challenger sales work best in complex B2B environments where prospects think they understand their problem but may be approaching it wrong. I use this methodology when prospects come to me asking for tactical content help (like “we need more blog posts”) but their real issue is strategic (like lacking a clear content framework that supports their sales process).

Pro tip: The key to this system is leading with genuine insight, not just contrarian opinions. Research your prospect‘s industry trends, competitive landscape, and business model so you can teach them something they genuinely didn’t know about their own situation.

6. The Sandler Selling System

The Sandler Selling System reverses the traditional sales process by establishing that both buyer and seller should be equally invested in determining if there's a fit.

Source

Here, sales reps act as consultants rather than pushy salespeople. It prioritizes building mutual trust between both sides. Instead of acting like a typical salesperson, the rep serves as an advisor and asks questions to identify challenges during qualification.

Objections like time or budget constraints often derail deals after both parties have invested considerable work. However, Sandler-trained reps strive to uncover and address the majority of obstacles during the qualification process.

I use reverse psychology during discovery to implement Sandler. When a startup founder tells me they need content strategy but mentions they're bootstrapping everything, I might respond:

“Content strategy requires consistent execution over months. If you're doing everything yourself right now, you might want to wait until you can dedicate proper resources to this.”

Often, this prompts them to either clarify their real capacity or admit they haven't thought through implementation.

Who should use the Sandler selling system?

Sandler works best for high-ticket sales and complex solutions where mutual qualification prevents wasted time on both sides. I use this approach when I sense prospects might have unrealistic expectations about timelines, budgets, or their own involvement in the process. Better to discover this early than six weeks into a project.

How to start a business: A startup playbook for entrepreneurs [template]

Kiran Shahid — Thu, 04 Sep 2025 12:00:00 +0100

I was 19, broke, and had no business being in business.

My laptop was secondhand, my savings account had $200, and I was convinced that starting a company required connections I didn‘t have and money I’d never see. The whole thing felt impossible.

But I learned something important: you don't need a trust fund or an MBA to launch a profitable business. You just need a framework that breaks down the overwhelming process into manageable steps.

This guide covers every step I‘ve discovered you need to start a business, from the paperwork and finances to creating your business plan and growing your business online. I’ll walk you through market validation, legal setup, branding basics, and initial growth strategies that generate paying customers.

At the bottom, you'll find a library of the best free tools and resources to start selling and marketing your products and services.

Table of Contents

What do you need to start a business?

How to Start a Business

How to Make a Business Plan

How to Decide on a Company Name

How to Choose an Ownership Structure

How to Register Your Business

How to Comply With Legal Requirements

How to Find Funding for Your New Business

How to Create a Brand Identity for Your New Business

Tips for Starting a Business

Resources to Start a Business

How to Start a Business Online

Top Tips From Founders and Entrepreneurs

What do you need to start a business?

When I started my first business, I assumed the biggest hurdles would be creative ones: writing copy, designing offers, and getting people excited.

But I quickly realized that before I could even think about selling, I needed a strong foundation. It wasn’t glamorous work. It meant paperwork, decisions about structure, and figuring out how to actually be “in business” on paper and in the real world.

Here’s what you need to set up to build and run a successful company:

Business Plan: At first, “business plan” sounded intimidating to me — like something only fancy MBA grads or Shark Tank contestants needed. But it’s really just your map that outlines what you’re offering, who it’s for, how you’ll stand out, and how you plan to make money in the short and long term. It’s there to keep you focused when shiny new ideas (or panic) try to derail you.

Business Name: Naming your business is a surprisingly big moment. It’s what people will remember, search, and talk about. You want something that feels true to you, is easy to spell, and makes you proud every time you say it out loud or see it on an invoice.

Business Structure: This is the legal framework you choose, like sole proprietorship, LLC, or corporation. It shapes how you pay taxes, how you’re personally protected, and how you can grow later on. Picking the right structure early helps avoid painful (and expensive) headaches down the line.

Business Registration: Think of this as making your business “real” in the eyes of your state or local government. It’s like giving your business its own official identity. Without it, you can’t open a business bank account, pay yourself properly, or operate legally.

Legal Requirements: Beyond registration, different industries and locations have specific licenses or permits you might need. I had to go through city websites, read forums, and call local offices to get this right. It might feel tedious, but it’s crucial. Skipping this step can lead to fines or even being forced to close.

Funding: Funding doesn’t have to mean pitching to investors or taking out big loans. In fact, 74% of entrepreneurs today use their personal savings to get started. I personally did side gigs to support my early business expenses. Whether it’s savings, a part-time job, small grants, or community funding, know how much you need.

Branding: Branding defines how your business is seen — its visual identity, voice, and the immediate impression it leaves. Strong branding builds trust before a single conversation, clearly communicates what you stand for, and makes you recognizable.

Without these pieces in place, every budding entrepreneur risks their dream business staying stuck in their head or worse, launching it half-baked and struggling to survive.

That’s why I broke down every step in this guide, so you don’t have to piece it together alone. And at the bottom, I’ve rounded up my favorite free tools and templates to help you tackle each part without overspending or getting lost in admin overwhelm.

Having a great business idea is just the start. To turn it into a successful venture, you’ll need to refine it and lay the right foundation. Here are a few steps to help you validate and strengthen your idea before launching.

1. Write a business plan.

business plan maps out what you’re building and how you’ll run it day-to-day. It’s tempting to skip this step, especially since 45% of entrepreneurs start because they want to escape the 9–5 grind, and 26% because they feel passionate about an idea. But I learned (the hard way) that winging it often leads to confusion and wasted money.

Don’t skimp on this. A business plan forces you to think through challenges before you’re in the thick of them.

Here’s what I included while creating a business plan:

My business structure (I chose a sole proprietorship at first, then switched to an LLC as I grew).

A clear description of my services, including how I package and price different offers.

A profile of my ideal audience — for me, that was B2B SaaS content managers who needed product-led content.

A plan for how I’d handle sales and operations, from proposal templates to client onboarding.

The marketing channels I’d focus on first, in my case, LinkedIn and guest articles.

Source

If you’re starting from scratch, HubSpot’s business plan templates are a solid place to begin. And if a full plan feels overwhelming, start simpler with a business model canvas (like the one shown above).

Pro tip: A big part of your business plan (especially if you’re seeking grants or outside funding) is outlining exactly what you need money for. Be specific — list each expense, why you need it, and how long you’ll need support to cover those costs.

Recommended Reading:

What is a Business Plan? Definition, Tips, and Templates

How to Build a Detailed Business Plan That Stands Out

How to Write an Ecommerce Business Plan

How to Become an Entrepreneur With No Money or Experience

70 Small Business Ideas for Anyone Who Wants to Run Their Own Business

Featured Resource: Free Business Plan Template

Grab your free business plan template here.

2. Choose a business name.

Your business name is a big part of your identity. It’s what you’ll put on legal documents, invoices, and your business plan if you decide to share it with potential investors or partners.

But you don’t have to stress about locking in the “perfect” name right away. For example, I operate under my personal name publicly, but I also have an LLC registered as 13479579 Canada Inc.

Choosing a numbered name gave me flexibility. It means I’m not tied down to a single brand name forever, and I can experiment, pivot, or rebrand later without the headache of legal changes.

Pro tip: I still asked trusted friends and family for feedback when brainstorming public-facing names. Even if your legal name is more generic, your brand name can (and should) resonate with the people you want to reach.

Recommended Reading

How to Come Up With a Brand Name

300+ Business Name Ideas to Inspire You

3. Choose an ownership structure.

Your business’s legal structure affects everything from how much tax you pay to how much personal risk you carry. The most common options are sole proprietorship, partnership, limited liability company (LLC), and corporation.

When I first started, I operated as a sole proprietor because it was simple and quick. But as my business grew, I switched to an LLC.

Why? An LLC protects my personal assets if something goes wrong, like a lawsuit or unexpected debt, and gives me more credibility when working with larger clients. It also offers more flexibility with taxes compared to a corporation.

Pro tip: Definitely talk to an accountant or lawyer when deciding on your structure. It’s one of those decisions that can save you a ton of stress (and money) down the road if you get it right from the start.

Recommended Reading

Sole Proprietorship 101: The Easy Guide to Setting One Up

What’s an LLP? Limited Liability Partnerships Explained in Under 5 Minutes

4. Register your business.

Once you’ve decided on your structure, make your business official. Registering your business ensures you’re operating legally and gives you access to things like a business bank account and certain tax benefits.

When I set up my LLC, the process felt intimidating at first, but there are services (like ZenBusiness) that make it easier by walking you through each step, whether you’re forming an LLC, a corporation, or something else.

Don’t let this step scare you. Once it’s done, you’ll feel a huge sense of relief and your business will officially have its own identity.

Pro tip: I’ve noticed that when clients see “LLC” or “Inc.” next to your name, it signals professionalism and legitimacy. It tells them you’re serious and that you’ve taken the right legal steps, which builds instant trust.

Recommended Reading

How to Register a Business Name

How to Register Your Website’s Domain (For Free)

5. Review and comply with legal requirements.

Beyond choosing a structure and registering your business, you’ll likely need to meet other legal requirements to operate safely and legitimately. This usually means getting any necessary licenses and permits, which can vary a lot depending on what you do.

Since I’m in Canada, I had to make sure I was complying with both provincial (Ontario) and federal laws. For example, certain industries require provincial licenses (like trades or food services), while federal registration might be needed if you operate across multiple provinces or deal with trademarks.

When I started, this step felt overwhelming, but it was worth it to avoid fines or unexpected shutdowns later.

Pro tip: This is a great moment to invest in an hour with a lawyer. Having someone review your business plan and check that you’re set up correctly in your province can save you a ton of headaches and unexpected costs down the line.

Recommended Reading

5 Things Every Marketer Should Know About Compliance

6. Apply for funding.

When I started, I bootstrapped everything, just like 74% of entrepreneurs today who use personal savings to get off the ground. For some businesses, that might be enough, but if your idea requires bigger investments (like manufacturing, equipment, or a team), you’ll need more substantial funding.

Accessing funding isn’t always easy. In fact, 36% of entrepreneurs in the startup phase say it’s one of their biggest challenges. If you know you’ll need outside capital, it’s important to get your business plan and financial projections ready early. Banks, grant committees, and even family or friends will want to know exactly how you plan to use the money and how you’ll pay it back (or turn it into growth).

One thing that helped me early on was working from home. I set up in a spare room, and I was able to take advantage of tax breaks for my home office — a huge cost saver in that first year. Before you rush into signing a lease for a shiny office space, consider if you can run things from home (even temporarily) and keep your overhead low.

Pro tip: Even if you’re going small, think big when planning your funding needs. Running out of cash too soon is one of the most common reasons businesses close.

Recommended Reading

37 Funding Resources for Black-Owned Businesses

7. Create a brand identity.

Once you’ve tackled the legal and structural pieces, focus on how your business feels to the world. Your brand identity is the overall vibe and experience people get when they interact with you.

Here are a few key elements I focused on when building my brand identity:

Brand strategy (your purpose, mission, values, and target audience)

Brand personality and voice (how you sound and come across)

Logo (even a simple wordmark can work at first)

Color palette (mine: pastel purple, blue, and pink)

Typography (I use the Karla family)

Graphic elements and style (icons, illustrations, photo style)

Brand experience (how people feel at every touchpoint)

When all these pieces work together, they create a consistent and memorable impression, so people recognize you immediately and feel like they already know you.

Pro tip: Before you lock everything in, make sure you’ve positioned your business exactly how you want it to be perceived in the market. You can use this free guide on brand positioning to clarify your direction before finalizing the visuals.

Recommended Reading

What is Branding?

Brand Identity: How to Develop a Unique & Memorable Brand

Brand Strategy 101: 7 Important Elements of a Company Branding Plan

21 Brand Style Guide Examples of Visual Inspiration

Everything You Need to Know About Brand Experience

As you can probably tell, starting a business involves a lot of moving parts — some way more fun than others.

Brainstorming names? Always exciting.

Sorting out taxes and legal paperwork? Definitely less thrilling.

What helped me was breaking everything down into small, manageable steps, staying organized, and tracking what needed my attention (and when). From registering with the government to building your brand to making smart financial calls, each step plays a role in setting up a business that’s actually profitable.

Now that we’ve covered the big picture, let’s break down each step in detail so you can move forward with clarity (and a little less overwhelm).

Having a solid business plan has saved me more times than I can count especially when unexpected challenges pop up (which they always do). But before we explore how to write one, let’s clarify something important:

What is a business plan, really?

A business plan is a living, working document that maps out all the core details of your business.

It usually covers things like:

What your business will sell.

How it will be structured.

What the market looks like.

How you plan to sell your product or service.

What funding you’ll need.

Your financial projections.

Which permits, leases, and other documentation will be required.

Source

At its core, a business plan helps you figure out — honestly — whether your idea is really worth pursuing. It forces you to step back, see the big picture, and spot problems years ahead (before you get buried in day-to-day details).

I like to think of it as a safety net and a confidence booster rolled into one.

Below, I’ll walk you through the key elements that make up a strong business plan template. I’ll break down what goes into each section, share some example pieces from my own journey, and give you a few tips to make writing it feel a lot less intimidating.

1. Use a

Ghosted? How (and when) to send a follow-up email after no response [+ 18 examples]

Diego Mangabeira — Tue, 02 Sep 2025 16:00:00 +0100

I still remember the first time a near-perfect deal went ice-cold on me. The CFO had nodded through my ROI slide, asked for the contract “by Friday,” and then… nothing. No reply to the DocuSign reminder. No answer to my polite voicemail. Just digital tumbleweeds.

Early in my career, I took that silence personally. Today, after closing enterprise deals on five continents, I know better: Most inboxes are war zones, and even the most interested buyers will ghost you when fire drills hit their calendars. That’s why a thoughtful follow-up email is non-negotiable.

I’ve learned that the real art of follow-up lives in the nuance. The tone. The timing. The respect you show for their bandwidth, while still anchoring the value you bring to the table. Because in sales, silence isn’t rejection. It’s often a test of patience, persistence, and your ability to re-enter the conversation with clarity and care.

So if you’ve ever stared at an empty reply chain and wondered, “Should I ping them again or let it die?” this post is for you. Let’s dig in and turn radio silence into real conversations — and closed revenue.

Table of Contents

Why send a follow-up email after no response?

How to Write a Follow-Up Email After No Response

Sending a Second Follow-Up Email After No Response

Tips for Sending a Follow-up Email After No Response

Follow-Up Email After No Response: Mistakes to Avoid

Follow-Up Email Example

Follow-Up Email Templates

Why send a follow-up email after no response?

I used to think silence in my inbox meant “not interested.” Then a CMO I’d been chasing finally replied on my seventh touch: “Sorry, your first email was great. It just sank beneath 600 unread messages. Glad you stayed on my radar.”

That single reply turned into a six-figure SaaS contract. It also taught me three truths that data now backs up:

What the Numbers Say

What It Means in Real Life

Reps who send at least one follow-up lift their reply rate from 16% to 27%.

You nearly double your odds of hearing back just by nudging once.

A second follow-up bumps the chance of a reply to 25%, and deals often close after the fifth touch.

You increase your odds of hearing back to one in four with your second nudge.

27% of small businesses admit they never follow up, even though 81% of customers welcome post-meeting emails.

The bar is low; showing up again already differentiates you.

Why It Matters in the Inbox Jungle

People aren’t ignoring you. Your message just isn’t the fire they’re putting out right now. A short, value-added follow-up rescues your email from “page two” of their inbox.

Buying cycles are nonlinear. The average B2B deal now involves 6–10 stakeholders and months of internal alignment. A timely check-in surfaces new decision-makers and keeps momentum alive.

Follow-ups demonstrate professionalism and care. When I recap key takeaways or drop a resource tailored to their challenge, prospects tell me it feels like free consulting, not spam.

Opportunity cost is real. Every unopened proposal, demo, or intro call you don’t chase is a pipeline left on the table. In my own Q3 review last year, 42% of closed-won revenue started as a “non-response” thread I revived.

Bottom line: A thoughtful follow-up email isn’t nagging — it’s good stewardship of both your prospect’s time and your quota. Skip it, and you’re banking on luck; send it, and you leverage a proven, compounding advantage.

Let’s be real: Ghosting happens. Even after a solid call or a personalized cold email, your prospect might disappear. Not because they’re not interested, but because they’re human. Their priorities shift. Their inbox floods. Their kid got sick. The board changed direction.

Over the years, I’ve learned that following up is more of an art than a science. You’re not just sending another ping. You’re navigating emotion, timing, trust, and attention. And most importantly, you’re doing it without losing posture.

Here’s how I structure follow-up emails that revive conversations — without sounding needy or transactional.

1. Don’t follow up too quickly.

I’ve seen so many reps make this mistake: They send a killer first email … and then follow up the next day like a Labrador begging for a treat. That doesn’t build trust — it creates anxiety.

The first 48 to 72 hours after an email are a crucial window. It’s when your message either gets opened, forwarded, flagged for later… or buried under 200 others. That’s why I never follow up before at least three full business days have passed. Sometimes even longer, especially with execs.

Respect the pace of your buyer’s world. Give your message time to marinate before you jump back in. Otherwise, you risk becoming noise.

2. Include a close — even if it’s a soft one.

Most reps never close the loop. They just “circle back” or “check in” endlessly — until they’re ignored out of mercy. That’s why I always include a close, even when I’m not sure where the prospect stands.

And no, I don’t mean an ultimatum. I mean a respectful out — something like:

“Totally understand if priorities have shifted. If it’s not a fit right now, I’ll close the loop on my side — but happy to revisit when the timing feels better.”

You’d be surprised how often that nudge gets a real response. The prospect doesn’t feel cornered. They feel like you value their time and your own. That alone puts you in the top 5% of sellers.

3. Resist the urge to resend your first email.

Here’s a hard truth I had to learn early: If they didn’t reply the first time, just forwarding the same message won’t magically change that. The problem isn’t their inbox. It’s your message.

So instead of hitting “forward,” I reframe. I revisit the core pain point, add a fresh insight, or tie it to something new, like a shift in the market, a funding announcement, or a recent quote from their CEO.

This shows I’m not just following up out of habit. I’m paying attention, I’m adapting, and most importantly, I’m here to help, not harass. That subtle shift in tone can be the difference between a deleted message and a booked call.

4. Write an authentic subject line.

Subject lines are your first impression — and I treat them like a handshake. No fake “RE:” threads. No clickbait. No “Just checking in.”

Instead, I write subject lines that are specific, human, and curiosity-driven. A few examples I’ve used that performed well:

“Saw this in your roadmap — quick idea on [insert topic]”

“Helping RevOps teams cut onboarding time — worth a look?”

“Noticed [trigger] at [Company] — here’s a quick thought”

These lines aren’t magic. They’re just honest. They promise something relevant and useful. That’s what busy people open.

5. Include a reminder of your last touchpoint.

You’d be amazed how many reps forget this step. The person you’re emailing is juggling dozens of conversations, and likely doesn’t remember yours in full detail.

That’s why I always start my follow-up by re-grounding them in our last exchange. For example:

“When we connected last week, you mentioned that reducing churn in your onboarding flow was a big priority for Q3…”

This isn’t just polite, it’s anchoring. You’re pulling the thread forward and reminding them that this conversation has relevance. That’s how you stay top-of-mind, without starting from zero.

6. Keep the body of the email as short as possible.

I’m ruthless when it comes to follow-up email length. If it feels like a chore to read, it won’t get read.

I usually follow a 3-sentence structure:

Reminder. Context or insight from the last touchpoint.

Value. New data point, resource, or perspective.

Next Step. CTA with clear time or action.

That’s it. No fluffy intros. No novel-length pitches. Just a clean, helpful, easy-to-digest message. I’ve closed five-figure deals from emails under 100 words — because brevity signals confidence.

7. Include a clear call-to-action at the end.

The biggest follow-up sin? Ending with “Let me know.” That puts a burden on them, and busy people avoid friction.

I always include one low-friction CTA. That could be:

“Does Thursday at 2 p.m. or Friday at 11 a.m. work for a quick sync?”

“Want me to send a few bullet-point ideas your team can review async?”

“Should I circle back next month once [initiative] is further along?”

Your job is to guide, not chase. A clear CTA turns ambiguity into movement. And even if the answer is “not now,” you’ll at least get clarity — and save time on both sides.

Follow-up is where average reps disappear — and where top performers win the deal.

It’s not about “checking in.” It’s about showing up with relevance, respect, and timing that feels human. The best follow-ups don’t just get replies. They build trust, earn attention, and prove that even after the first email, you’re still the most thoughtful person in their inbox.

That’s how you win in a world full of noise — by following up like someone who deserves a reply.

Sending a Second Follow-Up Email After No Response

Your first nudge was polite. The silence that followed? That’s your cue to pivot, not panic. When a prospect ignores your initial follow-up, it usually means one of three things: (1) your ask felt too heavy, (2) the timing was off, or (3) life simply got in the way. A second follow-up is your chance to reset the conversation, lighten the lift, and prove you’re still paying attention.

Before you hit send, run through this quick checklist:

Give it breathing room. I wait at least three full business days after the first follow-up — longer if I know the buyer is in quarter-close chaos or traveling for an industry event. Crowding someone’s inbox rarely speeds things up; it just trains them to skip your name.

Bring a fresh angle. A second follow-up isn’t a reminder alarm — it’s new value. Reference a recent win in their company newsletter, a shift in their market, or a resource tied to the pain point you discussed. Show you’ve been thinking, not just waiting.

Lower the friction. If your last CTA was “book a 30-minute demo,” try “worth a five-minute call to see if this is even on your radar?” Smaller asks feel safer to answer.

Below is the cadence I lean on once I’m back in their inbox.

8. Adjust your close every time you don’t get a response.

Treat each follow-up like a new hypothesis: Test a different CTA, format, or ask until you find what resonates. My progression usually looks like this:

Follow-up #1: Meeting ask — “Are you free for a 15-minute call Thursday or Friday?”

Follow-up #2: Light resource & micro-ask — “Happy to fire over three bullet-point ideas you can share internally — interested?”

Follow-up #3: Referral ask — “Who on your team owns onboarding churn? I’ll reach out directly so you don’t have to play air-traffic control.”

Two rules keep me honest:

One CTA per email. Multiple choices feel like homework.

Make “no” easy. Giving permission to decline (“If now’s not a fit, just let me know and I’ll close the loop.”) often triggers an honest reply.

Each adjusted close does two things for you: It gathers data on what the buyer responds to, and it quietly demonstrates that you’re flexible, not pushy.

9. Don’t send a breakup email.

The infamous “Should I close your file?” note might feel cathartic, but it’s a reputation killer. Breakup emails:

Shift the burden onto the buyer by making them feel guilty for ignoring you.

Broadcast frustration, which erodes the credibility you’ve worked hard to earn.

Shut the door on future timing when, statistically, many deals resurface months later.

Instead, if follow-up #3 goes unanswered, I pause the sequence, set a 90-day tickler, and resurface with something unmistakably valuable: a case study from their vertical, a product release that fixes the pain they flagged, or even a congratulatory note on a funding round. Silence isn’t a “never,” it’s a “not this minute.” Act accordingly.

Bottom line: Your second follow-up is less about persistence and more about precision. Space it thoughtfully, add fresh insight, and make the next step effortless. Do that, and even the busiest prospect will eventually hit “Reply.”

Tips for Sending a Follow-up Email After No Response

This short list of tips can help you quickly scan your follow-up email to make sure it hits all the right notes with your prospect.

Tip #1: Choose the right timing.

Daniel Merrill, founder of sales and marketing at Oncourse CRM, says, “Waiting about 48–72 hours strikes the perfect balance — it’s long enough to give your prospect time to respond, yet it keeps the conversation timely and relevant.”

Waiting for a few days gives the recipient enough time to process your previous email and attend to other priorities. If the matter is urgent or if you know the recipient’s schedule is tight, adjust your timing accordingly.

Tip #2: Provide more information.

Sometimes silence isn’t disinterest — it’s confusion. I’ve learned that when a prospect doesn’t reply, it’s often because my message didn’t give them enough to act on. Maybe I assumed they remembered our last chat, or I expected them to “get” the value without spelling it out.

That’s why my follow-ups always aim to fill in the blanks. I’ll recap the last touchpoint in one clear sentence, then add one new, relevant piece of information they didn’t have before. That might be a case study, a recent client result, or even a simplified breakdown of how we’d solve the problem we talked about.

Before I hit send, I read the email as if I were them: Would I feel informed enough to take the next step? If not, I revise. And if I’m too close to it, I’ll have a teammate scan it for clarity. When you make it easy for someone to understand why they should respond, they usually do.

Tip #3: Offer value.

If you can provide something valuable, like a free trial or useful content, you’re more likely to get a response to your follow-up email.

Timothy J. Williams, principal consultant at Thinksia, knows this all too well. “In my experience in marketing strategy and brand activation, a standout follow-up email tactic involves offering a new, insight-filled piece of content that adds significant value beyond the initial communication.”

If you kicked off the outreach with information about some of your most compelling services, the follow-up might contain a case study or whitepaper specific to the prospect’s business or industry. Be sure to think about value from the perspective of your contact. For example, I might feel like an ebook all about a problem they’re experiencing is incredibly valuable, but if they’re too busy to use it, that same content might feel like spam to them.

Tip #4: Show empathy.

I’ve learned that empathy isn’t a “nice-to-have” in follow-ups — it’s a competitive advantage. When someone doesn’t reply, my instinct isn’t to get frustrated. It’s to get curious. Maybe they’re buried in priorities. Maybe the timing just sucks. Maybe my message caught them mid-fire drill.

So I acknowledge that. A line as simple as “I know things are probably hectic on your end” or “No rush if this isn’t a priority right now” can make a huge difference. It signals that I’m not just here to push my agenda, I’m here to partner.

The truth is, people respond when they feel seen. That’s why empathy isn’t just a mindset in sales — it’s a tactic. It builds trust, lowers resistance, and keeps the door open, even when the answer is “not yet.”

Tip #5: Create urgency.

One of the biggest mistakes I see in follow-up emails? No clear reason to act now. If there’s no consequence to waiting, guess what people do? They wait. Or worse — they forget.

When I’m crafting urgency, I’m not resorting to cheap gimmicks or fake deadlines. I anchor it in real relevance. Maybe there’s a campaign launching next quarter, a budget cycle closing, or a partner window that aligns perfectly with what we’re offering.

Sometimes I’ll say: “If this is something you’re still exploring for Q3, I’d love to share a few things we’re seeing work before calendars fill up.” It’s not pressure — it’s context. It gives them a reason to prioritize the conversation without feeling cornered.

The key is to tie urgency to their world, not yours. That’s when they lean in.

Tip #6: Offer social proof.

My favorite way to convey the value of a product or service is through social proof, such as customer testimonials or case studies. When you’re selling something, the prospect needs to be able to imagine your product or service solving a problem. Social proof makes that task much easier for them.

“Whether it is a customer review on the company’s website, a star rating, or an in-depth case study, social proof leverages positive feedback from real users,” says Giuseppe Conti, professor of negotiation and influencing.

The stories, images, and tone of your social proof can also help keep conversations going. This is useful because some customers need more time to make decisions, and the hardest part might be keeping them engaged.

Tip #7: Get to the point.

Your follow-up email should be concise, focusing on the essentials witho

HubSpot’s 2025 State of Sales Report: What 1,000+ sales pros say about AI, buyer behavior, and growth

juthompson@hubspot.com (Justina Thompson) — Fri, 29 Aug 2025 16:45:00 +0100

Every sales pro I talk to mentions the same challenges: inflation, rising interest rates, and pricing instability are making it harder to get deals across the finish line. Budgets are tighter, and buyers are more cautious about where they put their money.

While that sounds daunting, there are still serious buyers out there, and they’re more educated and ready to buy than ever before.

To see exactly how these shifts are playing out, we surveyed 1,000 global sales pros for HubSpot’s 2025 State of Sales Report. And, I didn’t just look at the numbers. I also caught up with several sales experts to hear how these trends are showing up in their day-to-day work.

The results are clear: While the economy is putting pressure on sales teams, AI and new strategies are helping them stay resilient — and in many cases, even thrive.

Table of Contents

Sales Benchmarks

Top State of Sales Findings and Trends

Other Trends to Watch

Sales Benchmarks

Before we dig into the key themes that are leading, transforming, and impacting sales metrics, here are some sales benchmarks to help you get a sense of how your business stacks up in 2025:

Sales goals: 59.9% of sales teams are on track to meet or surpass their revenue targets.

Win rates: 91% report win rates are stable or improving.

Deal sizes: 93% say average deal sizes are holding steady or growing.

Lead quality: 68% report that lead quality has improved year over year.

Team growth: Nearly half of leaders (45%) expect their teams to expand this year, while just 3% expect them to shrink.

Budgets: Only 9% of respondents say sourcing budget has been difficult; 42% call it “easy” and 49% say it’s neutral.

Together, these numbers show that while macroeconomic uncertainty is still on everyone’s mind, sales teams are holding steady and in many cases improving — across the metrics that matter most.

Top State of Sales Findings and Trends

Trend 1: Sales success is defined by revenue outcomes (not ops efficiency).

Unsurprisingly, sales pros are laser-focused on outcomes. In fact, 42% say annual recurring revenue (ARR) is the most important success metric.

Rounding out the top success benchmarks:

Average profit margin — 30%

Conversion rate — 29%

Win rate — 28%

Average revenue per user — 27%

Quota attainment — 26%

Sales cycle length — 22%

Average deal size — 20%

What’s most striking is what doesn’t make the list.

Fewer than 5% of respondents said they prioritize pipeline coverage, lead scoring, or sales linearity. That marks a clear shift away from measuring activity for activity’s sake and toward bottom-line impact.

Dylan Wickliffe, VP of Growth at media junction, agrees.

“Leads have gotten better, thanks to stronger partner channels and a clearer ICP [ideal customer profile]. I’ve gone from chasing every possible deal to focusing on fewer, higher-value opportunities, putting more energy into strategic conversations instead of volume-based outreach,” Wickliffe says.

This trend signals a maturity in how sales organizations define success. Outcomes are a bigger focus than activity.

Trend 2: Value is the key to sales success.

Sales today is all about proving value. The top two deal-killers come down to perception of value: no product fit (37%) and poor value for money (35%).

Yet, it’s clear sales teams have managed to adapt to these maturing buyer expectations, with 60% reporting they are meeting or exceeding their sales goals.

Some of those shifts include:

Offering expanded self-serve tools like free trials, pricing pages, and customer stories (40%) to meet customer expectations.

Focusing on solution-based selling (35%).

Waiting to attempt upsells until right after delivering value to ensure clients are receptive (37%).

And if you’re wondering about the other top upsell drivers, understanding customer goals (42%) and providing consistent value (39%) round out the top three.

Our experts concur that value is mission-critical in 2025. Kali Tucker, owner of The Waterworks, says, “Referrals and relationships are gold. In a crowded market, nothing cuts through like delivering value that gets people talking.”

Hernandez shares that messaging is an important part of showing that value, noting that when it’s spot on, it results in “a leaner pipeline, higher deal quality, and sales conversations that move faster because prospects already see themselves in the offer.”

And while value remains the ultimate differentiator, sales reps are also leaning on new tools — especially AI — to deliver it more consistently.

Trend 3: AI is a mainstay of the sales rep’s tool belt.

So, what else feels different this year? AI isn’t just a buzzword anymore. Last year, everyone was asking if it would change sales. Now, the conversation is all about how we use it to work smarter, move faster, and build stronger connections with buyers.

AI isn’t hype. It’s here, and it’s producing results. Where last year the conversation was about how AI was gaining traction, this year, it’s clear that people are using it to focus their time more effectively.

In fact, only 8% of the sales reps we surveyed reported not using AI at all. Here’s what else they say:

37% of reps use AI tools, more than any other sales tool category.

AI was rated the highest ROI tool (31%).

84% say AI saves time and optimizes processes.

83% say it personalizes prospect interactions.

82% say it surfaces better insights from data.

But how people are using it is fascinating. Everyone I spoke with uses it slightly differently.

For example, M. Shannon Hernandez, founder and CEO of Joyful Business Revolution, reports using AI to cut admin: “Instead of spending 2 hours consolidating notes into a proposal, AI now captures the key details live during my calls, which has cut my post-call time by 80%.”

On the other hand, Wickliffe calls AI his “silent sales partner,” noting that his AI tools handle research, prep, scoping, and follow-up so he can focus almost entirely on closing.

Trend 4: AI helps buyers research, but humans still close deals.

With AI tools like ChatGPT, buyers are better informed than ever. 74% of sales pros believe AI is making it easier for buyers to research products.

As a result, the seller’s role is evolving from pitching to confidence building:

36% say their primary job is helping buyers feel confident in decisions.

33% say it’s navigating internal buy-in.

Matt Hall, founder of Common People, sees this playing out with buyers spending more time to ensure they make the right decision.

“The buying cycle is a bit slower … buyers are spending more time exploring options,” Hall says.

Tucker sees two primary factors in B2C sales trends this year.

“Everyone wants that good deal, but they also want a real human connection,” she says.

She has also noticed a change in how research affects the sale: “People are making buying decisions in advance of physically coming into the showroom. Our role really becomes about building that relationship and connecting the dots to a deal.”

Trend 5: Social media has permeated the entire sales journey.

Social selling has become the channel of choice. While awareness is important, response, lead quality, and revenue are factors that play a significant role in its success for salespeople.

42% say social media delivers the highest cold outreach response rate (vs. 26% via email and 23% on the phone).

35% say social media is their top source of high-quality leads (up slightly from last year).

45% rate social media “very effective” at driving sales. That’s higher than in-person meetings (44%) or video calls (35%).

Some of the experts I spoke with agree that social media is a valuable sales channel.

“One LinkedIn post about a client’s messaging shift led to a DM, then a $33K engagement. That’s the power of thought leader positioning and a cohesive messaging strategy that shows prospects the results they want — before they ever reach out,” shares Hernandez.

Wickliffe adds, “Posting behind-the-scenes insights on LinkedIn has turned into an unexpected lead magnet, sparking conversations that move directly into the pipeline. People like people. Me posting about what I know about and what I’m passionate about drives business and also drives referrals.”

But not everyone agreed.

For one, Tucker had a different take. “We’ve found lead quality declining from paid social, but our greatest success has come from collaborations with other local businesses with ancillary products and services to our own. The resulting real, unfiltered behind-the-scenes content helps people get to know us as people, creates better visibility—and in turn, creates more personal connections before people ever connect with our sales teams.”

Hall agreed with Tucker. For her, social selling hasn’t been a big priority this year.

“Without human connection, the value of social platforms seems to be limited to entertainment or dopamine dependency — values that seem unsustainable in the long term. Those who can maintain real human connection right now seem to be doing okay,” Tucker says.

What does all of this mean?

If you can use social media to help your customers feel connected with your brand or sales reps, you’ll have a leg up on those who focus on it just for awareness.

Trend 6: Macroeconomic anxiety is real — but so is adaptability.

It’s impossible to have a conversation about any kind of sales without addressing the economic elephant in the room. Most of the biggest sales concerns relate directly to perceived economic instability:

Recession concerns — 74%

Inflation — 75%

Interest rates — 70%

Supply chain issues — 69%

Tariffs/trade — 69%

What’s striking is how high these numbers remain across the board, a reminder that economic anxiety is both global and persistent.

Yet the story doesn’t end there. Resilience is the bigger story:

60% of sales pros report they’re on track to meet or exceed sales goals.

67% say they’re very or extremely adaptable.

76% say they understand how macro trends affect their industry.

79% say their org communicates those impacts effectively.

This also illustrates the importance of value (Trend #2) and how companies that deliver on value are well-positioned to thrive in the future.

And, that brings me directly to the next trend.

Trend 7: Despite turbulence, momentum & budgets remain strong.

Here’s the surprising twist: even with those economic fears, core sales metrics are holding steady — and in many cases, improving.

Key success benchmarks are holding steady or improving:

91% say win rates and close rates stayed flat or improved.

93% say average deal size grew or stayed consistent.

68% say lead quality improved.

When it comes to team investment, the picture is equally encouraging:

45% of leaders expect the number of reps per manager to grow this year.

52% expect team size to hold steady.

Only 3% anticipate team size shrinking.

As for budgets, just 9% say sourcing budget is harder this year. The majority say budget sourcing is either easy (42%) or neither easy nor hard (49%).

Other Trends to Watch

While the seven core trends define the big shifts in sales for 2025, the data also revealed several smaller but equally telling patterns.

These don’t warrant full sections on their own, but together they paint a sharper picture of how sales teams are adapting, thriving, and preparing for the future.

1. Teams are redefining sales culture as a differentiator.

Sales success isn’t just about metrics or budgets. The 2025 data shows how culture plays a huge role in longevity, morale, and the bottom line.

Top motivators include:

Trust in leadership — 30%

Healthy competition — 30%

Career development — 28%

On the flip side, toxic competition (28%) and lack of collaboration (29%) can sink performance. Leaders who double down on culture will have a clear edge.

2. Social may have a leg up on email for prospecting.

Email, live events, and outreach by phone aren’t going anywhere. However, social outreach now outranks email for response rates (42% vs. 26%), showing a clear shift in where buyers engage.

Sales teams that still rely primarily on cold email may be missing the channels where buyers are most active

3. Promotional experiments are here.

Promotions aren’t limited to discounts anymore. Companies are experimenting with activities like social media challenges (28%), contests (24%), and even giveaways to generate leads and drive engagement.

Yes, everyone loves a deal, but as margins get tighter, there are new ways to create a buzz.

4. Free tools and trials drive strong conversion rates.

Buyers want to evaluate value independently before they engage with reps, which means that free options continue to prove their worth in pipeline creation.

Nearly 38% of sales leaders say free tools convert best, outpacing free widgets (27%) and free content (25%). Buyers want a taste of real value, not just gated PDFs.

5. Enablement content is getting smarter.

Generic collateral and content are losing ground. With AI making it easier to get answers, the kinds of content that move deals forward most effectively include market research (35%) and product demos (32%).

6. Emotional intelligence sets good salespeople apart.

While tools and tactics evolve, the human element is still decisive. Reps report that understanding customer goals (42%), providing consistent value (39%), and building trust (30%) are the top drivers of repeat sales and upsells — all core aspects of emotional intelligence.

This reinforces what many leaders already know: Empathy, active listening, and genuine relationship-building separate good salespeople from great ones.

“Empathy is the number one thing I look for in my sales team,” says Tucker. “You need to listen to the client, and understand what they want, and what they’re not saying. When you can, you can tie the offer directly to their motivators, and that is the win right there.”

Hernandez echoes this, “The sales edge will go to leaders who build trust systems, or processes that keep founders and their sales teams in a prospect’s world for months or years without going cold.”

8. These traits will set high-performing salespeople apart.

We dug deeper into research on high- and low-performing salespeople to identify the traits and tactics that set them apart. While specific data points might change as AI and efficiency processes mature, these soft skills aren’t going anywhere.

Most notably, here’s what high-performing salespeople are doing this year.

Building Trust and Rapport

Of respondents, 40% said that establishing trust and rapport

How to create a sales process that drives results, directly from a sales pro

Diego Mangabeira — Thu, 28 Aug 2025 12:00:00 +0100

Sales used to feel like a blank canvas every time I picked up the phone. No map, no rhythm, just intuition and hustle. That might work in the short term, but if you’re trying to scale, guessing isn’t a strategy. I learned that the hard way.

The turning point came when I built my first real sales process. Not a script, not a checklist, but a repeatable, flexible system that helped me turn strangers into customers, without burning out or winging every call. I’ve since helped sales teams, from startups to enterprise orgs, craft, test, and refine processes that actually drive results.

A good sales process won’t turn you into a robot. What it will do is give you structure when things get messy. It lets you track what works, troubleshoot what doesn’t, and guide buyers through the journey instead of pushing them down a funnel.

In this post, I’ll break down exactly what a sales process is, why it matters, and how to build one that aligns with the way modern buyers actually buy. Let’s get into it.

Table of Contents

What is a sales process?

Sales Process Steps

How to Improve Your Sales Process

Sales Process Mapping

How to Create a Sales Process

Sales Process Flowchart

Sales Process vs. Sales Methodology

Sales Process Examples

Common Sales Process Mistakes

What is a sales process?

In my experience, a sales process is more than just a checklist. It’s the blueprint that keeps your team aligned, your deals moving, and your pipeline healthy. It’s the system behind the strategy: the repeatable steps that turn cold leads into closed revenue.

A good sales process brings structure to chaos. It helps new reps ramp faster, gives veterans a framework to improve, and gives sales leaders clear data to coach with. Whether you’re prospecting, running discovery, or closing, the process serves as your compass. You’re not guessing what comes next. You’re leading the buyer through a journey with purpose.

At its core, a sales process outlines every stage of your customer conversation, from that first cold touch all the way through to post-sale expansion. And while no two deals are ever the same, having a process means you don’t have to start from scratch every time. It gives your team clarity, consistency, and control over outcomes.

If you’re trying to scale, optimize, or just stop losing deals in the middle of the funnel, your sales process is where you start.

Why build a sales process?

Because sales without structure isn’t just inefficient, it’s unsustainable.

When I first started selling, I was hustling hard but flying blind. Every lead felt like a gamble. Some days, I was closing fast. Other weeks, I couldn’t get a single reply. I had no idea what was actually working because there was no system to track or improve. It wasn’t a strategy. It was survival.

That changed the moment I committed to building a sales process. Suddenly, I had clarity. My team had language. My manager had visibility. And my pipeline had consistency.

A structured sales process turns chaos into a system you can teach, tweak, and scale. It creates checkpoints at every stage, so you know where deals stand, what actions move them forward, and how to course-correct when things stall. It’s how you turn instinct into intelligence.

And the numbers back it up. According to Forecastio’s 2024 analysis, organizations that follow a formal sales process report 28% higher revenue than those without one. That lines up with what I’ve seen in the field. After helping a client standardize their process, we watched their win rate climb from 18% to over 25% in just six months.

We didn’t change the product or double the outreach volume. We just aligned around a consistent, testable process.

Beyond the metrics, here’s what a strong sales process gives you:

It shortens ramp time. New hires don’t need to guess; they follow a proven path.

It improves cross-functional alignment. Sales, marketing, and success all speak the same language.

It enables better coaching. You can measure skill gaps and fix them with precision.

If you want predictable revenue, scalable training, and real accountability, build a sales process. Then evolve it. That’s how you get repeatable wins, quarter after quarter.

Next, let’s break down what a modern sales process actually looks like.

Sales Process Steps

1. Prospect.

Prospecting isn’t about blasting cold emails into the void or dialing until your voice gives out. It’s about precision: knowing exactly who you’re reaching out to, why they should care, and how you’ll earn their attention in a world full of noise.

Early in my career, I believed that volume would deliver results. I was wrong. Quality over quantity became my mantra. Once I focused on intent-driven prospecting instead of desperate outreach, everything changed: My reply rates improved, calls warmed up before I even spoke, and I stopped wasting time on the wrong targets.

Here’s how I approach it now:

Define my ideal customer profile (ICP). Who fits our solution, and which in-market signals matter most?

Use smart tools. Apollo is best for verified contacts, Sales Navigator for signs like job changes, and Bombora/6sense for intent insights.

Double-check timing. Even tech doesn’t replace real judgment: company fit, contact relevance, and context still matter.

Personalize. Not just “Hi ,” but referencing their product, blog, or a recent hire.

Multi-channel cadence. Short, value-first messages across email, call, and LinkedIn. I treat the first touch like a handshake, not a pitch.

I agree with Leadsforge’s recent audit: “Modern buyers expect personalization, precision, and relevance,” which translates to a 22% higher open rate and significantly improved reply rates.

The best reps I know don’t start with selling. They start with curiosity. That’s prospecting: The art of learning enough about someone to open a meaningful conversation.

2. Connect and qualify leads.

Once you’ve identified promising prospects, the next step is to start the conversation and figure out if they’re truly worth pursuing. Lead qualification isn’t about pushing forward just because someone responded. It’s about focusing your energy where it matters most: on opportunities with real potential.

I usually begin with a value-driven message, whether it’s through email, LinkedIn, or a brief phone call. The goal is to explore their challenges, priorities, and buying process. To guide those conversations, I lean on frameworks like BANT (Budget, Authority, Need, Timeline) or CHAMP (Challenges, Authority, Money, Prioritization). These help me quickly evaluate whether the lead fits our ICP and deserves the next step.

And there’s data to back this up. According to UserGems’ April 2025 guide, the most effective qualification processes involve gathering multiple signals early on. Things like company size, seniority of the contact, recent funding, past engagement history, and media visibility. Meanwhile, Nimble’s 2025 CRM report highlights that scoring leads using both firmographic data and behavioral triggers can significantly boost conversion rates.

Here’s how I typically handle this step:

I run a short discovery call (usually 15 to 20 minutes) where I ask about current initiatives, pain points, and any platforms or tools they’re evaluating.

I check the qualifiers one by one:
Budget: Do they have funds allocated or forecasted?
Authority: Am I speaking with someone who influences or makes decisions?
Need: Is there a clear problem that our solution addresses?
Timeline: Are they planning to act soon, or is this for next quarter?

I also apply a simple scoring model in my CRM. This helps me rank leads based on what they say and what they do, like if they opened my email twice, clicked the demo link, or downloaded a case study.

Taking the time to qualify properly might feel slower at first, but it pays off. I’ve seen teams double their email-to-meeting conversion rate just by getting disciplined at this stage. It’s how you stop guessing and start building a real pipeline.

3. Research the company.

Before any meeting, I treat research like reconnaissance. It’s not just checking a LinkedIn page and calling it a day. It’s about understanding the company’s context: what they care about, where they’re going, and how we fit into that picture. Without this step, you're not selling solutions, you’re guessing.

When I was new to B2B sales, I’d jump into discovery calls with minimal prep. I’d ask generic questions and get surface-level answers. It wasn’t until I started doing deep, pre-call research that I noticed the shift. Prospects leaned in. They said things like “Wow, you actually did your homework.” That’s when deals started moving faster and closing bigger.

My company’s research process focuses on three layers:

Strategic triggers. What’s changing in their world? Are they expanding, hiring, launching a new product, or announcing a shift in focus? I track this through Google News, Crunchbase updates, and recent press releases.

Tech stack and tooling. What tools are they using today, and how do those tools signal gaps we can solve? I use platforms like BuiltWith, Slintel, and Wappalyzer to audit their stack. If I see tools like Salesforce, HubSpot, or Gong, I know what conversations to prepare for and where integrations can play a role.

Buyer behavior. How are their stakeholders showing up online? I scan the LinkedIn activity of decision-makers, read their blog posts, or pull quotes from interviews and podcasts. If the VP of Sales says, “Our outbound funnel is leaking,” I use that language in the first call. It shows I’m tuned in to their reality.

According to LinkedIn’s 2024 State of Sales Report, 76% of buyers expect sales reps to know their company before reaching out. Sellers who lead with research are 2.3 times more likely to connect with decision-makers. That lines up with what I’ve seen firsthand. Reps who come prepared build credibility fast. Reps who don’t lose the room before the pitch even starts.

Bottom line: Research isn’t a task to check off. It’s your competitive advantage. Know their world better than they do, and you’ll stand out before you even say your name.

4. Give an effective pitch.

A good pitch doesn’t sound like a pitch. It feels like a mirror, where the buyer sees their pain, their goals, and a believable path forward. I learned this the hard way. Early on, I thought pitching was about reciting benefits and features like a checklist. But the more I did that, the more glazed-over looks I got. That changed when I started tailoring my message to what the buyer actually cared about.

Today, my pitch strategy is built around context, not slides. I walk in with three things crystal clear: their business priorities, the problem we solve, and the cost of inaction. I frame the conversation around their language, not mine. Instead of “Here’s what we do,” I lead with “Here’s what you told me you’re dealing with, and how others in your space solved it.”

I’ve found that simplicity and structure win. My pitch framework goes like this:

Recap the problem.. “From what you’ve shared, you’re seeing a drop in outbound conversion and struggling with rep productivity.”

Paint the impact. “In similar teams, that’s led to long sales cycles, burnt-out SDRs, and missed revenue goals.”

Position the solution. “Here’s how we helped a team like yours cut ramp time in half and increase meetings booked by 35% in 60 days.”

Invite the conversation. “Would it make sense to explore what that could look like for your team?”

The best pitches don’t pressure. They create clarity. According to Gong’s analysis of over 500,000 sales calls, top-performing reps speak less than 43% of the time during a pitch and ask 2.4x more engaging questions than their lower-performing peers. That statistic tracks with my own experience: Real conversations beat polished monologues every time.

What really matters is this: Your pitch isn’t a presentation. It’s a pivot point. Done right, it moves the prospect from uncertain to curious, and curiosity is where sales momentum begins.

5. Handle objections.

Objections aren’t rejections. They’re a sign of interest, but masked by doubt, risk, or confusion. Once I understood that, I stopped fearing objections and started welcoming them. Because when a buyer pushes back, they’re actually letting you in. You just have to know how to respond without getting defensive or going into pitch mode.

Most objections fall into four buckets: price, priority, fit, and trust. And each one needs a different approach. When someone says, “It’s too expensive,” they usually mean “I’m not convinced of the ROI.” When they say, “We’re already working with someone,” it often means “Switching feels risky.” If you don’t pause to understand the real reason behind the words, you’ll either over-talk or underdeliver.

Here’s how I handle it:

Listen fully before jumping in. Most reps interrupt too early.

Acknowledge the concern. “That makes total sense. Others I’ve worked with felt the same way.”

Ask a follow-up question to uncover the root. “Can I ask what specifically feels like a blocker right now?”

Reframe with proof. Share a relevant success story or stat tied to their problem.

For example, if a prospect says, “We’re not sure the timing is right,” I’ll respond with something like, “I hear you. One of our clients said the same thing, but after implementing, they actually accelerated their pipeline by 22% in Q1. Would it help to walk through how they approached it?”

According to Salesforce’s 2023 “State of Sales” report, 78% of high-performing sales reps say objection handling is a key differentiator, and reps who frame objections as collaborative problem-solving close deals 36% more often than those who get combative or rigid.

In my own consulting work, I’ve seen this too. One startup I coached reduced stalled deals by 41% just by shifting how their reps responded to the “not now” objection, turning it into an opportunity to requalify and reschedule with clarity.

Objections aren’t walls. They’re doors. The best sellers don’t bulldoze through them — they knock, listen, and walk through together.

6. Close the deal.

Closing isn’t a magic line or a pressure play. It’s the natural outcome of doing everything else right. If you’ve qualified well, uncovered real pain, delivered value, and handled objections with empathy, then closing is just clarity. Not coercion.

Early in my career, I’d get anxious near the end of the sales cycle. I’d either push too hard or hesitate too long. Neither worked. What I learned is that closing is about helping the buyer make a confident decision, not backing them into one.

I don’t ask for the sale: I confirm alignment. I’ll say, “Based on everything we’ve discussed, does it make sense to move forward?” or “Is there anything holding us back from getting started this month?” These questions shift the dynamic from pitching to partnering. They give the buyer space to be honest while keeping momentum intact.

Timing matters too. I always recap the pain, the impact, and the agreed outcomes before talking next steps. That way, the value is fresh in their mind. If legal or procurement delays pop up, I stay close and communicate frequently, not forcefully. Patience with urgency. That balance matters.

And when a deal goes quiet, I don’t just “circle back.” I re-spark with context. Something like, “I know timing was tricky last quarter, but I saw your team is hiring in RevOps, usually a sign of process changes. Would it make sense to revisit this?”

According to Gong’s 2024 “Closing the Deal” analysis, top-performing reps use collaborative language 48% more often in closing conversations and are 3.1 times more likely to confirm next steps with clear ownership on both sides.

I’ve seen this firsthand. At one SaaS company I advised, we rewrote all closing email templates to center around buyer goals, not product features. Within six weeks, close rates jumped by 19%.

Closing isn’t about being clever. It’s about being clear, aligned, and intentional. If you’ve done the work, the close should feel like the most natural part of the process.

7. Nurture and continue to sell.

The sales process doesn’t end at “Closed Won.” That’s just where the next opportunity begins.

In my experience, the best reps aren’t obsessed with the finish line. They’re obsessed with the relationship. After the deal is signed, they don’t vanish. They check in. They bring insights. They add value when no one is asking. Because they know the real metric isn’t just revenue: It’s retention, referrals, and expansion.

I always map out a post-sale touchpoint sequence. It starts with a short message the week after onboarding, just to make sure they feel supported. Then I set monthly reminders to send helpful articles, invite them to webinars, or simply ask, “How are things going?” No pitch. Just presence.

When there’s value alignment, I introduce case studies that relate to their vertical. If I notice usage drop-offs or gaps in product adoption, I bring in success teams early. And if I uncover a new initiative or hire, that’s my cue to explore cross-sell opportunities with curiosity, not assumption.

Maintaining engagement after the initial sale is crucial; without it, expansion stalls and customers drift. According to Outreach’s “Sales 2024: A Revenue Data Analysis,” organizations that embed structured post-sale outreach, like re

15 crucial questions to ask prospects throughout the buyer’s journey, according to HubSpot’s former sales director

dtyre@hubspot.com (Dan Tyre) — Tue, 26 Aug 2025 12:00:00 +0100

If you’re still ignoring buyer journey questions, it’s time to pause and rewind. I say so because sales is now an increasingly consultative profession. Success today is less about “always closing” and more about “always helping” as a knowledgeable, reliable person that buyers can trust.

Genuinely helping prospects demands providing them helpful and specific resources instead of stuffing irrelevant information down their throats. There’s no other way to come across as someone they trust. But how do you know what’s helpful for them? Asking the right questions for each stage across the buyer’s journey.

If you’re wondering what questions to ask, you’re in the right place.

Table of Contents

Why Buyer’s Journey Questions Are Essential

Crucial Questions to Ask Prospects Throughout the Buyer’s Journey

Why Buyer’s Journey Questions Are Essential

I’ve been harping for the longest time: The sales rep–prospect relationship needs to cut both ways. As your prospects qualify you, you also need to qualify them back. How?

Source

This starts with asking the right sales qualification questions at the right time. These questions will get you in the position to:

Uncover real needs. Statistically, 72% of buyers expect reps to understand their needs.
Instead of assuming what matters to the prospect, asking buyer journey questions lets you hear it straight from them.

Build trust. Asking thoughtful questions shows you’re invested in helping, not just selling. We all know that nobody likes to be sold to.

Save time. The right questions help to determine whether a prospect is a good fit or needs more nurturing effort. This intel saves a ton of time.

Personalize conversations. Since every buyer’s journey is unique, asking the right questions across the different buying stages shows the path to meeting people exactly where they are with empathy and tailored solutions. According to research, 80% of buyers expect more personalized interactions with sales reps, explaining why this is important.

Move deals forward. Last but not least, the right questions unveil clarity on a buyer’s potential concerns. This makes offering the right solution at the right time remarkably easier.

In essence, in my experience, buyer journey questions are the holy grail to successful sales outcomes. Now, let’s review some of the most effective questions you can ask across the different stages.

Crucial Questions to Ask Prospects Throughout the Buyer’s Journey

Awareness and Education

This is the top-of-funnel stage where your prospect realizes they have a problem but struggles to articulate it precisely. In turn, they have little or no sense of how to solve it. The marketing team primarily handles such leads, and I suggest avoiding engaging heavily with prospects now. When you do, my best bet is to keep things light, with questions like:

1. What were you looking for help with?

This is a typical icebreaker question. I usually look through the company’s CRM profile before I ask this. Doing so helps me determine what content the prospect engaged with or downloaded, and then I know I have to dig deeper from there.

Remember, like I said, this stage is about keeping it light, just a regular conversation about their needs. So, when you ask this question, try to get them to open up about their business pain and how the content they checked out relates to it.

Pro tip: Take everything they say about their problem early on with a grain of salt. Make your notes, but remember this can change. According to research, buyers can change their problem statement an average of 3.1 times during complex purchases. We’re just asking them this question to get them talking.

2. What challenges prompted you to start looking for a solution?

This question is my go-to for inviting prospects to discuss the root causes of their pain. I advocate asking it because it helps to understand the bigger picture, straight from the horse’s mouth. Often, buyers themselves don’t have clarity and asking this question helps them articulate it better. I’ve seen that this information is eventually quite handy to tailor future conversations around the real issues they care about solving. Also, not to discount, everyone likes a good pair of ears to their problem, right?

3. How are you currently handling this issue?

As a salesperson, I prefer having a baseline from which to work. Understanding their existing process with this buyer journey question gives me exactly that.

Do they rely on internal teams? Google? Industry forums? A competing product? Answers to this question reveal their resource preferences, level of expertise, and even their pain tolerance. Suppose they’re patching things together with duct tape and spreadsheets. Then it is a sign that there’s a clear opportunity to eventually offer a solution that might address the gaps or inefficiencies.

4. What would success look like for you?

I often ask this awareness stage question when I’m looking to shift the conversation toward their desired outcomes from focusing on the pain points. Once I know that, I try to understand what “good” looks like in their mind. I’ve seen that it makes it easier to position myself as someone who helps them achieve, not just fix at the right time.

5. Is there anything else I can do to help you right now?

I like to keep this question vague, as I prefer staying in educational mode during the awareness stage. I advocate asking it to let prospects know that you’re there to help and that they can ping you whenever they have questions.

Pro tip: Be careful here and keep things low-touch when you ask this to avoid a prospecting mistake. Remember, there’s a fine line between helpful and pushy, and the way you ask this question may blur it.

Consideration and Evaluation

By the time it is the consideration and evaluation stage, prospects better understand their pain points. This is the time when they’re most likely internally setting budgets and priorities. I take this as the prime time to get my foot in the door as the pain-point solver.

Some great questions I swear by at this time include:

6. Where are you in the budget-setting process? / Are you looking for proposed solutions now? / Is there a timeframe for finding a solution to your problem?

These are some of the classic BANT questions, and I reckon, you must aim to cover all elements.

Source

Why? Many times, I’ve seen a prospect seem like a fantastic fit on paper, but not in reality. Reasons could be: They may not have the budget, their leadership isn’t considering vendors, and so on. So, ideally, you don’t want to waste too much time on such prospects. If you do, you can even risk souring your relationship by pushing them to act before they’re ready.

Remember, you can’t help someone who doesn’t want you to, and the most competent salespeople don’t try to.

7. What features or services are most important to you?

Since prospects generally weigh various options during consideration, I advocate asking this one to pin down what truly matters to them, and not what I think matters to them.

I’ve seen firsthand how transparency helps to better focus on the must-haves rather than spending time harping about the nice-to-haves they don’t care much about.

8. When do you need to achieve [X] goals by? When do you need to implement the solution by?

This is one of my go-to questions to personalize a sale. Whenever I’ve asked it, most prospects have answered “yesterday” to this one — and your prospects would perhaps say the same, too. Take my word for it: When you ask this, get such an answer and follow up correctly, that’s where the magic starts to happen.

When you ask, get specific with them about their process, goals, and timeline. What are they hoping to accomplish, and when must that happen? By personalizing the sale this way, you can get your prospect thinking about their purchase in terms of the benefits, how their specific pain points will be addressed, as opposed to things like features or price.

Pro tip: Remember, your product becomes valuable to customers when they start seeing benefits, not when they purchase it. So, focus on the solution, not the purchase; this move will make your product look more attractive.

9. Have you considered other solutions or providers so far?

I’ve always found it helpful to know beforehand who (or what) I compete against. This buyer journey question is my shot at hearing that directly from the prospects.

If you ask this question, you will understand how seriously they’re shopping and whether they’re already leaning in any particular direction. This will guide you to go back to the right strategy deck to determine why your product is better than the ones they’re considering, where it falls short, and use it to tailor the conversation in your favor. I’ve saved a ton of time with this one.

10. What concerns do you have about moving forward with a solution?

I personally love this question, since it hits two targets with one stone. First, I’ve seen it surface any objections early. Knowing the obstacles at the right time makes them much easier to handle. Second, asking it also signals that you’re not just pushing a sale; you want them to feel confident in their decision.

11. How can I make this process easy for you?

This question offers an excellent avenue to show empathy and build trust. Asking it signals you’re not just there to close a deal but to truly partner with the buyer. I tend to ask this to appear empathetic and set myself apart from pushy, transactional sellers.

I normally acknowledge that buying isn’t always easy: There are approvals, paperwork, comparisons, and risks involved to connect with them better. In fact, nearly every time I’ve asked this question, I’ve seen the prospect share some hidden blockers, internal hurdles, or decision-making preferences that I might not have uncovered otherwise.

In my experience, it has also opened the door for collaboration. Sometimes, all they need is something as simple as a one-pager for their boss, a demo for their team, or just more time. By asking this question, I’ve been able to provide them that, build goodwill, and chalk out a roadmap to move the deal forward with less friction.

Decision and Purchase

Once you move past the awareness and consideration stage, you’ll know whether your product fits your prospect well. You’ll also probably understand what needs to happen for a deal to close. Now is the time to hold their hand and help them cross over, making them feel they’re in the driver’s seat. This is when you need to ask buyer journey questions like:

12. How are you doing?

I know what you might think: How could such a generic question do anything for you this late in the game? And as you can probably assume, this question isn’t some secret, magical, “hiding in plain sight” deal-sealer. In all honesty, I use this question to gauge my prospects’ trust in me, where I stand, and if I’m talking to the right person.

Buying a new product isn’t traumatic, but risks are still involved, right? Sales is the art of building trust within a tight window. How a prospect answers this tells me a lot about where I stand with them:

If they say, “We’re behind,” I ask if I can do anything to speed up the process and appear helpful.

If they say, “We’re on track, I brought it up to my boss, and we’re meeting about it on Friday,” I know things are going well.

If they say, “Well…” or “I don’t know…”, it’s a sign there may be a problem.

If they don’t want to tell me, it could mean that things aren’t going well and they don’t trust me.

If they can’t tell me, it’s usually because they don’t know, which means I’m speaking with the wrong person.

13. Who else will be involved in the final decision?

Quite often, it so happens that the person we’re speaking with isn’t the ultimate decision-maker.

Research shows that 80% of deals in B2B sales require multiple decision-makers. Moreover, the average buying group has grown to include at least 10-11 stakeholders, and the final decisions require alignment from at least five key stakeholders.

In light of these facts, asking this question immediately lends perspective on who’s involved in the buying committee. I’ve seen firsthand how this can be a tremendous advantage in addressing everyone’s needs and concerns, and not just the person in front of me. So don’t skip this one.

14. Have you gone through a similar purchasing process before?

I swear by this question nearly every time. Why? It shows how much hand-holding and education there is left to do. If your prospect has undergone a similar process, you can expect to put in less legwork to get them to cross over. If they haven’t, the help you offer your prospect can make or break the sale.

I always offer to walk my prospects through a first-time decision-making process. After all, I’ve done this a million times and understand how to help get executive-level buy-in.

Pro tip: I occasionally offer a “Godfather.” By that, I mean a senior executive at the company who will check in with a customer once or twice a year to ensure things are going well. I’ve made this offer hundreds of times, and only a few customers have taken advantage of it. I’ve seen how simply offering this is often more valuable than the actual resource. Prospects start feeling that their risk is reduced if they know help is just a phone call away.

15. Is there anything holding you back from moving forward with us?

This is my bet to uncover hidden hesitations. Each time I’ve asked it, I’ve seen how it gives prospects the space to voice any last-minute fears or logistical blockers. The input gives me a final chance to address them before they stall.

Lead with curiosity, close with confidence.

Buyer journey questions have been among my most valuable pawns throughout my sales career. Asking the right questions has helped me open up honest conversations, uncover what prospects truly need, and build trust that closes deals, without feeling pushy or scripted.

In case you’re wondering, no, asking these questions won’t magically seal every deal. But take my word, they will give you insight, credibility, and momentum. In a world where buyers are more informed and skeptical than ever, trust me, that’s your competitive edge and path to success.

Stay curious, stay helpful, and stay focused on serving first. The results will surely follow.

Editor's note: This post was originally published in March 2023 and has been updated for comprehensiveness.

Inside the MEDDIC sales qualification process: My step-by-step approach for B2B reps

Shannon L. Jackson — Thu, 21 Aug 2025 12:00:00 +0100

There are several different approaches and frameworks used in the sales qualification process. Given the various ways to discover the best lead, I think any approach could be effective, depending on the sales process context.

For me, as a SDR in B2B sales, I used the BANT framework, as well as the Challenger Sale methodology. Utilizing them both allowed me to find leads and prospects and close deals. I was introduced to MEDDIC sales before starting my B2B selling career, but I never utilized it in my role, but I heard a lot about it from other sales reps, and how it was a thorough and streamlined the qualification process for B2B selling.

In this post, I’ll share a step-by-step guide to the MEDDIC sales qualification process for B2B sales representatives.

Table of Contents:

What is MEDDIC?

Inside the MEDDIC Sales Qualification Process

Should my team use MEDDIC?

Inside the MEDDIC Sales Qualification Process

The MEDDIC framework explores the different elements that go into making a purchase. By focusing on the buying experience for customers, reps can better understand prospects’ needs. You can then qualify buyers, so you’re focusing on those who are a good fit.

When using MEDDIC, you’ll ask questions related to each of the categories below. At the end of the process, you’ll know more about each customer and know who’s a great fit for your business.

Metrics

Quantify the prospect’s financial goals and the potential ROI of your solution: What cost, time, or efficiency gains will matter most?

Economic Buyer

Identify the person or department responsible for holding the budget or purchasing authority. Engage them to align your offer with their priorities.

Decision Criteria

Understand how they evaluate solutions, including technical specifications, ROI, integration, usability, etc.

Decision Process

Map their internal steps: timeline, stakeholders, approvals, and escalation paths.

Identify Pain

Pinpoint the real challenges or risks the prospect faces and how your solution resolves them.

Champion

Build a trusted advocate within the organization who supports your solution and helps navigate internal hurdles.

Should my team use MEDDIC?

The Advantages of MEDDIC

1. MEDDIC helps determine if a client is a good fit.

Using the MEDDIC framework as a B2B sales representative provides a clear path for action, streamlining the prospecting process. It helps you determine if the client is a good fit by understanding the bigger picture.

You can gather financials, authority, the decision-making process, challenges, and the trusted advocate within their organization, all from a single conversation. Granted, gathering the appropriate data may take you a few conversations, but overall, the MEDDIC framework provides must-have information.

As I mentioned, I didn’t utilize MEDDIC sales in my role, but I do know all of these factors are needed to drive the lead from prospect to client. The decision criteria and process alone are valuable points to coordinate your sales cycle with their timeline to seal the deal.

Similarly, finding the champion is similar to identifying the ideal customer profile (ICP), a concept that is already widely adopted in B2B selling. Going a step further and seeing the trusted person in the company who understands or supports what you are selling makes it much easier to qualify the prospect.

2. You’ll know the precise steps that go into decision-making.

When it comes to B2B sales, it can be challenging to understand the prospect's decision-making process. Some prospects come in knowing what they want and how to move the deal forward. When working with others, you need to probe more deeply to get them to discuss what the process looks like for their organization.

When you use the MEDDIC sales framework, the process is straightforward. You can receive clarity on how they make decisions without assumptions, and this is particularly valuable when driving the deal. The evaluation process can vary for each company or organization, so being able to discuss what’s included will help you determine how to proceed.

Ensuring that they acknowledge their internal processes takes the decision-making process a step further by understanding who is involved and what their impact will be.

3. You can create a more effective buyer’s journey.

When I said prospect qualification frameworks are helpful, it depended on the context of the sales process. This is where it is particularly effective in enhancing the buyer’s journey. Most B2B sales reps understand their selling cycle and what is required to help a prospect progress from a lead to a client.

Understanding the buyer‘s journey can give you their perspective from the buyer’s point of view, which is precisely what the MEDDIC framework offers. B2B selling requires adding value propositions to the conversation. Consider how much value you could highlight by understanding the prospect’s buyer journey. You can gain deeper insights without being overly pitchy.

The Disadvantages of MEDDIC

1. Your team will need to learn more about customers.

This can be a disadvantage because the sales team will have to dedicate more time to engaging with prospects. In B2B selling, this involves both discovery time and follow-up, as it is challenging for your sales team to know each customer.

My best advice is to decide which prospects are worth pursuing using the MEDDIC method by taking the first step of creating an ICP. If the prospect matches your ICP, then move to the next step with MEDDIC.

However, not all conversations will be structured enough to warrant using MEDDIC, especially with the fast pace of cold calling within B2B sales. You can organize your calls by selecting 20-25 prospects a week to go through the MEDDIC framework; that equals 4-5 prospects to speak with and qualify daily. Simplify your approach to combat the disadvantage.

2. Understanding your audience is essential to MEDDIC.

Research is essential to initiate outreach as a B2B seller. Knowing this, it can be challenging to understand the “perfect” prospect that not only qualifies for MEDDIC but also qualifies as a prospect for the product you are selling.

In my experience, I have consistently found that understanding the prospect is an ongoing and evolving task. There is no one-size-fits-all approach to qualifying. You will check some boxes, while you will completely miss others.

MEDDIC requires doing your homework. If you don’t already know your ideal customer, you won’t be able to thrive with this framework.

Implementing the MEDDIC Methodology

Implementing the MEDDIC methodology is about shifting how you show up in conversations. Each MEDDIC step gives you a sharper lens for qualifying deals, but more importantly, it helps you build trust, momentum, and influence with every prospect.

Start simply, stay consistent, and continually refine how you connect, question, and champion real solutions. The more intentional you are with MEDDIC, the more confident, consultative, and in control you’ll feel on every single call.

Editor's Note: This post was originally published in December 2020 and has been updated for freshness, accuracy, and comprehensiveness.

How to end a sales email: Closing statements & tips from a quota-carrying salesperson

Mark Burdon — Tue, 19 Aug 2025 12:00:00 +0100

As a B2B salesperson for companies like IBM and Open Text, I’ve had to work hard to earn every meeting, especially in industries where inboxes are overflowing and priorities shift daily. I used to obsess over subject lines and intros, but once I learned how to end a sales email, my reply rates took off.

A powerful closing statement doesn’t just tie your message together — it gives your prospect a reason to take action now. Over time, I developed a system for ending my sales emails with confidence, clarity, and results.

Whether you’re trying to secure a meeting, prompt a reply, or push a deal across the finish line, your closing email statement is your moment of truth. Let’s make sure you’re getting it right.

Read on to hear my tactics for ending a sales email, with my top closing statement templates.

Table of Contents

Why Email Closing Statements Matter

Best Practices for Ending Your Email

How to Close a Sales Email

6 Closing Email Statements to End Your Email [Templates]

Why Email Closing Statements Matter

When I wrote sales email calls-to-action (CTAs), I learned that weak closing statements like “Let me know if you have any questions” produced poor outcomes. Aggressive, generic offers were just as fruitless, especially when the prospect hadn’t already confirmed their interest in what I was offering. (In fact, they were almost as poor as weak openings.)

When well written, email closing statements increase the likelihood that a prospect will respond. A clear question or CTA starts a dialogue and clarifies the next steps the recipient should take.

Closing email statements are a moment of truth for your prospect to feel valued and motivated. So, let’s dig into some best practices for how to do it.

Best Practices for Ending Your Email

Here are some takeaways you can use to craft compelling sales email closing statements.

1. Be clear and concise about next steps.

Calls-to-action shouldn’t be up to interpretation. The closing statement should be brief and make it easy for your customer to respond to your offer by suggesting a short phone call at your client’s earliest convenience.

Source

I know it can be hard, but resist the temptation to stack multiple offers and pick just one instead. Invite the customer to attend a webinar, demo your product, or book a call. The more questions you ask, the lower your reply rate will drop, according to Belkins. You can leverage the first offer acceptance into more yeses down the road.

2. Create a sense of urgency.

Limit the timeframe within which your customer must act on your offer, or use scarcity as an incentive for the prospect to act. I like to give them just enough time to address other urgent items on their calendar.

3. Show your value proposition.

I’ll never forget what a sales trainer named Marty Nuckles once told me: Every prospect or customer’s favorite radio station is WIIFM: What’s In It For Me.

Your closing statement should clarify what they stand to gain professionally from your offer, or at least what their company stands to gain by accepting your offer and buying your products or services. Use “you” to help the customer picture themselves with your solution. I recommend using clear, actionable language like:

What if you could keep more employees from burning out?

Imagine being able to catch fraudulent orders as soon as they come in.

I’d love to share how you can create a more personalized customer experience.

4. Share social proof.

Case studies and testimonials are a great way to end your email and ease any concerns your prospect or customer might have that taking you up on your offer is risky or won’t deliver the rewards you claim.

I’ve found that including a short customer story or a stat in my closing statement builds trust and credibility. For instance, “One of our clients in your industry saw a 30% boost in productivity after switching to our tool. Interested in seeing the case study?” Social proof at the end of an email reassures prospects that I can back up my claims.

5. Personalize the offer to the client.

I can’t count how many times a prospect has replied to an email that referenced a specific challenge or a recent company milestone. Personalization isn’t just about dropping their name — it’s about showing you’ve listened and you understand their needs.

Don’t take my word for it: Our data shows that personalized CTAs perform 202% better than generic CTAs.

To personalize your closing, take what you know about the prospect — their industry, goals, or struggles — and offer a solution. For example, if I know someone’s struggling with onboarding, I’ll close with, “Would you be open to a quick call to see how our platform can cut your onboarding time by 30%?”

6. Ask a question in your closing.

Asking a question in the closing can prompt the user to say “yes.” It can also prompt them to reply with an objection, but that can also start a conversation. There are four types of questions you can ask in a sales email closing:

1. An interest CTA attempts to gauge a prospect’s interest in a topic or solution. Gong data found that interest-based CTAs were the most effective in earning a reply.

Source

Examples:

Does this sound interesting to you?

Would you like to discuss [solution] for your team?

2. An open-ended CTA asks an open-ended question to draw the recipient into a dialogue.

Examples:

How are you currently addressing this challenge?

Would you be open to a 15-minute call to discuss this?

3. A specific CTA attempts to simplify the cognitive load by asking for a specific action and/or time.

Examples:

Are you free for a call on Tuesday at 4 PM?

Can I set up a demo account for you?

4. A value-based CTA gives a specific offer or lead magnet as the next step in the conversation. This is typically exclusive access to a free template, content, or service that’s specific to that person’s industry, role, or challenges.

Examples:

Would you like early access to our data report?

Would you be interested in benchmarking your performance against your competitors?

7. Use technology to simplify the process.

Did you know it’s possible to both personalize your outreach and automate it to save time? Here are a few ways I’ve improved my reply rates using HubSpot Sales Hub:

A/B tested different email closings to find the best-performing one.

Researched prospects with AI so I could hyper-personalize my emails.

Put follow-ups on autopilot with sales email sequences.

Created a library of high-performing email templates to save time.

Used a meeting scheduler to avoid back-and-forth and time zone woes.

My approach is still personalized and intentional, even when using AI — these tools simply give me more information that lets me personalize my closings and schedule calls faster.

8. Leverage a strong, clear email signature.

Make it easy for your prospect to both identify and contact you with a clear email signature that gives them all the information they need. You can use HubSpot’s email signature generator to build a professional email signature with images compressed to avoid spam filters.

How to Close a Sales Email

In my experience, the most effective email closings follow a simple structure.

1. Summarize the context and value proposition.

Mention the reason for contacting them again and reinforce the key benefit or solution you’re offering. Summarize how your product or service addresses the recipient’s specific pain point or goal. Tailor this final pitch to their context, showing you understand their business or challenges to build trust.

2. Make a value-based offer.

Rather than just asking for a call, consider offering something helpful, like a case study, resource, or quick audit. This shows you’re focused on helping, not just selling. Example: “Happy to send over a quick checklist that’s helped similar teams reduce errors.”

3. Add a subtle sense of urgency (if appropriate).

Find a way to encourage timely action without sounding too pushy. You can mention limited availability, a deadline for a special offer, or suggest that calendars fill up quickly. For example: “I have a few openings this week if you’d like to chat — happy to hold a spot.”

4. Focus on a single, clear call-to-action — don’t bury your ask.

Guide the reader toward the next step you want them to take. Whether it’s booking a demo, replying to the email, or downloading a resource, make the CTA specific, simple, and low-friction. Avoid vague endings like “let me know what you think.” Instead, write something like “Are you available for a quick 15-minute call next Tuesday or Wednesday?”

5. Keep it friendly — but not too friendly.

Close your email with a polite, approachable sign-off. Use a warm yet professional sign-off like “Best regards,” “Looking forward to hearing from you,” or “All the best.” This final impression should match the tone of the rest of your email and leave the door open for further conversation.

6 Closing Statements to End Your Email [Templates]

Here are some examples of sales email closing statements you can emulate with your next campaign and why they are effective.

Closing Statement Example

Why It Works

“Would you be interested in meeting a client who’s faced similar challenges?”

Personalized, value-driven, includes social proof, and a clear CTA tied to an event.

“I’d love to walk you through a few of my favorite features. Can we set up a quick call this week?”

Timely, relevant, helpful — not just pushing a sale.

“[Industry] execs often tell me their teams struggle to [common challenge]. Sound familiar? Care to meet to discuss?”

Industry-aware, empathic, and makes it easy to say yes.

“Now that you’re through year-end reporting, I’d love to hear about your goals for this year.”

Acknowledges timing, shows understanding, and opens the door to deeper conversation.

“Given your concerns around [objection], this could help clarify the decision.”

Reframes the objection, invites discussion.

“Can you tell me what best describes your interest?”

Opens multiple paths for the conversation to continue.

Closing Statement Example 1: Event Invitation

“Maria, remember our chat about your company’s supply chain bottlenecks? Our client, Steve Jacobs from XYZ Widgets, will share how we helped solve a similar challenge at TransportCon next month. You can use promo code EZBuy2025 for complimentary registration. Would you be interested in meeting Steve after his talk?”

What I like: This closing statement is effective because it’s personalized, value-driven, and includes a clear CTA tied to an event. It also:

Clearly states a value statement that the prospect would identify with.

Offers social proof of the value of the proposed services.

At the beginning of the email, the salesperson refers to a conversation they had earlier in the year, showing context and attention to detail.

Closing Statement Example 2: Product Walkthrough

“Bill, thanks for starting a trial of our HR application for banking. I’d love to walk you through a few of my favorite features for streamlining compliance and simplifying onboarding.

Can we set up a quick call this week? Feel free to grab time via my calendar link below.

[CTA] Schedule your meetup”

What I like: This is an effective closing statement because it’s timely, relevant, and helpful, not pushing a sale. The meeting would be a good use of the prospect’s time by addressing any difficulties the prospect may be having with the trial, and learning about industry best practices should tempt the user if they are a qualified opportunity.

Closing Statement Example 3: Sound familiar?

“Healthcare CISOs and CTOs often tell me their teams struggle to identify and close data security vulnerabilities due to tight resources. Sound familiar? I can share how other orgs are tackling this without disruption.

Can we meet for 30 minutes next week? Here’s my calendar link.”

What I like: This closing statement demonstrates that the salesperson is connected with healthcare industry executives and requests a meeting while leaving the agenda open to what matters most to the prospect. It indicates that the call would be a good use of the prospect’s time and would provide insights about what other organizations are doing to safeguard their data.

Closing Statement Example 4: I’d love to hear about your goals

“Peter, I know you have been busy wrapping up financial reporting. When you have time, I’d love to hear about your strategic goals for this year and discuss how my firm and I could help you reach them.

Is there a day and time that would work for a 15-minute chat next week?”

What I like: This closing statement is brief and acknowledges that the CFO recipient has been unreachable due to other business priorities. The recipient wouldn’t feel guilty for not being responsive during their year-end activities.

They would appreciate the opportunity to engage with someone interested in helping them meet their business goals, who isn’t just pitching products or services. The chat would likely be to schedule a more substantive meeting and not to try and close a deal when the decision maker is just “coming up for air.”

Closing Statement Example 5: This could help clarify the decision

“Jane, let’s set a time next week to discuss the costs associated with moving forward with my proposal versus those related to maintaining the status quo. Given your concerns around risk, this could help clarify the decision. I’m confident you’ll see the upside of a proactive move.”

What I like: This closing statement uses a known objection to justify investing in a solution. One of the biggest sales obstacles wasn’t convincing customers to choose my solution over a competitor’s, but persuading them to change their current situation.

Closing Statement Example 6: What do you want to talk about?

“Kristi, thanks for attending our recent webinar. Can you tell me what best describes your interest?

Planning a project.

Exploring tools for the future.

Simply gathering insights for now.

Would you be interested in connecting next week to chat further about the webinar topic or other business challenges you’re facing?”

What I like: As a sales rep, I often followed up with conference attendees who visited my booth or attended a webinar. When I limited the email to only the event’s topic, my response rate tended to be low. But when my email opened up the discussion to what the email recipient cared about most, it increased response rates dramatically and helped me uncover opportunities I would never have had otherwise.

Want more inspiration? Grab these 50 proven sales email templates I’ve used to build pipelines and close deals.

Write closing statements that spark dialogue.

I find my best

My 8 favorite invoice & billing software solutions for small businesses

Kinzal Jalan — Thu, 14 Aug 2025 12:00:00 +0100

For the longest time, I was on the fence about creating manual invoices versus using invoice software for my side hustle. My tech-savvy friends often raved about using the latter for their small businesses. Still, I wondered if it would work for me or if adding a new tool would make things more complex and lengthy. Honestly, I was too lazy to try it out.

One fortunate quarter, when business was busier than usual, I was scrambling to find time; even sending my invoices on time felt like a struggle. I was chatting with a friend who said, “Are you seriously wasting your time and not using a free invoice software for small businesses? They’ll make your life so much easier!”

That was my eureka moment. This time, I decided to step back and set aside a few hours (amidst all the pressure) to explore how invoice software works. As I dove deep into the features, I was impressed. I saw how easy it made even other things, and then there was no looking back.

If you are where I was, my experience and learnings around invoice software might help you make the shift. Read along to learn more.

Table of Contents

What is invoice software, and who needs it?

Best Invoice Software for Small Businesses

What to Look for When Choosing Invoice Software for a Small Business

Most people believe such tools are for mid-sized or large businesses with high volumes and prefer to use a simple solution like an invoice template. I was one of them, too.

However, I’ve experienced firsthand that invoice software is handy for anyone and everyone billing clients or customers, especially those who like to do it faster, smarter, and with fewer mistakes. Smarter because you can use an invoice software to set up templates, calculate taxes, send payment reminders, and even track which invoices are paid, overdue, or outstanding.

Popular invoicing solutions for small businesses also integrate with accounting systems, CRM platforms, and payment gateways. This way, they help to streamline the entire billing and cash flow process. On that note, let me take you through some of the best options I’ve found.

Best Invoice Software for Small Businesses

You may wonder why go through a roundup for a simple task like invoicing that you’re already doing manually. But here’s the fact: Without smooth invoicing, your cash flow can slow down, admin work can pile up, and worse, you may even create friction with clients. These are risks you can’t afford.

Here are some of the best free, freemium, and paid invoice software options for small businesses.

1. HubSpot Payment Links

HubSpot Payment Links is a powerful invoice software feature in HubSpot’s Commerce Hub. With this solution, your invoice software doesn’t just integrate with the HubSpot CMS — it’s already part of it. I’ve tried it and can vouch that it makes sending out invoices and collecting payments super easy.

To use it, you simply need to create a payment link to process a one-time or recurring payment (depending on your requirements) using straightforward steps. You can even embed your manual invoices with these links or add them to your emails.

Next, you have to share it with your customers and get paid. They’ll be delighted with the ease of payment and the exceptional checkout experience. And that’s not it. Using it can also accomplish many tasks that a generic invoice software cannot do alone. For instance, it can instantly update customer accounts with purchase history.

Moreover, as the Payment Links integrates into HubSpot’s Smart CRM, you no longer have to switch between multiple tabs, tools, and systems. You can keep your commerce and customer data in one unified space for a seamless and efficient workflow. I found this feature incredibly helpful for a small business with limited resources.

The Details

Cost: While you don’t have to pay to test the tool, you must sign up with Stripe; This tool is also included in Sales Hub Starter, which costs $15 a month or $90 a month for a professional plan

Payment method for clients: Credit card, Debit card, ACH, Apple Pay, Google Pay, Stripe, and many more

Payment Cost: Stripe fees plus 0.5% per transaction after 90 days

Multiple currencies? Yes

Free trial or demo? Free demo

Integrates with HubSpot? Built-in

What I Like

It’s a smart tool that massively reduces work for those with existing HubSpot accounts (which is most of us, right?). Personally, I’ve used it to pull product information straight from my existing HubSpot account without manually inventing line items, and that is something I love!

Pro Features for Small Businesses

Completely integrated with sales and marketing processes to reduce work duplication

Allows customers to pay directly from the invoice

Creates secure, shareable links to include in quotes, emails, chats, etc.

Supports recurring payments or subscriptions via ACH or credit card

Over 1,000+ custom tool integrations are available to make life simpler

2. QuickBooks Online

Source

If you have a business, you’ve probably already heard of QuickBooks. They’re considered by many to be the gold standard in accounting software. I think their invoicing tool, QuickBooks Online, is brilliant too — and is way more than simply invoice software.

Much like the functionality of the HubSpot Sales Hub, QuickBooks Online automatically connects invoices and payments to accounting tools. You can use it to create custom invoices, turn estimates into invoices, or even duplicate invoices across multiple customers. When a customer pays an invoice, it gets recorded in your bookkeeping and included in your reporting dashboard. This way, you can see cash flow, profit and loss, and other financial data. You can also get help with taxes.

The Details

Cost: Simple Start - $17.50/month; Essentials - $32.50/month; Plus - $49.50/month; Advanced - $117.50/month. The inclusions increase as you progress through the plans

Payment method for clients: Credit cards, ACH, Apple Pay, PayPal, and Venmo

Payment cost: Depends on the gateway

Multiple currencies? Yes

Free trial? No

Integrates with HubSpot? Yes

What I Like

I’m a big fan of the accessibility and integrations. Many businesses are already familiar with and use QuickBooks. This familiarity and additional features, such as invoicing and connecting your billing to your main QuickBooks software, make it a winner. Moreover, its extensive and smooth integrations also save a lot of time.

Pro Features for Small Businesses

Accelerated invoicing features to duplicate similar invoices across customers

Split invoices by percentage of work or line item

Detailed reporting with easy-to-read dashboards

Real-time invoice tracking can send you updates via text message or email

Cons

Lacks industry-specific features

User complaints of the system crashing/instability

Reports of generic, impersonal support

3. FreshB ooks

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FreshBooks is a payment-integrated invoice software that’s designed for small businesses focused on services. You can use the invoice software to set a retainer fee and track billable hours against it. For any changes in the scope of work, the tool makes it easy to highlight what’s new and discuss it with the client. It also does the heavy lifting for admin tasks like sending reminders and charging late payment fees.

Here’s a video showing how to use it.

The Details

Cost: Lite - $10.50 for five client invoices; Plus - $19 for up to 50 clients; Premium - $32.50 for unlimited clients; Select - Contact FreshBooks for more information

Payment methods for clients: Stripe, PayPal, Venmo, ACH, Credit Card

Payment cost: ACH - 1%; Credit - 2.9% + $0.30 per transaction

Multiple currencies? Yes

Free trial? 30 days

Integrates with HubSpot? Yes

What I Like

I appreciate that FreshBooks grows with your small business through its tiered pricing model. While their Lite plan focuses on basic invoicing, the software quickly becomes an all-in-one accounting solution as you upgrade. Higher plans can also handle other small business needs like payroll, inventory, and ecommerce.

Pro Features for Small Businesses

Access invoice software online from desktop or mobile devices

Set up automation for emails or payments

Include deposits in your quotes

Track revenue by inventory or hours

Cons

Requires a phone number to sign up for a free trial

Kind of pricey for the features compared to others on this list

Inventory management is manually entered, not an ideal solution for businesses managing extensive inventories

4. Indy

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Indy is an invoice software designed from the ground up to give small business owners, entrepreneurs, freelancers, and other self-employed professionals everything they need to get paid faster. It offers simple, easy-to-use invoicing and streamlines the business. How it integrates with the rest of their tool suite is what I think makes their invoicing software stand out.

With Indy, you get a shared space where all your work lives. You can bring clients into your workspace so you’re always on the same page, even when you’re not in the same room. You can also turn proposal estimates and time-tracking sheets into billable invoices with just a click. The flexible online and offline payment options it provides make it easier for clients to pay you and for you to avoid costly processing fees.

The Details

Cost: It’s free (generating three invoices per month); Paid plans start at $18.75 monthly for unlimited invoicing, recurring invoices, and automated workflows

Payment methods for clients: Credit Card, Debit Card, ACH Payment (direct deposit), PayPal, Wire Transfer, Mailed Check, Zelle, and Stripe

Payment cost: Depends on the payment gateway

Multiple currencies? Yes

Free trial? Free plan with 7-day free trial for Indy Pro

Integrates with HubSpot? Through Zapier

What I Like

Indy is an excellent choice for small service-oriented businesses looking to create and send professional invoices quickly and create a unified source of truth. I find it’s brilliant as it keeps everything from proposals to signing contracts, tracking billable hours, managing tasks, creating invoices, and receiving payment in one space.

Pro Features for Small Businesses

Easily turn time-tracking sheets into a billable invoice with just a couple of clicks

Create recurring invoices for retainer clients

Automated follow-up messages that remind clients to pay invoices

Customizable smart fields that pull info from your CMS to make messaging more personal.

5. Zoho Invoice

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Zoho Invoice is a lightweight, cloud-based, free invoicing software that is powerful for small businesses, especially agencies. The software handles invoicing, expense, and time tracking, and gives you an extensive library of invoice templates, all entirely free of charge.

I like that you can access the invoicing solution through the Zoho Invoice app and Zoho’s online accounting software, Zoho Books.

When you send out invoices using it, your customers can access a self-service customer portal to make payments. They can do this manually or allow auto-debit for hassle-free recurring payments. As for your convenience, you can use it anywhere with an internet connection. It also offers simple automation options to simplify your life further.

The Details

Cost: Free

Payment methods for clients: Credit Card, ACH Payment, Square, PayPal, and many other payment platforms are available

Payment cost: Depends on the payment gateway

Multiple currencies? Yes

Free trial? It’s always free

Integrates with HubSpot? Yes

What I Like

I love that it is free invoice software for small businesses. It truly helps take invoicing off the to-do list. Most other options give this kind of freedom at some price.

Pro Features for Small Businesses

Track various expenses minutely, including mileage

Send invoices via text, email, or customer portal

Create and send estimates that automatically turn into invoices

Self-service customer portal for customers to view invoices and pay

6. InvoiceA pp

Source

InvoiceApp is another leading online invoicing and billing platform designed to simplify and streamline the invoicing process for startups, small business owners, and freelancers. What stands out is its user-friendly interface and robust features, which make creating, managing, and sending professional invoices easy.

The Details

Cost: Free plan (up to 10 invoices); Basic - $5/month; Premium - $15/month

Payment method for clients: Stripe and PayPal — only available on paid plans

Payment cost: Depends on the payment gateway

Multiple currencies? Yes

Free trial? 14 days

What I Like

97 key sales statistics to help you sell smarter in 2025

Kiran Shahid — Tue, 12 Aug 2025 12:00:00 +0100

When I first started covering B2B SaaS, I used to skim over sales statistics, thinking, “Interesting, but not immediately useful.” I couldn’t have been more wrong.

The more I worked with sales-led teams, the clearer it became: top-performing reps use industry data to fine-tune everything — when they reach out, which channels they prioritize, even how they structure their pitches.

I’ve rounded up the most useful sales stats for 2024, so you can recalibrate what you do next.

Table of Contents

Sales Prospecting Statistics

Sales Follow-Up Statistics

Sales Closing Statistics

Inside Sales Stats

Sales Email Statistics

Sales Call Statistics

Sales Performance Statistics

Sales Career Statistics

Sales Technology Statistics

Remote Sales Statistics

Sales Statistics Takeaways

Sales Prospecting Statistics

When I was just starting out, finding prospects felt like the hardest part. I didn’t have a network, a warm pipeline, or anyone sending leads my way and had to build everything from scratch.

What helped was treating prospecting like a daily habit. Whether it was reaching out cold, following up with past connections, or getting more intentional about how I showed up online, it all added up.

1. Most prospects (96%) research companies and products before engaging with a sales representative (HubSpot).

2. 71% of prospects prefer independent research over talking to a rep (HubSpot).

3. 37% of sales representatives produce the most leads from phone calls during cold outreach (HubSpot).

4. 24% of sales organizations leverage cold calling as a primary sales channel, while 25% use it as a secondary channel (HubSpot).

5. 1 to 4% reply rates are the norm for most cold email senders, with only 16% achieving reply rates above 5% (Mailshake).

6. 69% of cold email senders report their performance has declined year-over-year due to spam filtering and AI-generated content fatigue (Mailshake).

7. Only 5% of senders personalize every email individually, while 51% rely on segment-based templates (Mailshake).

8. 48% of cold email senders report bounce rates between 2-5%, with 15% exceeding 6% - putting their campaigns at risk (Mailshake).

9. 81% of revenue leaders say their team's deals are more complex than ever (Gong).

Sales Follow-Up Statistics

There’s this awkward middle ground after you send a pitch where you’re not sure if following up will help or annoy. I used to overthink that moment. Waited too long. Lost deals I probably could’ve won.

Eventually, I stopped guessing and started paying attention to what works. And it turns out, most sales happen in the follow-up. Here’s what the data says about why follow-up matters more than we think, and where most people get it wrong.

10. 82% of sales professionals see building strong relationships as the most crucial and rewarding aspect of the sales process (HubSpot).

11. 60% of customers reject an offer four times before buying (Invesp).

12. 80% of successful sales take five or more follow-up calls (Invesp).

13. Nearly half of all salespeople (48%) never make any follow-up attempts (Invesp).

14. 44% of salespeople give up after a single follow-up attempt (Invesp).

15. The first follow-up email can increase reply rates by an impressive 49% (Belkins).

16. The ideal number of follow-ups for optimal results in a B2B outreach campaign is two emails (Belkins).

17. Cold email outreach campaigns using three email rounds typically generate the highest reply rates, averaging 9% (Belkins).

Sales Closing Statistics

Over the years, I’ve learned that personalizing customer interactions heavily influences buying decisions and response rates. Improving the quality of interactions will boost your closing rates.

18. The average sales close rate in 2024 was 29% (HubSpot).

19. The average sales win rate in 2024 was 21% (HubSpot).

20. The median deal size in 2024 was $4,000 (HubSpot).

21. Single-threaded deals are an immediate red flag for deals over $50K (Gong).

Inside Sales Stats

I’m not a fan of high-pressure sales tactics or chasing people who clearly aren’t interested. But if your sales process is messy, slow, or unclear, you’ll lose the deal long before anyone says no.

Most B2B sales involve more than one decision-maker, and it’s easy to get stuck in endless back-and-forths or conversations that go nowhere.

What’s made the biggest difference for me is tightening the process and knowing when to follow up, how to keep momentum, and making it easy for prospects to say yes.

Selling doesn’t have to be pushy, but it does have to be focused.

22. Sales representatives dedicate only two hours daily to active selling (HubSpot).

23. Administrative tasks take up an hour of sales representatives’ time daily (HubSpot).

24. On average, five decision-makers are involved in every sale (HubSpot).

25. 62% of sales professionals believe their organizations are taking fewer risks in 2023 compared to 2022 (HubSpot).

26. 70% of sales professionals reported budgets were under greater scrutiny in 2023 (HubSpot).

27. 28% of sales professionals say lengthy sales processes are the primary reason for prospects backing out of deals (HubSpot).

28. 72% of company revenue is generated from existing customers, while 28% comes from new customers (HubSpot).

29. 24% of high-performing sales teams emphasize a culture of trust among representatives, compared to only 13% of underperforming teams (HubSpot).

30. 52% of sales professionals utilize sales enablement content, and 79% consider it crucial for closing deals (HubSpot).

31. Sales professionals incorporating sales enablement content in their approach are 58% more likely to exceed their targets (HubSpot).

32. Only 30% of sales professionals believe their sales and marketing teams are closely aligned within their company (HubSpot).

33. 56% of sales professionals believe prospects will use generative AI to help them justify purchase decisions (HubSpot).

34. 52% of sales professionals believe generative AI can help them identify objections and address issues (HubSpot).

35. 54% of sales pros say selling has been harder this year than it was before (HubSpot).

36. 77% of deals are multi-threaded, but successful deals have twice as many buyer contacts as unsuccessful ones (Gong).

37. Large strategic deals include an average of 17 contacts (Gong).

38. Closed-won deals include an average of 6.7 sales team members by discovery completion (Gong).

Sales Email Statistics

Email might seem easier than a cold call, but without vocal tone, real-time cues, or immediate feedback, every sentence matters. And when you’re sending to dozens (or hundreds) of leads, creating personalized, high-performing messages becomes its own skill set.

Here’s what the latest data says about what works in 2024:

39. 91% of marketers said segmentation improved email performance (Litmus).

40. 83% saw performance improvements from subject line personalization and live content (Litmus).

41. Only 34% of marketers currently use generative AI for email copywriting (Litmus).

42. Interactive elements like schema markup and emojis improved performance for 60% of marketers (Litmus).

43. The average open rate across industries is 42.35% (Mailerlite).

44. B2B services see an average open rate of 39.48% (Klaviyo).

45. B2B services see a 2.21% click-through rate (Brevo).

46. SaaS companies average a 1.91% click-through rate (ActiveCampaign).

Sales professionals can gain deeper insights into their own engagement metrics with our free email tracking software, which provides real-time notifications when prospects open emails and click links.

Sales Call Statistics

Even with all the digital tools available, cold calling still pulls its weight, especially when you’re trying to build a pipeline from scratch. When I was starting out, I didn’t have a warm network or a steady flow of inbound leads. Cold calls were one of the few levers I could pull.

It wasn’t always comfortable, but it worked. I could reach decision-makers directly, learn what they cared about, and start real conversations.

The data backs this up, too. Cold calls need to be done with purpose. Let’s look at what the numbers say.

47. 37% of sales representatives produce the most leads from phone calls during cold outreach (HubSpot).

48. 38% of salespeople find late morning (10 am-12 pm) to be the most productive time for cold calling (HubSpot).

49. Tuesday is the best day for cold calling according to 30% of salespeople, followed by Wednesday (27%) (HubSpot)

50. 46% of cold callers open calls with a direct introduction and purpose statement, while 20% start with questions to generate interest (HubSpot)

51. Most successful cold calls (49%) last between 2 and 5 minutes (HubSpot)

52. 73% of cold callers combine email with cold calling in their multi-channel outreach approach (HubSpot)

Sales Performance Statistics

I don’t have a sales team to manage, but I still track the numbers like it’s my job.

Because it is.

When you’re handling your own outreach, tracking metrics like response rates, time-to-reply, and call-to-close ratios shows you exactly where leads are stalling and which tactics are moving deals forward.

Inside the world of AI BDRs — can AI replace human business development representatives?

Kolawole Samuel Adebayo — Mon, 11 Aug 2025 12:00:00 +0100

If you’re like me, you’ve asked this question: What is the difference between a salesperson and a business development representative (BDR)? Well, here’s what I found. A salesperson usually deals with warm leads. That is, people who already know what they want and just need some guidance to make a decision. But a BDR? That’s outbound territory.

They’re the ones doing the digging, researching prospects, identifying opportunities, and building a pipeline of potential clients from scratch. They’re the ones picking up the phone, sending those cold emails, and sparking interest where there was none.

After nearly a decade of hunting down leads for my business, I’ve become a one-person business development team. Now, here’s the kicker. AI means the hours I’ve spent researching leads and trying to break through the noise may be automated. Efficiently. At scale.

Naturally, I had to investigate.

Read on to discover what I found about AI BDRs and how they are changing the game.

Table of Contents

What is an AI business development representative?

How AI BDRs Work

Can AI BDRs replace human reps?

Why hire an AI BDR?

Best AI BDR Agents and Tools

What is an AI business development representative?

Let’s be honest. These days, “AI” is pretty much prefixed to everything from toothbrushes to to-do lists. So, before we get swept up in the buzzwords, I like to break things down. First, let’s strip it back to basics. Who is a BDR?

According to Gartner, a BDR is “responsible for generating new business opportunities by qualifying leads and prospecting through existing business accounts to engage with potential buyers.”

In simple terms, they’re the ones who research, reach out, and start conversations that (hopefully) lead to sales. Now, let’s bring AI into the mix. At its core, artificial intelligence is here to automate, augment, or optimize tasks, especially those that are repetitive or data-heavy.

So, when we put the two together, here’s what we get:

An AI BDR is a software agent that uses artificial intelligence to automate and optimize core and repetitive business development tasks, such as prospecting, lead qualification, and outreach, with the goal of generating new business opportunities at scale.

How AI BDRs Work

Like many AI solutions, AI BDRs use machine learning and natural language processing (NLP) to mimic parts of the BDR process and replicate it with incredible speed and scale. Now, what does a typical BDR process look like? In 2020, BDRs at HubSpot walked us through what a typical day in their lives looked like.

Thales Brito kicked things off with what might sound simple but is essential — getting coffee, checking his calendar, and getting mentally prepared for the day ahead. Jenise Thng shared that she spends her mornings sourcing companies she plans to reach out to, while Natsumi Uchida mentioned her work phone had “basically become [her] best friend” thanks to the number of calls she makes each day.

Then there’s the deeper work. Juliana Bermudez talked about connecting with clients and learning about their business models, and Sarah Stamp described filtering through inbound leads to find the best-fit accounts. She says, “I go filter through all of the inbound leads that HubSpot generates through the back of its really excellent blog content and from there, I will find the best-fit leads.”

Ally Brillaud, on the other hand, focused on administrative tasks that involved follow-ups and making sure prospects were armed with the right information before they talked to an account executive.

Source

What’s interesting is how many of these tasks (calendar checks, lead sourcing, phone outreach, research, or even follow-ups) are now supported by AI sales tools, and have now formed a core part of the AI BDR offerings.

Where Thng once manually sourced companies to contact, AI tools can now use predictive analytics to pre-select prospects based on firmographics, buying signals, and engagement history. AI will also leverage the same technologies to support BDRs like Stamp to filter high-intent inbound leads automatically.

Where Brillaud prepares her follow-up emails, natural language tools can draft emails tailored to the lead’s industry or behavior.

For someone like Uchida, whose day revolves around calls, AI can quietly sit in, transcribe the conversation, and flag key moments which would save time and boost productivity.

AI BDRs can also optimize calendar and workflow planning for BDRs like Brito, setting priorities based on lead scoring and urgency, especially when integrated with CRMs like HubSpot.

Providing administrative support is unarguably AI’s domain. These days, AI BDRs can fully automate follow-up workflows, provide tailored content recommendations, and log every interaction into the CRM automatically. 2020 Brillaud would be grateful for that.

If AI is so wonderful at BDR, it begs the question …

Can AI BDRs replace human reps?

Uh, no.

And I’ll explain why.

When asked whether AI BDRs can replace human reps, Johnny Lee Reinoso, founder of C-Level Partners, counters with this. “Can AI ever sell as well as humans do?” His answer? Not really.

As Reinoso puts it (and I agree), the heart of real selling lies in “showing true empathy, building trust, and forging human-to-human connections.” He drives the point home with a memorable analogy. “In sales, AI will always be playing checkers while humans are playing chess.”

Cue this funny but true LinkedIn post by Jen Allen-Knuth:

Source

But don’t take just mine, Allen-Knuth’s, or Reinoso’s word for it. According to HubSpot’s 2024 Sales Trends Report, 82% of salespeople (including BDRs) agree that while AI tools reduce manual tasks, building strong relationships is still the most critical and rewarding part of the job. It’s not just about sending emails or qualifying leads, it’s about understanding people and being able to connect in a way that can’t be replicated by code.

And buyers feel the same.

HubSpot’s research also found that 96% of prospects do their own research before ever talking to a rep, which means by the time they get to you, they’ve already read the blog posts, watched the demos, and compared your product to others (if you cared to put that online, of course).

What they’re looking for now isn’t information, it’s resonance. Something to click. Someone who gets it. And that’s where human BDRs shine.

Even subtle things like referencing a past conversation, a mutual connection, or any prior contact can dramatically increase trust and engagement. According to industry benchmarks, referencing prior interactions can improve lead conversion rates by up to 50%. That context, that tailored relevance, it’s all deeply human.

Now, that’s not to say AI BDRs don’t have a place. AI BDRs are incredible at the repetitive, tedious, admin-heavy stuff — and this is why there is a record increase in AI adoption in sales. They can find leads, sort them, score them, and even kick off the first wave of outreach.

However, Tido Carriero, co-founder of Koala, cautions against going all-in on automation too soon. “I think we’re seeing a pulling back on AI SDRs just because they’re not quite hitting the mark on really thoughtful, genuinely helpful context. At the end of the day, if you’re not offering value in that outbound message, you’re not gonna book a meeting. And a lot of the AI SDRs have kind of fallen short of that promise.”

Bottom line? Until AI BDRs can connect with people on an emotional level, until they can read the room, adapt, and build trust in real time, they’re here to assist, not replace.

And honestly, that’s probably the best-case scenario. As Michael Brown, Columbia Business School professor, says in an interview with Business Insider, “I don’t know any buyer who wants to be sold to by a copilot.”

Unfortunately, this CEO found out the hard way:

Source

Why hire an AI BDR?

Now that we’ve established what AI BDRs are good at, let’s look at what they actually do for your business and why it matters.

1. They take over the manual tasks (so your team can actually sell).

No one wants a BDR who just clocks in, makes 50 calls from a spreadsheet of 7,000 cold leads, and checks out for the day. Real business development isn’t about mass dialing. It’s about value-based outreach.

AI BDRs step in to handle the grunt work — researching leads, scoring them based on fit and intent, etc., so your human reps can focus on conversations that convert. Take Ceros, a creative content design platform, for example. As their business scaled, their sales process became tangled in disconnected systems and bloated spreadsheets.

According to Douglas Botchman, director of revenue operations, “Our approach to prospecting was ‘volume over value.’ Our systems and processes got so complex and disjointed. Our reps were wasting time and lacking insight. Their productivity tanked. They were playing darts in the dark. The worst part: Our customers suffered as a result. Because reps were so bogged down, they lost sight of what they do best: actually connecting with prospects.”

Ceros adopted HubSpot’s Sales Hub, streamlining workflows and surfacing key insights directly within contact records. No more digging through tabs. With AI-driven automation, reps could zero in on diagnosing pain points and driving deals forward.

The result? A 180% increase in deals generated and a greater than 18% growth in sales qualified leads over five years. Proof that giving reps time back equals serious pipeline growth.

2. They enhance client conversations by making reps smarter.

Even the most experienced reps won’t be experts in every vertical. But AI can help them sound like they are. Take Haley Gault, a Salesforce seller who found herself preparing for a conversation with a customer in the electric vehicle charging space, a topic she wasn’t familiar with.

She instead turned to Salesforce’s Agentforce AI to help her prep. “I don’t have a vertical, so I’m no industry expert in regards to electric vehicle contracting,” she said. To prepare for the call, she asked her AI sales agent for relevant info regarding the business (industry trends, call recordings, previous sales, etc.).

“That’s a way for me to really quickly get up to speed on who this customer is. What were the previous conversations with Salesforce? Who are the key stakeholders?” Working remotely from Pittsburgh, Gault emphasized how AI tools help her prepare for meetings when she doesn’t have colleagues nearby to role-play with or bounce ideas off.

These kinds of AI tools also support personalization and consistency, ensuring reps bring relevant context into every call. As one B2B sales rep put it in a sales research survey by HubSpot, “Thanks to AI tools, buyers know more about my products, and I know more about their needs.”

3. They never forget to follow up.

Here’s a stat every sales leader knows deep down: 80% of deals require at least five follow-ups, but 94% of reps give up before that fifth attempt. Why? It’s not a lack of hustle. It’s a lack of capacity. Reps are juggling many conversations, calendars, and tools. Eventually, some leads just fall through the cracks.

AI BDRs handle the ongoing follow-up with surgical precision — sending the right message at the right time, based on behavior, engagement, and context. Gold’s Gym SoCal is a prime example. After growing their leads from 750 to 4,000 using HubSpot’s Marketing Hub, they hit a wall.

According to Brian Morris, VP of sales, “It worked great until it didn’t. Leads fell through the cracks. Sometimes delayed by weeks. Suddenly, I was playing IT guy instead of focusing on strategy.”

Once they integrated HubSpot Sales Hub’s AI-powered follow-up and automation tools, everything changed. Reps now get real-time alerts when a lead clicks an email or visits the site, and all relevant engagement data is instantly available.

Their outreach is now timely, tailored, and data-backed. And the growth speaks for itself, “Our people are growing with the business,” says Morris. “We’ve gone from 12 clubs to 23, and we’re just getting started.”

4. They scale what humans can’t.

AI doesn’t get tired, distracted, or discouraged, and that’s a huge advantage in high-volume outreach. As Inna Kubovski, VP of marketing at Vendict, explains, “AI is unbeatable at consistency

26 professional voicemail greetings to help you record the perfect one [+ expert tips]

Shannon L. Jackson — Fri, 08 Aug 2025 21:30:00 +0100

During my time as a B2B sales rep, my voicemail greetings started off being long-winded, pitchy, and wordy. I thought that having a good voicemail greeting consisted of saying all the right things to guarantee the prospect answering my callback.

Many believe voicemails don’t convert and are a waste of time, but I learned that voicemail greetings are a hidden gem that actually helped me have more quality conversations.

Here’s what I learned: A good voicemail greeting doesn’t have to be overly detailed or salesy to be effective.

In this post, I am sharing voicemail greetings to help you record one that suits your style and approach — without using extensive language or pitchy verbiage. (You can also download free sales voicemail scripts for other kinds of calls as well.)

Table of Contents

What is a good voicemail greeting?

Voicemail Message Example

Work Voicemail Greetings

Short Voicemail Greetings

Business Voicemail Greetings

Vacation Voicemail Greetings

Holiday Voicemail Greetings

Sales Voicemail Greetings

What to Say in a Voicemail Greeting

When I was a B2B sales rep, understanding the purpose of a good voicemail greeting gave me clarity on what to say without rambling. I gained the confidence to build familiarity by reaching out as a sales representative, offering my services, and highlighting a value proposition that piqued enough interest for the prospect to answer my call.

As I mentioned, you don’t want to be too wordy in your voicemail greeting. Saying a lot doesn’t automatically mean you are speaking with quality and relevance. Your voicemail greeting should do two things:

Build familiarity with who you are and what you offer.

Allow the party to answer your callback.

Work Voicemail Greetings

The work voicemail greetings I’ll go over in this section are best if you have a work phone that is specifically (and only) yours.

These voicemails are highly effective because they help you establish a relationship straight from the voicemail. Or, they help you share an important update in a simple, straightforward way.

1. Sales Results Voicemail Example

“Hey, this is [Your Name] at [Your Company], where we help sales teams turn goals into real outcomes. I’m away from the phone, but if you leave your info and what you're hoping to achieve, I’ll reach out with how we can help you get there faster.”

Why I like this example: Having a sales result voicemail greeting is beneficial, as it offers a friendly yet sales-impact-focused approach. When it comes to sales, you always want to advise the other party on “what is in it for them” based on what they are calling to achieve.

When I was a sales representative, I would always offer a value proposition to pique the prospect's interest, giving them a teaser that let them know they were calling the right place.

And that is precisely what this voicemail greeting exemplifies. Immediately letting the other party know that you are busy turning goals into real outcomes enables the party to understand that you are really in the business of achieving sales results and that you are willing to help them achieve theirs. This is a great selling point and an attractive showcase all within this voicemail greeting.

2. Email Option Voicemail Example

“Hi, you’ve reached [name] at [company]. If you need a quick response, please shoot me an email at [insert email address], and I’ll be in touch by EOD tomorrow. If it’s not urgent, leave me a message with your name and number. Have a great day.”

Why I like this example: When I leave a voicemail, I may wonder when (or if) I’ll hear back. This voicemail gives a specific timeline for when the caller will hear back.

Prefer to be contacted via email? Make that clear in your voice memo so that listeners reach out to you through email instead. This particular voicemail script makes email even more desirable by implying that it's a faster mode of communication.

3. Alternative Contact Voicemail Message

“Hey there, thanks for calling! I’m currently unavailable, but you can contact [alternative contact name] at [phone number] if you need assistance immediately. Otherwise, please leave me a quick message, and I’ll get back to you as soon as possible. Talk soon!"

Why I like this example: When it comes to work voicemail greetings, you can be professional and personable. Because voicemails have such a “perfect stigma,” people tend to forget we are human. We are not robots. Showcase some warmth and personality in your work voicemail greetings as you do with your voicemail.

In my voicemail greetings, I always like to offer a friendly welcome and thanks to the person calling. Even though they can’t reach you, offering an alternative contact is a straightforward way to navigate that. Ending the voicemail properly helps close out on a personal feel as well.

4. Parental Leave Voicemail Script

“Hello, this is [your name]. I’m currently out on parental leave until [return date]. I truly appreciate your call and understanding during this special time. If you need support while I’m away, please reach out to [cackup contact name] at [contact info]. I’ll get back to you as soon as I can after my return. Take care!”

Why I like this example: This one is for the parents who want to appear professional yet again warm and grateful in their voicemail greeting. Because of how sacred and special this leave may be for you as a parent, it’s an excellent approach to highlight that in your voicemail greeting, allowing your gratitude to be understood when a person is reaching out.

As a parent myself, I would use my voicemail message to express my appreciation for the special occasion that prompted my parental leave, and offer any necessary assistance while I'm away.

5. Resignation Voicemail Message

“Hello, this is [your first and last name]. I’m no longer with [company name], as I’ve recently transitioned out of my role. I’m deeply grateful for the connections and conversations during my time here. For assistance moving forward, please contact [replacement’s name] at [email] or reach out to [general contact info]. Wishing you continued success!”

Why I like this example: Usually, when you think of resignation voicemails, you instantly think of being short, rigid, or direct in your messaging. However, I think you should do the opposite by offering gratitude, being friendly, and being expressive.

I used this voicemail when I left a company years ago, and it was so effective. I really loved the customers, clients, and colleagues I met and worked with during my time as an employee there, so I wanted to make sure I highlighted them even in my resignation message. If you want to have intentional closure with a company, this voicemail greeting is it.

Short Voicemail Greetings

Neither you nor your clients have a lot of time to waste. I recommend the following short voicemail greetings to get to the point quickly and invite them to leave a message.

6. Short Sales Voicemail Greeting

“Hi, this is [your name]. I’m either on a call or away from my desk. Please leave your name, number, and a brief message, and I’ll get back to you in [time frame]. Thank you.”

Why I like this example: Short, simple, and to the point — this voicemail gets to the gist fast.

This short voicemail script is particularly apt for salespeople who are often on calls. But you can use it if you‘re a higher-level employee who’s often in and out of meetings and if you often miss calls for that reason.

A short message is the strategy that Ashot Nanayan, CEO and Founder of DWI, takes with his voicemail. He told me: “My approach is to leave a short, approachable message that reflects my personality; something like, ‘Hi, you‘ve reached Ashot Nanayan. I’m either helping a client or on the road, but leave your name, a quick note on what you need, and I'll get back to you soon!’”

He adds, “This message isn‘t flashy, but it’s authentic and reliable, which helps build trust right from the start. It also subtly conveys that I'm active and engaged, which encourages callbacks.”

7. Short Voicemail Script with Requested Reason

“Hi [prospect's name], it’s [your name] from [your company]. I wanted to run something by you that might be relevant for [insert light hint: 'your Q3 pipeline goals' / 'new reps ramping up']. When you call back, just let me know what prompted your interest so I can keep it focused and quick. You can reach me at [your number]. Thanks!”

Why I like this example: This voicemail greeting is an example of what I mentioned earlier: making sure to offer a value proposition to pique interest in a way that is friendly and helpful to entice the prospect to call back. The value proposition should, in most cases, be relevant to the calling party and connect with the requested reason.

8. Short Classic Voicemail Greeting for Landlines

“Hi, you’ve reached [your name]. I’m unable to come to the phone right now. Leave your name, number, and a short message, and I’ll be sure to call back.”

Why I like this example: This classic voicemail message simply states that you couldn’t come to the phone in time to pick up the call — which is particularly useful for landlines, which you don’t carry on your person. (If you’re creating a voicemail greeting for your cell phone, this one wouldn’t quite work because you usually have your phone on you.)

A short voicemail doesn’t mean bad voicemail. Aqsa Tabassam, sales and marketing manager at SoPicks, thinks it means the opposite: “I totally understand the challenge of picking the right voicemail message, especially when you want to make it sound welcoming yet professional.”

She shared the script she uses on her business line: “Hello, you've reached (company name). Sorry we missed your call. Please leave your name, number, and any details about your inquiry, and we'll get back to you soon.”

“Keeping the [voicemail] message clear and friendly can make a difference in how people feel about calling back…a warm but concise message builds trust right from the start,” she adds.

If you appreciate brevity, this voicemail will do the trick.

9. Short Classic Voicemail Message for Cell Phones

"Hey, this is [your name]. Thanks for reaching out. I’m busy at the moment, but if you leave your name, number, and message, I’ll return your call.”

Why I like this example: Another classic voicemail script, but this time, it’s more device-agnostic. All it says is that you’re busy at the moment and asks the caller for their contact information and their message. Simple and easy.

If you want to use this method but make it more unique, drop the word “busy” and say what you might be doing, like being out on a call or something similar. Samantha Odo does this with her voicemail at Precondo, and she shared the script with me: “You've reached Samantha Odo at Precondo. I'm probably out showing properties or meeting with clients. Please leave a message, and I'll call you back shortly!”

She says, “This simple, direct message emphasizes my active involvement in the field. It works because it assures clients they are dealing with a no-nonsense, hands-on professional."

You can use this voicemail message on any device. You also ask for all of the essentials you’ll need to return a call.

Business Voicemail Greetings

Are you creating a voicemail greeting for your entire company or team? These business voicemail greetings will do the trick.

10. Front Office Voicemail Script

“Hi there! You’ve reached the front desk at [company name]. We’re either on another call or away from the phone at the moment. Please leave your name, phone number, and a brief description of how we can assist you, and we’ll get back to you shortly. We appreciate your call and look forward to speaking with you!”

Why I like this example: This is a typical voicemail greeting, but I added “How can we help?” to offer a more personable feel for the person calling and the front desk associate. The “How can we help?” opens up for the person calling to express what they need assistance with so that the callback can be specifically about the request and not just a general callback.

Use this front office voicemail script if you want to receive clarity callbacks instead of general requests.

11. Customer Service Voicemail Script

“Thank you for calling [your company name] customer service. We’re currently unavailable, but your call is important to us. Please leave a detailed message with your name, phone number, and reason for calling, and we’ll respond within one business day. We appreciate your patience.”

Why I like this example: Having had a customer service experience myself, I appreciate a voicemail that highlights the expected timeframe for a callback. It’s essential to let customers know when they can expect a callback so they can be aware, prepared, and informed. This should be a customer service 101 callback standard, but most companies miss this simple action.

Use this customer service voicemail script to provide structure to your voicemails with calmness and reassurance.

12. Business Hours Voicemail Message

“Hi, this is [your name]. I’m currently unavailable, likely recharging or supporting others in doing the same. Please leave your name, number, and a short message. I’ll return your call during business hours. Wishing you a grounded and productive day.”

Why I like this example: For a business hours voicemail, I suggest creating a voicemail that reflects the nature of your business. In this example, since I help my clients prevent burnout with holistic practices as a coach, I stated this as the reason I am unavailable.

I close the message by highlighting what I help my clients achieve. You can do the same thing with your business voicemail message to let others know you are true to your business mission and you practice what you preach. Use this business hours voicemail message to convey professionalism and awareness to your current and future business clients.

13. “For More Information” Voicemail Script

“Hi there! This is [your name]. I’m so glad you called. If you're looking for more information about our offers, services, or upcoming events, please leave your name, phone number, and the topic you'd like to learn more about. I’ll get back to you ASAP. For faster assistance, please feel free to visit [your website] or send me a message at [your email]. Can’t wait to connect!”

Why I like this example: This type of voicemail script is perfect for highlighting your offers without being overly salesy. Since someone is already calling you, you can inform the other party of your offerings based on what you have available at the time. This could include promotions, services, events, etc. Highlighting your website and email to connect is another option to provide a self-service option, along with an alternative method to reach you and learn more.

Use this voicemail script for more information if you don’t want to pitch your offerings but want to present them in a valuable way.

14. Sales Team Voicemail Greeting

“Hello, you’ve reached the Sales Department at [company name]. All of our representatives are currently helping clients [insert goal, such as achieve 40% growth through streamlining HR operations] and are unable to take your call. Please leave your name, company, and phone number, and we’ll give you a call back ASAP. Thank you!”

Why I like this example: I love this sales team voicemail script for two reasons: It once again repeats the company‘s value proposition, and it implies the team is busy with other clients, signaling that the product is coveted. This voicemail allows you to reinforce your company’s mission, showing people that you are dedicated to helping your clients.

15. Promise to Get Back Voicemail Greeting

“Hi! Irene from Spylix is this. Send me an email if you’re hoping for a quick response, and I’ll make sure to get back to you as soon as possible tomorrow. But don’t worry if it’s not very urgent! Please leave your name and phone number, and I’ll get in contact with you as soon as I can. I hope today is fantastic for you!”

Why I like this example: Irene Graham, co-founder of Spylix, an online phone tracker for parents, loves this voicemail greeting that she’s set for herself. As a caller, I like how specific this message is.

Vacation Voicemail Greetings

16. Classic Vacation Voicemail Greeting

“Hi, you’ve reached [your name]. I’m currently out of the office on vacation and will be returning on [date]. I won’t be checking messages regularly, but I’ll get back to you as soon as I can. If your message is urgent, please contact [alternative contact name] at [contact info]. Thanks, and I’ll talk to you soon!”

Why I like this example: I think vacation voicemails should be friendly and clear. I am guilty of this too, but many people's out-of-office voicemails are often general and uninformative. I understand the excitement of being away from the office, so who cares about creating a thoughtful vacation greeting?

However, having a vacation voicemail greeting that offers an update on what’s going on, along with when you are accessible, is a win for the party looking to reach you. Also, touching on the urgent review of messages as well as providing alternate contact information is the perfect closure to a classic voicemail greeting.

Use this classic vacation voicemail greeting if you are looking to create a thoughtful vacation greeting.

17. Adventurous Vacation Voicemail Message

“Hello! You’ve reached [your name], but I’m currently swapping my office chair for airplane seats and backpack straps. I’m traveling the world, chasing new adventures, and definitely not checking voicemails. I’ll return on [date], so leave a message and I’ll get back to you once I land — mentally and physically!”

Why I like this example: I am not the adventurous type, but if I were, this would be my vacation of adventures voicemail message. Letting the person who calls get a sneak peek into what you are doing on vacation is a fun, approachable, and personable way to create an adventurous vacation voicemail. By letting the caller in on the fun, you spark excitement with the certainty of not expecting a call back until you return from your adventure. Closing the voicemail with a return date and a clear state of being offers clear expectations.

Use this adventurous vacation voicemail message when you are headed for your next adventure travel.

18. Short Vacation Voicemail Script

“Hey there, this is [your name] from [your company]. I’m out of the office until [date]. In the meantime, please direct your inquiries to [coworker’s name] at [email address]. They can also be reach

The most helpful AI agents for small businesses, according to business owners

Kolawole Samuel Adebayo — Thu, 07 Aug 2025 12:00:00 +0100

Most small businesses know the frustration of scaling their tech all too well. As they address their pain points in day-to-day operations, they find themselves buried in tedious setup processes, constant troubleshooting, and tools that just don’t scale.

I researched several companies who have shared about their struggles and the subsequent success they found in leveraging AI agents.

Whether it’s generating leads, creating content for social media or the website, handling customer queries, or managing cash flow, every function is a potential time sink when done manually. This is why today, big and small businesses alike are using AI agents to scale their business.

In this article, I’ll explore how small businesses use AI agents and highlight some of the best tools available, complete with insights from fellow entrepreneurs and other professionals.

Table of Contents

How Small Businesses Can Use AI Agents

Best AI Agents for Small Business

Build Your Own Agents

How Small Businesses Can Use AI Agents

AI agents are no longer a luxury for large enterprises. Small businesses are now leveraging them more than ever before. Below, I share some ways they are using this technology to stay competitive.

1. Supporting Customers Better

Many businesses struggle to deliver high-quality customer support without burning hours on chatbot maintenance or live chat backlogs, and this is especially common among small teams with limited resources.

As Yamini Rangan, CEO of HubSpot, puts it, “SMBs don’t typically have the time, resources, or the level of AI expertise that larger companies do. But with Gen AI, SMBs can now leverage powerful technology to improve both efficiency and effectiveness. If used thoughtfully, SMBs can reach more customers, serving customers with even more insights and with unprecedented relevance.”

Bridget Pyne, marketing manager at BabelQuest, shares her company’s experience, saying, “Building our old chatbot was so time-consuming. A full week sometimes vanished into branching logic and endless tweaks. Then came maintenance!”

Their next step was finding a solution that didn’t just work but worked better and faster. They turned to an AI agent to streamline everything.

“Breeze customer agent took less than an hour to set up, and minimal upkeep since it taps directly into our existing knowledge base,” explains Pyne. “It’s like going from dial-up to fiber optic — the difference has been incredible. The time saving alone has freed up additional hours for the team to review content gaps and better improve our knowledge base offering.”

According to an IBM report, businesses using AI-infused virtual agents can reduce customer service costs by up to 30% while improving customer satisfaction and loyalty. That’s a significant win on both fronts.

But remember (and I think it’s necessary to reiterate) AI agents are powerful, not perfect. The human touch is still essential in customer service. AI should handle the repetitive and straightforward tasks, while human reps step in for complex, emotional, or sensitive interactions.

I highly recommend setting clear escalation paths and design moments, where human connection shines, especially when empathy and nuance matter most.

2. Marketing the Business

One thing I’ve consistently noticed among small business owners is the constant juggling act where marketing often ends up on the back burner. For many, it’s just posting occasionally on social media, sending a newsletter once in a while, or relying on word-of-mouth.

But marketing isn’t a nice-to-have. It’s a growth engine. Data from our State of Marketing report shows that businesses that have set up marketing goals and strategies are 2.5 times more likely to report growth than those without.

The problem? Marketing takes time. But that’s where AI agents can step in. From content generation and email writing to campaign management and analytics, AI marketing agents can automate tasks and even make strategic decisions based on data. They handle the workflow while you focus on results.

Jen Spencer, vice president at We Are Girls Club, an organization supporting women in sales leadership, puts it this way: “With a small marketing team, I have to wear many hats. But using an AI content agent allows me to go from A to Z on a project all by myself and save so much time. What used to take me one to two weeks with a team now takes me minutes.”

Spencer continues, “If I didn’t have this tool, I would’ve had to launch my marketing campaign without a landing page, and my conversion rates would’ve suffered.”

3. Handling Parts of the Sales Process

Sales teams are often overloaded with repetitive, manual tasks like sending follow-ups, qualifying leads, and responding to basic queries. What if AI could handle that grunt work?

Vendict, an AI-native government, risk, and compliance solution, created their own AI agent — Maya — to do just that. Maya manages key parts of their go-to-market efforts: qualifying inbound interest, running outbound campaigns, supporting website chat, and even aiding sales enablement.

Inna Kubovski, vice president of marketing at the company, shares the returns of this investment. “The most immediate benefit is speed. Maya dramatically cuts down time-to-first-touch, follow-up delays, and inbound triage. That alone improves conversion rates because you’re catching people when they’re still in a decision-making mindset.”

According to Kubovski, the deeper advantage is focus.

“Our team isn’t spending their days chasing ghost leads or formatting cold emails. They’re talking to the right people, with better context, and they’re more productive because of it,” Kubovski says.

4. Managing Financial Processes

Cash flow is the lifeblood of any small business and also one of its greatest stress points. Many SMBs still rely on outdated spreadsheets and slow manual processes that lead to delayed payments, missed invoices, and financial blind spots. AI agents can now manage invoicing, forecast cash flow, flag unusual spending, and even automate collections. This gives business owners a real-time pulse on their finances and the confidence to make smarter decisions.

According to a PYMNTS Intelligence report in partnership with American Express, 83% of SMBs are already using AI for data analytics and financial management, and 73% are consolidating their cash management into unified digital platforms.

On a lighter note, you could AI your business just like Sherzod Gafar plans to AI his entire life.

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Best AI Agents for Small Business

Ready to add an AI agent to your team? These are currently some of the most helpful AI agents for small businesses I’ve found.

1. Breeze by HubSpot

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HubSpot’s Breeze Agents are AI-powered “digital coworkers” built directly into the CRM, designed to automate major pieces of your sales, marketing, and support workflows. I like to think of them as always-on teammates that don’t sleep, don’t forget things, and actually know your business.

There’s a Prospecting Agent that researches leads and writes customized outreach emails (in your voice), a Content Agent that drafts landing pages or blog posts based on your CRM data, and a Customer Agent that handles support tickets 24/7.

Bradley Poole, CRO at ResellerRatings, said their Breeze-generated emails outperformed their own BDRs in quality and engagement.

“What makes it exceptional is its ability to scan contact information and generate truly contextual, customized outreach that resonates with prospects. It doesn’t just save time, it's elevating the quality of our initial touchpoints with potential customers.”

What I like: Personally, I love how deeply it integrates with your existing CRM data. It pulls from real customer context, campaign history, and content you’ve already created.

Pricing: Included with HubSpot’s Service Hub Professional ($100 per seat/month) and Enterprise plans ($150 per seat/month).

2. Jasper AI

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I think Jasper is a great option for marketing teams, especially the ones with so many tasks and so little time to complete them. It can generate long-form content, Facebook ads, emails, landing pages — you name it — and it can do it in your exact brand voice. You can train Jasper with your tone, upload documents and guidelines, and even generate visuals alongside text.

Carl Bleich, head of content at Bloomreach, said their team shifted its workflow entirely around Jasper. Now writers focus on strategy and editing, while Jasper drafts the bulk content, helping them publish consistently and drive a 40% bump in traffic.

What I like: What I love most? Once it learns your tone, it pulls from that every time, keeping your voice consistent across everything from tweets to whitepapers.

Pricing: Starts at $39/month for individual creators. Enterprise pricing available on request.

3. Intuit Assist for QuickBooks

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Most business owners hate bookkeeping and the monotony of it all. But this is exactly where AI shines. With Intuit Assist, you can scan receipts, upload PDFs, or forward emails, and it’ll handle the rest — categorizing expenses, generating invoices, flagging suspicious charges, and even forecasting your cash flow.

According to Amit Talach, Intuit’s senior VP of product, “We have Intuit Assist now making much more accurate, explainable, and transparent recommendations on expense categorizations, effectively automating accounts payable and accounts receivable.”

What I like: Handing over your finances to an AI agent might feel like a leap. But if there’s one company that’s earned trust here, it’s Intuit. Their tools are built for accountability, not just automation — and I believe they’ve had decades to prove that.

Pricing: Starts at $35/month (Simple Start) and goes up to $235/month (Advanced), depending on the features you need.

4. Lyro by Tidio

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Lyro AI Agent is a smart chatbot built into Tidio’s live chat platform, and it plugs directly into your existing help documents, site content, and FAQs. Once it’s live, Lyro answers questions in a few seconds, handles recurring tasks, qualifies leads, books meetings — and escalates to a human only when necessary. I find it super helpful because it supports multiple languages and works across live chat, email, and social channels. It can reclaim up to 64% of your team’s time.

For ecommerce? It handles shipping updates, inventory questions, and returns. For service businesses? It books appointments, shares policies, and collects contact info.

What I like: What I love is how quickly it gets up and running and how natural the conversations sound. You’re not getting stiff, robotic responses. Lyro speaks like a real teammate would.

Pricing: Based on conversation volume. Starts at $0/month for up to 50 conversations and scales to $175/month for 300 conversations. (A conversation = any chat, email, ticket, or message thread.)

5. Microsoft Copilot for Small Business

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Microsoft 365 Copilot is like having an AI assistant that lives inside the tools you’re already using — Word, Excel, PowerPoint, Outlook, Teams, and more. It helps you draft documents, clean up data, summarize meetings, generate presentations, and automate repetitive tasks.

But the real magic is Copilot Studio, where you can build your own agents to run autonomously — think invoice follow-ups, email outreach, or even internal reporting. Once configured, they’ll work behind the scenes while you focus on higher-value tasks.

What I like: I love how Microsoft’s AI provides agents in the tools and allows you to customize them to fit your business’s unique needs.

Pricing: You could either use the Microsoft 365 Copilot plan at $30 per user/month, pay for the Copilot Studio plan $200/month per tenant for 25,000 messages, or pay $0.01/message for pay-as-you-go.

Build Your Own Agents

Here’s where I think things get really exciting. You don’t have to wait around for someone else to build your ideal AI agent. You can do it yourself, like what Cole Fortman did in the post below.

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And this one.

Today, consumers expect to interact with brands via multiple distribution channels. They want to buy in-store, via a company site, third-party platforms, and social media. This is what makes a comprehensive distribution strategy important. An optimized distribution strategy will help you figure out the right way to reach them.

In this article, I’ll guide you through how to do just that.

Table of Contents

What is distribution strategy?

Types of Distribution Strategies

Selecting the Right Strategy

Distribution Strategy Examples

Tips for Creating an Effective Distribution Strategy

The principal aim of any retailer is to get their goods to the target market. Not only that, you must make them available in the manner they prefer to buy them, as seamlessly as possible, to keep customers engaged. This is a moving target.

Statistic: 77% of consumer product marketers have reported that they must significantly transform their brand’s customer engagement approach in 2025.

Your distribution strategy is how you reconcile all these necessities.

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Your strategy is your plan to speed the connection between your offerings and their end-users. That’s whether they’re consumers, businesses, or a mixture of the two. There are many considerations to account for when defining a distribution strategy.

The following are a handful of the most notable:

The customer experience you aim to give and how distribution options align with it

The nature of your products and how they must get sold and used

Your direct competitors and how they serve customers

Consumer needs and demands

Shipping considerations

First, let’s look at one of the fundamental building blocks of an optimized distribution strategy — the distribution channels.

Distribution Channels

You might think distribution channels are self-explanatory. It’s the different places you sell your products, right? Wrong. That’s a common misconception. Your website, a third-party platform, or a physical store is not a distribution channel. However, each can form part of your distribution channel.

A distribution channel is a product’s entire journey to get from you to its end-user. It could be that your store or website is all that’s involved. That’s the case if you’re a direct-to-consumer (D2C) brand with a direct distribution strategy: You sell your lines straight to their end-users. Not all distribution channels are as straightforward, though.

Lots of channels, in fact, include intermediate steps between your firm and consumers — this is known as an indirect distribution strategy. The principal players in such more complex chains are as follows:

Producers. These are the manufacturers who make products or their constituent parts.

Wholesalers. Your budget and the costs associated with different distribution channels. Firms specializing in broad distribution of products to multiple retailers.

Retailers. Businesses that sell products to their end-users. Sales can happen online or offline.

Consumers/End-Users. The final purchasers of an item. They’re buying it to use, not to sell on.

Your business can exist at different points of these channels. If you sell many different products, too, each may have its own channel. You may also use more than one, or even more than one type, even if you only provide one product line. That’s where four principal varieties of distribution strategy enter the picture.

Types of Distribution Strategy

An optimized sales distribution strategy is one tailored to your brand and customers. You don’t have to choose from a limited number of prescribed alternatives. There are, however, four categories into which most strategies fall: intensive, selective, exclusive, and direct-to-consumer.

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1. Intensive Distribution Strategy

Many brands adopt this type of distribution strategy. Intensive distribution involves implementing as many different channels as possible for a given product. It’s a common strategy for consumer packaged goods (CPG) companies, perishables, and personal care products (to name a few).

Pros: Enhances market penetration for the product. Widest consumer base. Powerful to increase brand awareness.

Cons: Not always cost-effective. Pricing may vary, with retail stores trying to undercut each other.

Some easy examples of this are Coca-Cola and Snickers bars — these items can be bought practically anywhere, from Amazon to Walmart to vending machines (kids even sell Snickers bars door-to-door as a part of school fundraisers).

No business starts with an intensive distribution strategy. “You evolve to that the bigger you get,” shared Dave Gulas, cofounder of EZDC. Gulas helps ecommerce brands scale, and he shared his insights (including what he considers to be the “holy grail” of distribution — which I’ll get to in a minute).

2. Selective Distribution Strategy

This strategy is when firms choose different channels for specific products or services. They might, for instance, only sell an item in a particular geographic area. Or they may restrict sales of product lines to only their website. The idea here is to match channels to consumer behavior and demand. That, thus, is more cost and time-efficient for the brand.

Pros: You can target consumers with more precision. More control over price, market, etc.

Cons: More reliant on the distributor’s relationship with your target audience.

Here’s an example from the natural deodorant company Nuud. They nudge customers to purchase directly from their website (where they have the highest profit margins and most control over customer experience), but also have selective distribution partners:

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3. Exclusive Distribution Strategy

Companies may restrict the provision of some items even more. They could, for instance, use only one very narrow channel for a particular line. When brands use this tactic, they’re trying to stoke scarcity and thus demand. It’s how companies make products seem higher-end and more desirable. Or, a company could choose to only sell its entire product base directly to customers on its website.

Pros: Exclusivity can create buzz for special launches. Explores symbiotic partnerships.

Cons: High reward means high risk. Some willing buyers will be unable to access.

Here’s an example of a 2025 launch by Blogilates and Target. Exclusivity was a prime marketing characteristic, as you can see with the tagline “new and only at Target.” This launch went viral, no doubt in part to the founder’s massive audience established online and the perfect alignment between customers and retail venue.

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Tip: These aren’t siloed approaches to distribution. A company can simultaneously leverage both an intensive and exclusive distribution strategy by releasing limited-edition products in specific locations.

4. Direct Distribution Strategy

For many brands, it’s advantageous to have a direct distribution strategy for as long as possible. Dave Gulas even described it as the holy grail: “The holy grail of distribution is not needing these middlemen, these distribution channels.” And while direct distribution strategies are by no means new, Gulas said that “the direct-to-consumer aspect of it has gone on steroids,” citing the evolution of social media.

While this might look similar to an exclusive distribution strategy, it’s different in many important ways. Namely, a larger operational burden, higher profit margins, and the founder can be the face of the company. This brings a powerful level of authenticity to the entire sales process. The cliché “people buy from people” comes to life with this strategy (when leveraged properly — more on this in a minute).

Pros: Complete control. Lowest costs. Most adaptable.

Cons: Requires inbound customers. All awareness is generated by you. Largest operational burden.

Here’s an example of the clothing brand See The Way I See, which went on Shark Tank in 2023, touting huge sales through social media. The investors on the show passed on founder Sophie Nistico’s pitch because they all agreed that her business model was thriving and didn’t need their help.

Source

Selecting the Right Strategy

Defining the right distribution strategy for your product is more complicated than choosing from those four options, of course. You should stay focused on your customers while also considering your commercial goals.

I recommend you weigh the following considerations when creating an effective distribution strategy for your product.

Internal Considerations

Assess your internal infrastructure and how much control you want over distribution.

Business operations. Could the right tech provide a smooth, direct distribution plan? Is your logistics good enough to reliably supply a retailer on the other side of the world? Start by focusing on what your team can realistically sustain.

Post-purchase support. How much post-purchase support might end-users need? Would third-party retailers or providers be able to offer it? How much control do you want over the customer experience?

Different channels for different products. Do you need to explore different channels for particular products? Or in other geographical areas or territories? Could dual distribution offer the flexibility your business needs?

Tip: This isn’t a one-time task, but rather an ongoing review of sales data. Loris Petro, marketing manager at Kratom Earth, shared this advice: “Choosing a distribution strategy that works for you means stripping away what looks good in a pitch deck and focusing on how people live, shop, and think in each location. Nothing beats observing that up close and adjusting as you go.”

This is backed by research: 76% of consumer product marketers report that they must adapt to changes faster than ever before.

Market Considerations

Assessing your marketing channels, customer data, and product awareness will help you gauge market considerations.

Target audience. Customer preferences should be heavily weighed. Where is your customer base shopping? What’s most convenient for them?

Awareness. Are potential customers already aware of your product, or do they need to be introduced? Direct sales can offer better margins and more control, but are you equipped to reach customers without retail partners?

Marketing channels. How does content marketing impact or align with different distribution channels? Which ad types (online or off) best support your broader strategy?

Example: Hone John Tito, cofounder of Game Host Bros, shared the following experience of how he adapted his strategy to cater to different target markets. “When we launched our North American game server hosting, we focused on direct sales and online advertising. But when we expanded into Europe and Asia, we quickly discovered we had to have local partners who were better positioned to handle those markets than we could from across the ocean. We had to adapt our strategy based on the demands of each region, and the key metric that we watched closely was the customer acquisition cost (CAC). It dropped 20% once we made the switch to a partner model in Europe.”

Product Considerations

Assess how your product impacts distribution, planning for long-term efficiency (though this will evolve as your product and the market change).

Routine purchases. If customers purchase your products routinely, middleman costs will add up substantially. Earning customer loyalty is a big upfront cost, but a relationship where customers purchase directly from your website instead of Amazon or big box retailers offers huge cost savings over time.

Customer demand. Is there enough demand from the general public to support an intensive distribution strategy?

Brand identity. Does it fit your brand’s positioning to have your products in every store under the sun? If you have a higher-end reputation, should availability be more limited? Also, consider if your customers purchase from you for value-based reasons.

Example: Selling on Amazon is an effective way to reach consumers who are searching for your products. However, many conscious consumers boycott Amazon. Choosing to sell through Amazon could conflict with your brand’s identity and your target market’s motives to purchase from you.

Distribution Strategy Examples

With all of that information in mind, let’s see how these distribution strategies look out in the wild.

1. Dawn Dish Soap: Intensive Distribution Strategy

Household cleaning companies aim to position their product everywhere, meaning both direct and indirect channels. Customers can buy their favorite dish soap online from wholesalers or curbside pickup at their favorite retail locations (distributors).

Source

By using the intensive strategy, this dish soap is available at:

Ecommerce websites

Convenience stores

Grocery stores

2. Jeni’s Ice Cream: Selective Distribution Strategy

Ice cream is typically seen as another product sold using the intensive distribution strategy. Still, for smaller brands that aren’t sold in big box stores, Jeni’s Ice Cream has the opportunity to offer exclusive flavors and products depending on the location of its ice cream parlors, and now even through shipping.

Source

For particular states or shop locations, Jeni’s also offers exclusive merch like pint koozies, seasonal flavors, or limited edition flavors that are only available in controlled ways and periods.

3. Local Pet-Sitting Service: Exclusive Distribution Strategy

Even more niche of a service offering is the example of a small business running a pet

The cold calling framework every rep needs to beat the summer sales slump

mroberge@hubspot.com (Mark Roberge) — Mon, 04 Aug 2025 18:07:28 +0100

Cold calling might be the most dreaded activity in sales, especially during a slow season. As someone who‘s trained countless sales professionals at HubSpot, Stage 2 Capital, and Harvard Business School, I can tell you it’s also one of the most misunderstood.

I run an exercise in some of my HBS classes. We have students make real cold calls selling $20 pizzas to local businesses. I'd say out of 1,000-or-so calls, students generally manage to sell five or six pizzas. The success rate is pretty brutal, but the learning experience is invaluable.

I recently demonstrated this approach on The Science of Scaling YouTube channel with Matthew Brown, who bravely stepped into the role of a novice salesperson. Here's a look at how that went.

Table of Contents

Why Cold Calling Is So Challenging

The Cold Call Framework That Actually Works

The Three Critical Elements of Successful Cold Calling

Why Cold Calling Is So Challenging

There's a reason that cold calling is often viewed as one of the most — if not the most — frustrating activities in sales. If you‘re good at it, you’ll still get hung up on 80-90% of the time, and even the best SDRs tend to only book one meeting a day. That's why many salespeople would prefer to avoid it altogether. But mastering cold calling is possible with the right technique, mindset, and practice.

For this exercise, I played the role of a busy chiropractor‘s office manager. Matthew’s first attempt to sell me a pizza fell flat. He got flustered after the first objection and didn't know how to proceed. This is the reality most salespeople face when cold calling.

After watching Matthew‘s initial struggle, we broke down a framework that transformed his approach. Here’s how that went.

The Cold Call Framework That Actually Works

After years of studying and teaching cold calling techniques, I‘ve found Sam Nelson’s approach to be the most effective. It's built on simplicity and repetition, allowing your mental energy to focus where it matters most. Let me break down each component:

1. Open with “Did I catch you at a bad time?”

This question only has two possible answers (yes or no), and your response remains identical either way: “I'll be brief.” If they say it‘s a bad time, you acknowledge but promise brevity — if they say it’s fine, you‘ve created a small commitment to listen.

Either way, you’ve established a foothold in the conversation that buys you precious seconds to deliver your message.

2. Deliver a tight elevator pitch.

Your elevator pitch should follow a simple formula: “We provide X to Y leaders that improve Z by [specific outcome].” It should be concise, value-driven, and tailored to the prospect's likely pain points.

When Matthew revised his pitch to emphasize how the pizza would save the office time and improve staff morale rather than just describing the product, his effectiveness improved dramatically. Remember, you‘re not trying to close a deal yet — you’re creating just enough interest to continue the conversation.

After delivering your elevator pitch, immediately follow with a direct ask. In our pizza exercise, this was straightforward: “What do you think? $20 for the pizza?” In a B2B setting, you might say, “I'd love to set up an introductory call. How is your schedule?”

3. Handle objections and repeat the ask.

When Matthew first heard objections, he backpedaled and froze. In our revised approach, he acknowledged each objection, provided a counterpoint, and immediately circled back to the ask. The key insight: objections are expected parts of the conversation, not conversation-enders.

When I objected about preferring healthy food, budget concerns, or being too busy, Matthew countered each point and immediately returned to: “I'd still like to send you that pizza today.”

The takeaway? The average successful cold call involves handling three or four objections before booking a meeting.

Subscribe to The Science of Scaling on YouTube and turn a typically slow-paced season into a successful summer for sales teams.

The Three Critical Elements of Successful Cold Calling

Beyond the framework, there are three essential elements that separate successful cold callers from the rest:

1. Embrace scripts (even if you hate them).

I‘m not typically a fan of scripts, but cold calling is an exception. This is a game of seconds where every word counts. A good script isn’t about sounding robotic — it‘s about freeing your mental bandwidth to focus on what matters: listening and responding.

Matthew noted this was transformative. He said, "I don’t have to think or feel nervous about how I‘m hearing this person’s voice for the first time."

2. Master the objection flywheel.

Objections aren‘t roadblocks — they’re expected parts of the conversation. Effective cold callers enter a continuous flywheel: deliver pitch, make ask, hear objection, handle objection, make ask again.

The key is persistence. Don't let objections throw you off your game. Always circle back to your ask, and never exit the flywheel until the prospect either agrees or hangs up.

3. Adopt an authentic tone.

Counterintuitively, sounding like a polished salesperson hurts your chances. I advise reps to “channel being a skinny 14-year-old kid.” People feel bad hanging up on someone who sounds slightly nervous or authentic.

Sound like a regular person having a conversation. Your authenticity will make prospects more receptive.

The mindset shift: You're not there to make friends.

One of the biggest barriers to successful cold calling is the “need for approval.” Many salespeople prioritize being liked over making the sale. After our exercise, Matthew had an epiphany: “You're not there for a relationship … You're there to solve a problem for them.”

I often compare salespeople to doctors. When a doctor diagnoses a health issue, they tell you what you need to hear because they believe in their ability to help. Similarly, if you truly believe in your product, persistence isn‘t pushy — it’s necessary to deliver value to people who need it.

Cold calling may never be easy, but it can become a powerful tool in your sales arsenal when approached with the right technique, mindset, and expectations. Just as Matthew progressed from completely freezing up to successfully closing a sale in our session, you too can develop this critical skill through structured practice and the right framework.

8 best sales tools for small businesses to consider

Osama Zahid — Mon, 04 Aug 2025 12:00:00 +0100

Finding the right sales tools for small businesses can make the difference between chasing leads endlessly and closing deals with confidence. As someone who has worked closely with a small business owner, I know how important it is to have tools that help us work smarter.

In this article, I’ll explore what I believe are the key features to look for when choosing a sales tool for a small business. I’ll also be testing out eight of the best sales tools for small businesses and sharing my hands-on experience with each one.

I’ll guide you through the key features of these tools, break down their pricing, and share what I find most valuable about each one. My goal is to give you a clear, firsthand look at what each tool offers, so you can make a confident, informed choice for your business.

Table of Contents

What You Should Look For in a Small Business Sales Tool

Types of Sales Tools Every Small Business Should Invest In

8 Best Sales Tools for Small Businesses

What You Should Look For in a Small Business Sales Tool

When I explore different sales tools for small businesses, here’s what I keep an eye out for.

Ease of Use

I want a tool that’s intuitive from day one. If I need to spend days figuring out how to input a lead or generate a report, it’s not the right fit. I test how easily I can navigate the interface, input data, and retrieve useful insights without a steep learning curve.

Affordability

I know budgets are tight when running or managing a small business. I evaluate whether the tool gives me solid value for its price. I also check for flexible pricing plans that can scale as my business grows, without locking me into costly contracts.

Integrations

I don’t want to waste time juggling between too many disconnected apps. That’s why I look at how well each tool integrates with platforms I already use. I check whether the tool integrates with the email platform I am using, etc. A good sales tool should make my workflow smoother, not more complicated.

Mobile Accessibility

I often find myself needing to check in on leads or deals when I’m away from my desk. I see how well each tool works on mobile devices and whether I can perform basic actions (such as updating a lead or viewing sales dashboards) on the go.

Reporting and Insights

I want more than just raw data — I want clear, actionable insights. I explore how each tool helps me visualize my pipeline, track performance, and forecast revenue. A strong reporting feature should help me make smarter, faster decisions.

Customer Support

When something goes wrong, I don’t want to be left hanging. I test how responsive and helpful the tool’s customer support is, whether through live chat, email, or an online knowledge base. Reliable support is a must-have for me.

Customization and Automations

My business has unique processes, and I want a tool that can adapt to how I work. I check how much I can customize things like deal stages, data fields, and reports to fit my specific workflow. Then I should have the ability to create automations that handle repetitive tasks for me.

As a small business owner, I want to spend less time on manual work and more time closing deals. The more I can streamline my sales process with smart automations, the smoother my day-to-day work will be.

Most SMB owners are short on time, money, and manpower. Anything that helps them work faster and smarter has a dramatic ability on their bottom line (and stress levels).

If you run a small business, here are the seven tools that will dramatically upgrade your productivity and results.

CRM

As a small business owner, I need one place where I can keep track of every deal, contact, and conversation without losing my mind. That’s why a CRM is essential for me. It stores all the details about my contacts — their email, phone number, LinkedIn profile, and website — and automatically logs every interaction I have with them.

I can instantly see when we last talked, how we connected (phone or email), what we discussed, whether they’ve bought from me before, how often they visit my site, which pages they checked out, and which emails they’ve opened and clicked.

I don’t have to manually track any of it. It just happens.

Bottom line: If I’m choosing one tool to keep everything organized, it’s HubSpot CRM.

Documents Tool

I want to make it as easy as possible to send proposals, close deals, and get paid. That’s why having a tool to send and collect electronic signatures is a no-brainer for me. It lets me send contracts and proposals quickly, and my customers can review and sign them in minutes — no printing or scanning needed.

Faster signatures mean faster payments. HubSpot makes this even smoother by integrating with tools such as PandaDoc, so I can automate the process and keep the cash flow moving.

Invoicing Software

Reliable invoicing software helps small businesses get paid faster and manage cash flow more efficiently. With the right tool, you can quickly create and send professional invoices, track payments, and automate follow-ups for overdue accounts.

I like to look for the following key features:

Customizable templates. Design invoices that reflect your brand with logos, colors, and personalized messages.

Automatic payment reminders. Set up automated emails to gently nudge clients about upcoming or overdue payments.

Online payment integration. Let customers pay directly from the invoice using credit cards, bank transfers, or digital wallets.

Payment tracking and reporting. Monitor which invoices have been paid, which are outstanding, and generate reports to understand your revenue trends.

If you bill by the hour, I recommend choosing invoicing software that lets you easily add tracked time and expenses directly to your invoices.

Inventory and Order Management Software

If you are in a business that sells physical products, having a reliable inventory and order management system is a must for staying organized. It helps in keeping track of stock levels, purchase and sales orders, and warehouse details all in one place.

The most essential features I look for in an inventory and order management system are:

Barcode scanning. To quickly check stock levels with a simple scan.

Reorder alerts. Notification when inventory is running low, to avoid the risk of selling out unexpectedly.

Reporting. To see which products are the top sellers, the total value of the inventory, and to track sales performance by week, month, or quarter.

I’ve found Xero and inFlow to be excellent choices for small business inventory management.

Survey Tool

Successful business owners have one thing in common: They’re passionate about understanding their customers better. They are also determined to identify their most satisfied clients to drive referrals and encourage repeat business.

And by spotting dissatisfied customers early, they step in and resolve issues before negative reviews surface. The more insight you have into your audience, the easier it becomes to meet their needs and market effectively.

A user-friendly platform such as SurveyMonkey (which integrates with HubSpot) makes it simple to create polished surveys — no technical expertise required. I suggest sending a quick survey after a purchase to gather feedback on the experience.

Small business owners can also use surveys to engage prospects, leads, or even your own team.

Meetings App

When you’re lining up meetings with clients, suppliers, partners, or even with people in your internal team, a scheduling app can shave valuable minutes off your day. It creates a shareable view of your availability, so others can book a slot that works for both of you.

Once a meeting is booked, it syncs straight to your calendar, no back-and-forth required. I recommend trying HubSpot’s Free Meetings Scheduler.

Email Management Tool

Email remains one of the most powerful assets for any seller. If your inbox doesn’t have tools that show when someone opened your message or clicked a link, you’re leaving actionable insights on the table.

Timing matters! I aim to follow up while I’m still top of mind. It’s far easier to get a response when your prospect just engaged with your email a few hours ago.

Maybe you want your message to hit someone’s inbox first thing in the morning, but you’ll be busy at that hour. No worries! Just schedule it ahead of time. My last recommendation is to set follow-up reminders if they haven’t replied, so nothing slips through the cracks.

Check out HubSpot’s email tools.

8 Best Sales Tools for Small Businesses

1. HubSpot Sales Hub

HubSpot offers a comprehensive suite of tools designed to meet nearly every digital need for small businesses. Beyond its free CRM, it includes features like live chat, an AI-powered content writer, and a website builder. Its products are organized into dedicated hubs for sales, marketing, customer service, content management, operations, and more.

For this article, I will focus specifically on the features of Sales Hub.

Key Features of Sales Hub

Sales Automation Tools Sequences

This feature is designed to boost productivity. It streamlines lead assignment, follow-up tasks, and other repetitive actions using automated workflows and sequences.

I can move deals between stages, set reminders, and keep tabs on progress. This makes it easier to prioritize and close more sales.

Mobile CRM App

The HubSpot mobile app allows accessing and engaging with contact activity anytime, anywhere. Also, I can easily send professional-looking emails using pre-built templates or using HubSpot’s AI email writer.

With the business card scanner feature, I can quickly convert business cards into CRM contacts and eliminate the need for manual data input. This feature is incredibly useful for events like conferences and exhibitions, where you’re meeting numerous people and don’t have the time to manually input prospect data into your CRM.

AI Prospecting Agent

You can streamline your sales outreach with Breeze, an AI prospecting agent that helps identify high-quality leads and crafts personalized outreach within your existing workflow.

Basically, it analyzes target accounts in minutes and delivers actionable insights that would normally take days to gather manually.

I love how Breeze integrates seamlessly with HubSpot’s CRM, requiring no extra setup or training, and continuously adapts to your sales patterns to provide more relevant insights over time. This allows your team to focus on closing deals with all the prospect intelligence they need in one place.

Reporting & Analytics

HubSpot’s built-in dashboards help in monitoring campaign performance, website activity, and sales metrics. I can create custom reports to get clear insights into what’s working and where to improve. The visual pipeline tool lets me track deals at every stage of the sales process:

Equip your team with powerful insights through user-friendly analytics and reporting tools that are simple to learn.

Integrations

HubSpot connects with over 1,800 apps and tools, making it easy for me to integrate my CRM with platforms I already use such as Gmail and Zoom.

I can share a link that lets prospects book time on my calendar directly. This cuts down the back-and-forth of scheduling meetings and keeps the pipeline moving smoothly.

What I Like

For small businesses, every minute counts. With lean teams, working efficiently is essential. And that’s where I feel automation makes a real difference. HubSpot is a top choice for me for boosting productivity with its robust automation tools.

I worked for a logistics company that didn’t have the capacity to cater to companies that had a low order volume.

So, I set up the following workflow to automatically email anyone who filled out our website form but didn’t meet our minimum order requirements.

Similarly, another inbound qualification workflow was created to streamline the work.

The purpose of this workflow was to take data from our website’s form submissions and check whether the property was in the company’s TAM.

As you can see, the workflow essentially classified properties according to the monthly number of orders and then set actions and next steps accordingly (for instance, adding to list, SDR contacting them, sending out email, updating lifecycle stage, etc.).

In my experience, HubSpot makes building automations remarkably straightforward and simplifies the processes of a business.

Pricing

HubSpot offers a free CRM with core features — perfect for small businesses that are looking to explore first. Its paid plans unlock advanced tools for marketing, sales, and service that allow businesses to scale as their needs grow.

Source

The Starter Customer Platform pricing starts from $20 per month per seat. For businesses that need a comprehensive solution covering marketing, sales, customer service, and content management, the Professional plan is a great fit.

2. Odoo

Odoo markets itself as the “real-customer centric” CRM. Odoo is a comprehensive software which has a lot of modules for different business verticals.

Key Features

Sales

The sales module is mainly related to creating quotes easily. It is designed to boost sales by suggesting add-ons, applying discounts, and using closing triggers.

Once a quote is confirmed, it automatically converts into a sales order, and relevant teams are notified in real time to keep operations moving smoothly.

Invoicing

Invoices can be generated easily from confirmed sales orders (automatically, in batches, or individually). Sales and billing are fully integrated, with flexible invoicing policies and payment terms based on confirmation or delivery. Once an invoice is sent, customers can pay online.

Odoo Invoicing also simplifies payment follow-ups with automated reminders for late or outstanding invoices, helping to streamline the billing process. Vendor bills can be managed just as easily, and checks can be printed to ensure timely supplier payments. The app connects directly to the accounting platform, with accounting entries posted in real time to the correct journals and accounts.

Accounting & Finance

Odoo automatically syncs and imports bank statements, making real-time reconciliation quick and easy. Simply validate the match between statement lines and accounting entries. The platform provides all key financial reports (balance sheets, profit and loss, aged receivables and payables, and tax reports) — all of which are dynamic.

Reports can be filtered, annotated, customized, and compared across periods. The Accounting app also supports multi-currency and multi-company environments, allowing for inter-company transfers and consolidated reporting across sub

Strategic planning: How it supports a perfect sales operation

Jenny Romanchuk — Fri, 01 Aug 2025 12:00:00 +0100

I’ve led two sales teams at SaaS and was a salesperson myself. I spoke to hundreds of C-level salespeople and founders from enterprises like Coca-Cola to different IT vendors.

When we talked about strategic sales planning, it was often confused with operational planning, as I came to understand through conversations. Back then, I thought it was just wordplay. In reality, though, this leads to inadequate sales quotas and misaligned stakeholder expectations.

In fact, 56% of executives and their teams wasted time on strategic planning, while only 44% spent the strategic planning time productively.

That’s a huge gap. This fact indicates that over 50% of the sales team can improve their performance.

Theory aside — let’s dive into a practical breakdown of strategic planning in sales.

Table of Contents

What is strategic planning?

What is the purpose of strategic planning?

Strategic Planning and Sales Teams

Strategic Planning Process

Benefits of Strategic Planning

Why is strategic planning important?

Strategic Planning Software

Common frameworks for strategic planning include the Balanced Scorecard (BSC), Objectives and Key Results (OKR), and the Theory of Change (TOC).

Balanced Scorecard Institute sums up strategic planning nicely:

“It is a disciplined effort that produces fundamental decisions and actions that shape and guide what an organization is, who it serves, what it does, and why it does it, with a focus on the future. Effective strategic planning articulates not only where an organization is going and the actions needed to make progress, but also how it will know if it is successful.”

What is the purpose of strategic planning?

The purpose of strategic planning is for an organization to determine the direction it will head in over the next three to five years. You’ll set overarching goals and outline how you want to achieve them. Strategic plans are often adjusted based on market changes or unforeseen threats, so they may be modified to respond to changes in the business environment (internal or external).

When you have long-term business goals, it becomes easier for different departments in your organization to plan their activities, allocate resources, and take actions that will help your business meet your goals in the designated time frame. The plans created from strategic planning are called operational plans, and I’ll discuss the difference between the two concepts below.

Strategic plans set long-term goals, while operational plans outline the daily, monthly, and quarterly actions to achieve those goals.

Operational plans turn strategy into action.

Usually, individual departments or team leaders create operational plans to support the broader strategic objectives.

For example, if your company’s goal is to increase revenue by 75% in 3 years, each department will develop operational plans to contribute to that goal.

Customer service might focus on retention,

Sales could upsell and generate qualified leads,

Marketing may refine buyer personas to target the right customers.

In the end, each department’s efforts contribute to reaching the revenue goal.

Why is strategic planning important?

Having a solid plan keeps the team focused and proactive instead of reactive — no matter the size of the team.

When I worked at startup Signum AI as the first sales leader hire, we would typically sit together with the founder and outline our 12-month plan, which was a combo of strategic and operational goals. We mapped out high-level business goals and aspirations, and then cascaded them into quarterly and monthly operational plans aligned with marketing efforts.

It helped us meet sales quota almost every month (like 85-100%).

Without that, we would be just blind and pour money into sporadic motion, as it used to be at the very beginning (I’ll discuss this later in the article).

Bottom line: For sales teams, strategic planning directly impacts quota attainment, territory management, and how effectively reps use tools and data.

Another great example of the importance of strategic planning is Mary Kelly’s story; she is a corporate advisor and founder of Productive Leaders.

Kelly asked her friend, who owns two successful restaurants, if he was going to revisit his strategic plan going into the new year.

He literally laughed and said, “What strategic plan?”

His approach was just to figure things out along the way and keep doing what’s been working.

“To be fair, he has been doing well,” says Kelly. But she also made a really good point here: What if he could be even more successful … with less stress? That’s what strategic planning is all about.

Kelly explains that every business, no matter the size or industry, can benefit from having a strategic plan. And why is it important? Well…

A strategic plan defines your vision and mission. It sets the direction for where you want to go and how you’re going to get there.

You’re prioritizing what actually matters and putting the rest aside.

Markets change fast. With a strategy in place, you’re more prepared to pivot without losing momentum.

Everyone (not only the sales team) is pulling in the same direction.

Most importantly, it helps you measure progress. You can check in on where you are versus where you wanted to be, and adjust accordingly.

Strategic Planning and Sales Teams

The strategic plan is determined by senior leadership or executives to develop a long-term vision for the company. Then, it’s up to individual departments to create plans and strategies for their teams to align with and work towards the objectives set in the strategic plan.

Sales leaders create a sales plan (operational plan) that outlines the short-term strategies and tactics used to achieve long-term goals. This aligns sales teams and salespeople, so they know exactly what they're working towards and how progress and success will be measured.

Benefits of Strategic Planning for Sales Teams

If I had to pick one thing as the best part of strategic planning, it’d be focusing on the right moves and creating a roadmap for long-term growth, which, in turn, brings even more benefits.

Sets the direction and improves agility and adaptability.

I used to think a long to-do list was a good strategic plan. I learned this hard lesson when I led a SaaS sales team of five people at Signum AI. In the first months, I realized we were just busy — launching things, testing channels, hiring reps, etc. — but we were not strategic.

Basically, we were chasing quotas without connecting the dots. That couldn’t last long, and so we had to rethink our approach.

Professor Roger Martin calls this the “planning trap.” Teams feel in control because they’re managing tasks, but there’s no cohesive theory of success behind it.

Instead of obsessing over execution, strategic planning makes you ask: What’s our bet? What unique approach are we taking that others aren’t?

It connects the dots between your goals, your actions, and your edge.

And here’s the impact: Organizations that build this kind of strategic clarity — where everyone understands and rallies behind the plan — are 3.4x more likely to adapt quickly when things shift.

As I previously said, strategic planning translated into our sales growth, too, hitting high monthly quotas.

Forces us to make hard, but smarter choices.

Real strategy isn’t about doing more, it’s about choosing what not to do. That part’s uncomfortable. But every time I’ve committed to one clear path over three average ones, results followed.

Strategic planning pushes you to say no to “nice-to-haves” and double down on what you believe will work. It’s a bet, it’s risky, but it also creates focus.

Research shows that when companies focus on just 2 or 3 top priorities, they usually hit all of them. But when they try to juggle 4 to 10, they tend to only get 1 or 2 done, and if they go over 10, they often don’t finish any.

Source

Aligns sales and marketing teams toward a clear, mutual goal.

When there's no strategic planning, sales teams chase random targets or react to short-term numbers. The same goes for the marketing department. They shoot campaigns just to hit the number of lead goals without much thinking about their quality and the number of lost relevant opportunities.

Guess what? That happened to us, too. But this time, in all the SaaS companies where I was employed. Marketing could launch a crazy campaign that filled our pipelines with totally irrelevant leads. The worst time was when 3 SDRs suffocated with 100+ leads over a week, with a 70% disqualification rate. I was furious because we must have contacted them, gone on discovery calls, and done basic SDR stuff to qualify them.

Conversely, a clear plan means everyone knows why we’re doing what we’re doing.

Not only does it sound great, but companies with strong sales and marketing alignment also close 38% more deals compared to those with poor alignment.

Moreover, a 2024 report from InfoPro Learning found that 61% of execs struggle to connect strategy with day-to-day sales efforts. But when all employees understand the plan, they’re 77% more likely to perform at the highest level possible.

Also, according to one of the most experienced salespeople, Anthony Nicks, a clear sales process leads to 15% more salespeople achieving their quotas and 18% higher revenue growth compared to those without a defined process.

And speaking of growth, let’s close it out with the final benefit.

Turns sales into a long-term growth engine.

When your plan is strategic, you stop measuring success only by this quarter’s quota. You start thinking bigger: lifetime value, customer loyalty, and market positioning.

From my experience, companies that take time to build a strategic sales plan (one that connects marketing, product, and customer success) see compounding growth. Not explosive overnight wins, but steady, predictable scale.

Here’s a real-world example that backs “my” theory up:

Lloyds Banking Group recently pinpointed 18.7 million of its 27 million customers as key growth opportunities. As part of a new sales initiative, they’ve trained a team of around 830 people to focus on building stronger customer relationships.

The goal? Boost the average number of products sold per customer by 5% by the end of 2024. That’s a long-term play built on connection, not just conversion.

Pro tip: I suggest using HubSpot’s Growth Strategy Template to map out your growth plan. It helps you monitor revenue, expand into new regions, add products, and grow your customer base. Super easy to fill out and keep an eye on progress.

Source

The strategic planning process is designed during planning sessions to define the business’s overall vision and high-level, long-term goals that the business wants to achieve. The outcome of the entire process is a strategic plan.

1. Prepare for strategic planning.

Getting your strategic planning off the ground starts with setting the right foundation. I was part of strategic planning for a charitable foundation, a startup, and another SaaS company where I had worked. Here's how we set things up to make sure we were ready to execute:

Choose the right people.

First, you need the right mix of people:

Executives and leadership set the vision and help guide the direction.

The finance team keeps us grounded. Their input ensures the strategy is financially feasible.

The operations team knows the nuts and bolts of the business. They make sure our plans are practical and can actually be executed, even if something has to be modified.

The product team ensures the strategy aligns with what customers need.

Sales and marketing teams know the customer and the market. Their input is critical for targeting the right opportunities.

HR is often overlooked, but they make sure we have the right talent and resources to pull off the plan.

Set a realistic timeline.

When we have the right team in place, we usually want it all now and as soon as possible, but that’s not how things work. Here’s what to take into account when setting a realistic timeline:

Company size and complexity: Smaller companies may only need a few weeks, while bigger ones might need a few months. I set a timeline based on the scope of the project.

Allow for flexibility: Always leave room for adjustments. Plans change, and you don’t want to be scrambling when something unexpected comes up.

Milestones: Break it down into phases (research, strategy development, feedback, approval) to stay on track.

Pro tip: I incorporated regular milestone reviews (every 2–4 weeks) to assess progress, identify issues early on, and make necessary adjustments.

Set clear expectations.

The team is ready, we have deadlines, so it’s time to make sure everyone knows what’s expected of them.

Commitment level: Be clear about how much time they’ll need to dedicate to attending meetings, presenting data, or leading a part of the process.

Preparation: Always ask your team to come ready with research or data that can contribute to the conversation. It makes the sessions more efficient, and everyone feels their opinion matters.

2. Assess the business.

At this point, you want to know where your business stands. And this is how to do it:

Evaluate internal and external factors.

Look at what’s driving the business and what could hold it back. Here are some key things I advise focusing on.

Growth areas: Is a specific part of the business growing fast? Identify what’s working and figure out how to support that growth further.

Technology: Are there any new tools or tech that could make a big difference in improving efficiency or processes? If so, look at how you can use them.

Legislation changes: Keep an eye on any laws or regulations that could impact the business. If something’s coming down the pipeline, ensure you’re prepared to respond.

Choose the strategic planning frameworks.

I always rely on these five frameworks because they keep me clear on the big picture, help me spot what matters, and make it easier to turn ideas into real steps.

SWOT Analysis: Identifies your strengths, weaknesses, opportunities, and threats. It helps you understand what’s working and where you’re vulnerable.

Source

Porter’s Five Forces: Looks at competition by analyzing new competitors, supplier power, customer power, substitutes, and industry rivalry. It helps you spot market pressures.

Balanced Scorecard (BSC): A visual plan that shows your mission, vision, goals, and how to measure progress with KPIs and action steps.

Objectives and Key Results (OKR): Pick 3–5 main goals, and for each, set 3–5 measurable results you can track with a score (like 0–100%).

Theory of Change (TOC): Start with your big goals, then work backward to figure out the steps needed to get there.

PESTLE Analysis: Evaluates the political, economic, social, technological, legal, and environmental factors affecting your business. It’s about understanding outside forces that could impact you.

Source

3. Outline your mission, vision, and key stakeholders.

What’s your business’s mission or vision? Identify the core values and priorities of your business by outlining your mission and vision statements.

Mission: This is why you exist. Keep it customer-focused. What problem are you solving, and how does your product/service he

How I use BANT to qualify prospects [+ expert tips]

Shannon L. Jackson — Thu, 31 Jul 2025 12:00:00 +0100

I recall the first time I was introduced to the BANT framework. I was enrolled in an online education program designed to train me as a sales development representative. The program was self-paced, allowing us to study the material at our convenience. I made flashcards to assist my memorization, and I came across the word BANT.

I immediately remember thinking this one would be easy to retain, as I saw it was not only an acronym but also a framework utilized in qualifying prospects for the sales cycle. I knew BANT would be something I needed to learn and would use often, so I began immersing myself in the model.

In this post, I will share how to use BANT as your everyday framework to qualify prospects with intention and structure.

Table of Contents

What is BANT?

What does BANT stand for?

How to Use the BANT Sales Framework and Process

How NOT to Use BANT

BANT Lead Qualification Questions

With so many ways to qualify prospects, I consider BANT to be one of the best, if not the best, methods for qualification. Why? Because it provides step-by-step guidance on how to navigate the conversation, giving you a clear plan on what to do when speaking to a prospect.

As I mentioned, I immediately adopted BANT as a daily framework when I studied and then transitioned into an SDR role. Because I studied BANT in my training program, I was even more prepared to utilize BANT when speaking to prospects in my sales role.

What does BANT stand for?

BANT’s definition is pretty clear cut — so while how you execute on the framework will involve some finesse, creativity, and a sense of how your prospect is responding to your questions, you’ll ultimately need to cover the following aspects:

B – Budget. Does the prospect have the budget to buy your product or service?

A – Authority. Is the person you’re speaking to the decision-maker?

N – Need. Does the prospect have a real need or problem that your product or service can solve?

T – Timeline. What’s their timeline for making a decision or implementing a solution?

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Now that you are more aware of what BANT is and what it stands for, I want to show you how using the BANT framework can give you more structure and intention within your sales process.

1. Understand the prospect’s budget beyond the dollar amount.

Don’t focus on the exact dollar amount within the prospect’s budget, but rather uncover how they spend.

This was a major hiccup for me when I first implemented BANT in my conversations as an SDR. I would ask, “What is your budget?” and the prospect would respond with a dollar amount that would be out of the price range of the service I was offering.

Because it was out of the price range, I initially thought the prospect was not qualified. However, after learning to ask more questions that dug into their spending behavior, flexibility, budget source, etc., I realized that those questions opened up the conversation and allowed me to peel back the onion layers.

Pro tip: Uncover budget patterns. Learn how they usually spend money in this area by asking questions like, “Have you invested in products or services like this before? What did that process look like?”

2. Identify stakeholders in the decision-making process.

When selecting stakeholders, consider a broad range of individuals who are involved in the decision-making process. You are not looking for just one specific person, but for a buying committee.

As an SDR, one of my key tasks was to identify the key stakeholders who would champion our products. Champions are internal advocates who believe in your product or service and are willing to spread the word or promote it to help drive sales forward. To do this, I would conduct research to identify their interest level and any buying signals that correlated with my current product or service.

Pro tip: Identify the buying committee early. Assume it’s more than one person, because it usually is. To uncover who else is involved, ask, “Is there anyone from [xyz department] who’d need to weigh in before you move forward? In addition to identifying your champion, you’ll also need to identify the gatekeepers, influencers, and end-users.

3. Determine the importance of the problem.

When evaluating the problem you’re trying to solve, ensure that you accurately identify its weight. Not all problems are treated equally, so determine whether the problem is urgent, painful, or business-critical.

As a sales coach, I was introduced to a method for helping prospects identify genuinely urgent issues. For the sake of illustration, consider the example of vitamins or aspirin. Vitamins are beneficial to have, as they help supplement or replenish what your body is lacking. But vitamins are not always needed; typically, if you miss taking a vitamin, you will be okay.

Now, aspirin, on the other hand, is required to alleviate the pain. People generally don’t take aspirin as a nice-to-have but as a must to take the pain away immediately. This analogy gave me a crystal-clear understanding of the problems my clients faced, which I could alleviate through my services.

Now your turn: Determine which problems your prospect is facing, and how your company's product or services can help. In this example, severity is one way to determine the importance of the problem. Other factors include its impact, frequency, and priority.

Pro tip: Help the prospect understand the cost of doing nothing, as people often underestimate the pain of staying the same. Help them quantify it by asking questions like “What happens if this issue goes unresolved for another 3-6 months?” and “How would that impact your goals?” This will help the prospect see the severity of said problem if left unaddressed.

4. Prepare a timeline for the sales process.

Next, you are looking to uncover when the prospect plans to take action. When preparing your sales timeline, ensure you are building a roadmap to guide the prospect through their buying journey.

One way to prepare your timeline is to understand the evaluation stage from the decision-maker's perspective. Knowing where your prospect is in the evaluation stage will save you time and help you understand what’s next for the prospect.

The evaluation stage typically involves three key areas:

Exploring options. If my prospect is just exploring, they are not ready to commit to a purchase. This is similar to when you are browsing a store and the store clerk asks if you need help with anything, and you mention, “I am just looking.”

Comparing options. Here, your prospect is interested, but they are looking to see if you can give them the best price, experience, and solution to their problems.

Prepared to make a decision. They are done weighing their options, ready to decide, know what they want, and are prepared to sign on the dotted line.

Pro tip: Add a timeframe to the evaluation stage and help your prospect avoid stagnation. For example, you could say, “Other teams in your situation typically complete evaluations within 2-3 weeks. Does that feel realistic on your end?”

5. Stay informed through multiple channels.

There are many ways to stay informed while using the BANT framework.

Budget

To stay up-to-date on budget, I recommend checking out LinkedIn hiring updates, press releases, and funding announcements. As a representative, as part of my ICP research, I would read press releases. This is how I stayed up-to-date on the latest changes the company was making, specifically looking for growth signals or funding announcements that could qualify the allocated budget.

Pro tip: Crunchbase is a valuable resource for this, as it provides insights into investment, funding, and corporate news for companies. For example, you might see that a prospective company has just raised a Series A. Likely, that means a budget exists for scaling tools.

Authority

To stay informed on who holds the authority in your prospective company, I suggest LinkedIn Sales Navigator, company team pages, and articles.

LinkedIn Sales Navigator is a platform for discovering mutual connections, influencers, and champions. I would use it while researching decision-makers to contact. It had all the information I needed to work passively at scale while I attended to the active work of cold calling and emailing.

For example, you learn that the person you're talking to is a manager, but their VP is the real decision-maker. You catch this by seeing a LinkedIn comment on a post about a “new strategy” from the director.

LinkedIn is also a go-to channel for leveraging authority in BANT, as it enables you to view the titles and reporting structure of the prospect.

Need

For this category, I would suggest a company blog, an employee newsletter, product reviews, and industry news as the top places to gather information about new initiatives the company plans to roll out. Reading reviews will help you understand employee pain points and customer complaints. Industry news can highlight market shifts, creating new pain points and needs within BANT to address. For example, maybe you read a blog post about a prospect that is scaling remote teams. This hints they’ll need better onboarding tools.

I often read product reviews as a representative because I was selling a product or service, and I wanted to know about the issues customers experienced with the company’s product. I would research the company on Google and read reviews.

Pro tip: If you're going to gather employee reviews, consider visiting Glassdoor or RepVue, which both offer in-depth insights from the employee's point of view.

Timeline

News alerts, events/conferences, and Google Alerts will give you access to mergers, layoffs, leadership changes, and automated updates on key accounts. Events and conferences often mark the start of a project.

Google Alerts was my go-to strategy again for working passively at scale. When any changes within the prospective company occurred that were aligned as a qualified lead for BANT, I would note it within the CRM and use it as a selling point to reach out while prospecting.

Additionally, I would be aware of layoffs and understand the sensitivity behind such a massive change, or realize that it wasn’t an ideal time to reach out.

6. Use digital tools to track your progress.

Create a BANT template or scorecard in your CRM. Log answers from prospective conversations to Budget, Authority, Need, and Timeline fields to keep track them daily.

As a rep, I was not as structured with the BANT process as I could have been. However, I do think having an organized system in place is vital, especially when you’re having daily prospecting conversations. This could be an intentional way to manage, track, and view the BANT framework within your workflow.

Pro tip: Create dropdowns or color-coded fields and label them as: Qualified, Partially known, and Unknown/Unqualified.

How NOT to Use BANT

I don’t think BANT is needed in every prospective conversation. Most of the time, when you are cold calling, there are more misses than hits that don’t warrant a discussion. Therefore, when it comes to using BANT, it must be intentional, structured, and strategized.

Earn the right to talk BANT by focusing first on insight, education, and pain discovery. Don’t assume all of this can be done on the first call.

I would identify semi-qualified prospects to reach out to and add them to my call list for the day. “Semi-qualified” means they looked like they were a target ICP, and that’s it. I would call, and they would say not interested, hang up, or no one would answer.

Additionally, I would make other calls to those who had met the initial stage of being an ICP. During a conversation, I could determine if they were a good fit for BANT or not and then move them on to the next step, which might warrant another call. Continue to revisit and update BANT throughout the deal cycle.

Pro tip: To use BANT, it doesn’t have to be in one setting or conversation. When making 50-60 calls a day, I would BANT qualify around 10-15. Not every call qualifies for BANT.

BANT Lead Qualification Questions

We learned earlier that BANT is more than a checklist. This framework helps you discover a lot of important information about a prospect in a short amount of time while also building a relationship with them. The key to making BANT work for you is asking thoughtful questions that flow together in a conversation.

Below are some of the best questions to ask a prospect for each stage in the BANT framework. Remember, you’re having a conversation, so vary the order and the wording as you need to.

Budget

1. “What do you currently spend on tackling this issue?”

Balázs Keszthelyi, founder and CEO of TechnoLynx, says, "By starting in this way, I can establish a prospect's current budget, providing a benchmark for what future spend will likely be. Ideally, this question also opens up the conversation to help sales understand if a prospect is willing to spend beyond this — based on whether their current solution achieves all that they hope for, or by how much it falls short.

2. “We’ve determined that your team is losing X amount per [week, quarter, year] on this problem. How does that compare to the budget you’ve set aside?”

From my experience, discussing budgets early in the conversation felt uncomfortable. I was providing the prospect with an easy way out if they didn't want to further the discussion, because I hadn’t yet earned the right to speak about the budget during the first call.

Instead, lead with value. In this case, this question is more effective and demonstrates the financial impact of the problem. The question helps the prospect understand the cost of inaction if they don’t take action now.

A question like this can help in the BANT process by opening the door to deeper conversations that uncover the urgency, gain a deeper understanding of their problem, and guide them to a solution that moves the deal forward.

3. “We estimate that your team could potentially gain X amount per [week, quarter, year] by making this [change, investment]. How does that compare to the budget you’ve set aside?”

This question is a straightforward way to connect the budget of BANT with the value of your solution. Instead of providing a transactional budget question, this is framed in terms of what the prospect will gain before considering the cost.

As a representative, this type of question would allow me to take a collaborative approach, where the prospects I had conversations with were thinking beyond the price and more about what’s at stake financially if they delay action. The question provides insight into how they invest, whether a budget has already been allocated, and who may be involved in the financial discussions.

4. “What team’s budget would this tool fall within?”

As an SDR, I would often encounter prospects who either didn’t know their exact budget or felt uncomfortable disclosing it immediately. But when you frame it as a question about which team or department owns the budget, it shifts the focus from money to structure.

This helped me identify key players, learn who to loop in next, and assess whether the conversation needs to be elevated to someone in finance, revops, or IT. It’s an effective way to map the buying process while continuing the conversation with curiosity and professionalism. It’s also a smart, low-pressure way to uncover budget ownership without directly asking, “Do you have a budget for this?” which can feel pushy early in a conversation.

5. “How much would it cost to build the system by yourself?”

As a rep, I understood that early conversations can fall flat when you push too hard for dollar amounts too soon. But when you frame the question in terms of the cost of doing it themselves, you spark a different type of response.

This question positions your solution against the real costs of internal development — not just in terms of money, but also in terms of time, resources, technical expertise, and long-term maintenance. It's a more innovative, consultative approach that aligns better with the buyer journey and keeps the discovery process value-driven rather than salesy.

6. “How much would it cost if you haven’t fixed this issue in five years?

This kind of question helps the prospect quantify the risk and business impact of doing nothing, which naturally leads to a more grounded conversation about what

Solution selling: What it is and how I do it effectively

Davidson Hang — Wed, 30 Jul 2025 12:00:00 +0100

I’ve been fortunate enough to work my way up from being a BDR at Experian Marketing Services and an AE at LinkedIn Learning all the way to where I am now. As the head of business development at Untap Your Sales Potential, we coach and train the top 1% of sellers at SAP, Microsoft, Gong, AWS, Google Cloud, Salesforce, HubSpot, and other blue-chip companies.

Sales is an interesting landscape, because even the top sales companies don’t really offer you solution-selling training. They give you product knowledge, yes — but ironically, that’s probably one of the most useless things when it comes to closing deals.

Think about it for a second: When you go to a luxury clothing store, they ask you questions like “Is this for a special occasion?” “Is it an anniversary or birthday present?” “Is it for your mom or wife?” These questions allow you to feel seen and heard and show that there isn’t a one-size-fits-all strategy.

If the sales rep didn't get to know your needs, budget, appetite, and history, and just went straight to talking about how great the product is, you’d feel like they were lacking the emotional intelligence to read the room better.

In other words, sellers must have curiosity and ask thoughtful, intentional questions in order to understand the full picture.

Remember: You can’t sell a solution if you don’t know the problem you’re solving for.

Table of Contents

What is solution selling?

When is solution selling used?

Why is solution selling effective?

Solution Selling: Benefits and Disadvantages

How I Approach the Solution Selling Process

Solution Selling Books

In strategic selling, there’s a concept called point of view, which means having a hypothesis based on your research and understanding what keeps your prospect up at night. It’s about using relevant client stories and speaking to the hero’s journey — showing how you’ve helped others overcome similar challenges.

For those of you who aren’t familiar with the concept, here’s what the storytelling framework looks like through a seller’s lens:

Hero. Your client (not you!).

Mentor. You, your team, or your solution.

Ordinary World. Their old process.

Call to Adventure. The challenge they faced.

Tests and Ordeals. Obstacles and doubts along the way.

Reward and Return. The transformation, ROI, or breakthrough they gained.

Let’s say I’m speaking to a high-achieving rep who’s been promoted every year from SDR to SMB AE to MM AE, and now they’re six months into their first Enterprise AE role.

My hypothesis might be:

“Hey Robby, I’d imagine you’re feeling a bit overwhelmed, trying to figure out how you landed this role over sellers with 20 years more experience. There’s probably a bit of impostor syndrome that comes with this new territory. Are you wondering: How do I best prioritize my accounts? How do I expand these large contracts? Am I working on the right activities?”

When you check in with them, they’ll correct you if you’re off — but at least it shows you’ve done your homework and truly understand what’s on their mind. It gives them a sense of being seen and heard. Not only does it show credibility, but it opens up avenues for them to elaborate on certain topics.

Your prospect might reply with something like this:

“Oh, wow, it's like you’ve read my mind. Yes, I do feel a bit overwhelmed, like I lucked my way into this career path with so much upside not only in earning potential, but also in working with world-class clients. It sounds like you certainly have thought about this problem, and it seems like you’re well-versed in fixing a lot of issues that have come up recently and are causing me to overthink things…”

When you hear statements like that, you know you’re on the right track.

I’ve learned that the key is to speak less and allow prospects the space to share openly and honestly — and don’t interrupt them. Silence will allow others to give you information that would be more helpful than pitching a product.

For the longest time, I was uncomfortable with silence. Living in the living room in a one-bedroom apartment with a family of five taught me that there’s always some conversation going on, and I had to learn that silence is your friend. It will cause people to open up because everyone wants to be heard, especially in today's noisy environment with so many talking heads.

When is solution selling used?

Solution selling is certainly more geared towards highly complex consultative sales, so use it with high-value or customized solutions where there are multiple stakeholders.

For example, as a summer gig in college, I sold Verizon Fios door-to-door. In those cases, it would be overkill if I leveraged solution selling (although I would argue in any type of sales it's always more valuable to ask questions rather than straight pitching).

In contrast, if your product or service needs to be tailored to each customer — like enterprise SaaS, large services contracts, or anything that impacts multiple teams or systems — solution selling is your best bet.

Unfortunately, not many companies teach you about solution selling, as everything is always focused on teaching reps why their product is great and why the competitor sucks.

If you think about it, if you have a friend who is always talking about how awesome they are and they are bashing other people or gossiping about others all of the time, it makes you wonder, “Man, what is Johnny saying about me when I’m not in the room?”

I made the mistake of bashing Salesforce Marketing Cloud once when I was at Experian Marketing Services, and I had a client respond back to the email and say it was distasteful. That made me realize that the tactic was a poor reflection of my character. (More on how that plays into selling later on.)

Why is solution selling effective?

With solution selling, you’re guiding a prospect through change. And when buyers are navigating new strategies, digital transformation, or shifting how they operate, they need a consultative partner, not just a vendor.

I lean heavily on solution selling when working with enterprise clients who might not even know the full scope of what’s costing them money or holding them back.

It’s especially effective when:

You’re moving up-market into larger accounts. Perhaps you were able to grind your way into landing a commercial AE position from being a hard-working SMB rep. Now you need to be more strategic instead of just pounding the phones. You’ll have to do the deep work required to get to the next level.

You’re selling a product that’s not an obvious “need-to-have.” Being able to connect the dots for a prospect is essential. Don’t lay all the track work, but then forget to communicate to the client how it connects for them specifically. Linkage is important. Your prospect has to be able to envision your solution and trust that it applies within their specific circumstances.

Solution Selling: Benefits and Disadvantages

We’ve all made the mistake of pitching way too early without truly understanding the big picture for our prospect. Even with smaller deals, when you take the time to actually find out what their need is instead of talking about your solution, you will help them feel heard and understood.

Some of the benefits of solution selling I’ve seen are that it:

Builds long-term relationships rooted in trust.

Creates a stronger alignment with buyer goals.

Leads to higher deal sizes and better retention.

Ideal for complex, consultative sales environments.

Are there disadvantages to solution selling? A few. That’s because solution selling:

Requires more time upfront (discovery, research).

Doesn’t scale easily in transactional sales.

Demands high EQ and business acumen.

Can frustrate impatient reps or buyers.

Another benefit I realized? Solution selling taught me to slow down to speed up. It’s not about racing to the close — it’s about building to it with intention. The best reps aren’t spreading themselves too thin; they are uber-focused on the best deals with the most upside.

I cringe when I think back to when I was the only territory rep for the Northeast down to the DMV region, and I was overwhelmed with the amount of inbound leads. Looking back on it, I should have led with curiosity. I ended up doing well, but I know now that there was a lot of room on the table. I could have slowed down and been a lot more consultative instead of rushing prospects to do a same-day discovery and demo because I thought I had too much on my plate.

That’s another thing I learned from solution selling: It's about working on the right activities. Figuring out what those are takes time. You need to slow down and be thoughtful about what really moves the needle.

Like most sellers, I used to be in a place of survival and couldn‘t slow down to think more strategically. Many of us take the path of least resistance. In the short term, it’s easier to be an order taker and still get revenue to add to your quota attainment, but sometimes it’s about the prospecting activities that get your foot in the door with the clients who can be whales.

How I Approach the Solution Selling Process

BANT and MEDDIC are so outdated. I know that’s going to ruffle some feathers, because many of you paid a lot of money to these trainers. But if you think about it, no one wants to be interrogated for an hour.

Instead, I like to use PREDICT.

PREDICT is an acronym Ian Koniak (former #1 Seller at Salesforce in the Enterprise division) uses to guide high-performing sellers through a values-based, consultative sales process.

P – Problem: Understand the true business problem.

R – Root Cause: Identify what’s really causing the issue.

E – Emotion: Uncover the emotional pain or urgency behind the problem.

D – Decision Criteria: Clarify how decisions will be made and who’s involved.

I – Impact: Quantify the business and personal impact of solving (or not solving) the issue.

C – Champion: Find the internal advocate who will sell on your behalf.

T – Timeline: Establish urgency and lock in next steps.

This is a modern take on the traditional solution selling process because it incorporates the emotion behind why this is urgent.

As I discussed earlier, I think the linkage portion is missing from most solution selling thought leaders. At the end of the day, if prospects don’t see how your solution could work for them and their specific industry, region, or context, then you have wasted time and energy for nothing. So, don’t forget to clearly link your solution with your prospect’s specific pain point.

Here are some other tips on how I like to approach solution selling:

Have an honest conversation with your prospect. Keep it casual.

Use a note-taker so you’re not scribbling like your life depends on it, and so you can be present during the call or meeting.

Don‘t be afraid to embrace the silence. With enough space, a prospect will eventually open up with what’s really going on and the biggest problems. (In-person meetings will always be more candid.

Solution Selling Books

Here are three impactful resources from Brandon Fluharty, Jamal Reimer, and Marcus Chan that have significantly influenced my approach to solution selling.

1. Brandon Fluharty’s Design Thinking in Sales

Resource: How to Design Bigger Deals in SaaS Sales

How I’ve Used It: Brandon's approach to integrating design thinking into sales has transformed how I engage with clients.

Ethos: Fluharty speaks about how we all think of ethos, which is the credibility, authority, and the character of your reputation. How do you improve your character? This isn’t discussed too often in sales books, but it matters because if you say you are going to send something, are you actually going to execute on what you say you will?

If you do, this will build credibility and trust. If you have a good reputation, it will be noticed. After all, it's the little things that people notice. This helped me realize that even the little things I say I’m going to do? I treat them very seriousl now, whereas before I didn’t realize I was over-promising just because I was people-pleasing.

Pathos: Fluharty uses the concept of pathos to teach how to appeal to the emotional side of your prospects. This is all about their current emotional state, their desired end-game emotional state, and you getting them to that point appropriately.

Logos. Fluharty also reminded me to make sure my communication is clear and has a call to action. Too often, I’ve spent time on deals and then wondered why they stall. Upon reflection, it's as simple as not having a clear next step. Without a clear game plan you’re wasting valuable time.

2. Jamal Reimer’s Two Mountain Model

Resource: The 5 Point Framework I Used to Close Three $50M Deals

How I’ve Used It: Reimer’s model is built on the analogy of a mountain, where your goal as a rep is to climb the mountain as quickly as possible because those who hold all the budget and decision-making powers are at the summit. The illustration below gives more detail on this.

Source

It’s a very simple concept, but harder to execute. It helped me realize that the more executive access I have, the more energy involved — and the more likelihood that the deal will move quickly.

For instance, when I was working with the head of cloud technologies at Samsung, it was so much easier to advance a deal than when I’m working with project managers who ultimately can’t really do much even if they love you as a person.

3. Marcus Chan’s H.E.A.R.T. Framework – Handling Objections with Empathy

Resource: The HEART method to navigate and resolve client objections effectively

How I’ve Used It: This framework helped me validate what prospects were going through, acknowledging that their concerns were valid. This allows them to say everything they need to get off their chest, and in turn, I’m able to close for a next-steps meeting a bit more organized instead of being all over the place.

Here’s the framework:

Hear. Actively listen to the client's concerns.

Elaborate. Encourage the client to provide more details.

Aside. Aside from budget and not having enough time, is there anything else that would prevent us from working together? This allows you to isolate the problem and make sure there aren’t other reasons why it might not work.

Re-clarify the value: Reiterate the benefits and value of the solution. It could look like: “So what was the reason why you checked out the webinar?” Or, “It sounds like you haven't been hitting your numbers the last couple of years, and you’re questioning if you want to stay in sales still.”

Transition to close. Guide the conversation towards a resolution. What would happen if nothing changed? This part can be uncomfortable for people who are recovering from people-pleasing tendencies.

Solution selling is a partnership.

At its core, solution selling is about partnering with real people to solve meaningful problems. It's really all about relationships at the end of the day.

I remember being inspired when one of my clients at our Mastermind acknowledged my persistence in front of our peers. The client said if I hadn’t challenged him and pushed him to improve, he wouldn’t be there speaking to 100 of the top SaaS reps in the world, sharing his journey. It was one of those moments where I felt really connected to how impactful a career in sales can be.

If you want to succeed with solution selling, it starts with who you choose to be.

Be the kind of rep who leads with empathy, curiosity, and integrity.

Do the work and dig deep in discovery, map the real problem, and co-create meaningful outcomes.

Have the results. Stronger client trust, bigger deals, and a reputation as someone who solves, not just sells.

That’s where the real magic happens. And that’s what makes solution selling so powerful.

19 templates for follow-up emails after a meeting, conference, and more

Diego Mangabeira — Tue, 29 Jul 2025 12:00:00 +0100

In my early sales days, I would spend hours preparing for a meeting, doing research, crafting the perfect pitch, and rehearsing objections. But, I didn’t realize the real test often comes after the call ends. It wasn’t in what I said, but in what I did next.

I assumed a good meeting guaranteed a next step. I underestimated how busy, distracted, and overloaded decision-makers really are. That’s when I learned a simple truth: The follow-up is the close. It’s where you clarify the win and prove you’re the kind of partner who follows through, not just shows up.

Since then, I’ve treated every follow-up email like part two of the pitch. Not a generic “Thanks again,” but a well-timed message that adds context, anticipates objections, and makes next steps frictionless. Because in sales, just like in life, it’s not about what you say. It’s about what you do next.

Let’s get into it.

Table of Contents

Follow-Up Email Subject Lines

How to Send a Follow-Up Email After Networking

When to Follow Up After a Meeting

How to Write a Thank You Email After a Meeting

Thank You Email After Meeting Tips

Follow-Up Email Templates

Thank You for Meeting With Me Email Templates

The Importance of Sending a Thank You Email After a Meeting

Follow-Up Thank You Email Mistakes to Avoid

Follow-Up Email Subject Lines

Before we look at the follow-up email templates below, I wanted to go over some strong subject lines for your emails. I like to remember that the subject line is the first thing recipients see when they glance at their inbox, so it needs to grab their attention and make them want to open my message.

Below are some of my most successful subject lines for follow-up emails.

1. “Circling back with two ideas I didn’t get to share on our call”

Why it works: This subject line plays into unfinished business — a psychological hook that creates curiosity and keeps the door open. It also signals that you’re someone who’s still thinking post-call, which most reps aren’t. In a world where follow-ups feel templated, this one feels alive.

How I use it: I send this within 24 to 48 hours of a call when I genuinely have insights I didn’t get to share. It doesn’t matter if it’s a framework, a story from a similar client, or even a new angle that clicked after the meeting. I’m not just recapping. I’m adding value.

2. “Re: Your hiring bottleneck — here’s a client example I mentioned”

Why it works: Personalized. Pain-based. Solution-oriented. This line taps directly into the emotional thread your prospect shared, without being dramatic. You’re showing that you listened, you understood the stakes, and you followed through with proof.

How I use it: When a client mentions a hiring challenge, ramp time issue, or team capacity concern, I follow up with a short story or Loom that shows how another company overcame it. I don’t give a full case study, but just enough for them to see what’s possible. Short. Specific. Strategic.

3. “Quick follow-up + a playbook I promised”

Why it works: The word “promised” hits differently. It builds credibility and taps into social psychology. We respond better to people who keep their word. This subject line doesn’t try too hard, but it delivers trust, clarity, and a subtle sense of anticipation.

How I use it: I always say on calls, “I’ll follow up with a short playbook on this.” This line lets me fulfill that without sounding like I’m just “checking in.” The email itself includes two to three slides, a short breakdown, or even a bullet-point summary. Nothing fancy — just real, usable thinking.

4. “Thanks for the honesty on churn, I’ve seen this before”

Why it works: Vulnerability opens doors. When a prospect shares something raw (like customer churn, missed targets, or internal conflict), acknowledging it with empathy, not urgency, builds depth. This line shows emotional intelligence, not just sales skill.

How I use it: I’ve sent this after conversations where the prospect lets their guard down. In the email, I don’t jump into a pitch. I relate. I offer a short observation from a past client. And then, I invite them into a no-pressure conversation. This is how trust begins.

5. “Following up on Tuesday — here’s the roadmap I’d build in your shoes”

Why it works: You’re stepping into their world, not pulling them into yours. This line positions you as someone who thinks like them, not someone trying to convince them. It’s also time-stamped (“Tuesday”), which grounds it in real momentum.

How I use it: Perfect for post-demo or exploratory calls. I break down the roadmap into three parts: Now, Next, and Later. It’s not just a proposal. It’s a strategic view that says, “Here’s how I’d tackle this if I had your problems and my tools.” That framing changes everything.

6. “Your words stuck with me, especially what you said about growth not solving broken systems”

Why it works: Quoting the prospect shows deep listening. But more than that, it makes your email feel like a reflection, not a pitch. Executives are used to people talking at them. This feels like someone thinking with them.

How I use it: I jot down strong phrases during calls, especially ones that feel like “truth bombs.” Later, I use those words to start the follow-up. It anchors the conversation in their language and makes the message feel tailored, not transactional.

7. “Our convo got me thinking: What if the real issue isn’t the pipeline, but the process?”

Why it works: This subject line triggers a strategic reframe. It’s not accusatory; it’s curious. And curiosity invites conversation. It also breaks the pattern of typical follow-ups by offering a new lens instead of pushing the same message.

How I use it: This approach is ideal when the prospect is fixated on a surface-level problem (like lead volume), but you sense the root issue is deeper (like poor qualification or low win rates). I pair this with a diagram, mental model, or bold opinion to earn a reply.

8. “Not just a summary — here’s what I’d do next if I were in your role”

Why it works: Executives don’t need another recap. They need direction. This line communicates ownership, perspective, and confidence — three things they’re subconsciously scanning for in every vendor. It says: I’m not here to chase. I’m here to contribute.

How I use it: After a great call, I’ll summarize key takeaways in bullet form. Then, I always include “If I were you, here’s what I’d do next.” This creates a consultative tone. I’m not asking them to buy. I’m showing them how to move.

9. “You asked about benchmarks — here’s what I’m seeing across the market”

Why it works: Buyers want to know what others like them are doing. This line positions you as a pattern-seeker, not a product-pusher. It promises market intel, not marketing fluff.

How I use it: I collect trends, metrics, and quotes from past clients, and share the ones most relevant to the person I’m emailing. I don’t just give averages. I give nuance. “Series A companies in health tech are seeing this, but fintech’s a different story…” That’s where trust is built.

10. “One last thing before your leadership sync: framing the ask”

Why it works: This line taps into timing and alignment. It’s perfect for that quiet space before a big internal meeting, when your prospect is prepping slides or arguments. You’re not being pushy. You’re being helpful. You’re equipping, not chasing.

How I use it: I use this when I know they’re pitching the idea to their CFO or board. I send them two to three bullet points on how to position the ROI, risks of inaction, and language to use when justifying the investment. That’s how you become a partner, not just a vendor.

How to Send a Follow-Up Email After Networking

Step 1: Start with a subject line that feels like it came from a human, not a template.

Like I mentioned above, something I’ve learned after sending thousands of follow-up emails — the first thing that determines whether someone reads your message isn’t your clever body copy or thoughtful recap. It’s the subject line. That tiny little string of text is either a green light … or a brick wall.

And when you’re following up after networking, especially from an event where people met dozens of faces, your subject line needs to jog memory and spark interest immediately. I never go with “Nice to meet you” or “Great chatting” — they’re forgettable. Instead, I tie it to a moment (“From the AI panel yesterday — Diego”), a shared laugh (“The coffee line was worth it”), or even a bit of curiosity (“I had a crazy idea after our chat…”).

Find inspiration from my examples above or this list of 150+ subject lines, but whatever you do, make it personal and make it specific. Most importantly, make it feel like you’re a real human who wants to keep the conversation going, not a calendar reminder with a smiley face.

Step 2: Anchor your email with a shared moment to cut through the noise.

Whenever I follow up after a networking conversation, I always start with context. Why? Because no one remembers your face better than they remember how you made them feel.

If you can tie your email to a moment that triggered emotion — a surprising insight, a laugh, a powerful talk you both watched — you separate yourself from the dozens of generic follow-ups they’re about to ignore.

For example, I once followed up with a VP of sales after a SaaS growth event. Instead of “It was great meeting you,” I wrote, “I’ve been thinking about your comment during the AI roundtable — the part about replacing SDRs, not just augmenting them. You hit a nerve.”

He replied in four minutes.

People don’t want your resume in their inbox. They want a reason to remember you. So give them one.

Step 3: Don’t sell — show how the relationship benefits them.

This is where most people mess it up. They jump into a pitch. But here’s the thing: Nobody goes to a networking event hoping to get spammed the next day. They go hoping to meet people who help them solve problems, unlock insight, or grow their career.

So instead of writing “Let me tell you more about what we do,” I write something like, “You mentioned your reps are struggling to get meetings with CFOs — I’ve worked with a few teams who tackled that exact bottleneck. Happy to share what worked if helpful.”

Value upfront. No strings. That’s how trust starts. And the truth is, even if they’re not ready to buy, they’ll remember you as someone who understands them, which is exactly what gets you the meeting when the timing is right.

Step 4: Proofread like your reputation depends on it — because it does.

This one sounds basic, but it’s crucial. You can write the most emotionally intelligent, value-packed follow-up in the world … and if it’s riddled with typos, you’ll come across as rushed, careless, or transactional.

Here’s my rule: Before I hit send, I read it out loud. If anything sounds robotic, repetitive, or unclear, I change it. Tools like Grammarly help, sure. But your voice? That’s the final filter.

And if you really want to level up, tailor your tone to match theirs. If they were formal, stay sharp. If they joked around with you at the event, loosen up a bit. People notice when you mirror their style. It makes them feel safe.

Step 5: Always close the loop with gratitude, and make it feel earned.

Gratitude is currency in sales. But, a lazy “thanks again” doesn’t buy you much. Instead, I make it personal and specific.

“Thanks again for taking the time to unpack your GTM strategy with me. It gave me a totally new lens on what startups are getting wrong with intent data.”

That kind of thank-you shows them you were present. That you actually listened. And that you’re not just trying to close a deal, you’re building a relationship.

That’s what gets you invited to the next conversation, the private Slack group, or the inner circle.

Step 6: Suggest next steps — but never push.

Here’s my philosophy: curiosity over control.

If the connection is strong, the next step should feel natural. So, I don’t write, “Let’s book 30 minutes to explore synergies.” I write, “Not sure if it makes sense to jam further, but if you ever want to swap notes on outbound experiments or see how others are using AI agents in their funnel, I’m happy to open the playbook.”

Soft. Helpful. Open-ended. It respects their bandwidth while still giving them a clear door to walk through.

That’s how I’ve landed coffee with CMOs, partnerships with $100M+ companies, and podcast invites — all from simple, non-pushy follow-ups like that.

Step 7: Make your signature memorable, not just functional.

Your email signature isn’t just an afterthought. It’s a mini billboard for your personal brand.

Mine includes:

A link to my LinkedIn.

A Calendly link for quick access.

A line like “Helping consultants book 10–20 qualified meetings/month with AI agents.”

And sometimes, a short P.S. with something relevant, like a podcast episode, blog post, or success story.

It’s subtle, but powerful. It reinforces what I do, who I help, and how they can engage, without a single hard pitch. Every detail in your email should serve your narrative. Even the footer.

Pro tip: Allow your email recipients to book follow-up meetings on your calendar with you. HubSpot’s free meeting scheduler makes the process easy.

Step 8: Match your timing to the emotional energy of the event.

Timing isn’t just about the clock. It’s about the momentum.

I try to follow up within 24 hours while the conversation is still warm, but more importantly, while the emotional imprint is still strong. That sense of excitement. Curiosity. Openness.

Strike while the brain is still firing from that keynote or that spark of connection.

But if I know they’re flying home or decompressing after a three-day event? I wait 48 hours. Respect the bandwidth. Let the dust settle. Then drop a note that brings them back to that moment.

The right timing feels intuitive. And, it makes you stand out.

Step 9: Keep a CRM log or digital note — your future self will thank you.

One of the best habits I’ve developed is this: After every event, I log every meaningful conversation into a CRM or Notion board, even if no clear opportunity exists yet.

I write down:

Where we met.

What we talked about.

Personal tidbits (kids, city, projects, etc.).

What I promised to follow up with.

Why? Because 90% of sales is follow-up. And, 90% of follow-up is remembering things that most people forget. This small step compounds. Months later, when I reference their exact words or send a book they mentioned … it lands.

It’s not automation. It’s attention. That’s your edge.

Step 10: Don’t just follow up. Follow through.

The biggest mistake I see in networking is this: People send the thank-you email … and that’s it.

But, if you told them you’d share a resource? Send it. If you promised to introduce them to someone? Make the intro. If you said you’d check back in a few months? Put it in your calendar now.

Your follow-up email is the opening move, not the whole game. Real relationships are built over time, through consistent value, thoughtful touchpoints, and keeping your word even when no one’s watching.

This is how deals get done, doors open, and reputations are built.

And the truth is, the way you follow up says more about you than anything you said in the actual conversation.

So, don’t just send the email. Be the kind of person they want to hear from again.

When to Follow Up After a Meeting

If there’s one thing I’ve learned over the years leading hundreds of sales calls, partner meetings, and investor pitches, it’s this: The timing of your follow-up isn’t just a courtesy. It’s part of the close.

I used to think following up “whenever I had time” was fine. But time after time, I’d watch warm leads go cold, relationships drift, and momentum fade — all because I didn’t show up at the right moment with the right message.

Let me break down how I approach follow-ups now, based on what’s worked in the field, not just in theory.

Within 24 Hours: For Anything That Moved the Needle

Whether it was a high-stakes sales pitch, a networking coffee that sparked synergy, or a discovery call that uncovered real pain points, I always follow up within 24 hours. Not “tomorrow or the next day.” The same day, if possible.

Why? Because clarity decays fast. And most buyers are juggling a dozen things. If you don’t follow up while the emotion, context, and urgency are fresh, you’re not just late — you’re forgettable.

I usually send a short, emotionally intelligent email that includes:

A thank-you (always genuine, never robotic).

A recap of their goals and what I heard.

A clear CTA (book the next meeting, review the proposal, share internal feedback).

This works across the board: sales calls, client check-ins, strategic partnerships, even investor meetings. Respect their time by acting quickly. I’ve literally had C-level buyers reply, “Thanks for the speed — rare these days.”

Within 48 Hours: For Asynchronous Processes Like Job Applications

What is the ideal length of a sales email? Insights based on 40 million emails

mrenahan@hubspot.com (Mike Renahan) — Mon, 28 Jul 2025 13:00:00 +0100

Like most people, I don’t read all of the sales emails I get. When I do open an email, I skim its contents and immediately close out long, rambling messages, which is exactly why the search for the ideal email length is like Indiana Jones and the Holy Grail.

It’s not about nitpicking word count; it comes down to holding the reader’s attention long enough to stick out in the never-ending sea of emails.

One analysis of over 20 million cold emails found that the more people you email, the lower the open rates go. That statistic might as well say, “the harder you work, the worse the results get.” But in reality, being successful in sales isn’t about doing more — it’s about being more effective. This makes learning how to write a sales email that people want to respond to more important than ever.

Let’s look at how email length can help you get the results you want from your email marketing strategy.

Table of Contents

Ideal Email Length

Email Length Best Practices

Tips for Ensuring Ideal Email Length

Great Sales Email Examples

Ideal Email Length

For almost a decade, it’s been said that the ideal email length is 50 to 125 words. The origin of this famous numeral is a 2016 Boomerang study, which analyzed 40 million emails. Despite its age, that Boomerang study is still used as a benchmark thanks to the depth of research. They found the following correlations between email word count and response rates:

200 words = 48% response

175 = 49% response

150 = 49% response

125 = 50% response

100 = 51% response

75 = 51% response

50 = 50% response

25 = 44% response

10 = 36% response

Boomerang also reviewed email sentiment and found that messages that expressed either moderate positivity or negativity evoked 10 to 15% more responses than completely neutral emails.

But, sales reps should know, the research discovered too much emotion in messages resulted in similar response rates as neutral emails. “Flattery works, but excessive flattery doesn’t,” Alex Moore wrote in the report.

What’s changed since this study’s birth? Well, email still has incredible ROI. New tools, like our AI Email Writer, help you write emails faster and more efficiently. But everyone is getting more emails than ever before, like a boat taking on more and more water.

Research by Constant Contact reinforces points of Boomerang’s data, which you’ll see below. Some more insightful 2024 data from Constant Contact: 40% of business owners surveyed in the Current State of SMB Marketing report said that they put off managing email campaigns because of a lack of time.

More than half of the surveyed marketers said that they spent less than one hour per day on marketing emails, despite it being (on average) their second most-frequented marketing channel.

The truth is, word count is not the end-all when it comes to writing successful sales emails. These best practices, however, make a huge difference.

Email Length Best Practices

A conversation about word count alone is only skin character-deep. Instead of sweating over an extra sentence or two, let these best practices steer the length of your sales emails.

Don’t go over the maximum email length.

Boomerang’s data is supported by other research, like this study from Constant Contact. In a study of over 2.1 million customers, they found emails with approximately 20 lines of text had the highest click-through rates:

Source

This translates to about 200 words, which is higher than Boomerang’s data, but still provides a helpful range. When in doubt, shorter is generally better, so always err on the side of “less is more,” and keep your emails below 200 words.

Here’s an example of an ultra-brief two-line email template from Sam Wright, head of operations and partnerships at Huntr:

The subject line: [Company] <> Huntr

Email body: We helped [x, y, z, competitor] do Y, which led to Z results. I believe we can be helpful to you as well.

Sam shared this screenshot of the email open and reply rates:

Source

Avoid making your emails too short.

Yes, short and direct emails resonated best with prospects and earned a response. (That’s why former HubSpot account executive Dan Muscatello writes short prospecting emails — two sentences long at most.)

However, Boomerang’s numbers revealed a fine line: Emails that were 10 words or shorter got a response just 36% of the time. You don’t want your emails to feel like you’re just sending a text, or that you forgot the other half of the email before hitting send (been there).

Use visuals to break it up.

Amanda DeLuke is an email expert who has overseen the sending of tens of millions of bulk marketing emails. She echoed the importance of keeping emails brief, and also added this advice:

“Provide a small visual representation (image, icon, etc.) to support each topic/text and provide links out to external content for more details — this will save you a lot of space.”

Don’t be heavy-handed with images.

There’s a lot to say about how images can increase user engagement, but there’s a fine line between attention-grabbing and attention-hogging. HubSpot research suggests that as the number of images in an email increases, your click-through rate will decrease.

Constant Contact also found that imagery impacted click-through rate, with clicks dropping as images are added to an email.

Source

Plan for mobile devices.

Does using the term “mobile devices” make me sound old? Folks are checking their electronic mail everywhere these days: desktops, laptops, phones, tablets, and even smart watches (though getting an email on my wrist is an actual waking nightmare for me, personally).

Statistic: 64% of people primarily check their inbox on mobile devices.

Smaller screens make the case for shorter messages, but there’s also a hidden catch. When people use their mobile to check their inbox, it means that they’re checking their email while multitasking. All the more reason to be brief, using bolded text and bullet points to help with scannability.

Make your message viewable at a glance on mobile. Your point should be clear with one look, without making readers scroll. Test this before sending. Large headers take up valuable space on mobile, so use them with care.

Source

Head back to the third grade.

Why delay the transmission of one’s message with a tedious turn of phrase?

Translation: Why make people’s brains work harder by using fancy language? Writing at a third-grade reading level is a golden rule in all marketing, and email is no exception.

Boomerang’s study found that third-grade level emails performed 36% better in terms of open rate than those written at a college reading level and boasted a 17% higher response rate than emails composed at a high school reading level. Free-flowing, informal emails are best for eliciting a response from recipients.

I’ll show you a tool that can help you measure this below.

Include clear CTAs and ask 1-3 questions.

What is someone supposed to do after they read your email? The call-to-action (CTA) should be clear in every single message you send.

It’s best practice to also include an “ask” in every sales email you send, and reps often ask prospects for information in their messages. But how many questions are too many in an email?

We recommend asking one to three questions in your email. There’s even a built-in safeguard against over-probing prospects (invasive) in the HubSpot email tool:

Source

Shorten email subject lines.

If no one opens your emails, it doesn’t matter how long they are, does it? That’s a rather depressing realization, but it can inspire all of us to spend a little more time on this easily overlooked step.

Statistics: Subject lines with seven words have been found to have the highest open rate at 46.2% (Regie.ai).

The golden rule? Keep it short, to the point, and personalize it. Personalization is so important that it deserves its own call-out.

Do your research and personalize.

If you don’t put in the time to research your prospect and craft a valuable email, it doesn’t matter if you achieve the perfect email length. Your prospect won’t be interested in what you have to say because you haven’t taken the time to say something that matters to them.

One easy trick: Use your recipient’s first name in subject lines. One study found that subject lines mentioning someone’s first name were discovered to have a 29% higher open rate.

Our email tool has dozens of personalization options for the subject line, plus easy A/B testing to drive conversions:

Source

Tips for Ensuring Ideal Email Length

If shorter emails with simple language and clear asks are better, how do you ensure your emails are measuring up? Here are a few tips.

1. Use the free Hemingway App.

Copy and paste your email message into this app and see what grade the readability tracks to, which phrases have simpler alternatives, and how many “hard to read” and “very hard to read” sentences your message contains.

2. Always add a close.

Sales expert Jeff Hoffman advocates that every conversation or email you exchange with a prospect should include a close. Whether you’re asking for more time, contact information, or their business, always make sure you’re asking for something. This makes it as easy as possible for recipients to respond.

Before writing your email, consider what your goal is for this communication and tailor your close accordingly. For example, if I want an email to yield a discovery call, I’ll include that ask at the end, and build the rest of the email around it to support and encourage that close.

3. Don’t waste important real estate.

Your email opening line and greeting are incredibly important, so don’t waste them on “Hi, my name is.” Instead, try, “How can I make your life easier?” or “I noticed your company recently …”.

Similarly, make your email closing lines powerful and intriguing with statements like, “I love ramen as well. Have you tried [restaurant name]?” or “Did the ebook you downloaded change the way you think about [topic]?”

4. Remove excess language.

We tend to add extra words to our writing to soften our message (especially when we’re asking for something or providing constructive feedback). Before sending your email, review for unnecessary language.

For example, here’s a sentence before and after removing filler words:

Before: “I think it might be a good idea for us to come up with a few ideas that will help us present several scenarios to your executive team when we meet.”

After: “Let’s brainstorm several scenarios to present to your executive team next week.”

Let’s look at some great examples that embody these best practices (and, bonus: are editable for you to use yourself).

5. Create team email templates.

If you’re working on a sales team, I think it’s important to be consistent with language, CTAs, and offers. Using a template builder tool can ensure consistent messaging and provide a jumping-off point for individual reps in their outreach.

Great Sales Email Examples

The email examples below are all templates included in HubSpot’s email template library. This is a free part of our Marketing Hub! Set up only takes a few minutes, and you can use our software to send out professional sales emails through your work email address.

When you input a contact’s details (like first name and company name), your emails will automatically be customized. This means that you’ll never input the wrong company or misspell a name (even my first name gets butchered).

Source

1. The Simple Next Steps Email

I’m ordering these email examples by length: shortest to longest. First up is the “What would need to change?” email. At only 36 words long, this email gets right to the point by asking a prospect what would need to change in order for them to want to discuss working together. It’s a short, cold email that doesn’t waste anyone’s time beating around the bush.

Source

Why this follow-up email works:

Emphasis on the relationship (“make sense for us to talk”) instead of the sale.

Ellipsis in the subject line creates intrigue.

Extremely brief, with a focus on the CTA.

2. Breakup Email

Here’s an example of an email following up with an inbound lead. You can see the template screenshot directly below, and my personalized version underneath (length: 91 words). I’m an SEO writer who works with businesses to build their blogs, so my email is written from that perspective.

Fun fact: This breakup email has a 33% reply rate. If only all breakups went that well!

Source

Hi [name],

I’ve tried to reach you a few times to go over suggestions on improving your website traffic, but haven’t heard back, which tells me one of three things:

You’re all set with website traffic and your blog, and I should stop bothering you.

You’re still interested but haven’t had the time to get back to me yet.

You’ve fallen and can’t get up, and in that case, let me know and I’ll call someone to help you.

Please let me know which one. I’m starting to worry!

[Your Name]

Why this email works:

You show that you’re thoughtful by acknowledging that you might be bothering them.

Personality sells (you can use AI all you want, but people buy from people).

It’s easy for the recipient to reply by choosing from your numbered list.

3. Inbound Lead From Content Follow-up Email

Let’s address the elephant on the screen: This email is longer than most. When the template is populated, this email runs at more than 100 words (mine is 106, to be exact). This is longer than most sales emails, but it brings a lot of value to the recipient.

Source

Hi [first name],

You recently visited my website and downloaded my

The art of asking open-ended questions

Diego Mangabeira — Fri, 25 Jul 2025 13:00:00 +0100

I still remember the worst discovery call of my career. I was twenty minutes into what I thought was a brilliant interrogation of a CFO at a growing tech company, rattling off question after question from my carefully prepared list. Budget? Check. Authority? Check. Need? Check. Timeline? Check.

I was hitting every qualification box, feeling pretty good about myself, when the CFO interrupted me mid-sentence with this:

“I feel like I'm being deposed, not consulted. Are you here to help me solve a problem, or just to fill out a form?”

That stung. Because he was right.

I was asking questions, sure. But they were the wrong questions: close-ended, checklist-driven inquiries that gathered data without building understanding. I was interrogating, not investigating. I was qualifying, not connecting.

That call ended with a polite “we'll be in touch” that never came. But it taught me something that changed how I approach every sales conversation: The quality of your questions determines the quality of your relationships.

And the quality of your relationships determines the quality of your deals.

Here‘s what I’ve learned about the art of asking open-ended questions and how to use them to build deeper relationships, uncover real needs, and close more deals.

Table of Contents

What are open-ended questions?

Open-Ended vs. Closed-Ended Questions

How to Ask Open-Ended Questions

Examples of Open-Ended Questions

But here‘s what most sales training gets wrong: open-ended questions aren’t just about gathering information. They're about creating experiences.

Since that disastrous call I mentioned with the CFO, I‘ve refined my questioning approach across 11,519 cold calls, 335 booked meetings, and over $406K in closed revenue. I’ve sold to CFOs in São Paulo, CTOs in Dubai, and founders in Silicon Valley.

And through all of that experience, I‘ve learned that open-ended questions aren’t just a sales technique — they're the foundation of trust, the catalyst for insight, and the bridge between what prospects tell you and what they actually need.

Research backs this up: According to recent studies, sales reps who consistently close deals listen more than they talk, maintaining a 60/40 split in favor of listening.

The best way to create space for listening? Asking questions that can't be answered with a simple yes or no.

When I ask a prospect, “What keeps you up at night about your current sales process?” I‘m not just looking for problems to solve. I’m inviting them to reflect on their challenges, articulate their frustrations, and begin to envision what a solution might look like.

That question creates a shared moment of exploration that builds trust and rapport.

I learned the power of this approach when working with a fintech startup. Instead of asking typical qualifying questions like “Do you have budget?” I shifted to “How do you typically approach investments in technology that could impact your growth trajectory?” That single question change transformed a 15-minute qualifying call into a 45-minute strategic conversation that led to a six-figure deal.

The best open-ended questions do three things simultaneously:

Gather insight about the prospect's situation.

Encourage reflection that helps prospects think differently about their challenges.

Build a connection between you and the person you're speaking with.

The key is understanding that open-ended questions don't just extract information: they transform conversations. And in sales, the quality of your conversations directly determines the quality of your outcomes.

Open-Ended vs. Closed-Ended Questions

Let me show you the difference with a real example from my own experience selling to a VP of Sales at a growing SaaS company.

My old closed-ended approach:

“Do you have a sales process?”

“Are you hitting your revenue targets?”

“Is sales enablement a priority?”

“Would you like to see a demo?”

My refined open-ended approach:

“How would you describe your current sales process?”

“What's happening with your revenue growth right now?”

“Where does sales enablement fit into your strategic priorities?”

“What would you need to see to feel confident about moving forward?”

See the difference? The closed-ended questions gave me data points. The open-ended questions gave me understanding.

I learned this distinction the hard way when I was working with a startup that was struggling to close enterprise deals. Their reps were asking plenty of questions, but they were all closed-ended. They'd qualify budget, authority, need, and timeline (classic BANT methodology), but they never understood the human context behind those answers.

When we shifted to open-ended questions, everything changed.

Instead of asking “Do you have budget for this?” we started asking, “How do you typically approach budget allocation for strategic initiatives like this?” Instead of “Are you the decision-maker?” we asked, “Who else would be involved in evaluating and implementing a solution like this?”

The conversations became richer. The insights became deeper. And the close rate jumped from 18% to 31% in six weeks.

When to Use Open-Ended vs. Closed-Ended Questions

Closed-ended questions work best for:

Confirming specific facts (“What's your company size?”).

Getting quick yes/no decisions (“Does Thursday at 2 PM work for you?”).

Validating assumptions (“Are you currently using Salesforce?”).

Moving toward commitment (“Are you ready to move forward?”).

Open-ended questions excel at:

Understanding context and nuance.

Building rapport and trust.

Uncovering pain points and motivations.

Encouraging prospects to share their story.

Creating moments of reflection.

According to recent research, the most effective sales conversations maintain a 43:57 talk-to-listen ratio, meaning top performers listen more than they speak. Open-ended questions are the key to creating that listening space.

Both question types have their place in sales conversations. But if you want to differentiate yourself in a world where buyers are skeptical of salespeople, open-ended questions are your secret weapon. They transform interrogations into consultations, qualifying calls into strategic conversations, and prospects into collaborative partners in the problem-solving process.

The magic happens when you use them intentionally, not as checklist items, but as tools for genuine exploration and connection.

How to Ask Open-Ended Questions

After thousands of sales conversations, I‘ve developed a systematic approach to asking open-ended questions that feels natural, not scripted. The key isn’t memorizing a list of questions, but mastering the art of transforming any interaction into genuine exploration.

I learned this lesson when struggling to connect with a particularly analytical CFO. Every closed-ended question I asked got one-word responses. But when I shifted to “How do you currently measure the success of technology investments?” suddenly we were having a 20-minute conversation about ROI frameworks and strategic priorities.

The magic words are “how,” “what,” and “why.”

They turn statements into stories, facts into feelings, and answers into insights. Instead of asking “Do you like your current vendor?” I ask, “How has your experience been with your current vendor?” The difference is transformational.

But here's where most reps go wrong: they treat open-ended questions like items on a checklist rather than tools for genuine exploration. I start with one or two powerful questions and let the conversation evolve naturally. If a prospect mentions something interesting, I dig deeper rather than moving to the next item on my list.

This approach is backed by research from Gong, which found that top-performing sales reps ask 54% more questions than average performers, but the quality of those questions matters more than the quantity.

The goal isn‘t to ask more questions, it’s to ask better ones that create space for real dialogue and genuine understanding.

Transform any question into an open-ended question.

This is the skill that transformed my entire approach to sales conversations. I teach every rep I coach to master this simple but powerful technique: Take any closed-ended question and turn it into an open-ended exploration.

The transformation is easier than you think. Here are the patterns I use daily:

Closed-ended question

open-ended question

Instead of: “Do you like your current vendor?”

Ask: “How has your experience been with your current vendor?”

Instead of: “Is price important to you?”

Ask: “How do you typically evaluate the ROI on investments like this?”

Instead of: “Are you ready to move forward?”

Ask: “What would need to happen for you to feel confident about moving forward?”

Here's my challenge to you: For the next week, catch yourself every time you ask a closed-ended question. Pause and ask: “Could I rephrase this to learn more?” You'll be amazed how this simple shift changes the quality of your conversations and the depth of insights you uncover.

If you ask a closed-ended question, follow it up with an open-ended one.

Sometimes you need specific information, and a closed-ended question is the fastest way to get it. That‘s perfectly fine, just don’t stop there. Follow up with an open-ended exploration that reveals the context behind the facts.

I've learned to use what I call the “one-two punch” approach: Get the fact, then explore the context.

Here's how this works in real conversations:

Example sequence:

“Do you have budget allocated for this project?” (closed)

“How does the budget approval process typically work in your organization?” (open)

Another example:

“Are you evaluating other solutions?” (closed)

“What's your process for evaluating different options, and what criteria matter most to you?” (open)

I discovered this technique during a call with a procurement director who was giving me very short answers. When I asked, “Do you like working with your current vendor?” she said simply, “Not really.” Instead of moving on, I followed up with, “What would an ideal vendor relationship look like for you?” That follow-up question opened up a 15-minute conversation about their frustrations and exactly what they needed to change.

You see the pattern? The closed-ended question gives you the basic facts you need for qualification, but the follow-up open-ended question reveals the context that helps you tailor your approach and build rapport.

This approach is particularly powerful when confirming next steps. Instead of just asking, “Does next Tuesday work for a follow-up?” I might say, “Does next Tuesday work for a follow-up? And what would you like to accomplish in that conversation?”

The key is training yourself to pause after any closed-ended question and ask: “What's the story behind that answer?” That's usually where the real insights (and the real opportunities!) are hiding.

Use open-ended questions to start a conversation, not to run through a script.

Here's where most reps go wrong: they treat open-ended questions like items on a checklist rather than tools for genuine exploration.

I once shadowed a rep who had memorized a list of 20 open-ended questions and was determined to ask every single one, regardless of how the conversation flowed. When a prospect mentioned they were struggling with team morale after a recent layoff, instead of exploring that comment, he moved straight to his next scripted question about budget. The prospect visibly shut down.

That's when I realized the fundamental difference between questioning and conversing. Open-ended questions should spark natural dialogue, not create robotic interrogations.

I approach discovery calls differently now. I start with one powerful open-ended question and let the conversation evolve organically. When a prospect says, “We're struggling with sales productivity,” I don't immediately jump to my next prepared question. I explore: “What does that struggle look like day-to-day for your team?” Then I might follow naturally with: “How long has this been an issue?” or “What have you tried to address it so far?”

The key is listening to the answers and using them as springboards for deeper exploration. If someone mentions a challenge with their current vendor, I dig into that. If they talk about a strategic initiative, I explore the context and implications. The conversation should feel like a collaborative investigation, not a deposition.

This approach requires comfort with uncertainty. You can‘t control where open-ended questions will lead, and that’s exactly the point. The tangents and unexpected directions often reveal the most valuable insights.

I always remind myself: I‘m not here to execute a script. I’m here to understand a human being and their business challenges. Open-ended questions are simply the vehicle for that understanding.

Below, I’ll dig into these open-ended, high-value questions and share why they worked for me.

1. What are the top priorities of your business at the moment?

This question has opened more doors for me than any other single question in my sales toolkit. It's deceptively simple, but incredibly powerful because it invites prospects to share their strategic thinking rather than just their tactical challenges.

I learned the power of this question during a call with a fast-growing fintech CEO. Instead of asking “What problems are you trying to solve?” I asked about their top priorities. What followed was a 20-minute conversation about their expansion into new markets, regulatory compliance concerns, and the need to scale their operations team. That context helped me position our solution not as a nice-to-have tool, but as a strategic enabler for their growth plans.

The beauty of this question is that it reveals the hierarchy of what matters most to them right now. When someone says, “Our top priorities are customer retention, international expansion, and improving our unit economics,” I immediately understand where to focus my energy and how to frame our value proposition.

I‘ve found that prospects appreciate this question because it shows I’m thinking strategically about their business, not just trying to find a problem my product can solve. It also helps me understand whether our solution aligns with their current priorities or if the timing might be wrong.

Follow-up questions that work well here include: “What's driving those priorities?” or “How are you currently addressing each of these areas?” This creates a natural flow into deeper discovery about their specific challenges and initiatives.

2. What are some of the best decisions you’ve made related to ___?

This question is pure gold because it gets prospects talking about their wins while revealing their decision-making criteria and values. I learned its power during a call with a VP of operations who had been giving me short, guarded answers about their current challenges.

When I shifted to asking “What are some of the best decisions you've made related to scaling your operations?” his entire demeanor changed. He lit up talking about how they'd implemented a new workflow automation system that reduced processing time by 40%. As he shared the story, I learned exactly what mattered to him: measurable efficiency gains, minimal disruption to his team, and quick time-to-value.

That insight completely changed how I positioned our solution. Instead of leading with features, I framed our conversation around delivering similar measurable improvements with minimal implementation friction.

This question works because it taps into natural human psychology: People love sharing their successes. But more importantly for sales, it reveals their definition of “good decisions.” When someone tells you about their best choices, they're essentially giving you their buying criteria and success metrics.

I often customize this question based on the context: “What are some of the best technology investments you've made?” or “What are some of the best hiring decisions that have impacted your team?” The specificity helps focus their response while still allowing them to choose what they want to highlight.

The follow-up question I always ask to this one is, “What made those decisions successful?” This uncovers their evaluation process and helps me understand how they define ROI and measure success.

3. How are you feeling about your current situation related to ___?

This question might feel too personal for a business conversation, but that's exactly why it works so well. It breaks through the professional facade and gets to the human reality behind the business challenges.

I discovered the power of this approach during a discovery call with a CTO who was being unusually evasive about their technology challenges. When I asked the standard “What issues are you facing with your current system?” he gave me textbook answers about “scalability concerns” and “integration challenges.” But when I shifted to “How are you feeling about your current technology situation?” the conversation changed.

He paused for a moment, then said, “Honestly? Frustrated. We're spending more time fighting our tools than building solutions for our customers.” That one word, “frustrated,” opened up a 30-minute conversation about the real impact of their technology problems on team morale, customer satisfaction, and his own stress levels.

The word “feeling” is crucial here because it gives people permission to be human rather than just professional. It moves the conversation from facts to emotions, and emotions drive decisions far more than features and benefits ever will.

I often customize this question based on the context: “How are you feeling about your current sales performance?” or “How are you feeling about your team's productivity levels?” The key is to focus on an area where you suspect there might be some emotional weight, such as satisfaction, frustration, confidence, or concern.

This question works because it creates psychological safety. You‘re acknowledging that business challenges aren’t just operational problems; they're human experiences that affect real people. That acknowledgment often lead

How purchase orders streamline your business — what to know and how to get started

Michelle Lodge — Thu, 24 Jul 2025 13:00:00 +0100

Purchase order numbers. I wonder how many invoices I’ve added PO numbers to in my years as a freelance business reporter. That number may be in the thousands. I’ve seen just as many POs as an online shopper. And, I’ve benefited.

Having the correct PO number on my invoice means I get paid a lot faster. A PO can help track down my missing ecommerce order. Vendors who spoke with me for this blog were equally enthusiastic about POs. They believe that a well-run PO system is key to their operations’ success and have seen how it can streamline processes.

So, let’s explore the benefits of purchase orders, how they work, and how to build a PO system.

Table of Contents

What is a purchase order?

How does a purchase order work?

Advantages of Purchase Orders

Purchase Order Format: What to Include on Your PO.

How to Create a Purchase Order

How to Create a Purchase Order System

What is a purchase order?

A purchase order is a written document that lays out what is being ordered, the price, date of order and contact information for both parties. A PO may also include payment terms and taxes. Each PO bears a unique identifier, often in numbers and letters, which is the purchase order number.

“A PO gives you [the company] structure. You have expenditure control, audit trails and, approval management,” Mark Friend, a director for the computer support services company Classroom365, which serves schools throughout the UK and is based in London, wrote in an email to me.

Nana Quagraine, founder and CEO of online home-decor store 54 kibo, agrees.

“[A PO] is my financial protection. When the supplier accepts it, we are both legally responsible for those terms,” wrote Quagraine in an email. “This allows me to monitor my spending commitments before any payment is made and also gives my accounting team visibility into the expenses that are coming up.”

Quagraine added that POs mean that her company can also avoid unnecessary shipping costs and has at the ready proof of the transaction during reconciliation.

Purchase Order Vs. Invoice

A PO is different from an invoice. As a vendor, I issue the invoice with payment terms to my client who has hired me to write a blog or article. As part of generating my own invoice, I also include a unique code I create, called an invoice number.

Invoices repeat much of the information that’s on a PO, such as the PO number, contact information for both parties, and how/when to pay.

“The key distinction between a purchase order vs. an invoice is who is sending it, and when they send it,” notes Knowify, the cloud-based software company that helps small- and medium-sized building contractors keep their many projects straight.

How does a purchase order work?

A PO system creates a PO and assigns it a unique code, called a PO number, to each order. As a vendor, Quagraine explained that “creating an effective purchase order starts with clearly identifying what you need to procure.” That means gathering all specifications — like order quantity, quality requirements, delivery timeline and budget constraints.

“Once a PO is approved and sent to the supplier, it acts as a binding agreement. The supplier then delivers the goods or services and sends an invoice that should match the PO. The PO helps verify what was ordered, received, and invoiced,” says Marty Bauer, director of sales and partnership at Omnisend in Charleston, S.C., a marketing platform for ecommerce businesses.

Let’s dive deeper into the process.

First, the seller creates a PO and generates a PO number.

Companies devise a PO system that creates unique numbers or letters or a combination of both for each transaction. With the PO number, the business can easily identify where an order is, what it contains, how much it costs and when it will be shipped.

For example, Quagraine’s PO number system works this way: The company uses a prefix that shows the year and quarter (for example, “23Q4”), and then adds a supplier code for each of their African artisan partners and ends it with a sequential number.

“This enables my team to quickly determine when an order was placed and with which artisan collective or supplier,” she said.

Next, the seller reviews and approves the PO.

When I’m working as a writer, I receive an assignment notification by email from an editor asking me if I’d like to take on a project. Once my editor accepts my blog post or article, I create the invoice, based on the buyer’s specifications, which includes the PO number. Then, I submit the invoice to the buyer.

Then, the buyer conducts purchase order matching.

An accounts payable team matches my invoice against the PO to make sure that what I delivered is my specific assignment.

Finally, the invoice is sent for approval.

If everything matches up — PO number, invoice and work delivered — the accounts payable team sends my invoice along with the purchase order file to my editor for approval.

On the other side, let’s say I’m buying something from Chewy. I order a product, enter my payment method, and the seller’s system immediately generates an invoice and works toward the order’s fulfillment. That system creates a unique PO number or code for that transaction. Their team then makes sure the order is fulfilled.

Advantages of Purchase Orders

“First and foremost, POs can help prevent a lot of headaches,” says Bauer. “You avoid duplicate payments, [and] it's easier to manage budgets and vendor relationships.”

Quagraine also sees big benefits for her business. In the same week, she may be coordinating with craftsmen in Morocco, textile experts in Ghana and woodworkers in South Africa.

For her, purchase orders provide consistency that can cut through any confusion. Many times, she added, the use of POs has helped to prevent shipping errors. They can also help identify mistakes by double-checking the original agreement when an unexpected item shows up.

Allan Hou has helped develop many PO systems and is a sales director at the freight-forwarding service TSL Australia. He says that the “greatest advantage” is that a PO system tracks where and how funds are spent and records them.

As a result, he says, “There will be fewer opportunities for error or dishonesty to occur because the system will ensure each purchase is authorized and logged.”

Other benefits may include:

Formal documentation that communicates expectations and ensures order fulfillment.

Budget management to ensure that money is marked for procurement and that enough inventory is available. This can also help during audits.

Order tracking so teams can make sure purchases are fulfilled.

Vendor accountability, as vendors need to follow the terms and conditions of the PO.

Best tip: Having an effective PO system helps to prevent overspending and promotes more accurate tracking of merchandise.

Purchase Order Format: What to Include on Your PO

A purchase order displays all the basic terms of the transaction, the PO number, and names of entities involved. That includes their physical addresses, contact information, what items were ordered and their prices. Any discounts, tax information, shipping costs and payment terms should also be included.

“We use a simple internal template that includes the PO number, buyer/vendor details, item descriptions, quantities, agreed-to prices, terms, and delivery instructions,” Brian Kroeker, president of the custom printer Little Rock Printing in Calgary, Canada, told me in an email. “It can be created using a spreadsheet, but I recommend integrating it with accounting software.”

Kroeker shared this sample of what his company files.

Purchase Order Template

To create a purchase order, download Hubspot.com ’s purchase-order template, which comes in two versions, an Excel and a fillable PDF. I recommend using the Excel version to create multiple POs for a single supplier and the fillable PDF for one-off purchases.

The Excel template automatically calculates the final cost, including totals and discounts.

Types of Purchase Orders

1. Standard

Standard is for sporadic or one-off purchases, such as when I ordered from the specialized vendor Amara to replace a shattered porcelain plate of an Andy Warhol reproduction. Because standard POs cover occasional transactions, it’s especially important that you, whether you’re a buyer or seller, double-check the details carefully.

Best for: Standard purchase orders are for one-off purchases you make from a company you rarely do business with.

2. Blanket

You may opt to use a blanket purchase order, also called a “standing order,” which offers a long-term contract between a supplier and a buyer. A blanket PO allows you to set prices for the items over a specific time period. Although you may receive several shipments, all shipments have the same PO number.

3. Planned

A planned PO is when you agree on what and how much to buy, but you schedule deliveries as needed. “For example, you might tell your supplier, ‘We’ll need 1,000 boxes this year. We’ll call when we need each batch,” said Bauer.

4. Contract

Contract POs outline the pricing and terms for all of the vendor‘s purchase orders within the contract’s time frame. The buyer and vendor sign a contract outlining the terms before a purchase order, referencing the contract issued.

This type of PO works well for manufacturers or construction companies that rely on steady shipments of raw materials now and in the future to produce finished goods or buildings and roads.

Best for: Manufacturers and construction and engineering firms, whose projects are long-term and require buying a steady stream of goods.

Contract PO template, courtesy of Visme.

Source

5. Digital

A digital PO is “an automated solution that uses digital platforms to generate, send, and track purchase orders,” said Hou. While you do receive an email confirming your purchase or sale, behind it is the software that is much more efficient and time-saving for all parties.

According to Quagraine, “Digital POs integrate with sales data and inventory systems. Now, if a dozen throw blankets sell out quickly, my system generates the PO to restock them.”

How to Create a Purchase Order

Behind each purchase order, there is a sophisticated interconnected financial system. Here’s what’s involved.

Step 1: Submit banking details to your system administrator.

Your system administrator needs the full slate of banking details and basic personal information, including:

The vendor’s name.

The vendor’s address.

The payment account type.

The account number and bank routing number (also known as the ABA number).

Kaitlin Milliken, program manager of the Freelance Network here at HubSpot, says, “When working with freelance writers at HubSpot, our team gathers the writer’s payment details. Then, the accounting team loads this information into the system.”

Each time I onboard with a new client, I submit all those details to the administrator. Sometimes, they ask for a voided check from my bank account if they set up direct deposit for me.

Pro tip: To avoid delays and red tape when doing business internationally, make sure you know the requirements and forms needed for each country, or hire a consultant or lawyer with that expertise to provide you and your team with that precise information.

Step 2: Add in your purchase details.

The right form makes it easy to fill in the purchase details correctly. For each item ordered, add the following:

The quantity of the order.

How it’s packed (box or tube).

The number.

The name.

The price per unit and total price.

Subtotal.

Taxes and shipping fees.

The order’s total dollar amount.

The names, addresses and email addresses for each party and my shipping details also must be included. Finally, it must be signed and dated.

Step 3. Include extra information requested by your company.

Most information needed is straightforward — bank, names, addresses, email addresses, contact numbers and name, payment terms, shipping fees and taxes. When the vendor is in the business of selling items from all over the world and from specialized manufacturers, you may be required to provide extra forms.

To stay on top of the situation, have your in-house counsel or a consultant who knows the ins and outs of international commerce review those types of orders. They can recommend what’s required. Or, you may want to outsource that service.

How to Create a Purchase Order System

Devising a purchase-order system starts with determining needs based on the size of your operation.

“In my experience, a basic system with manual tracking was effective for a smaller team, while larger operations required an automated system with full integration into the supply chain and financials,” says Hou.

“At its core, a good PO system lets you monitor every purchase, from request to receipt, ensuring [that] all the details are captured accurately,” he adds.

Step 1: Determine the right forms for you.

The business you run dictates which type of forms to have handy. Most businesses need forms used for the five types of POs. Likely, your accounting staff or another in-house department can generate the forms. If not, there are plenty of companies that create forms, including Hubspot.

Step 2: Dictate role assignments and accessibility.

Each of your employees has an assigned role. For those who work on POs and see orders through from purchase to delivery, it’s critical that they understand the system backward and forward. A mistake that some companies make is to allow only one or a few employees access to all aspects of the system.

That’s usually an attempt to keep the system secure and ensure privacy. The wiser course of action is to maintain a bench of trained employees who can step in when the main point persons are unavailable.

Step 3: Adhere to and improve your purchase-order system.

Kroeker says when setting up a new system, make sure that it’s thorough, but also flexible. For example, Little Rock’s PO system has approval thresholds. Smaller orders don’t require extra steps, it offers more than one point person to contact, and it uses a standardized format and cross-check process.

The company also has integrated its PO and invoicing systems to detect mismatches early on. This “version tracking” allows POs to be amended. “That flexibility has saved us more than once when vendors needed updates mid-process,” Kroeker says.

Purchase Orders Lead to Stronger Relationships With Suppliers

An efficient PO system can promote a sense of trust and foster loyalty among customers. Over time, customers grow to have confidence in your company because you reliably deliver on your promises, as spelled out in the purchase order.

So, it’s time to start building or refining your PO, so you can grow your business better.

Editor's note: This post was originally published in October 2019 and has been updated for comprehensiveness.

Creating an effective business development plan from concept to execution

Meg Prater (she/her) — Thu, 24 Jul 2025 13:00:00 +0100

I distinctly remember a meeting when our sales and marketing teams brainstormed how to grow the business:

“We need more leads,” echoed the sales team.

“No, we don’t. We need to learn to close better,” said the CMO.

“Wait, what’s the actual plan?” said the confused voice in my head.

Everyone was brewing with ideas and opinions. Yet, nobody had a clear strategy (including me). That’s when we all realized that growth isn’t just about chasing more leads or closing more deals. It requires a concrete roadmap in the form of a business development plan to connect the dots and unveil the path.

From that moment of realization, our team was determined to put a plan and approach things systematically. We went through much trial and error (and more research than we would like to admit). Alas, we’ve cracked the code on what makes a business development plan work, and I’m excited to share it with you.

In this guide, I’ll take you through everything I’ve learned from my experience and others’ about crafting a holistic and effective business development plan.

Table of Contents

How to Develop a Business Development Strategy

Business Development Planning

Business Development Strategy Example

Business Development Planning

Business development planning is the process of creating a roadmap for your company’s growth and success.

I like to think of it as a GPS that helps me navigate the business world to reach my desired destination of long-term profitability. I’ve learned that a well-rounded business development plan encompasses several aspects, such as:

Performing market analysis. Researching the industry, competitors, and target audience to uncover opportunities and potential challenges.

Setting goals. Defining measurable goals, as the individual department members can’t see where to go without a big, red “X” on the map.

Developing a strategy. Creating a game plan for reaching the goals, including tactics for marketing, sales, and partnerships.

Allocating resources. Ensuring you have the team, budget, and tools to make your journey successful.

Tracking performance. Checking your compass (metrics and KPIs) to ensure you’re headed in the right direction.

Let me take you through the steps to develop one, covering all the above aspects.

1. Define your business objectives.

While you might want to settle with “make more money than last year,” I’ll stress that it’s essential to be more specific when building your business development strategy. To achieve what you want, you need to define clear goals.

I’ll recommend going SMART, i.e., setting goals that have all the five characteristics below:

Specific.

Measurable.

Attainable.

Relevant.

Time-Bound.

For instance, let’s say you own an ecommerce company looking to increase revenue. A SMART business objective would look like this: “Increase average order value by 15% in the next six months by implementing a personalized product recommendation system and offering bundled deals.”

Here’s a little hack: One of the easiest ways to go SMART is to use HubSpot’s free template for SMART goal setting. I find using it incredibly helpful!

2. Conduct market research.

No matter how long you’ve been in the game, never assume you know your market inside out. Assumptions can be dangerous, and the way to overcome them is through thorough market research.

David Janovic, founder of RJ Living, shared this golden piece of advice: “When entering a new market, it's definitely crucial to be putting the time and effort into conducting thorough market research — which will help you understand the local landscape, customer preferences, and potential competitors."

To date, I take this advice seriously and ensure I see what’s happening beneath the surface. Some things I recommend you look into are:

What customers want.

How much potential the target market has?

What are competitors up to?

To get these answers, you can begin by digging into industry reports, government statistics, and online databases. Here are some of my recommended resources:

Industry reports. Check out industry research from Gartner, McKinsey & Company, and Forrester.

Government statistics. If you manage an American business, I recommend the U.S. Census Bureau, Bureau of Labor Statistics, and Federal Reserve Economic Data for their incredible breadth of insights. Outside the U.S., you can try out location-specific sources, like Eurostat, or global sources, such as World Bank Open Data.

Online databases. While there are too many online databases to make sense of, I typically look for statistics from our annual reports, like HubSpot’s State of Marketing Report, since our researchers take due care in collecting data. Other than that, I also like eMarketer, Pew Research Center, and Statista.

Pro tip: While secondary sources provide most of the required data, I tend to combine secondary research with the old-fashioned method of talking to people using surveys or interviews. I’d say focus on discovering what makes them tick, what keeps them up at night, and what they need.

3. Identify your target customers.

Next, it’s time to zero in on your ideal customers. After all, you can’t please everyone, right? To do this in a structured manner, I swear by creating buyer personas.

Quick recap: Buyer personas are fictional yet realistic representations of your ideal customers based on data.

If you have existing buyer personas, you can update them based on the insights you’ve gathered from the market research. Once your personas are ready and up to date, evaluate each one's market size, growth potential, and opportunity. See which buyer personas align with your business objectives and prioritize them accordingly.

Pro tip: If you don’t have any buyer personas or need to develop another one for a new audience segment, check out HubSpot’s handy buyer persona generator.

4. Evaluate your current position.

With your groundwork done, the next step is to take a long, hard look in the mirror to assess exactly where you stand compared to the competition — from a bird' s-eye view and even up close.

Amy Kauffman, Chief Marketing Officer at CMO Room, says, “Competitive analysis should play a central role in developing the business strategy. It's critical to have a deep understanding of the competitive landscape — not just who the players are but their strengths, weaknesses, positioning, and likely moves."

To put Kauffman’s advice into practice, I align with the SWOT analysis framework, which helps me assess my standing broadly. Here’s the template I use(and you can use it too!

Quick recap on SWOT: It is a strategic planning technique for identifying a company’s strengths, weaknesses, opportunities, and threats. It helps determine precisely where you are compared to competitors and is excellent for getting a broader perspective.

Once you gather the data, here’s how you can fill out the SWOT analysis template:

Strengths. Note down whatever the brand excels at (i.e., your competitive advantage).

For instance, a strong brand reputation and a loyal customer base.

Weaknesses. Next, highlight the areas of struggle or failure.

For instance, limited integration capabilities

Opportunities. Look at the market trends, audience segments, and emerging technologies the brand can leverage.

For instance, there is a rising trend of remote work.

Threats. Lastly, check out competitors, markets, and regulations to identify threats that could derail success.

For instance, an economic downturn, leading to reduced spending.

Pro tip: Remember, SWOT analysis isn't a one-and-done deal. Even if you’ve conducted it during the startup stage, repeat it while developing a business development strategy. After all, businesses evolve, markets shift, and customer preferences change over time.

To go granular, you can dive deep into the sales funnel, marketing mix, and customer experience to unearth essential business details. In particular, I’ve found it helpful to look for clogs in the sales pipeline where potential customers are getting stuck. Another useful way to go deeper is reviewing marketing efforts and seeing what’s working and what can be improved. Finally, I also suggest asking customers directly to identify unmet needs.

5. Develop strategies.

Next, it’s time to don your strategy hat and craft effective strategies for each department to drive real business growth. While the exact strategy depends on your business and its objectives, here’s what I’ve found it should look like for different departments:

Sales

The sales plan should outline your target audience and potential obstacles. It needs to provide a “game plan” for sales reps, outline responsibilities for team members, and define market conditions. If you’ve already established one, unify it with your business development efforts.

If you haven’t created a sales plan, check out this free template.

Marketing

The marketing plan is supercritical since 96% of leads do their homework before talking to a sales rep. Ensure your marketing strategy:

Resonates with the target audience. To this end, identify appropriate channels, customize messaging, and personalize content to develop a marketing mix that aligns with the target customers’ preferences and behaviors.

Educates the audience. Don’t assume everyone will immediately “get” it. Instead, use marketing to attract, engage, and explain what you offer.

Increases brand visibility. Up to 71% of prospects prefer doing research independently without talking to a sales professional. Leverage search engine optimization (SEO) and social media marketing to build a trustworthy brand.

Customer Success

Data shows 72% of a company's revenue comes from existing customers. In short, you can get more business from your existing customers since you’ve already earned their trust.

For this, you need to work on establishing a personal connection instead of relying on coupons, discounts, or free perks. For instance, I tend to focus on listening to customer’s feedback and improving products to win them over to our side.

Source

Paul L. Gunn Jr., founder of the KUOG Corporation, agrees that the “heartfelt action to go beyond the transactional to deliver a solution that speaks to the intangibles anchors them to often support a long-term relationship and make significant tangible impact."

6. Define tactics and action plans.

With the strategies established, it’s time to lay out tactics and specific actions to pursue them. I recommend identifying key initiatives and projects and mapping them with clear action plans. Ensure the action plans include information on the following:

Tasks. Team members must know their responsibilities, who the lead is, and what’s required.

Timeline. Set realistic milestones and deadlines for each initiative to keep everyone on track and accountable.

Budgets. Allocate your resources judiciously. Instead of blowing your entire budget on a flashy marketing campaign, put money into initiatives that will genuinely move the needle.

7. Set metrics and KPIs.

You cannot know if your business development plan works if you can't track your progress. Therefore, set clear metrics and key performance indicators (KPIs) as a scoreboard for your business development efforts.

To do this, identify the specific metrics that align with your business objectives and strategies. I personally find the following metrics incredibly insightful:

Customer acquisition cost (CAC). CAC summarizes how much you’re spending to attract new customers. By optimizing your marketing and sales, you can lower your CAC.

Conversion rate. Conversion rate measures the effectiveness of different marketing and sales processes, such as how many customers took a desired action.

Win rate. Unlike conversion rate, win rate deals only with sales opportunities. It’s a percentage of how many sales opportunities your sales team successfully closed, providing insights into your sales progress.

Net promoter score (NPS). NPS measures customer satisfaction with your brand or their likelihood of recommending it to others.

Customer lifetime value (CLV).CLV, also called LTV, helps companies understand the total revenue they can expect from a single customer.

Gauri Manglik, CEO of Instrumentl, especially recommends tracking LTV to SaaS companies: “The key is that LTV captures both revenue and engagement over time, not just a snapshot. So rather than looking at new sales in isolation, I always encourage SaaS companies to make LTV their north star metric for business development.”

Pro tip: After identifying the relevant metrics or KPIs, you can also set SMART goals for each to make tracking easier. Plus, you can create dashboards to visualize the progress against the KPIs. I’ve found this makes it easy for team members to see how they’re doing and what they need to improve.

8. Allocate resources.

While I’ve already mentioned resource allocation during action plans, I suggest revisiting resource management in a big-picture mode for seamless plan execution.

Prioritize the initiatives based on their potential impact and alignment with your business objectives. In other words, focus your resources on the areas that give you the most bang for your buck. Beyond that, make it a point to examine your current resources. If you have any skills, expertise, or technology gaps, fill them up by hiring new talent, investing in training, or purchasing a new tool.

For example, 63% of sales leaders share that AI makes competing with other businesses easier. You can also improve your sales metrics by adopting an AI-powered sales solution.

While you do this, remember that resource allocation isn’t a one-and-done deal (like other things on this list). So, keep a close eye on the ROI of different initiatives outlined in your business development plan and shift your resources as required. If something isn’t working, don’t be afraid to try a different approach.

9. Implement and monitor.

With a solid plan, a team of do-ers, and enough resources to execute, it’s time to put all the strategizing and planning into action and watch the magic unfold.

Make sure your plans reach the shop floor — everyone knows their role and has the tools to crush it. Don’t forget to keep the communication lines open. Situations can arise, and you need clear comms channels to be on top of your game and fix the issue immediately.

Once things have started, keep your fingers on the pulse and track your progress against your established metrics and KPIs. This is what’ll help you stay on course. While you do this, celebrate your wins along the way — whatever size they might be. This will keep you and the team motivated and engaged for the long haul.

10. Continuously review and update.

Since markets evolve, customer trends change, and competitors improve, a business development strategy will always be a work in progress. Therefore, keep reviewing and updating your plan to gener

Building a customer journey sales funnel that actually works, insights from a sales pro

Diego Mangabeira — Wed, 23 Jul 2025 13:00:00 +0100

I still remember the first time I tried to “build a funnel.” I had just joined a new company, and I wanted to prove myself. I mapped out buyer personas, stacked automation tools, drafted clever messaging sequences, and organized a color-coded CRM that looked like a sales manager’s dream. It was clean, sharp, and complete. But, it didn’t convert.

I was generating leads, but they were cold, scattered, and disengaged. My reply rates were low. My demos were rushed. My pipeline felt bloated with names that had no business being there. At the time, I thought I had a traffic problem. What I really had was a journey problem.

That experience taught me something I’ve never forgotten: a sales funnel isn’t just a sequence. It’s a story that the buyer walks through step by step. And if that story doesn’t make sense, nothing moves.

Since then, I’ve built customer journeys that do work. These journeys have generated 335 meetings, closed $287K in a startup from scratch, and helped drive $40 million in enterprise deals across multiple continents and industries. Here’s what it really takes to build a customer journey sales funnel that works — not just in theory, but in the trenches.

Table of Contents

What is a customer journey funnel?

Why Customer Journey Funnels Benefit Sales Teams

How to Build a Customer Journey Funnel

Customer Journey Funnel Example

Tips for Building a Customer Journey Funnel

What is a customer journey funnel?

A customer journey funnel is the structured path your ideal buyer takes from problem-aware to solution-ready, guided by intentional, relevant, and timely sales and marketing touchpoints. It’s not just about activity. It’s about alignment. Between your message and their moment. Between their pain and your solution.

Done right, you don’t just have a funnel. You get a filter that separates interest from intent and awareness from action.

Over the past 17 years, I’ve built these funnels from scratch. I’ve over 656,000 emails, making 11,519 cold calls, booking 335 meetings, and closing over $406,000 in new business in startup environments alone. I’ve also led multimillion-dollar sales cycles in enterprise, driving $40 million in revenue.

What I’ve learned across every region is this: The best funnels don’t push. They guide.

They anticipate objections. They layer credibility. They move buyers forward through a mix of logic and emotion, urgency and trust. A good funnel builds context. A great one builds momentum.

And the secret? It’s never just about the tool you’re using. It’s about how every touchpoint speaks to a deeper moment in the buyer’s world.

That’s why I always approach funnels like a strategist, not just a seller. Whether I’m mapping outreach for SaaS in North America or building a consultative sequence for real estate in LATAM, I don’t start with “What should we send?” I start with “What should the buyer feel next?”

Because that’s how you turn a lead into a conversation.

A conversation into a commitment.

And a funnel into real revenue.

Why Customer Journey Funnels Benefit Sales Teams

A lot of teams think a customer journey funnel is just a marketing thing. It’s not. When done right, it becomes a sales accelerator. It brings clarity, reduces wasted effort, and creates real movement in the pipeline.

In my experience, the impact isn’t just visible in conversions. It shows up in morale, in consistency, and in confidence. Let me break it down.

1. Funnels turn chaos into clarity.

In outbound sales, the line between motion and progress is blurry. Reps might be doing a lot — sending emails, making cold calls, booking meetings — but if those actions aren’t tied to a clear journey, they’re just noise.

I’ve seen this firsthand. Earlier in my career, I was generating leads but losing deals in the middle of the funnel. Why? Because the buyer wasn’t ready. My messaging didn’t match their awareness stage.

When I shifted to a journey-first funnel, where each stage had a clear intent, I saw my conversion rate jump.

From 335 meetings booked, I turned 69.1% into SQLs. That didn’t happen by chance. That happened because the funnel did the heavy lifting of alignment before the meeting ever took place.

And, that alignment reduced wasted energy. It gave me, and the teams I coach, a roadmap. Not just what to do next but why.

2. Funnels improve personalization at scale.

Let’s be real: Personalization isn’t about using the first name or referencing the company’s LinkedIn post. It’s about making sure the message matches the moment the buyer is in.

With a strong funnel in place, reps stop guessing what to say. They start knowing what the buyer needs at each step.

For example, in the Awareness stage, I use insights like recent funding rounds or job changes to spark curiosity. In the Evaluation stage, I share tailored case studies or objection-busting content.

Because I track every touchpoint, I’ve been able to A/B test what works. I’ve seen how stage-specific messaging gets more engagement, more responses, and better meetings.

As sales strategist and author Aaron Ross once said, “The more predictable your system, the more scalable your results.”

Funnels give you that system.

3. Funnels reduce no-shows and strengthen commitment.

There’s nothing worse than getting a “yes” on the phone … only for the prospect to ghost you. I’ve been there.

But, here’s what changed everything: When I used my funnel to educate before the meeting, I saw my no-show rate drop under 18%.

Why? Because the prospect wasn’t just booking. They were buying into the journey. They had context. They knew what to expect. And, when people understand the next step, they’re more likely to take it.

One thing I teach founders and SDRs I coach is this: If your funnel doesn’t build momentum between touchpoints, it’s not a funnel. It’s a leaky pipe.

When your journey is built right, each stage deepens the relationship. You go from “just another call” to “this is part of something that makes sense.”

4. Funnels make onboarding and coaching easier.

When I’m onboarding a new rep or training a founder who’s doing their own outreach, the first thing I look for is this: Do they have a customer journey they can follow, or are they winging it?

Without a funnel, every rep invents their own process. That creates inconsistency. It’s hard to scale. It’s hard to coach. And, it makes performance unpredictable.

But with a funnel? Now we’re speaking the same language.

I can say, “Here’s how we warm up cold accounts,” or “Here’s the content you send after a demo.” I can train new hires faster. I can spot drop-off points. I can plug leaks.

It’s like giving someone a GPS instead of telling them to “head north and figure it out.”

In fact, a study by CSO Insights found that companies with a formalized sales process, including mapped buyer journeys, saw an 18% higher revenue growth rate than those without.

Structure wins. Every time.

5. Funnels help you sell the way people buy.

This is the core of everything: we need to sell the way people want to buy, not the way we want to sell.

And buyers today? They’re smarter. Busier. More skeptical. They don’t want to be rushed. They want to be led.

Funnels respect that.

They allow sales teams to meet the buyer where they are, not where we wish they were.

I’ve sold across five continents — from fast-paced SaaS in the U.S. to relationship-first business in Brazil, to enterprise deals in the Middle East. One thing remains true: the buyer’s journey might look different on the surface, but the psychology underneath is always human.

When you build a funnel that’s flexible enough to adapt but structured enough to scale, you’re not just improving KPIs. You’re building trust.

How to Build a Customer Journey Funnel

I’ve built funnels that generated 335 booked meetings and over $406K in revenue in early-stage companies. I’ve also helped enterprise teams turn outdated processes into scalable journeys. Here’s the truth: you don’t need a fancy system to start.

You need a clear customer journey, a few key tools, and a commitment to thinking like the buyer. Here’s how I do it, step by step.

Step 1: Map the stages of awareness.

I start by asking: Where is my buyer right now in their decision process?

Most sales funnels fail because they assume the buyer is ready when they’re actually just curious. So, I built my journey around five stages:

Awareness: They know they have a problem.

Interest: They’re open to solving it.

Evaluation: They’re comparing options.

Decision: They’re ready to act.

Post-sale/Retention: They’ve bought in, now it’s time to keep them.

By mapping the journey first, I make sure every email, call, and follow-up is tailored to the stage, not just the persona.

As Jill Rowley once said, “If you want to be interesting, be interested.”

I apply that by asking smarter questions early, so I can learn where the buyer is and match my messaging to it.

Step 2: Align messaging with each stage.

Once I know the stage, I write messaging that meets the buyer there.

In Awareness, I don’t pitch. I empathize. In Evaluation, I don’t educate. I differentiate.

Here’s how I approach it:

Awareness: I lead with relevance, not rapport. For example, I may say, “I saw your team is expanding into the LATAM market. I’m curious how you’re planning to scale customer support across regions?”

Interest: I share use cases and insights. I might say, “Here’s how a company like yours reduced onboarding time by 30% after switching to our platform.”

Evaluation: I provide tailored proof, like case studies, benchmarks, and ROI. Stats like my 69.1% SQL conversion rate show what’s possible when the journey is built right.

Decision: I reduce friction. I recap the value, handle objections, and lock in next steps.
I use frameworks like “Assume the Close” and “Mutual Action Plans.”

Post-sale: I make sure my onboarding and success teams keep delivering value. Because retention is part of the journey, not the end.

Step 3: Connect channels into a seamless flow.

A real funnel isn’t a sequence. It’s a system. That means connecting touchpoints across channels. I use:

Email sequences to warm up and educate.

Cold calling to spark urgency and clarity.

LinkedIn to add familiarity and proof.

Video/voice notes for standout personalization.

I don’t rely on just one. I orchestrate them. And when I did this consistently across 656,150 emails and 11,519 cold calls, I saw higher reply rates, stronger discovery calls, and fewer no-shows (my no-show rate dropped under 18%).

And, the data backs this up. According to HubSpot, companies with aligned sales and marketing strategies close 67% more deals.

Alignment is what turns messaging into momentum.

Step 4: Create frictionless transitions.

This is one of the most overlooked parts of the funnel: hand-offs.

From SDR to AE. From cold email to booked call. From demo to post-sale. If you don’t plan the transitions, your funnel breaks down. So I always ask:

Does the prospect know what to expect next?

Have I previewed the value of the next step?

Have I reduced uncertainty or added more?

I use confirmation emails, short pre-call videos, or even Calendly descriptions to prep buyers. It’s all about managing expectations and removing resistance.

Trish Bertuzzi once said, “The buyer journey is not a straight line. It’s a maze of twists and turns.”

That’s why I don’t leave transitions to chance. I guide the path.

Step 5: Track, test, and optimize.

Funnels aren’t one-time projects. They’re living systems. So, I track everything — every “no,” every email open, and every call outcome.

That’s how I hit a 69.1% SQL conversion rate. I didn’t guess. I tested. I used A/B subject lines. I changed the call openers. I studied no-show reasons. I learned from patterns. I adapted.

Here are the tools I’ve relied on the most.

CRM: HubSpot, Salesforce, Pipedrive

Data: Apollo, Lusha, ZoomInfo, RocketReach

Content: Google Docs + ChatGPT for script iterations

Mindset: I log emotional trends, too. I track the days I felt sharp and the days when I didn’t. Remember, performance isn’t just process. It’s presence.

Customer Journey Funnel Example

To show you what a working customer journey funnel looks like in practice, let me walk you through one I’ve used successfully in a SaaS setting. This is also a funnel you could easily implement in a platform like HubSpot.

Let’s imagine we’re selling a fictional SaaS product called “TeamFlow,” a platform that helps remote teams manage projects and increase productivity through automation and AI-powered workflows.

I’ve sold solutions like this before, across different markets, so the structure I’m about to show you is rooted in the same fundamentals that helped me close $406K in startup deals and $40M in enterprise.

Step-by-Step Funnel: How I’d Build TeamFlow’s Customer Journey

1. Awareness stage: Identify the trigger.

At this stage, the prospect doesn’t know us. They’re not looking for “TeamFlow.” But, they are feeling the pain. Maybe projects are slipping, team productivity is low, or their head of ops is overwhelmed.

My trigger insight: I use LinkedIn Sales Navigator to filter companies that recently hired a new VP of Operations or CTO. Why? Because change = openness.

My message: “Hey [First Name], I saw you just stepped into the VP Ops role at [Company]. Curious — how are you tackling the challenge of scaling remote team productivity without burning everyone out?”

KPI I track:

Open rates and reply rates

Average = 18-23% open rate with personalized subject line

Reply rate goal = 5-8%

If I’m under that, I change the trigger or rewrite the CTA.

Why it works: I’m not pitching features. I’m framing the pain in their world.

Pro tip: Morgan Ingram once said, “Your cold outreach should sound like it’s coming from someone who knows them, not someone trying to sell them.” That’s my goal here — relevance over rapport.

2. Interest stage: Spark curiosity.

Once they reply or click a link in my email, they’ve moved to the interest stage. Now they’re problem-aware, but not solution-ready yet. So, I don’t sell. I educate.

What I share: I send a short Loom video breaking down how remote teams lose 12.5 hours per week to context switching (based on Asana’s report). I may also send a LinkedIn post showing how one of our clients reduced project delays by 28% in 3 months.

My CTA: “I don’t know if it’s a fit yet, but I’d be happy to share how we helped a company in your space solve this. Want to take a look?”

Stats I’ve seen here:

Video click-through = 18–22%

Meeting booked from video = 11.4%

My average conversion here historically:

Booked 335 meetings → 69.1% SQL conversion rate

What matters most: I focus on why now, not why us. Because urgency moves the needle more than features.

3. Evaluation stage: Build trust through proof.

Now the prospect is comparing options. They’ve seen a few demos. They’re bringing others into the conversation. This is where most reps get nervous, but this is where I double down on personalized credibility.

What I do: I share a case study that mirrors their business model or a 1-pager with ROI metrics tailored to their team size. I also invite their team to a use-case-specific walkthrough (not a general demo).

How I recap the journey so far: “Here’s what I heard you say matters to you… Here’s how our platform supports that… and here’s what a rollout could look like for your team.”

Pro tip: Mark Roberge, HubSpot’s former CRO, said, “The best reps sell with data, not adjectives.” So, I show the numbers. That includes what we’ve done and what they can achieve based on others like them.

4. Decision stage: Make the path to yes easy.

Now it’s about confidence, clarity, and simplicity. I don’t hard close. I soft lock.

What I say: “If nothing changes in the next 6 months, what will that cost the team in hours or outcomes?” That’s not pressure—it’s perspective.

I create a Mutual Action Plan (MAP) that include:

Stakeholders.

Timelines.

Implementation roadmap.

KPIs to measure success.

This makes them feel supported, not sold. And, it increases deal velocity—something I’ve used repeatedly across IBM, 3M, and SaaS startups to shorten sales cycles and move large deals across the finish line.

No-show rate here: Under 18%, because they’re bought in before they sign.

5. Retention stage: Extend the journey, don’t end it.

Here’s what most reps forget: The funnel doesn’t end at the sale. It evolves.

What I do post-sale: After a sale, I schedule a 30-day “value check-in.” I also share customer success tips via email to keep teams inspired. Then, I ask for a review or referral after we’ve delivered early wins.

Why this matters: In every market I’ve worked in, word of mouth is your secret weapon. And retention turns customers into promoters.

My metric: If expansion or referrals aren’t happening, it’s not a product problem — it’s a journey gap.

Tips for Building a Customer Journey Funnel

There’s a difference between a funnel that looks good on paper and one that actually moves revenue. I’ve tested both. The real breakthrough co

How I meet with C-level and win deals as a seasoned sales rep

Diego Mangabeira — Wed, 23 Jul 2025 13:00:00 +0100

Most reps aren’t prepared to sell to C-level executives. Here’s my honest take: Most salespeople are overprepared for objections and underprepared for business conversations.

They rehearse demos instead of researching pressure points. They come armed with product knowledge, but not enough market insight. And they try to impress executives when they should be enabling decisions.

In this post, I’ll reveal what it really takes to sell to execs. That includes how to prepare like a strategist, not a seller, and hope to drive action in under 30 minutes. I’ll also share the mistakes I made, the frameworks I use (including multi-stakeholder alignment models), and the exact psychology I apply when stepping into the room with someone who signs the checks.

But first, here’s a little bit about my journey with executive selling.

Table of Contents

My First C-Level Sales Meeting

Understanding the Executive Mindset: What I've Learned From Hundreds of C-Suite Meetings

Before the Meeting: My Proven Preparation Process

During the Meeting: Executive Conversation Strategies I've Refined Over Time

Making the Executive Sale

My First C-Level Sales Meeting

I’ll never forget the first time I sold to a C-level executive. It wasn’t a Zoom call or a casual check-in. It was a formal boardroom meeting at a multinational company in São Paulo. There were five people in the room — one CEO, one CFO, two directors, and me.

I had rehearsed my pitch twenty times. I had the deck, the talking points, the case studies, even the objection-handling matrix I’d built the night before. I walked in ready to prove value.

Ten minutes in, I realized I was losing them.

They weren’t asking about product features. They weren’t reacting to benchmarks. They weren’t interested in “what our solution does.” They wanted to talk about strategy. Market positioning. Risk mitigation. Internal politics. And when the CFO asked, “What are you helping us avoid next quarter?” I didn’t have a crisp answer. I froze.

I didn’t lose the deal that day. But I didn’t win their trust either.

And that’s when it hit me: selling to executives isn’t about presenting solutions. It’s about proving strategic relevance.

Since then, I’ve sold to hundreds of C-level decision-makers across five continents—from SaaS founders in New York, to CIOs in Dubai, to CFOs in Mexico City, and managing directors in London. I’ve closed over $40 million in enterprise contracts, and I’ve coached SDRs and AEs who struggled to break into the C-suite—until they started shifting from seller to strategic partner.

As Brent Adamson (co-author of The Challenger Sale) once said, “The best sellers don’t just deliver insight. They disrupt thinking.” That’s what this guide is about: equipping you with the mindset and tools to stop pitching and start leading executive conversations with clarity, control, and commercial impact.

Understanding the Executive Mindset: What I've Learned From Hundreds of C-Suite Meetings

If you walk into a C-level meeting thinking it’s just a higher-stakes demo, you’ve already lost.

I learned this the hard way.

Years ago, I landed a rare opportunity: a one-on-one with the CEO of a billion-dollar logistics company in LATAM. I’d done the research, practiced my opener, even rehearsed objections. But five minutes in, he leaned back in his chair, raised his eyebrows, and said something that changed my approach forever:

“That’s all fine — but, tell me why this matters now.”

Not what my product did. Not how it worked. But why now? And more importantly, why him?

That moment cracked something open for me. Because selling to C-level executives isn’t about transferring information. It’s about transferring strategic urgency.

Here’s the core shift: Executives don’t care about how your solution works. They care about how it protects or advances their priorities.

C-Level Thinking Is Rooted in Tradeoffs and Timing

Over the past 17 years, I’ve sold to CEOs, CFOs, CIOs, CMOs, and Heads of Strategy worldwide. There’s a pattern I see every time.

Executives think in frameworks. They make decisions based on tradeoffs. They are not interested in features. They’re interested in outcomes. They don’t want to know what’s possible. They want to know what’s probable.

That means when you walk into a C-level sales conversation, your job is not to educate them on your solution. It’s to connect the dots between their strategic priorities and your business impact.

According to a Forrester report, 62% of executive buyers say sellers lack insight into their business. That’s the gap. And that’s the opportunity.

You Need to Speak the Language of Risk and Return

Most sales conversations operate at the tactical level. Executive sales conversations live at the intersection of risk, revenue, cost, and timing.

When I sell to operational leaders, I talk in terms of efficiency gains, time-to-value, and change management. When I meet with a CFO, I anchor around the cost of delay, margin protection, and budget prioritization. When it’s the CEO, I zoom out even more: market timing, competitive threat, and category differentiation.

You’re not just selling a product. You’re helping them place a bet. And, the clearer you are about the upside and the downside, the more trust you earn.

Here’s the Controversial Take: Scripts Don’t Work in the C-Suite

I know that goes against a lot of sales training. But, I stand by it.

Scripts are great for new reps. They help with structure. However, when I’m walking into a room with a C-level decision-maker, I toss the script. That’s because executives can smell rehearsed from a mile away.

Instead, I prep using mental models and deal-specific scenarios. I ask myself:

“What pressure is this person under right now?”

“What’s the internal political risk if they say yes or say no?”
“How can I help them look smart in front of their board?”

That’s what real preparation looks like at this level. As Anthony Iannarino puts it: “You’re not there to sell a product. You’re there to sell a better future.”

If you can’t define what that future looks like in terms they care about, you’re not ready for the meeting.

The Executive Mindset Is Fast — But Not Rushed

This is a nuance most reps miss: C-levels move fast, but they don’t make rushed decisions.

That means you need to lead the meeting with clarity, not clutter. Open with the insight. Lead with the risk. Map the path forward early.

In my highest-converting executive meetings, I always do three things in the first 90 seconds:

Reframe the context in their world.

Clarify the outcome, I believe they care most about.

Ask a strategic question that proves I’ve done my homework.

When I follow that rhythm, I move from vendor to thought partner — fast. Once you’ve earned that position, the entire conversation changes.

Before the Meeting: My Proven Preparation Process

You don’t get a second shot with a C-level executive. That’s why I treat every executive meeting like a campaign — high stakes, no fluff, and zero guesswork.

Over the years, I’ve built a prep process that’s helped me close $40M+ in enterprise deals across LATAM, the Middle East, and the U.S., and more than $406K in early-stage revenue for startups that had no brand equity to lean on. I’ve used this same framework whether I was walking into the CEO’s office at a Fortune 500 company or jumping on a VC-funded founder’s calendar for a 15-minute call.

Below is my playbook for preparing. It’s not about Googling their name five minutes before the meeting. It’s about showing up as someone who belongs in the room.

Step 1: Research the Executive’s Current Context

This isn’t surface-level LinkedIn scanning. I go deep.

I start by answering three core questions:

What macro challenge is this exec facing right now?

What internal priority might this solution touch?

What would make this conversation feel worth 30 minutes on their calendar?

I review the company’s most recent press releases, investor updates, and leadership transitions. I read the executive’s interviews or authored content (LinkedIn posts, podcast appearances, earnings calls). If they’ve said, “We’re focused on expanding in LATAM,” then you can bet my opener references go-to-market localization — because I’ve done that in four languages.

When I walk in, already showing that understanding, the dynamic shifts. I’m no longer an interruption. I’m a strategic input.

Remember: Context is the new closing technique. I know most sales teams skip this step and wonder why they get ghosted.

Step 2: Identify the Executive’s Personal Success Metrics

C-suite leaders don’t buy tools. They buy outcomes. And, those outcomes are personal. A CFO might care about cost avoidance this quarter. A CRO might be under pressure to fix a pipeline hygiene issue. A COO might be tied to operational KPIs like time-to-resolution or onboarding cost.

I tailor my messaging around what they care about, not what I want to sell.

Here’s what I ask myself:

What metric are they being evaluated on this quarter?

How does my solution make them look smarter, faster, or more future-ready?

What’s the unspoken internal risk if they make the wrong call?

I even built a cheat sheet with:

Their top 3 potential goals

Their likely blockers

1 insight that connects what I do to what they’re trying to achieve

Bonus: I write my first-line cold opener using this prep. That means even if I never land the meeting, my outreach still positions me as thoughtful, not transactional.

Step 3: Build a Strategic Agenda, But Keep It Buyer-Led

Executives hate two things: wasted time and vague meetings. So, I set a clear, tight agenda before the call, then frame it in a way that serves them, not me.

Here’s my structure:

“I’d love to start by understanding how you’re approaching [priority X] this quarter.”

“From there, I can share what we’ve seen work in similar companies in [industry].”

“If there’s interest, I can walk through a few outcomes we’ve helped others achieve—and what that might look like for your team.”

I send this agenda ahead of time in my calendar invite and email follow-up. Why? Because it primes the call, lowers resistance, and increases show rates (mine are consistently under 18%).

Controversial take: I don’t walk into exec meetings with a discovery sheet. I walk in with a narrative. And, that narrative starts with the exec, not with me.

Step 4: Pressure-Test the Value Prop Before the Call

This is one most sellers skip, and it costs them the deal.

Before any C-level meeting, I challenge my own pitch:

“If this executive asked, ‘Why now?’, do I have a one-sentence answer?”

“Can I explain the impact in their language, not mine?”
“Is there a quantifiable risk of not acting?”

If I can’t answer those questions clearly, I go back and tighten the value proposition.

Example: Instead of saying, “We help teams streamline collaboration.” I say, “We helped a distributed ops team reduce project delays by 22% in Q1—without adding headcount or changing their workflow.”

As the Challenger model teaches, insight wins over information. And executives? They pay attention when the insight costs them something if ignored.

Step 5: Rehearse Like an Operator, Not a Performer

I don’t memorize a script. I rehearse my flow.

I mentally walk through the meeting like an athlete visualizing a race. I prep for likely objections (“We already have a solution,” “We’re in budget review”) and match them with business-first counters.

I review the agenda and the call plan out loud. I say my opener to a peer, or record myself and play it back. If I weren’t impressed hearing it from someone else, I would rewrite it.

I’ve coached dozens of reps who stumbled through their first exec meeting because they thought “winging it” was confident. It’s not. It’s reckless.

Executives respect prep. And they can tell who’s done it by the second sentence out of your mouth.

During the Meeting: Executive Conversation Strategies I've Refined Over Time

Let’s be real: C-level conversations aren’t like your average sales call. I’ve had to learn that the hard way. They don’t care about your product. They care about how it protects or advances the business. Period.

And over the last 17 years, I’ve refined a few critical strategies that have helped me stay in the room, win their trust, and drive real executive conversations that convert. Let me break it down for you step by step.

Open with context, not credentials

When I first started selling to executives, I used to think I had to prove myself in the first 60 seconds. I’d rattle off my experience, my company’s logos, and my metrics. Guess what? They didn’t care.

What shifted everything for me was realizing that executives value relevance over resumes.

So now, I open with this: “Here’s what I’m seeing in your space right now — and here’s why I reached out.”

I center the conversation on their world, not mine. Their timing, not my targets. And that one change gets me better engagement in the first 2 minutes than any pitch deck ever has.

Data backs this up: A Harvard Business Review study found that 90% of C-suite execs say they “never” respond to cold outreach that isn’t personalized to their business context.

Lead with questions that spark insight, not interrogation

Here’s something I’ll debate any day: The best executive sellers don’t ask more questions. They ask better ones.

When I’m in the room with a CEO, I don’t ask about their “current tech stack.” I ask, “What’s one initiative this quarter that feels high-risk but unavoidable?” Because that’s what’s keeping them up at night. And when they answer, I listen like a strategist, not just a seller.

Here are three question frameworks I’ve found powerful in C-level meetings:

Impact Framing: “If this doesn’t get solved, what’s the downstream effect six months from now?”

Comparison Insight: “What’s changed since the last time your team tried solving this?”
Ownership Trigger: “If this works, who benefits the most, and who gets the credit?”

These questions position you as a business partner, not a product pusher.

As The Challenger Sale co-author Brent Adamson says, “The best reps teach customers something new about their business.” That’s your job in a C-level meeting: not to discover problems, but to reframe them.

Anchor the conversation in business value, not features

When I meet with execs, I reframe everything in their language:

“This isn’t about automation—it’s about reducing human error by 38% in your current workflow.”

“This isn’t about dashboards—it’s about faster decision-making across departments.”

I bring metrics, ROI, and industry benchmarks. And when I don’t have exact numbers, I offer assumptions based on similar companies: “Based on what we saw with [Peer Company], this might look like a 12–18% improvement in your customer onboarding time.”

Here’s my golden rule: If the value isn’t framed in their scoreboard, it doesn’t land.

Manage the clock, but let the conversation breathe

I used to cram everything into a 30-minute slot, thinking more info = more value. But the truth? C-level buyers don’t want a firehose. They want a signal.

Now, I do three things every time:

Set clear checkpoints: “We’ve got 30 minutes. Want to spend the first 10 unpacking the challenge?”

Build in space: I leave room for silence. Executives often pause to think, and that’s where the gold lives.

Adapt in real-time: If we hit a moment of alignment, I go deeper—even if that means skipping the demo. I prioritize impact over agenda.

And I always ask, “Is this direction helpful—or should we pivot to what’s most top-of-mind for you?”

This single question signals respect, adaptability, and strategic alignment.

Close with clarity and commitment

Here’s where most reps fumble: they end the meeting with “I’ll follow up with some next steps.” That’s weak. Executives don’t want homework. They want decisions.

So I close by recapping what we uncovered and aligning on what’s next:

“Based on today, here’s what I heard: [Recap pain + impact]. If we’re aligned on solving this, the next step is [insert next step]. Sound good?”

This approach gives them the power, but it gives me the momentum.

When I started using this format, my post-meeting drop-off rate decreased by over 40%. Because the exec left the meeting knowing exactly where we were going — and why it mattered.

Making the Executive Sale

One of the biggest shifts in my career didn’t come from a new pitch deck or a clever line in a cold call. It came from sitting across from a CEO who said something I’ll never forget, “I don’t need another vendor. I need someone who can help me think better.”

That hit me hard. Because up until that moment, I thought I was doing everything right. I had the slide deck. I had the numbers. I had the case studies polished and ready. But what I didn’t have was the right to lead the conversation at the executive level.

That meeting didn’t end with a deal. It ended with a wake-up call. I walked away realizing that selling to C-level executives isn’t just another stage in the funnel. It’s an entirely different game.

So no, I don’t show up to impress C-level executives anymore. I show up to serve them. I show up with insight. With questions. With respect for their time — and a strategy to make it worth their while.

If you’re still chasing titles and hoping a better product demo will win the day, it’s time to rethink the game. Because at this level, sales isn’t about being liked. It’s

The best AI agents for sales on the market — here’s what I tested and expert takes

Kiran Shahid — Tue, 22 Jul 2025 13:00:00 +0100

Last year, I hit a wall trying to scale sales as a solo consultant.

I was doing strategy calls, sending follow-ups, chasing proposals — basically playing rep, manager, and ops lead all at once. Hiring wasn’t an option, and most tools I tried just added dashboards, not real help.

So I started experimenting with AI sales agents. Not just CRMs with a chatbot, but tools that could actually prospect, write personalized outreach, track replies, summarize calls, and move deals forward without me hovering.

In this article, I’ll explain what AI agents for sales are and highlight 10 tools that can take repetitive tasks off your plate.

Table of Contents

What are AI agents?

The 10 AI Agents for Sales I’d Recommend Right Now

Why AI Agents Are No Longer Just a “Nice-to-Have”

What are AI agents?

AI agents for sales are task-specific tools trained to perform actions a rep would normally handle manually like sourcing leads, writing follow-ups, updating CRM fields, or summarizing calls. Unlike general AI assistants that answer questions or draft content, these agents are built into your sales stack and act based on real-time data.

Think of them as software-based team members built to handle repetitive, time-sensitive sales tasks at scale, freeing you up to focus on higher-value activities like selling, strategy, and closing deals.

The 10 AI Agents for Sales I’d Recommend Right Now

There are dozens of tasks that eat into your day — researching leads, updating the CRM, writing follow-ups, chasing next steps — all before you even get to selling. The average sales rep even loses two days a week on admin and paperwork tasks.

This is a breakdown of 10 AI agents for sales I’d recommend to any founder or sales leader who needs real support, not another platform to babysit.

1. Breeze by HubSpot

Best for: Sales professionals already using HubSpot who need to streamline their workflow and automate repetitive tasks.

I’ve been exploring Breeze by HubSpot as a way to streamline sales without piling on more tools — or more people. It’s not trying to replace reps. Instead, it works more like a behind-the-scenes assistant that nudges you toward next steps, generates outreach, and keeps deals moving without you having to babysit every task.

What stood out to me is how it folds into my existing workflow. Breeze pulls in real-time data, suggests actions, and surfaces insights that would usually take me hours to find. It’s especially helpful for handling small but time-consuming tasks, like organizing contacts or prioritizing leads.

It’s still early-stage in some ways, but Breeze has helped me spend less time toggling between tools and more time actually talking to potential clients.

Pros

Shortens forms using Breeze matching.

Integrates into HubSpot’s existing ecosystem.

Saves time on small repetitive tasks (e.g., writing workflow descriptions).

Enriches target account data accurately.

Builds basic reports with minimal effort.

Pricing

You can start using Breeze Copilot and a selection of core Breeze features for free within HubSpot. More advanced AI tools — like Breeze Agents and deeper automation capabilities — are included with premium tiers of HubSpot’s platform. Breeze Intelligence is available as an optional add-on for those on a paid HubSpot plan.

2. Gong

Best for: Sales teams looking for conversation intelligence to improve coaching, call analysis, and follow-up processes.

Source

I haven’t used Gong personally, but it’s hard to ignore how often it shows up in sales circles — especially on LinkedIn. Gong records and analyzes your sales conversations to spot patterns, objections, competitor mentions, and deal risks.

Josh Hargett, senior account executive at Omnisend, loves Gong for its call summaries:

“Gong call summaries are the most helpful piece of AI so far. If I have a few back-to-back calls and do not have time to complete my notes or send a follow-up, Gong will use AI to summarize the call and remind me of next steps.”

In another example, Hargett shared how Gong saved a colleague during a packed day of demos:

“Once, a colleague had three demos back-to-back and didn’t have time to send a proper follow-up. Gong had already summarized each call and flagged the key next steps, so the rep just reviewed and sent personalized recaps right after the third call. Without AI, those follow-ups might’ve been delayed or rushed, which could have slowed the whole deal down.”

Sales leaders are noticing too. Adam Weitzman, who heads enterprise sales at workforce management system Rippling, praises how well it surfaces customer insights you’d usually miss unless you were shadowing every call.

Source

Its detection tech recognizes layered concepts — like risk signals, stakeholder hesitation, or competitor threats — and brings those to the surface automatically. That kind of visibility across calls, emails, and meetings means reps and managers don’t have to guess what’s really happening in a deal.

Gong AI also generates follow-ups, account briefs, and internal updates that actually reflect where the deal stands. It helps prioritize next steps, flags stuck deals, and suggests ways to re-engage based on real conversation data.

On top of that, Gong updates the CRM for you, detects coaching gaps, and even predicts revenue outcomes using hundreds of behavioral signals. It’s like giving your team a strategist, assistant, and coach — all in one.

Pros

Analyzes sales calls to surface coaching insights like monologuing or interrupting.

Searches transcripts with AI-driven keyword tracking.

Accelerates onboarding through top-performing call examples.

Locates call recordings and transcripts efficiently with an easy to use interface.

Cons

Delays or misses call recordings occasionally.

Misses key moments in transcriptions and screen-sharing.

Limits customization options for analytics and insights.

Pricing

Custom pricing available upon request.

3. Clay

Best for: Outbound sales teams that need powerful, customizable lead generation and enrichment capabilities.

I’ve used Clay to build highly targeted lead lists, and out of all the tools I’ve tested, it’s easily one of the most powerful when it comes to sourcing and enriching prospect data. It’s more like a no-code data engine for outbound.

You start with inputs like LinkedIn URLs, company names, or even just job titles, and Clay lets you layer in enrichment from dozens of sources like Clearbit, Apollo, BuiltWith, LinkedIn, and more.

You can run bulk lookups, filter by specific attributes (like technologies used or funding stage), and then automatically clean, score, and route those leads into your outreach tool.

What makes it stand out is the flexibility. Jesse Ouellette, founder of prospecting platform LeadMagic, raves about how many use cases you can squeeze out from Clay.

Source

You can create complex automations using simple logic, without code. If you’re serious about outbound and want full control over your lead sourcing, Clay is the kind of tool you build your system around.

Pros

Builds lead lists with multi-source waterfall enrichment (mobile numbers, emails, and more).

Integrates with tools like ChatGPT to automate personalized outreach and follow-ups.

Scrapes websites, enriches datasets, and creates custom workflows without code.

Automates lead scoring and sales trigger monitoring.

Cons

Has a steep learning curve — can feel overwhelming without a technical background or onboarding support.

Requires manual verification at times, especially for custom fields.

Demands clear outbound processes and lead criteria before full utilization.

Pricing

Free

Starter: $149/month

Explorer: $349/month

Pro: $800/month

4. Clari

Best for: Revenue leaders and sales managers who need accurate forecasting and pipeline visibility.

Clari is a revenue intelligence platform built for sales leaders and RevOps teams who need a clear, data-backed view of what’s happening after leads enter the pipeline.

Justin Herrin-Knapp, full cycle account executive at Whippy.ai, relies on Clari’s AI to take the pressure off post-meeting admin work.

“I rely extensively on Clari for its AI-driven meeting recordings, automated note-taking, personalized follow-up email suggestions, and powerful search capabilities,” he says. “This has significantly improved the speed and quality of my post-meeting communications.”

He shared a recent experience that shows how Clari supports in-the-moment execution:

“Recently, I had a critical demo with a high-value prospect. Using Clari’s AI capabilities, the system instantly transcribed the meeting, identifying key insights and objections in real time. Immediately afterward, Clari suggested a personalized follow-up email referencing exact points from our discussion. Previously, I’d have to rely on manual notes or revisit call recordings, making timely and precise follow-ups significantly harder.”

Clari’s AI flags risks early — like low activity on a high-value deal — and helps managers coach based on patterns across teams, stages, and timeframes.

If you’re tired of chasing down updates before every forecast call or second-guessing where you’ll land this quarter, Clari is built to give you the visibility and confidence you’re probably missing.

Pros

Customizes platform features with user-friendly interface.

Summarizes opportunity activities comprehensively.

Organizes metrics into clear categories for tracking with the collections feature.

Cons

Requires browser refreshes for updated information.

Experiences integration bugs with certain platforms (like Groove).

Provides limited utility for individual reps.

Pricing

Custom pricing available upon request.

6. Crystal

Best for: Sales professionals who want to personalize outreach based on prospects’ communication preferences and personality traits.

Crystal is a personality AI tool built for sales teams who want to tailor their messaging based on how prospects naturally communicate and make decisions. I’ve used it during outbound campaigns — especially when I’m reaching out to execs I haven’t spoken to before.

For example, here’s an evaluation of my own profile:

If I’m unsure whether to keep the tone direct, collaborative, or more data-driven, I’ll run their LinkedIn profile through Crystal. It gives me a quick read on how they likely think and respond, along with do’s and don’ts for messaging.

The Chrome extension makes it easy to use directly in Gmail or LinkedIn. It even suggests sentence edits based on a prospect’s communication style. Some profiles are surprisingly spot-on — it once flagged a VP as highly results-driven and low-patience, so I led with a clear ROI stat and got a reply within the hour.

That said, it works best when there’s enough public data to analyze. For quieter profiles, the results can feel more generic.

Pros

Generates personality profiles for tailored outreach.

Integrates with LinkedIn, Gmail, and CRMs seamlessly.

Helps write more effective messages by adjusting tone, structure, and focus.

Provides playbooks based on DISC profiles.

Cons

Decreases in accuracy with limited prospect data.

Generalizes assessments for low-data profiles.

Experiences Chrome extension bugs occasionally.

Pricing

Free

Premium: $49/month

Business: Custom

Enrichment: Custom

7. Lavender

Best for: Sales reps who want to optimize their email outreach for higher response rates with minimal effort.

I use Lavender when I’m sending cold emails and don’t have time to second-guess every line. It helps me tighten the message, adjust the tone, and make sure the core value lands fast — especially when I’m writing to execs who skim.

The scoring system gives instant feedback on deliverability, tone, length, and structure, so I’m not flying blind.

What I’ve found most helpful is the mobile preview. A lot of prospects read emails on their phones, and Lavender makes sure the key info doesn’t get buried. I also use it to streamline personalization — pulling in CRM data and nudging me to get more specific without adding extra steps.

It’s not always perfect; now and then it’ll suggest something that feels a little robotic. But overall, it’s helped me cut my email writing time in half — and boosted reply rates when I stick to its recommendations.

Pros

Provides a straightforward interface with accessible features.

Improves deliverability through real-time scoring.

Optimizes messages for mobile reading.

Teaches effective email writing principles.

Cons

Suggests irrelevant or generic personalizations occasionally.

Prices higher than alternatives for small teams.

Limits usefulness outside email workflows.

Pricing

Free

Starter: $29/month

Individual Pro: $49/month

Team: $99/month

8. Fireflies

Best for: Teams that need accurate meeting transcription, organization, and follow-up automation.

Fireflies automatically joins my interview calls with subject matter experts, and it’s become one of those quiet tools that saves me hours every week.

It records the conversation, transcribes it almost instantly, and sends the transcript and summary directly to my inbox. Instead of scribbling

Cold calling: What it is & how to do it right

Diego Mangabeira — Tue, 22 Jul 2025 13:00:00 +0100

I still remember the first cold call that truly humbled me.

Not the first one I ever made — that one was bad, sure, but I was too naive to realize it. I’m talking about the first call where I thought I was prepared. I had the script and the pitch — and even their LinkedIn open. And still … the moment they picked up, I choked.

The decision-maker — a VP at a growing tech firm — answered with a skeptical “Hello,” and I launched into my opener. Within 20 seconds, he cut me off with a polite but firm, “Diego, I’m going to stop you right there. I don’t take cold pitches.” Click.

Now, I could’ve blamed him. I could’ve said, “He just wasn’t open” or “He doesn’t get it.” But the truth was: I wasn’t relevant. I was talking at him, not to him. That call taught me one of the hardest truths in sales:

No one owes you their attention. You earn it — word by word.

Since then, I’ve made thousands of cold calls to everyone from Fortune 500s to seed-stage startups. And I still believe in cold calling. Not because it’s easy, but because it works if you respect the craft. And that’s where most reps — even smart, well-intentioned ones — mess up. They treat cold calls like interruptions instead of opportunities. They either ramble through a script that sounds like it was written in 2009, or worse, they wing it, hoping personality alone will land the meeting.

That’s not how you sell in 2025. And that’s not how I coach my clients — or run my own pipeline. So this post? This isn’t theory. It’s a field-tested, experience-backed guide on how to cold call in today’s sales environment — using real-world scripts, updated stats, and strategies I’ve battle-tested across industries.

So if you’re tired of relying on luck, scripts that feel stale, or openers that go nowhere, this guide is for you.

Let’s break it all down.

Table of Contents

What is cold calling?

Why is cold calling done by sales professionals?

How to Cold Call

What is cold calling?

Cold calling is one of those terms that instantly sparks debate in sales circles. Some see it as outdated. Others treat it like a badge of honor. Me? I see it as a high-skill, high-resistance channel that, when done right, can still open more doors than most people give it credit for.

At its core, cold calling means picking up the phone and starting a sales conversation with someone you’ve never spoken to before. No email warmup. No mutual connection. Just you, a phone, and a shot at capturing attention in the first 30 seconds.

Sounds brutal, right? That’s because it is — when you treat it like a numbers game. But when you approach it like a craft? That’s when cold calling becomes a strategic weapon.

In this article, you’ll learn:

Why cold calling still works — and when it doesn’t.

How to structure your calls for impact, not just activity.

What to say in the first 15 seconds (and what not to).

The exact scripts I’ve used to book meetings with VPs, founders, and buyers who “don’t take cold calls.”

How to handle rejection, objections, and gatekeepers with empathy and control.

Why Most Cold Calls Fail (and What I Learned From Bombing My First 100)

I’ll be honest: My first few months of cold-calling were a bloodbath. I was dialing dozens of strangers a day with nothing but a generic pitch and a tight smile. I was told to “just push through the no’s.” But no one told me how to turn those no’s into opportunities.

Eventually, I stopped reading scripts like a robot and started thinking like a strategist. That’s when everything changed. Because cold calling isn’t about pushing a product. It’s about creating relevance fast enough to earn trust — and a few more minutes of someone’s time.

Over the years, I’ve learned to treat cold calling like chess, not checkers. It’s less about what you say and more about how quickly you can meet the prospect in their mental context. That’s where the magic happens.

Yes, cold calling still works — and the data proves it.

Let’s clear something up: Cold calling isn’t dead. Far from it.

According to RAIN Group’s 2023 report, live phone conversations remain one of the top five most effective prospecting tactics. And Cognism’s latest data shows that cold calling conversion rates doubled from 2% to 4.82% over the past year. That’s a 140% improvement. Why?

Because fewer reps are doing it well, which means there’s less noise and more space for those who know how to stand out.

Even Gong found that when a rep follows up a cold call with an email, reply rates increase from 1.81% to 3.44%. That’s a 90% lift — just by pairing the phone with another touchpoint. In other words, cold calls amplify your outbound motion. They don’t exist in isolation — they multiply your reach.

The Real Definition of Cold Calling (From Someone Who’s Done It for Years)

Forget the textbook version. Here’s how I define cold calling today:

Cold calling is the art of starting relevant conversations at scale — with people who don’t know you but need what you offer.

And I say “art” intentionally. Because this isn’t just about dialing. It’s about pattern recognition, emotional intelligence, timing, and confidence. It’s about knowing when to press, when to pause, and when to pivot.

Great cold callers don’t just pitch. They provoke curiosity. They show up with clarity, not desperation. And most importantly, they treat every call like a conversation worth having — even if it doesn’t convert right away.

You don’t win on charm. You win on clarity.

You don’t close with pressure. You close with precision.

And above all, you don’t improvise your way into trust. You prepare for it.

Cold calling is still the fastest path to real-time feedback.

Here’s something most playbooks won’t tell you: Cold calling isn’t just about lead generation. It’s about insight generation.

Every call gives you live, unfiltered feedback on your messaging, your positioning, your timing, and your tone. There’s no faster way to pressure-test a new value proposition than saying it out loud to 50 strangers. And if your pitch survives that, trust me — it’ll survive anything.

That’s why I tell every founder, SDR, and marketer I coach: Cold calling is a diagnostic tool, not just a sales tactic. If you’re struggling to get traction in the market, pick up the phone. You’ll learn more in three hours than in three months of passive research.

Cold calling isn’t dead — lazy cold calling is.

Cold calling isn’t dead. Let me be clear about that. The data doesn’t lie — and neither does the pipeline. Done well, a cold call can still be the fastest way to book a high-value conversation with a C-level decision-maker. But what’s dead is the old way of doing it. The robotic pitches. The generic “Did I catch you at a bad time?” openers. The fake rapport.

If you’re still treating cold calls like a volume game, it’s no wonder they’re not working. Today’s prospects can smell a spray-and-pray pitch from a mile away. But when you come in with intent, context, and empathy? You’re no longer an interruption. You’re a signal.

Cold calling isn’t for everyone. It’s uncomfortable. It’s unpredictable. And it forces you to get better — or get off the phone. But that’s exactly why I still do it. Because in a world of templated emails and automated sequences, the fastest way to build trust is still one-to-one conversation.

And that starts with the courage to dial.

Why is cold calling done by sales professionals?

There’s something brutally honest about cold calling. No marketing fluff. No nurture flow. Just a conversation between two humans — one with a solution, the other with a problem they may not know they have yet. That’s why I still believe cold calling is one of the purest, fastest, and most revealing channels in sales.

So, why do sales professionals keep cold calling in 2025, even with AI tools, inbound funnels, and automated sequences at our fingertips?

Simple: Because it works when done right, and no other channel gives you real-time feedback at scale like the phone does.

Let me explain.

1. Cold calling creates conversations at scale.

I’ve run outbound campaigns for startups, agencies, and enterprise firms. And no matter the tech stack — email, LinkedIn, chatbots, carrier pigeons — phone calls consistently bring in 20–30% of our qualified conversations when executed with skill and precision.

And the data backs that up.

According to Cognism’s 2024 Cold Calling Report, the average conversion rate for cold calls has jumped to 4.82%, up from 2% just a year prior. That’s a 140% increase — because reps who stuck with it got sharper while others gave up too soon.

And cold calls don’t exist in isolation either. Gong’s research shows that a phone call before or after an email doubles the response rate. When the voice and the inbox work together, you build recognition and trust.

I’ve seen this firsthand. When my SDR team leads with a well-researched cold call, even if it goes to voicemail, our reply rates on follow-up emails consistently jump by 60–70%.

2. The phone forces relevance (and rewards preparation).

Cold calling isn’t about spamming a list. It’s about showing up with context and conviction. That’s why sales professionals still do it — it forces them to get closer to the customer.

Here’s the thing most people miss: Cold calling reveals in seconds whether your message lands or not. There’s no hiding behind a clever subject line. If your offer is unclear, irrelevant, or misaligned, you’ll know instantly — because the prospect will hang up.

But that feedback loop is gold.

When I want to test a new positioning statement, I don’t start with a landing page. I start with 50 calls. Because the phone doesn’t lie.

As Jason Bay, founder of Outbound Squad, says, “Cold calling is the only sales channel where you get instant rejection, instant validation, and instant improvement. That’s why it’s still a core skill — because the best sellers crave that level of feedback.”

I couldn’t agree more.

3. It builds muscle where it matters: Objection handling.

Want to see if your sales team has real selling skills? Don’t look at their email templates. Listen to their cold calls.

In cold calls, there’s no time to Google a rebuttal. You either know how to de-escalate resistance, reframe the objection, and guide the conversation forward — or you don’t.

I’ve trained hundreds of reps, and nothing accelerates learning like cold call roleplays. It sharpens the reflexes you need to succeed at every other stage of the funnel. If you can handle “We already have a vendor” live, you’ll crush it in a discovery call.

And there’s a mindset shift here, too. Cold calling teaches you not to fear rejection, but to expect it. That kind of psychological resilience turns reps into closers.

4. It reaches buyers that other channels miss.

Let’s be honest: Inboxes are overcrowded. LinkedIn DMs are flooded. Social feeds are noisy. But phones? Still underutilized.

When I target VPs and C-level execs in more traditional industries — construction, logistics, finance — cold calling isn’t just effective. It’s often the only way to cut through.

These are people who don’t scroll through newsletters all day. But they will answer a direct, relevant call if it sounds like someone who did their homework.

And when you do get through? The conversion path is faster. I’ve booked meetings with CFOs in under 60 seconds on the phone — meetings that would’ve taken 12 touchpoints over email.

5. Cold calls sell the next conversation.

I’ll say something controversial: A cold call is not about discovery. It’s about selling the next step.

I’m not trying to solve the whole problem on the first call. I’m trying to earn the right to go deeper. That means positioning the meeting, not the product.

The reps who succeed don’t ask 10 questions. They create urgency. They show a glimpse of value. They make it easy to say “Yes” to 15 more minutes.

Here’s how I like to frame it: Cold calls are like movie trailers. You’re not selling the whole film — you’re selling the seat in the theater.

If you focus the call on why now, not what we do, your meeting book rate will jump.

6. Cold calling isn’t dying. It’s evolving.

Cold calling isn’t outdated — it’s misunderstood.

The reason sales professionals still do it is because it’s fast, measurable, and brutal in the best way. It exposes bad messaging. It builds stronger reps. And when layered with smart outbound systems, it fuels pipeline like no other channel can.

I don’t cold call because I like rejection. I cold call because it builds skill, character, and revenue. And when those three things align? You’re not just dialing numbers. You’re driving growth.

How to Cold Call

Research like a sniper, not a tourist (AKA Why I never pick up the phone without context).

When I first started cold calling, I used to dial with a mix of nervous energy and hope. I thought enthusiasm could make up for a lack of context. It didn’t. I burned through good leads by winging it. What changed everything for me was treating each call like a micro-campaign, not a shot in the dark.

Before I call anyone, I dig. I look into the person, the company, the tech stack, their latest product launch, and even who they’ve recently hired on LinkedIn. I check if they raised a round, expanded into a new market, or just got regulatory approval.

Why? Because when I say something like “I saw you just rolled out usage-based pricing — curious how that’s impacting your onboarding funnel,” the tone of the conversation instantly shifts. It tells them: I did my homework. I’m not here to pitch you. I’m here to help you think.

Buyers don’t hang up on relevance. They hang up on scripts that sound like they could be sent to anyone.

Build a script you can improvise with — not one you’re shackled to.

I used to think sales scripts were for robots. But then I realized something: The best jazz musicians master their scales so they can break the rules. Same thing in sales.

I write and rewrite my cold call scripts like I’m tuning a performance. I don’t read them line by line — I internalize the flow. I map out objections before they come. I pre-frame my CTA so it feels like a natural next step, not a jump scare. I even rehearse awkward silences so I don’t panic when they happen.

The goal is never to sound scripted. It’s to sound prepared. Confidence on a cold call doesn’t come from personality — it comes from repetition. And a great script is the foundation that lets your personality shine through.

Lead with something they just did, not something you want to do.

One of my highest-converting cold opens ever started with: “Saw your CEO talking about expansion into LATAM on a podcast last week. I work with similar companies post-expansion to help sales teams localize without losing momentum — is that something on your radar?”

That line got me a meeting, but more importantly, it earned respect. Because relevance is earned, not assumed. I always try to anchor my opening in something timely: a recent blog post, a market shift, a customer announcement, a tech stack addition. It shows that I’m not interrupting — I’m aligning.

Most cold calls fail in the first 15 seconds. Mentioning something specific, recent, and relevant is your best chance to beat the default reflex of “Sorry, not interested.”

Don’t fear rejection anymore.

Rejection used to hit me hard. Now, it teaches me. I track not just the “no’s,” but the why behind them. Did I come in too strong? Was the timing off? Did I fail to personalize? Every rejection carries a clue.

I’ve been hung up on mid-sentence. I’ve had prospects who sounded annoyed just to be breathing the same air as a sales rep. That used to rattle me. Now, I take a breath, reset, and move on. Because rejection isn’t personal — it’s data. The sooner you embrace that, the faster you grow.

You’re not trying to win every call. You’re trying to win the right ones — and that means powering through the wrong ones without losing your rhythm.

Time your dials like a trader watching the market.

Cold calling isn’t just about what you say — it’s about when you say it. I’ve tested every time slot imaginable, and here’s what’s worked best for me: mid-morning (between 10:00–11:00 AM) and late afternoon (4:00–5:00 PM), in the prospect’s local time.

But timing goes beyond the clock. I also look at company events. Did they just hire a new VP of sales? Did they attend a trade show? Did they roll out a new product? These aren’t just news items — they’re openings.

When you call during transition points — moments where decisions are being made — you become part of that decision-making process. Time it right, and you’re not cold calling. You’re showing up exactly when they need you.

Open with the reason you’re calling, and say it with clarity, not as an apology.

If there’s one thing that’s helped me earn time on a cold call, it’s getting straight to the point. My go-to line? “The reason for my call is simple…” Then I tie it directly to a challenge I believe they’re facing or an outcome they want.

No fluff. No fake rapport. Just clarity.

Gong’s data backs this up — calls that start with a clear reason are 2x more likely to lead to positive outcomes. And from my own calls? I’d say the difference is even greater. Executives respect decisiveness. They don’t want you to charm your way in. They want you to respect their time and make it worth their attention.

Turn cold calls into mini work sessions — not pitches.

This one took me years to learn: Cold calls that feel like one-way pitches die fast. Cold calls that feel like two-way problem-solving sessions? That’s where the magic happens.

When I started adding interactivity — like sharing a quick stat, asking for a reaction, or referencing something on their site — the engagement shifted. They weren’t just listening; they were thinking with me.

Now, I try to make every cold call feel like a mini working session. Even 90 seconds of real thought partnership creates momentum. Prospects don’t remember salespeople. They remember the moments when someone helped them think differently.

Sell the next step, not the whole vision.

Here’s the mistake I made early on: trying to sell the whole deal on the first call. That’s too much, too soon. Cold calls aren’t for closing. They’re for opening.

My only goal on a cold call is to sell the next step — usually a 20–30 minute discovery call. That’s it. I don’t drown them in features. I focus on value alignment, timing, and curiosity. If they feel intrigued and see potential, I’ve won.

It’s like dating — you’re not proposing on the first meeting. You’re asking for a coffee.

Use every call as a rehearsal for the real thing.

Every cold call I make is a chance to get sharper. I track my opener’s conversion rate. I test CTAs. I log objections and build respo

Do you need a business owner’s policy? Here’s who BOPs work for and what they cover (+ expert tips)

Michelle Lodge — Mon, 21 Jul 2025 13:00:00 +0100

Insurance gives you an extra layer of coverage when life throws an emergency your way — whether that be a run to the doctor, the mechanic, or the dentist. If you own a business, you can tap into that extra protection with a business owner’s policy.

In my years reporting on business and finance, I’ve learned that launching a business is fraught with challenges. Business owner’s policies are one type of insurance that can help mitigate some of these risks. That may include protection from theft, lawsuits, and unforeseen accidents.

In this article, I take a deep dive into the ins and outs of business owner’s policies. I’ll explain which businesses benefit most from this type of coverage and what to look for if you need to shop for the right option. Let’s dive in.

Table of Contents

What is a business owner’s policy?

What does a business owner’s policy cover?

Business Owner’s Policy Benefits

Cost of BOPs

What is a business owner’s policy?

A business owner’s policy is a type of insurance designed for small- to medium-sized operations with fewer than 100 employees. Also known as a BOP, a business owner’s policy is “designed to shield from things that can cause big harm to business,” said Sam Taylor, an insurance expert at the consulting firm LLC.org.

These plans bundle several types of coverage, according to Gregg Barrett, CEO of the property and casualty administration software firm the WaterStreet Company. These plans often focus on protecting the business’ assets, shielding owners from potential lawsuits, and covering losses during an emergency. Putting all these protections in one plan can help owners manage their coverage more easily.

What does a business owner’s policy cover?

Barrett notes that business owner’s policies offer three core protections:

Protection for the business property.

General liability insurance.

Lost income and operating costs caused by interruptions in business operations.

Converging a business’ property includes the space itself, equipment, furniture, and inventory. Plans often protect these assets both from unplanned accidents and targeted damage. For example, fire, theft, vandalism, and natural disasters are often all covered.

Liability insurance involves covering “legal costs, medical, [or] property damage caused to others,” Barrett told me. For example, if a customer sued a business for an accident that happened in the shop, a business owner’s policy can help cover the cost.

The third category covers lost income and operating expenses if your business is forced to close. Let’s say your area is evacuated during a fire or closed during a pandemic, your BOP can compensate some of your losses.

Reilly James Renwick notes that interruptions are often overlooked.

“Most policyholders normally never think their BOP would compensate them for lost income due to a covered event, but that claims require the documentation of their income streams and expenses. Without these records, businesses could fail to get full benefits they are entitled to,” says Renwick, chief marketing officer of the mortgage broker firm Pragmatic Mortgage.

Certain business owner’s policy providers allow you to add other types of coverage to your plan. For example, Barret notes that some insurers allow business owners to add coverage for cyber liability, data breaches, and professional liability. That’s a suggestion to strongly consider, as data breaches are on the rise.

Pro tip: Study what your BOP covers to make sure you’re getting the most out of your policy.

Business Owner's Policy vs. General Liability Insurance

A BOP is much more comprehensive than general liability insurance. In fact, a BOP typically includes general liability insurance, whereas the reverse isn’t true. The chart below, provided by WaterStreet Company and edited for clarity, shows the similarities and differences between the two types of insurance offerings.

Business Owner’s Policy (BOP)

General Liability Policy

Coverage

Combines general liability, property insurance, and business interruption coverage

Covers third-party bodily injury, property damage, and advertising injury; that includes defamation, libel, slander, copyright infringement

Property Insurance

Yes, includes coverage for business property and equipment

Does not cover business property

Business Interruption

Yes, covers loss of income due to a covered event, such as a storm or fire

Does not cover business interruption

Customization

Can be customized with additional coverages, including professional liability, data breach, and employee dishonesty

Can be customized with endorsements for specific risks, but only relative to liability

Ideal For

Small- to medium-sized businesses looking for comprehensive coverage on many aspects of the enterprises

Businesses needing basic liability protection

Business Owner’s Policy Benefits

In my opinion, a BOP’s best benefit is the same as any other insurance: the peace of mind it offers. That’s of even greater value to business owners, who have a tough, headache-filled job to begin with. You may even be covered for lost income and operating costs if you are forced to close. With a BOP, a risk-filled endeavor gets a little less risky.

Beyond that, the insurance can save you money when you face an emergency. Let’s take a look at copyright infringement, an example I have personal experience with.

I published an article in Cosmopolitan, and the company I reported on asked whether they could send a copy of the piece to prospective clients. I said yes and quoted them a price for the opportunity. I later found out they were sending it out without paying me. I hired a lawyer and dealt with the back-and-forth until we reached an out-of-court settlement.

A BOP could have benefitted both of us. The company went through the hassle and expense of legal fees. They ended up paying me more than I would have charged them. If they had a BOP, they wouldn’t have needed to front the cost. And, if I had a BOP, I could have sought compensation through my policy. I wouldn’t need to find a lawyer and go through the trouble firsthand.

Another plus is that the BOP combines a fairly comprehensive range of coverages into a convenient package. Business owners don’t have to spend hours researching different types of policies for every imaginable emergency — comparing every fire insurance provider, then repeating for general liability. Beyond that, one bundle is cheaper than buying each policy separately.

What type of business is eligible for a BOP?

To be eligible for BOP insurance, a business must employ less than 100 employees, maintain a small office or commercial space, bring in less than $1 million in annual revenue. The business owner also needs to have less than one year of business interruption insurance, according to the insurance broker site TechInsurance.com.

Retail stores, restaurants, contractors, manufacturers and sales offices are among the types of businesses that are eligible for BOP coverage, noted Farmers Insurance, which sells these policies.

What knocks some businesses out of eligibility is if they have a home-based business. For example, a barber shop in a retail space would be covered. Meanwhile, a barbershop based out of your garage would not. If your business is set up in your home, a homeowner’s policy can typically offer some coverage.

Cost of BOPs

Premium costs can vary depending on the type of business you run, where your business is located, how many moving parts need to be insured, and how long you’ve been in business.

Your property values and the number of employees will also affect what you pay. Additionally, businesses in densely populated locations often fork over steeper rates than those in small towns or rural areas.

“On average, you can expect to pay between $500 and $5,000 per year for a policy,” said Barrett.

Higher-risk businesses, like restaurants or contractors, will tend to pay more because of their increased exposure to liability and property damage. For example, a construction business uses heavy equipment and handles projects in dangerous environments, raising the price. Similarly, restaurants are fast-moving, with heat and sharp knives thrown into the mix, increasing the likelihood of injuries.

According to insurance provider The Hartford, major insurers start plans at around $85 per month or $1,019 annually. Progressive’s BOPs start at $113 per month or $1,319.

“In the past 20 years, prices have increased by about 20% to 30%, mostly because of inflation and more claims,” said Taylor. She added that business owners must factor in the premium hikes when planning their next year’s budgets.

Pro tip: “Cheap is expensive” is advice I got from a wise businesswoman years ago. I’ve incorporated that thinking into every purchase I’ve made since then, whether it’s for clothing, technology, furniture, or insurance.

When I come across a policy premium that is much cheaper than what seems to be the going rate, I investigate and ask myself what coverage it offers, what are the deductibles and how reputable are the insurers about honoring their commitment to policyholders. If I go with the lowest quote, I may end up paying much more later when a problem arises.

Securing Your Coverage

Take it from someone who is insured in many areas of her life: Insurance is necessary. If you have a small- to medium-sized business, you need a solid BOP policy. That said, shop around and make sure you get the coverage you need. Then, if an insurable emergency happens, call your broker ASAP.

How & why to use sales scripts [+ 14 examples and templates]

Diego Mangabeira — Mon, 21 Jul 2025 13:00:00 +0100

I still remember the first time I froze on a sales call.

I had no script, no structure. I just had a vague idea of what I was selling and a whole lot of nerves. The executive on the other end waited in silence after my clumsy pitch, and all I could think was, “I’m never letting this happen again.”

Since then, I’ve built and tested hundreds of sales scripts across industries, deal sizes, and stages of the funnel. From early-stage startups to enterprise clients, from cold calls to strategic follow-ups — I’ve seen what works and what falls flat. And here’s what I’ve learned: The best scripts don’t sound like scripts. They sound like confident, relevant conversations.

You don’t need robotic lines. You need rhythm. Structure. A compass.

In this guide, I’m going to walk you through the process I’ve refined over the last decade, covering exactly how I build sales scripts that feel natural, convert consistently, and scale trust with decision-makers.

Whether you’re a new rep still finding your voice or a seasoned seller looking to tighten your messaging, you’ll find examples, templates, and battle-tested tips to help you craft scripts that actually work, without sacrificing authenticity.

Let’s dive in.

Table of Contents

What is a sales script?

How to Write a Sales Script

Sales Call Script Sample

Sales Script Templates

Sales Script Examples

Why use sales scripts?

What is a sales script?

Let me start with this: I don’t use sales scripts to sound robotic. I use them so I don’t sound like one.

When I talk about sales scripts, I’m not referring to word-for-word monologues you recite like an actor. I’m talking about structured, intentional frameworks designed to keep your message clear, your tone human, and your outcomes consistent. A great script is a compass, not a cage.

In my experience, the best salespeople I’ve coached or worked with use scripts not to control the conversation, but to guide it. We’re not trying to manipulate buyers — we’re helping them make decisions. And when you’re in the middle of a high-stakes call, having a well-crafted script in your back pocket can be the difference between staying grounded and going blank.

At its core, a sales script is a repeatable set of talking points, questions, insights, and transitional lines that help you move a conversation forward — from opener to next step — with confidence and flow. It keeps your message aligned with the prospect’s needs and your tone aligned with the context.

And here’s why that matters: According to Gong's analysis of thousands of objections during sales calls, top-performing reps respond to objections with clarifying questions 54.3% of the time, compared to just 31% for average reps. Consistency builds trust, and trust closes deals.

How Sales Scripts Help Sales Reps

Let me give you a real-world comparison.

When I work with startups or consultants building outbound playbooks, script architecture is one of the first things I teach. Not just what to say, but why you’re saying it. I tell them to consider who they’re selling to and how to adapt the script in real time. Because when you’re cold-calling a COO or presenting to a skeptical CTO, winging it doesn’t cut it.

I once helped a B2B founder rework their outbound script after hearing one of their reps get shut down three calls in a row. The problem? They were leading with features. No context, no relevance. Once we built a pain-first, benefit-anchored script with real industry triggers, their reply rate jumped by 4.6% in two weeks, and meetings doubled the month after.

Here’s the truth: A script won’t save a bad product or force a decision that isn’t ready. But it will help you sound more confident, handle objections with poise, and move from transactional pitches to transformational conversations.

If you’re still thinking, “But I don’t want to sound scripted,” good. You shouldn’t. Because the goal isn’t to follow a script — it’s to internalize it so deeply that it becomes second nature.

Just like musicians learn scales so they can improvise, sales pros learn scripts so they can connect.

How to Write a Sales Script

Let’s be clear: I don’t write scripts to sound polished. I write them to stay sharp. To guide the conversation without controlling it. To make sure my message is clear under pressure — and to help new reps skip the awkward learning curve I had to stumble through.

Below is my actual process. This is what I’ve used to train SDRs, founders, consultants, and closers across multiple industries — from SaaS to staffing, supplements to AI tools. I’m not guessing. I’m giving you the blueprint I’ve battle-tested through thousands of cold calls, LinkedIn DMs, and email threads.

Step 1: Start with your ICP’s “Oh, That’s Me” moment.

Before I write a single line of any sales script, I pause and put myself in my buyer’s shoes. Not just in a general “Hey, they’re a CMO at a SaaS company” kind of way, but in a visceral, time-sensitive, emotionally charged way. I ask myself, “What’s happening in their world right now that would make them say, ‘Oh, that’s me’ the second they read or hear this message?”

I’m not trying to impress them with features. I’m trying to interrupt a specific moment in their mental feed. When I built a script for an AI staffing platform targeting overwhelmed tech leaders, I didn’t open with “We help tech teams scale talent.” That’s safe. That’s vague.

Instead, I said: “You know that moment when your backlog just doubled and your lead engineer walked out the door? That’s usually when we get the call.” It worked — not because it was clever, but because it was precise.

The key is timing, not polish. According to a 2023 LinkedIn study, 76% of decision-makers say they’re more likely to engage with outreach that reflects a deep understanding of their day-to-day challenges. So, every time I script, I obsess over that moment. Not the persona. The pain.

Step 2: Anchor to one problem (not a list of features).

One of the biggest mistakes I see — and yes, I’ve made it myself — is trying to cram too many value props into a single message. I used to think I was adding value. But I was just adding noise.

If you give a buyer five reasons to care, they won’t remember any. But if you mention one burning problem they’re actively dealing with, they’ll pay attention. Especially if that problem has a clear, measurable outcome attached.

When I worked with a B2B SaaS company on their discovery call script, we stripped away everything that wasn’t essential. No more bullet-point benefits. No more “We do this, this, and this.” We landed on one pain point, crystal clear: “We help ops teams cut manual workflows by 40% — without adding dev time.”

That was it. And the result? More booked calls and less confusion.

I always tie the pain to a business outcome, not just a task. Because the higher you go in the org chart, the more that matters. The CFO doesn’t care that a dashboard loads faster. They care that faster reporting means faster decisions — and that impacts revenue.

Step 3: Frame your solution like a category, not a commodity.

One shift that’s changed the way I sell — especially when I’m introducing a product for the first time — is learning to speak in categories, not commodities.

When I tell a prospect, “We offer AI voice agents for customer support,” they think: “Oh, another chatbot.” But when I say, “Imagine your best rep — but one that never sleeps and handles 80% of calls automatically,” they lean in. I’m no longer asking them to buy a product. I’m inviting them to picture a new way of working.

This technique isn’t just fluffy storytelling. There’s science behind it. Gong found that top-performing reps are 55% more likely to use visual analogies in their pitch. Why? Because metaphors build memory. And memory builds momentum.

If you’re struggling to make your product feel “new,” start here. Reframe it not by what it is, but by what it replaces, simplifies, or amplifies.

Step 4: Use strategic questions to pull, not push.

The best scripts don’t tell. They guide. And the most powerful way I’ve found to guide a conversation is through well-crafted, tension-building questions.

I don’t ask, “Are you interested in AI automation?” That’s binary. That’s easy to shut down. Instead, I ask, “What happens when your team gets slammed with DMs while everyone’s offline?” That creates friction, and friction is fuel for curiosity.

Great sales scripts lead the buyer to their own realization. Because here’s the truth: When a prospect says the problem out loud, it becomes real. And once it’s real, they need a way to solve it.

I treat every question like a breadcrumb. Each one nudges the prospect toward a gap they didn’t know was costing them time, money, or sleep. The right question at the right time? It doesn’t just move the deal forward. It repositions you from vendor to advisor.

Step 5: Script the first 20 seconds, not the whole call.

I’ll let you in on something that took me years to learn: The goal of a script isn’t to control the call. It’s to earn the right to keep it going.

That’s why I only script the first 20 seconds — the intro, the hook, and the reason I’m reaching out. After that, it’s all improv. Intentional improv, yes. But improv nonetheless.

Here’s one I used recently that got a 44% reply rate on cold calls:

“Hey [Name], I’ll be super quick — this is Diego. I help SaaS founders automate outbound without hiring SDRs. Built something that’s been getting wild results — mind if I give you the 30-second version?”

It’s short. It’s confident. And most importantly, it asks permission. That micro-yes? It shifts the dynamic. I’m not pushing in — I’m being invited in. And when that happens, the odds of a real conversation shoot way up.

Step 6: Build objection responses into the flow.

Here’s where most reps go wrong: They wait for objections and then scramble. I prefer to beat objections to the punch.

If I know a founder is going to say, “We already have a chatbot,” I address it before they do:

“You might already have something that kinda does this, but most of our clients switch when their volume spikes and things start breaking.”

By acknowledging the objection early, I control the frame. I show empathy without losing momentum. It’s not defensive — it’s proactive. And it isn’t just good selling, it’s neuroscience. When people feel heard, their resistance drops. So instead of arguing, I validate. And then I reframe.

This technique has saved countless deals for me, especially in competitive markets where status quo bias is strong. If you’re not addressing objections upfront, you’re leaving too much room for doubt to fester.

Step 7: End with a micro-commitment, not a close.

Here’s a controversial take: I don’t try to close the deal on the first call. I close out of curiosity.

When the call’s winding down, I might say, “This might not be for you — but if you’re even 10% curious, I can send you a 90-second demo. Worst case, you steal a few ideas.” That’s it. No pressure. No “When’s a good time for a 30-minute call next week?”

This approach works because it’s low-friction. It gives the buyer an easy out while still moving the conversation forward. And the data backs it up. According to Outreach.io, calls that end with low-pressure CTAs like “open to a quick look?” have a 31% higher reply rate than hard closes. But honestly? I don’t need data to believe it — I’ve lived it.

At the end of the day, I don’t sell through pressure. I sell through pull. I want my prospects leaning in, not backing away. And a well-placed micro-commitment is often all it takes to spark that next step.

Sales Call Script Sample

Let’s get something straight — I don’t believe in fantasy scripts. You won’t find any robotic lines or recycled phrases here. What you’re about to read is the real script structure I’ve used to book meetings with C-level executives, busy founders, and no-nonsense decision-makers in SaaS, AI, real estate, and beyond.

I’ve tested this on thousands of calls across global markets and industries — and I’ve coached SDRs, founders, and enterprise teams to use it, tweak it, and own it. It works because it’s not rigid. It works because it respects the person on the other end. And, it works because it balances tension and trust in the first 30 seconds, which is where most reps lose the game.

This script isn’t magic. But it’s built to do one thing exceptionally well: start a real conversation.

Cold Call Sales Script (Built for Humans, Not Robots)

Step 1: Pattern Interrupt & Permission

“Hey [First Name] — it’s Diego. I know you weren’t expecting this, so I’ll be brief. Do you have 30 seconds to see if this is even worth a chat?”

Why this works:

I don’t pretend I’m not interrupting them — I lean into it. This isn’t about tricking someone into a conversation. It’s about being direct, respectful, and composed. When I lead with permission, I shift the power dynamic. I’m not pushing my way into their day — I’m offering them the option to opt in. That micro-yes? It unlocks the door.

I’ve found that even C-level execs, the busiest people in the building, appreciate this approach. It’s disarming. It signals that I understand their time is valuable — and that I’ll earn their attention, not hijack it.

Step 2: Role-Specific Problem Hook

“I work with [ICP type, e.g., B2B founders] who are scaling but stuck spending 10+ hours a week on manual outreach. Usually, by the time we talk, they’re either about to hire a junior SDR — or regretting that they already did.”

Why this works:

Notice what I didn’t do here: I didn’t say “We’re a platform that does XYZ.” I didn’t talk about features. I went straight to their lived experience — something they feel in their body at 8 pm when they’re still typing follow-up emails.

I always aim to hold up a mirror. I want the person on the other end to say, “That’s exactly where I am right now.” Because once someone feels seen, they’re far more likely to lean in. And the specificity of this hook isn’t accidental — it comes from actually living these calls, not theorizing them from a desk.

Step 3: Social Proof Tease (Optional but Powerful)

“For context, I just helped a SaaS founder in Austin go from zero to 14 meetings/month in 30 days — no SDR, no cold emails, just one AI agent doing the heavy lifting.”

Why this works:

I don’t launch into a 3-minute case study here. I don’t name-drop logos. I tease just enough social proof to create credibility, without triggering sales resistance. I call this “the credibility breadcrumb.”

It’s subtle, but effective. It says, “You’re not alone — and this isn’t my first rodeo.” And that creates psychological safety. Because if I’ve done it for someone like them, there’s a chance I can do it again. And that opens the door to possibility, which is what keeps a call alive.

Step 4: Insight-Based Question

“Quick question — how are you currently handling outbound right now? Is it founder-led, or do you have reps doing cold outreach?”

Why this works:

This is the turning point — from pitch to dialogue. I’m not fishing for surface-level info. I’m inviting them to reflect, to tell me where they are in their journey. And when they answer, I’m not just listening for what they say. I’m listening to how they say it. The tone. The energy. The frustration behind the facts.

A great question is one that makes the buyer pause. It reframes the moment. And it lets them feel, not just respond. When I hear a gap in their process, I don’t jump in with solutions. I sit with it. I give it space. Because in sales, silence is often where trust is built.

Step 5: Tension + Micro Close

“Got it. Based on that, there might be a fit. I’m not sure yet. But if you’re even 10% curious, I can send over a 90-second video showing how it works — worst case, you steal the idea. Would that be fair?”

Why this works:

Here’s where I separate myself from the pushy reps. I’m not asking for a full demo. I’m not pressuring for a calendar slot. I’m offering curiosity — and that’s a much easier yes.

This phrasing matters: “I’m not sure yet.” That one sentence signals honesty. I’m not assuming I can help. I’m exploring if I can. That nuance builds respect. And the “steal the idea” line? That’s pure pattern interrupt — and it works wonders because it lowers the stakes.

Low-friction CTAs like this can significantly boost reply rates.

Real-World Example: Voice AI Sales Call

Let’s break it down even further. Say I’m selling a Voice AI Agent that follows up with real estate leads in under 60 seconds. Here’s exactly how I’d run this cold call using the structure above:

“Hey Mark, this is Diego. I’ll keep this quick — do you have 30 seconds for context?

“I work with real estate teams who lose dozens of leads every week because no one has time to call them fast. One client told me, ‘If we don’t follow up in five minutes, we lose them to Zillow or Redfin.’

“We set up a Voice AI agent that calls every new lead in under 60 seconds. It books meetings, answers questions, and sounds human. They went from chasing leads to choosing who they work with.

“How are you handling new inbound leads right now? Is it manual or automated?”

[They answer.]

“Appreciate you sharing that. If you’re open to it, I’ll send a short clip — 90 seconds tops — showing how it works in real time. If it sparks ideas, we talk. If not, no worries. Sound fair?”

No tricks. No push. Just relevance, timing, and tone. That’s what turns a cold call into a warm opportunity.

Final Thought

A sales script should never feel like a script. It should feel like a rhythm.

I write scripts to open space. Space for relevance, for reflection, for trust. That’s what the best scripts do. They don’t shout. They signal.

And the reps who win? They don’t sound perfect. They sound real. They sound like someone worth talking to. Someone who gets it. So take this script. Make it your own. Tweak it. Test it. Say it out loud and stumble over the words — that’s how you find your flow.

Because at the end of the day, you’re not just selling a solution. You’re selling the experience of being understood.

Sales Script Templates

Download Sales Call Scripts for Free

Ready to begin creating your own script? Use these templates as a starting point.

1. Outreach Call Script

I learned the hard way when a client’s churn rate quietly climbed even as new deals kept coming in. We were winning buyers but losing customers.

Since then, mapping the buyer journey vs customer journey separately and designing content for each has become a core part of my strategy work.

In this piece, I’ll break down the difference between the two journeys, where they overlap, and how clarifying them can help you close deals faster and turn more customers into loyal advocates.

Table of Contents

What is a buyer’s journey?

What is a customer’s journey?

Buyer’s Journey vs Customer’s Journey

Where the Buyer and Customer Journeys Intersect

How to Weave the Buyer and Customer Journey Together

What is a buyer’s journey?

The buyer journey is the path a potential customer takes from first realizing they have a problem to deciding on a solution and making a purchase.

You can break into three main stages:

The buyer journey focuses entirely on the pre-purchase experience and involves the questions, doubts, and motivations that drive someone to buy.

For example, when I worked with a project management SaaS client, we mapped a typical buyer journey like this:

A marketing director realizes their team is missing deadlines (Awareness), compares tools like Asana and Monday.com (Consideration), and then signs up for a free trial with my client’s software (Decision).

Getting this right meant we could tailor content precisely to the buyer’s mindset at each stage.

What is a customer’s journey?

The customer’s journey begins after your buyer makes a purchase.

It’s the full experience someone has with your brand once they become a paying customer, including onboarding, product use, support interactions, renewals, and referrals.

Where the buyer’s journey ends with a transaction, the customer’s journey becomes about relationship-building. It covers every moment that either strengthens loyalty or sours it.

For example, with one SaaS client I supported, we realized new customers were excited at sign-up but confused during onboarding. Even though they had “bought,” they quickly lost momentum. By improving their onboarding flow and adding milestone emails, we helped customers get value faster and increased retention by 18%.

The customer’s journey is critical because a sale is the starting point for earning trust, satisfaction, and eventually, advocacy.

P.S. Not sure where to start with yours? Here’s a customer journey map template to use as a starting point.

Buyer’s Journey vs Customer’s Journey

Both the buyer’s journey and the customer’s journey are essential because they serve different goals, and ignoring either one leaves money on the table.

The buyer’s journey helps you attract and convert new leads by meeting them where they are in their decision-making process. The customer’s journey, on the other hand, ensures that once someone buys, they stick around, succeed, and eventually help bring in new customers through referrals or advocacy.

Here’s a summary of their differences:

Buyer’s Journey

Customer’s Journey

Focus

Converting prospects into customers

Building loyalty after the sale

Primary Emotion

Curiosity, skepticism, excitement

Trust, satisfaction, empowerment

Stages

Awareness, Consideration, Decision

Onboarding, Adoption, Success, Advocacy

Relationship Status

Stranger to customer

Customer to advocate

Key Question

“Why should I choose this?”

“Was this the right choice for me?”

Ownership

Usually led by marketing and sales

Usually led by customer success and support

Typical Content

Educational blogs, webinars, case studies

Onboarding guides, FAQs, loyalty programs

Main Goal

Win the deal

Earn long-term loyalty and referrals

Common Pitfalls

Over-promising, unclear messaging

Under-delivering, neglecting support

Typical Metrics

Lead conversion rate, sales closed

Customer retention, churn rate, lifetime value, NPS

In my experience, treating these journeys as separate but connected lets you optimize both first impressions and lasting relationships.

Where the Buyer and Customer Journeys Intersect

The buyer’s journey and customer’s journey may seem like two separate paths, but there’s always a point where they meet — and that intersection is where lasting loyalty begins.

This moment looks different for every business:

Sometimes it happens with the first product experience.

Sometimes through brand storytelling.

Sometimes, through relationship-building right after the sale.

In my work as a B2B SaaS content consultant, I see it when a lead interacts with one of my audits and realizes I’m already thinking about how to help them succeed after launch. The shift happens early, and it changes the tone of everything that follows.

Other companies engineer this intersection point with equal care.

Riley Westbrook, co-founder of Australian coffee chain Valor Coffee, focuses on creating a sense of belonging. The buyer might first walk in just wanting a cup of joe, but the journey deepens when they understand Valor’s purpose.

“They come in for a cup of coffee, but become a customer when they know who we are... They are no longer a buyer nor a mere customer but a customer who has goals. It’s not about the cup they are carrying, but what that cup stands for,” Westbrook says.

The team at Valor knows the emotional bridge isn’t built at the cash register. It’s built through storytelling, shared purpose, and small daily rituals that make customers feel like participants in something bigger.

On the other hand, at AI sales coaching platform Dextego, co-founder Ioanna Mantzouridou Onasi mentions the buyer and customer journeys are almost inseparable from the start. Because their product delivers personalized value from the first demo, prospects immediately feel seen.

“Whether it’s through our product tours, our AI-generated demos tailored to their team’s sales motion, or the insights we share in initial conversations, we’re not just selling — we’re already coaching.”

Here, trust is built before any money changes hands. Buyers are gently moved into becoming customers because the product already behaves like a partner.

When you’re intentional about the handoff between buyer and customer, you open a relationship. The faster you create that emotional shift, the stronger your long-term loyalty becomes.

How to Weave the Buyer and Customer Journey Together

I know it’s easy to treat the buyer journey and customer journey as separate workflows — one focused on conversion, the other on retention. But in practice, the gap between them is where momentum gets lost and trust starts to slip.

Weaving the buyer and customer journey together means designing every stage to feel continuous, not compartmentalized. Here’s how I do that in practice.

1. Mirror the customer’s reality early.

The faster a buyer sees themselves in your product or service, the faster they start acting like a customer.

When early interactions feel generic, buyers stay detached. But when your demo, pitch, or messaging reflects their specific challenges, language, and goals, it short-circuits skepticism and builds immediate emotional buy-in.

I think this is even more critical today when you consider that, according to our 2024 Sales Trends Report, 96% of prospects do their own research before speaking to a sales rep. By the time they show up at your demo, they need relevance rather than a basic overview.

At Dextego, Mantzouridou Onasi stresses how they make this a core part of the sales process. Instead of using standard templates in their demos, they customize everything around the prospect’s real sales playbook, objection-handling examples, and KPIs. One CRO even told them, “This doesn’t feel like a pitch — it feels like onboarding.”

Because the demo already spoke the buyer’s language, the transition to becoming a customer felt natural, unlike a leap of faith.

Instead of just a “yes,” you want to get a “this is exactly what we need.”

2. Engineer loyalty moments before the sale.

Loyalty begins the moment a buyer gets their first small win.

If you wait until after someone signs up or pays to build trust, you’ve already lost valuable momentum. Instead, engineer loyalty by creating fast, tangible victories early: during trials, demos, onboarding emails, and even simple walkthroughs.

That’s especially important when you consider that sales pros only spend two hours per day actually selling. Most of the buyer experience happens outside live conversations, meaning your product and onboarding must do a lot of the work.

Take Fireflies, for example.

When I started a free trial, they didn’t leave me to figure things out on my own. They immediately sent onboarding tips like “Review your Join and Recap settings” and showed me how to capture my first meeting notes within minutes.

These tiny early wins helped shift me from “I’m trying this out” to “This is already helping me.”

The earlier you make someone feel successful, the faster they start behaving like a customer.

3. Maintain emotional continuity across channels.

The message someone hears on your homepage should match what they experience in your demo, onboarding, and first few weeks as a customer. Not just in words, but in feeling.

Buyers notice when the tone shifts. If your marketing promises simplicity, but your onboarding feels like homework, trust erodes.

Take a brand like Notion. The same calm, minimalist tone you see in their launch videos carries through their website, welcome emails, and in-app guides.

From the first “Get started” screen to the first template you use, I find the experience feels intentional, not fragmented.

And it’s not just digital brands that do this well. Michael Capote, chief marketing officer (CMO) of German Car Depot, highlights how they intentionally mirror their online voice in their physical service experience.

“The explanation we use on our website is the same one that our staff uses when communicating with customers face-to-face, resulting in a smooth flow of information.”

I find that consistency reduces anxiety, especially in high-trust environments like auto repair, because the customer never feels like they’ve stepped into a different world. This kind of emotional follow-through, whether in an app or a waiting room, turns curiosity into confidence and confidence into loyalty.

4. Align your entire GTM engine around one core promise.

Our research shows that 72% of company revenue now comes from existing customers, not new ones. Yet most teams still structure their go-to-market (GTM) motions around one goal: acquisition.

To fix this, I recommend using a consistent sales methodology and value framework across marketing, sales, and customer success. No mixed messages. No new definitions of success post-sale.

And yet, only 30% of sales pros say their sales and marketing teams are strongly aligned. That leaves plenty of room for miscommunication and disconnects, especially in the buyer-to-customer handoff.

Julie Thomas, CEO of sales training company ValueSelling Associates, explains:

“In our business and our clients’ businesses, the buyer and customer journeys are cyclical. The AE works with the buyer to define value and ROI, and that exact plan is handed off to the CSM, who uses it as the north star. Marketing then reinforces those same outcomes with content. Everyone stays focused on solving the buyer’s problems — because that’s what keeps them a customer.”

In a recent interaction with Readymode, a customer engagement platform for outbound calling, this alignment paid off for ValueSelling. Their AI SDRs and CSMs were trained on the same value-based framework to create a seamless buyer experience.

The result? A 30% increase in demo-to-meeting conversions and 40% revenue growth because every team stayed anchored to the same definition of value.

5. Build community around customers, not just products.

Repeat purchases aren’t the only sign of loyalty. The deeper signal is when customers start identifying with your brand and want to participate in it beyond the transaction.

That shift doesn’t happen through loyalty points or discounts alone. It happens when customers feel seen, included, and invited into something they value.

Valor Coffee does this intentionally. When customers come in for an order, the team uses the opportunity to get to know them.

“We don’t immediately take their order; we take a moment to talk to them as a human being... A follow-up as a human being after a visit, a thank-you note, or a mention of a cup we think they would appreciate helps sustain that connection,” shares Westbrook.

But community-building doesn’t stop at the counter. Valor also engages customers across channels and recognizes them on social media, hosts events, and invites participation outside of purchases.

“Whether a morning conversation on X or attending an event, we want to have a community around our brand.”

Instead of just pushing customers to buy more coffee, I love how Valor makes them feel like they belong even when they’re not holding a cup.

6. Turn your buyer into an internal hero.

When a deal closes, the person who signed off on it often needs to justify that decision internally. They need proof that the solution works — and fast — especially if they championed it before anyone else on their team was convinced. That’s where your onboarding strategy can either stall or accelerate adoption.

This isn’t just about the post-sale experience. Our research shows that 28% of sales pros say long sales cycles are the #1 reason deals fall through, which means helping your champion succeed internally isn’t just about retention. It can shorten deal timelines, too.

Dextego builds for that. During the sales process, Mantzouridou Onasi and the team worked directly with a VP of sales to shape coaching prompts aligned to her team’s real-world sales challenges.

“We made her the internal hero by turning those prompts into live dashboards her team used from Day 1. That smooth transition made her look great and got us deep adoption fast.”

Instead of resetting expectations post-sale, they reinforced the exact solution the buyer had envisioned. The VP didn’t need to re-explain anything. She showed up with a working product that already reflected her input, and her team followed her lead.

I see this kind of strategic onboarding as turning your buyer into a trusted voice inside the organization. And when that happens, expansion and advocacy become a continuation, not a new sales cycle.

Help your champion win early, and they’ll keep you in the room longer.

7. Personalize the transition based on how they buy.

Not every customer enters through the same door, and treating them like they did creates friction right when trust is most fragile. Personalizing the post-sale experience based on how someone purchased (not just what they purchased) can turn that moment into a natural next step rather than a hard reset.

I like how home hospital bed company SonderCare applies this in practice by segmenting customers based on their purchasing behavior. CEO Kyle Sobko mentions that because some customers buy after intensive consultation, while others make quick decisions based on specific needs, each group receives different onboarding content and follow-up communication tailored to their decision style.

“We segment our customers based on the way they purchase, and then tailor

Accounting basics that will help your business grow better

Kiran Shahid — Fri, 18 Jul 2025 13:00:00 +0100

Most sales pros think their job ends when the deal is signed. But if you don’t understand how those deals affect your company’s bottom line, you’re selling blind.

When I studied accounting in college, I didn’t realize how useful it would be later on as a solopreneur. But now? It’s helped me price projects more confidently, negotiate with more context, and understand exactly how much a “yes” is worth.

You don’t need a finance degree to sell smarter. But you do need a grasp of a few key accounting concepts like profit margins, cash flow timing, and cost structures. Once you connect the dots between what you sell and what the business keeps, your role becomes a whole lot more strategic. Let’s walk through the key concepts.

Table of Contents

Accounting Fundamentals

How to Set Up Your Small Business Accounting System

The Importance of Accounting in Sales

Essential Accounting Concepts

Accounting Principles for Sales Success

Essential Financial Documents

Accounting Skills for Sales-Led Professionals

How to Integrate Accounting With CRM Systems

Accounting Fundamentals

What is accounting?

Accounting is the process of systematically recording and interpreting your financial information. That includes summarizing spend, seeing where revenue comes from, and reporting transactions. Like many careers, accounting is a mix of tactical and analytical tasks. Accountants think about what your financial records will mean to regulators, agencies, and tax collectors.

I like to think of accounting as the backbone of any successful business, especially when it comes to sales. It provides the data showing whether the deals you’re closing are profitable — and whether you’re getting paid fast enough to keep your cash flow healthy.

Through careful analysis and reporting, accounting turns raw financial data into actionable insight, guiding not just operations and planning, but pricing, commission structures, and sales strategy, too.

What is business accounting?

Business accounting involves recording transactions and analyzing finances. It’s a means to gain insights into cash flow, profitability, and overall financial performance.

For sales professionals and business owners, accounting helps connect the dots between revenue targets and real-world outcomes. It shows which products or services are most profitable, where discounts start to hurt margins, and how payment terms affect your ability to reinvest in growth.

How Accounting Shows Up in Sales

You might not think about accounting when you’re negotiating with a client or chasing a quota — but it’s in the background of almost every sales decision.

Here’s where it quietly plays a role:

Pricing deals. Understanding unit costs and margins helps you avoid underpricing and eroding profitability.

Structuring payment terms. Whether you offer net-30 or upfront payments affects cash flow projections and working capital.

Commission planning. Sales commissions are an expense that has to be accounted for correctly — especially with tiered or deferred payouts.

Discount approvals. Accounting data helps determine when a discount makes financial sense — and when it cuts too deep.

Forecasting. Sales forecasts feed into revenue projections, which accounting uses to budget for hiring, marketing, and inventory.

Evaluating customers. Analyzing accounts receivable can surface patterns — like which types of clients pay late or default — so sales can prioritize more reliable accounts.

Deal reviews. Before finalizing a large contract, finance and accounting often review the terms to make sure the deal supports the company’s financial goals.

Rather than being limited to behind the scenes, accounting shapes how you and your team evaluate, close, and support deals.

Types of Accounting

Accounting is more than staring at balance sheets all day. It shows up in how you price a deal, offer a discount, or decide which clients are worth pursuing. There are different types of accounting that support different parts of the business — and as someone who sells and delivers, I’ve learned to lean on all of them in small ways.

Below, I’ll walk through the types of accounting you might encounter and how they can directly support smarter selling.

Tax Accounting

Tax accounting involves maintaining and keeping track of your business’s taxes. This can include filing yearly taxes, tracking spend and tax rates, as well as assisting employees with setting up tax forms.

Where this comes up in sales: I’ve had to factor in local sales tax and VAT compliance when selling to international clients, especially in SaaS. Understanding how different jurisdictions treat digital services helps avoid surprise liabilities later. If you’re quoting prices across borders, tax accounting isn’t optional — it’s foundational.

Financial Accounting

Financial accounting focuses on the value of the company’s assets and liabilities. These accountants make sure that a company’s accounting follows the Generally Accepted Accounting Principles (GAAP), which I’ll describe below. They also work with cash flow statements and balance sheets.

In sales, this is what helps you understand what kind of revenue is truly profitable. I once closed a large deal that looked great on paper — until I realized how much of it was being eaten up by platform fees, contractor costs, and unpaid client invoices. Financial accounting helped me see the real value of that deal.

Management Accounting

Management accountants present financial data to stakeholders and senior leadership at a company. They play a greater role in reviewing what products or services a company needs, as well as how these efforts can be financed.

From a sales lens, this is the group that asks: Are we selling the right thing at the right price to the right people? If I’m pitching a new offer, the numbers from management accounting help me back up the business case. It’s less about what sounds good and more about what actually holds up financially.

Forensic Accounting

If forensics brings up images of NCIS crime scenes, your deductive skills are up to par! Forensic accounting does require a certain degree of digging and detective work.

This type of accountant investigates and analyzes financial information for businesses. Think compliance breaches or shady contract clauses. I once had a deal fall through because the client’s team flagged an irregularity in our pricing model. A forensic-style review saved us from rolling out a flawed system to future clients.

Cost Accounting

Cost accountants create a constant record of all costs incurred by the business. This data is used to track where the company spends and to improve the management of these expenses. Cost accountants are responsible for finding redundancies and places where the company could cut costs.

This is where you sharpen your pricing instincts. Early on, I priced a fixed-scope project too low because I didn’t account for how many revisions it would realistically require. Once I reviewed the real costs (time, tools, subcontractor input), I built margin buffers into all future quotes. Cost accounting taught me to protect my margins without guessing.

Auditing

Auditors are accountants who specialize in reviewing financial documents to see if they comply with tax laws, regulations, and other accounting standards. These professionals evaluate organizations’ financial documents to make sure that they are accurate and follow legal guidelines.

For sales teams, auditors can feel like the last line of defense. If you’re closing enterprise deals, especially with public companies, be prepared to provide compliant paperwork — pricing breakdowns, historical revenue data, even commission policies. Auditors don’t just review your numbers — they sometimes determine whether the deal moves forward.

International Accounting

International accountants focus on working with businesses that operate around the globe. They know about trade laws, foreign currency rates, and the accounting principles of other countries.

When I started working with clients in the E.U., I had to adjust how I invoice, apply taxes, and account for exchange rate fluctuations. International accounting helped me ensure I was quoting and collecting the right amount — and not losing money in the conversion process.

Bookkeeping

Bookkeeping is a tactical financial process that includes recording and organizing financial data. That includes what’s being spent and what money the business is making. This work can be done either by an accountant or a bookkeeper. Bookkeepers focus on tracking spend. Accountants go beyond, advising leaders on what to do with this data.

For sales, bookkeeping helps you answer key questions: Which client hasn’t paid? How much recurring revenue do we actually have? What percentage of closed deals end up canceled or refunded? Before I make any sales push or launch a new offer, I look at the books. Otherwise, I’m building a strategy on assumptions.

The simplest explanation still holds: An accountant can be a bookkeeper, but not all bookkeepers are accountants. But when you’re in sales, either one can help you close smarter.

The Importance of Accounting in Sales

Sales directly impacts your margins, cash flow, and long-term profitability. Accounting knowledge helps you understand how deals affect the bottom line, so you sell more strategically and build a healthier business.

Improves Pricing Decisions and Deal Profitability

When you understand your cost structure, margins, and overhead, pricing stops being a guessing game. Accounting helps you see which products, pricing models, or discounts are actually making money and which are quietly eroding your margins.

According to McKinsey, top-performing B2B companies that use data and analytics to inform sales strategies see a 2% to 5% increase in sales.

Why? Because they make pricing and deal decisions based on facts, not gut feel. By tracking cost-to-sell by channel, product, or customer, you can structure smarter offers, negotiate more confidently, and protect your bottom line with every deal you close.

Leads to Better Customer Understanding Through Revenue Data

Understanding your revenue data is a lens into customer behavior. By looking at where your income is coming from, which products are repeatedly purchased, and which customers are the most profitable over time, you see patterns that can shape your entire sales strategy.

Marty Bauer, director of sales and partnerships at email marketing platform Omnisend, puts it well: “The reason for understanding accounting is that any good salesperson or customer-facing role in general must be able to put themselves on the same side of the table with the customer. By understanding the customer’s position and business needs — most of which run through accounting — you can be more adaptive to the customer’s needs.”

That perspective shift is powerful. Revenue data tells you what matters most to your customers — not just what they buy, but how and when they buy it. It helps you personalize conversations, anticipate objections, and position your offer as a smarter business decision.

Helps Forecast More Accurately and Manage Sales Cycles Smarter

Accurate forecasting starts with knowing your actual costs, cash flow patterns, and historical sales performance. Accounting gives you the inputs to build forecasts grounded in reality, not guesswork. For example, if your financial data shows that Q3 consistently brings in 30% of annual revenue, you can plan your outreach, hiring, and ad spend accordingly.

It also sharpens how you manage your sales cycle. When you know your average cost to acquire a customer, your average deal margin, and how long it takes to close, you can prioritize high-impact deals and avoid chasing leads that burn time without delivering profit. Accounting turns your pipeline into a business tool, helping you align revenue targets with actual financial outcomes so your sales strategy scales with stability, not just speed.

Essential Accounting Concepts

If you’re an aspiring entrepreneur, running a small business, or leading sales in your own company, here’s an overview of how accounting underpins the work you do. It starts with this conceptual understanding: Accounting is to financial management what a foundation is to a building.

It’s what tells you if your sales are actually profitable — not just impressive on paper.

Accounting helps you keep track of three important things:

Tracking income and expenses.

Ensuring compliance with tax laws.

Making informed decisions that drive growth.

Whether you’re handling finances yourself or working with a bookkeeper, these phrases will come up. Understanding the language makes you sharper when pricing, forecasting, or evaluating a deal. These 24 terms will create the foundation on which you’ll build your knowledge.

Some may not apply to your business right now, but if you’re planning to grow or shift into higher-value deals, you’ll want a holistic view.

1. Debits & Credits

Not to be confused with your personal debit and credit cards, debits and credits are foundational accounting terms to know. I remember the difference like this:

A debit records the money coming into my business. A credit records the money going out.

Let’s say I invoice a client for a consulting package. The revenue that hits my account? Debit.

Now say I pay a contractor to help me fulfill that project. That payment? Credit.

When you operate out of a cash account — a business bank account holding your liquid assets — every transaction is recorded using this method.

For example, if I pay for ad spend out of pocket, the cash account is credited (money is leaving), and the advertising expense is debited (to reflect the cost incurred).

Why does this matter for sales? Because understanding how every quote and expense gets logged helps you avoid pricing errors, underestimating delivery costs, or burning through cash without realizing it.

Here’s a simple visual to help you understand the difference between debits and credits:

Debits

Credits

Increase assets

Decrease assets

Decrease liabilities

Increase liabilities

Decrease revenue

Increase revenue

Increase the balance of expense accounts

Decrease the balance of expense accounts

Decrease the balance of equity accounts

Increase the balance of equity accounts

2. Accounts Receivable & Accounts Payable

Accounts receivable is money that people owe you for goods or services. It’s considered an asset on your balance sheet — because it’s money you’re expecting to come in.

In sales, this is your open invoices. If I send a client a $3,000 invoice for a project, that full amount shows up under accounts receivable. When the client pays, the balance goes down. If they delay payment, it stays open — and potentially affects my cash flow. This is why knowing your average collection time matters. It’s not just about closing the deal — it’s about getting paid.

Accounts payable, on the other hand, is money you owe other people. It’s a liability on your balance sheet.

Say I pay $5,000 in rent each month for a co-working space where I meet clients and host workshops. Before I actually transfer that money, the $5,000 is listed under accounts payable — it reflects the upcoming expense.

Both of these matter when you’re running sales and operations. If your accounts receivable keeps growing but your cash isn’t moving, it’s a sign that your collections process (or your client screening) needs work. And if your payables outpace your income? Time to rethink your pricing or spending.

Date

Account

Debit

Credit

7/31/24

Rent

5000

7/31/24

Accounts Payable

5000

Once that value is paid, here’s how that would be recorded in your company’s financial records.

Date

Account

Debit

Credit

8/1/24

Accounts Payable

5000

8/1/24

Cash Account

5000

3. Accruals

Accruals are credits and debts that I’ve recorded but haven’t actually received or paid out yet. For example, if I close a deal and send the invoice, I record that sale before the payment hits my account.

Same goes for expenses — I might hire a contractor for a project and log the cost even though I haven’t paid them yet.

This matters for sales because it gives you a more accurate picture of your income and expenses in real time, not just when the money moves. (I’ll explain more when I break down accrual method accounting later.)

4. Assets

Assets are everything your business owns — whether physical or not.

For me, assets include my laptop, design software subscriptions, some intellectual property, and the c

I tested 5 AI cold email generators, here’s what I found

Rachael Nicholson — Thu, 17 Jul 2025 12:00:00 +0100

Before starting my career in marketing, I was a business development admin for a relatively large local college. Part of my role was to generate sign-ups for apprenticeships and short courses from local businesses across different sectors. I did this by cold calling (oh, the humanity!), good ol’-fashioned mailouts, face-to-face visits, and email outreach.

Like 23% of sales pros, I found cold emailing the best way to reach out to prospects. Seriously, it was my preferred lead-gen activity by a country mile. Not only was it less invasive and nerve-wracking for me, but also, like 21% of salespeople, cold email was my most successful lead-gen method.

I didn’t have access to AI back then. When I think about how long-winded and monotonous it was to build prospecting lists manually — only to have a chunk of emails bounce or remain unopened — I wish I did.

From that point of view, I can totally see the benefit of incorporating AI into the process. But when it comes to the actual writing part, I must admit, I’m a little skeptical. Are AI cold email generators actually worth it? Today, I put ‘em to the test.

Table of Contents

What is an AI cold email generator?

When To Use an AI Cold Email Generator

5 Best AI Cold Email Generators

What is an AI cold email generator?

An AI cold email generator is a tool you can use to help you draft your cold email copy using Artificial Intelligence (AI). By tweaking prompts and output fields, AI email tools can help you save time on your outreach. But here’s the thing: AI shouldn’t be your go-to for every cold email you send.

When To Use an AI Cold Email Generator

In my experience — and from what I’m hearing from email experts — using AI to generate cold emails can save you time.

But on the flip side? An AI cold email writer can also harm your effectiveness at turning cold leads into warm ones or achieving your email goals, whatever they may be. While some nuance is involved, I think using an AI cold email generator for the following scenarios would work best.

You have a free product or service offer.

In the intro, I mentioned that cold email was my most successful lead-gen activity in sales. And this was especially true when we had free short courses to offer local businesses. Why did this work?

We had genuinely great freebies that were highly relevant to the industries I targeted.

If that’s your setup, I think an AI cold email generator could help you successfully promote your freebie to a specific audience segment.

Example: Back in the 2010s, the UK government introduced new regulations that required anyone handling food in a commercial setting to have specific training around food allergens. From memory, they might’ve even needed specific certification, too.

Luckily, the college I worked with had secured funding to offer a free food allergen short course with relevant certification. Ahead of the updated regulations, I sent out a cold email to a bunch of hospitality and catering companies in the local area. Within 10 minutes of the email landing in people’s inboxes, the phone started ringing.

The email itself wasn’t anything fancy. I explained the upcoming regulations, shared details about the course, and made it crystal clear it was free, no strings attached! I also included a clear CTA telling folks how to book a place. If I replicated this same scenario now, I’d feel comfortable using AI to help me draft the email and save time.

You don’t need high degrees of personalization.

If high levels of personalization aren’t needed (i.e., you’re sharing a generic offer or quick news update to prospects), try AI. But if high levels of personalization are required (i.e., you’re targeting a smaller group of specific prospects), it might be best to skip AI and prioritize the human touch.

Example: Ekta Shewani, a Freelance SEO Outreach Specialist at Uniqode, has experimented with using AI to generate cold outreach emails for publishing partnerships. She shares her experience below.

“I think AI has a huge way to go. I think, given the right prompts, it's great. But then there are other elements like if we leverage it at mass level, will it actually decrease the level of humanness of an email.”

She adds, “I have realized personalized email outreach is way better than using tools…Recently, I have increased personalized email outreach, and it helps me understand the domains better, analyze them better, and understand the people working there better.”

You’re not reaching out to a specific high-value prospect.

I also wouldn’t recommend using AI to generate cold emails if you’re contacting a specific person for the first time. And I really wouldn’t recommend it if you’re sending a cold outreach email to a potentially high-value prospect. Intensive research, personalization, and heavy lifting are justified in this case.

Example: Joe Fletcher, a Marketing Consultant at Scaled, recounts contacting a busy CRO where another generic type of cold email wouldn't have prompted a response.

“I signed one client who was a big football fan,” says Fletcher. “I started the email with, ‘your team lost 2-1 at the weekend, but I am here to cheer you up by giving your SDR team 25 qualified calls and save you cash from your current tech.’”

He adds, “Basically, I had scraped a bunch of people using ZoomInfo tracking code on their website, and knew it cost a lot, for what is in effect just a large database of B2B people.”

According to Fletcher, the tool at the time was a freemium offering.

“We were just reaching out to anyone really and saying sign up, usual hook. But this guy was working for a medium-sized company that had just taken on funding, and the number of seats they would've needed was high,” Fletcher says.

Fletcher explains that this was a big thing for the SaaS brand where he worked at the time. It showed them moving into the next steps of growth and handling companies that needed 15+ seats of the tool.

Rather than turning to AI to generate a generic email, “it took a lot of research into this guy's personal life, what his role in the business was, different hooks I could try, and things he was passionate about.”

5 Best AI Cold Email Generators

To make the test fair, I will use the same prompt — or elements of it — and scenario for each tool when possible. How much of the prompt I can use will ultimately depend on each tool's setup and preset input options. Because of this, I predict that the difference maker in output will likely be the availability and detail of input fields.

For this scenario, I’m pulling inspiration from the use cases above and offering a free service (a comprehensive edit of a piece of blog content) to a specific target segment (busy SEO managers).

Here’s a screenshot of my prompt and scenario:

Pro tip: I’m mainly testing out each AI cold email generator's writing ability and how easy the tools are to use. Before investing in any email marketing tool, consider other elements like integrations with existing tools or prospect research and campaign management capabilities.

1. HubSpot AI

HubSpot AI is a collection of AI-powered tool integrations you can use as part of the customer platform. The tools will help you streamline your marketing, sales, and customer service activities.

Regarding features relevant to email marketing, you can use HubSpot AI to do prospect research, draft on-brand prospecting emails, and analyze campaign results. I’m specifically testing HubSpot's AI Email Copy Generator for this article.

What I like: ChatSpot has recently graduated as a full HubSpot feature. You can now access it from anywhere inside your CRM, which I think will help speed up email marketing tasks related to prospecting. For example, you can ask ChatSpot questions and get quick answers about leads in your CRM.

Price: Get started for free.

Source

Testing It Out

Looking at the post-sign-up screen, I’m so grateful that HubSpot (at least by the looks of it) will walk me through this process. Plus, the options on this page are simple and easy to follow. I don’t feel overwhelmed at all. To get started, I’m picking “Marketing Email.”

This has prompted a screen asking me to describe what my marketing email is about. HubSpot recommends keeping it “concise and focused,” so I will only add a relevant portion of my pre-written prompt.

Next, HubSpot wants me to input my key selling points. Specificity is the hidden art of conversion copy, so I love that this is making me really think about my offer‘s key selling points! These selling points are actually more specific than my original prompt. I’d say the tool’s layout and prompting are helping me narrow these down.

Now, it’s time to determine what action I want my audience to take. I’m selecting “Sign-up” as this offer requires leads to reply by email to qualify. I love the range of calls to action on offer. I also like that you can create your own if you want.

Now I’m being prompted to select my writing style. Out of the options, I think “Witty” is closest to the tone of my brand. Like the call-to-action options, I loave the range of styles on offer. I can see this being beneficial if you oversee a few different brands, each with a distinct style.

After filling out the input fields above, I can confirm my prediction that HubSpot would walk me through the entire process was correct. No overwhelming spreadsheets, no fuss, just simple guidance making it super simple to start. Perfect!

After inputting all the requirements, I was met with this screen. The layout is visually pleasing and easy to navigate. If I want to change anything I’ve added to the input fields, the instructions walk me through it.

The final email itself isn’t exactly in the style of my brand — a little bit sarcastic, sassy, and with extra spice. If you follow me on LinkedIn and receive something like this with my name attached and without my signature, it might shock you. (I’m picturing it now and giggling.)

That said, not everyone has a bold brand like mine, and I think this copy isn’t too shabby for an out-of-the-box AI-generated email.

Pro tip: Try experimenting with the various “writing styles” for different outputs.

Once the tool has generated your email copy, you can either “generate again” or “edit your marketing email.”

Similar to the previous screen, the layout of the edit screen is super user-friendly. I can see this being helpful if you want to drag and drop elements in, like images, or switch up the email layout.

2. Clay

Clay harnesses multiple APIs and integrations to achieve many actions with a single tool. Clay is ideal for creating a cold first touch point email that steers away from prompt-based and generic offerings. Clay comes highly recommended by Joe Fletcher, who has seen “real movement” in first touch point cold emails from using the tool.

“I can research my targeted leads within Clay and then use the tool to scrape company information, like company size, blog posts, latest news on the web, events they are attending, and much more,” says Fletcher. This helps him craft a much more targeted email showing some research into these potential leads and interest in their company.

While Clay’s features can speed up your prospecting process, it’s not quite there yet for one-to-one email marketing.

“Integrating GPT/Claude to write your emails can mean you send unique emails out to customers you mark as people you want to work with,” Fletcher warns. “However, there is still that missing human element/certain research areas that the tools cannot find. So, for me, a personalized approach is still needed when you have a focused ABM campaign running.”

What I like: You get 1,200 credits a year with the free trial. That’s pretty generous and will give folks enough wiggle room to test out the tool’s capabilities and make sure it’s right for them. I also think Clay has a lot of potential for personalizing cold emails based on company size, specific team structures, and even posts they have on social media.

Price: Get started for free.

Testing It Out

Clay’s sign-up process was pretty straightforward. But looking at the “home” screen, I’m already wondering if this is the best tool for testing the cold email writing feature alone. It seems like you have to be a whiz with spreadsheets, and so far, there have been no prompts to walk me through the process.

This could be my tech-aversion at play, or maybe my use case isn’t ideal. Still, I’m sitting here thinking, “What do I do next?” I guess it’s time to watch a help video. So far, this isn’t nearly as easy to get to grips with as HubSpot’s platform. That said, if you’re familiar with tools like this, the layout might not be an issue for you at all.

I have returned from watching the help video. It turns out I can use the “Clay Starter Table” to test out the tool. That’s a bonus, as with some research-based tools like this, you need your own data to get started.

Based on the help video, I hit “Add column,” select “Add enrichment,” and type “Use AI” into the search bar.

That process brings up a bunch of third-party integrations. At first glance, you need credits to use most of these. You get 1,200 credits a year with the free trial. That means I can test some of the integrations out for free. Another bonus! I will stick with what I know and use the OpenAI/GPT integration.

I think this might say more about me than the actual product, but I’m looking at this next screen and feeling the tech fear again. Alas, I’ll dive in. I’ve added a brief section of my original prompt for the specific task and then used the rest to add more context below.

Pro tip: As an FYI, you must select up to five rows on the Starter Table before generating the email. That had me stumped for a little while.

I’m selecting “Try on five rows,” but I only see the subject line drafts rather than the cold email copy. I think I need to add an input, or maybe some new columns, perhaps a conditional formula… At this stage, I really don’t know.

I’m going to try adding a new “Text” column and adding that as the input to the prompt. Let’s see if this changes the output.

Clay is still only reverting subject line drafts. As for the subject line copy, it isn’t too bad. It’s a little generic for me, but as I said before, my brand is bolder than most. This will have to be my jumping-off point because I’m getting nowhere, fast.
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How AI business analytics can level up your data game (+ expert tips)

Zoe Ashbridge — Thu, 17 Jul 2025 12:00:00 +0100

I’ve adopted AI into many parts of my business, particularly in marketing and operations. Yet, I wasn’t making the most of what AI could bring to my business. I hadn’t considered AI’s role in business analytics.

I spoke to business founders, marketers, and data analysts to learn more about how AI business analytics allows for faster data analysis and delivers business findings faster than you’d do alone. I was pleasantly surprised by the response; there are a lot of ways that business analysis benefits from AI.

In this article, I’m sharing everything I learned about AI business analytics.

First, we’ll dig into the ways that AI can help with business analytics, followed by a step-by-step guide to getting started with it. Throughout, I’ve shared my favorite insights from professionals who are already using AI in business analytics.

Table of Contents

How can AI help with business analytics?

Expert Tips on Using AI for Business Analytics

How to Use AI for Business Analytics

How can AI help with business analytics?

I spoke to over 30 professionals about AI analytics and discovered four common ways that AI is helping businesses.

Automating Data Processing

I am already familiar with AI’s automation of data. Whenever I handle a large dataset, I turn to AI to process that data. I might ask the AI to condense data, collapse duplicates, or deliver findings from a report.

GA4’s analytical AI is brilliant at delivering information in an easy-to-read and efficient manner. For example, in the screenshot below, I wanted to know my site's traffic volume. Rather than clicking through to reports, the AI delivered the information I most wanted to read.

The above is one example of where AI saves time and accurately reports on data; the answer was instant.

What I like: This is a simple way to start with AI business analytics. It’s built into a tool that every website owner should be using. It’s easy and efficient.

Enhancing Predictive Analytics

Similar to the above, artificial intelligence enhances predictive analysis. I’ve talked about predictive analysis related to CRMs before. Many CRMs rely on AI to support users with predictive analysis. It makes sense since AI can analyze data quickly and accurately.

At the click of a button, AI can help you understand your audiences and make data-driven decisions to a) serve your audiences in the best way possible and b) get closer to conversion quicker.

Carmen Mendoza, account executive at Booking Agent Info, credits AI with detecting complex patterns and trends in data sets that would otherwise be imperceptible.

Booking Agent Info connects customers with celebrities.

Mendoza says, “AI allows us to create predictive analytics. Using historical data and current market trends, we can forecast when there might be a rise in demand for certain skills or talent types. This is useful information because it helps us identify talent early and cultivate relationships with them so that we can provide clients with the right people when they need them.”

What I like: While staff are busy working day-to-day, it’s easy to miss opportunities that are coming up. AI takes the predictive analysis off employees; AI won’t forget or miss opportunities. The predictive analysis then reports to the human, who does the important bit: building the human-to-human relationship.

Scheduling

I especially love the idea of using AI for scheduling. I love AI for scheduling my daily activities. There was a time when I used Motion, an AI project management tool, to manage myself, but I hadn’t considered the impact of AI when scheduling a team.

Source

Szymon Skoneczny, a mathematical model specialist at Softinery, uses AI business analytics in manufacturing to optimize processes.

He said, “[AI] analyzes vast amounts of data from production-line sensors in real-time, enabling us to make decisions that lead to increased efficiency. The application of AI also allows us to predict machine failures, optimize production schedules, and minimize operational costs.”

AI becomes most helpful when it fulfills a role that a human can’t. It’s impossible for a human to monitor every machine in real time, nor can a human easily consider the production schedule for an entire manufacturing team efficiently.

What I like: Using AI to predict machine failures and optimize schedules directly impacts business profitability. Unlike humans, AI can monitor numerous machines at once. In this use case, AI offers many cost-saving opportunities.

Summarizing Data

Many who have adopted AI for business analytics use it to summarize data. A common way of using AI summarization is customer feedback.

Instead of manually picking through customer feedback and assigning findings, the AI does it all for you.

Dana Brown, head of marketing at Shortcut, uses AI summaries for customer feedback. Brown says, “We can use AI tools to help efficiently summarize large text documents, such as customer feedback from surveys, extracting key themes and sentiments without a whole bunch of manual work. This not only saves time but also ensures that no critical insights are overlooked.”

What I like: I think data summary is a fantastic use case for AI. Many of us are already using it for things like AI meeting notetakers. However, the benefits of summarizing business data are significant. Brown is saving hours and hours using AI to summarize and contextualize customer feedback surveys.

Expert Tips on Using AI for Business Analytics

It’s clear that AI for business analytics is beneficial and efficient, but before you get started, consider these tips from professionals already using AI in this way.

Source

Monitor data on a real-time basis.

With AI, your data can be monitored all day, and significant findings can be reported to you.

Chris Roy, product and marketing director at Claimsline, uses AI to monitor the sales pipeline.

Roy says, “Timely data is crucial. Utilizing AI for real-time monitoring helps identify trends and issues as they happen, enabling swift adjustments.”

For instance, Roy notes, tracking inbound and outbound lead metrics in real-time has allowed the team to maintain a balanced approach in their lead generation strategy. This informs “decisions that directly impact our hiring and revenue-generation processes,” Roy says.

Joey Lowery, founder and marketing coach at Media Shark, also recommends using real-time data.

Lowery says, “Our AI system alerts us to unusual sales patterns instantly. Last month, it caught a sudden spike in a product line, letting us quickly restock and capitalize on a trend.”

What I like: AI can monitor data 24/7. It doesn’t need a break; it’s fast, accurate, and can spot trends and alert you to potential actions. Analysis like this is difficult and incredibly time-consuming for humans. Give AI this analysis so you can get to work on resolving AI’s findings.

Start small.

Lowery from Media Shark has some advice for getting started with AI. He warns, “Don't get caught up in the hype — look for practical applications that directly impact your bottom line.”

Instead, Lowery suggests starting small, focusing on one area where you need insights, and growing from there.

What I like: From HubSpot surveys, we know that teams can easily adopt AI within the tools they already use. Instead of trying to do everything and overwhelming teams with new processes and tools, I suggest focusing on one thing, ideally connected to something you’re already doing. It eases the mental load and increases the chances of AI adoption.

Don’t replace your humans.

AI should be used to complement your human workforce.

Mike Sadowski, founder and CEO of Brand24, says, “AI has evolved into a great tool for our business analytics, but I also want to emphasize that it doesn't replace human insight.”

Sadowski has first-hand experience of AI’s shortfalls.

He says, “When we first implemented AI tools, there was an initial wave of excitement as if we had discovered a shortcut to comprehensive understanding. Though, we soon realized that while AI excels at highlighting trends, it lacks contextual awareness. Human judgment remains key for correctly interpreting these insights and making informed decisions based on them.”

According to Sadowski, the solution is using AI to enhance analysis.

He says, “For those considering AI implementation, I advise against expecting it to solve every problem for you automatically. Instead, utilize it as a tool to enhance your analysis, not supplant it. Begin with specific areas where AI can provide an advantage, such as customer sentiment analysis or predictive sales modeling.”

What I like: While AI is a fantastic tool, it is just that: a tool. It’s easy to get excited by AI and become over-reliant on it. I think this is another benefit of starting small: You’ll get a better gauge of where AI excels and where its shortfalls are.

Be ethical.

Ethical AI is really important. We are all still in the very early days of using AI, yet there have already been AI lawsuits and questions on how and when AI usage is appropriate. This isn’t here to put you off using this amazing tool, but it should be used conscientiously.

Maggie Bolt, marketing manager at Forum Ventures, says, “Make sure you are ethically using AI. You should always respect customer privacy and use AI responsibly in line with data regulations.”

What I like: It’s easy to get excited by what AI can do for our business, but we must be careful. Business analyst consultants, for example, should be transparent about their AI usage.

Provide quality data.

As much as AI takes tasks off humans, it still depends entirely on humans to operate successfully.

Josh Bolstad, owner of Niche Ranker, recommends that teams provide quality data to their AI. Bolstad says, “I’ve learned that AI is only as good as the data it’s fed. Ensuring data accuracy and relevance is essential.”

What I like: Even in its simplest form, I’ve noticed that the AI output correlates with the input I give the tool. Bolstad is right: You get out of AI what you put in. Data input is a commitment, but it pays off.

How to Use AI for Business Analytics

If you’re new to using AI for business analytics, my simple step-by-step guide will get you from the consideration phase to using AI for business analytics.

Source

Step 1. Choose one area to improve with AI business analytics.

Before investing time or money into AI for business analytics, determine which area of your business you will analyze with AI.

Consider:

What will be most helpful to you and your team. Your team is more likely to invest the time and learn if the AI directly impacts their work in a good way.

Areas where you’re already using tools or have good processes. AI adoption is more likely to stick if you use AI that exists within tools you’re already using.

Measurable outcomes. Decide which KPIs will monitor the success of using the AI. Were you looking to save time, get more accurate data, or something else? Whatever it is, make sure you have a measured outcome.

Step 2. Start small.

Experts I interviewed suggested starting small and building out from there. You don’t have to do everything in one go. In fact, there’s going to be a period where you and your team need to get used to the AI.

Start by handling a few tasks with the AI and seeing how it responds. Then, analyze the output, tweak the input, and alter systems and processes accordingly.

Remember: You can always scale your AI operations as you go.

Step 3. Manage the AI with your team.

As you explore your new AI for business analytics, hold one member or a small team accountable for the execution.

Hilary Corna, a strategy coach, says, “Accountability is key to sustaining the success of any process improvement efforts.”

To help build accountability, Corna recommends framing expectations, setting realistic expectations, and cultivating a growth mindset.

Step 4. Human Analysis

As our experts said, no AI system is complete without human analysis. Once the AI has delivered its output, your team must add all the important human layers. This will be especially important in the early days of the adoption of AI for business analytics. You need to be sure that the system is doing what it should as accurately and efficiently as you need it to.

Step 5. Human Action

Three common end goals of bringing AI into your business analysis are saving time, analyzing large datasets accurately, and improving efficiency.

Remember that the AI is taking some of your team's work. Now, you must allow your team the time and freedom to do what they do best and add that all-important human layer.

Getting Started

Before I started learning about AI and business analytics, I knew it would be incredibly useful. Still, the scale to which AI can benefit business analytics surprised me greatly.

Insights from our AI and business analytics professionals have inspired me to level up how I use AI in my own business, and I hope it does the same for you.

Next, you just need to pick an area of business analytics to optimize with AI and get to work. The benefits are great; don’t sleep on it.

5 best CRMs for real estate businesses in 2025

HubSpot Staff — Thu, 17 Jul 2025 12:00:00 +0100

Managing relationships in real estate is more than just remembering names and dates — it’s about nurturing trust through every stage of the buying or selling journey. However, with high volumes of leads, complex transactions, and long sales cycles, real estate businesses’ CRM needs are uniquely demanding.

Real estate professionals rely heavily on innovative tools to manage their growing networks and workflows to stay organized and competitive. Customer Relationship Management (CRM) software plays a crucial role by streamlining communication, prioritizing follow-ups, and offering clear visibility into the sales pipeline — all of which contribute to closing deals more efficiently. According to the National Association of Realtors (NAR) 2024 Technology Survey, CRMs were among the top three tech tools that gave respondents (or their agents) the highest-quality leads in the last year.

In this article, we’ll break down the best CRM software for real estate businesses, complete with a comparison table, feature-by-feature analysis, and a how-to guide for choosing the right system for your team. Whether you’re a solo agent or running a large brokerage, you’ll find options that match your workflow and growth goals.

And yes, HubSpot is among the trusted CRMs real estate companies use to streamline operations and scale their client relationships efficiently.

Table of Contents

What is a CRM for real estate?

CRM Comparison Table

Best CRM Software for Real Estate Businesses

Benefits of CRM Software for Real Estate

5 Important Features for a Real Estate CRM

How to Choose a CRM for Real Estate (Step-by-Step)

Frequently Asked QuestionsWhat is the best CRM for real estate?

Meet HubSpot, the Top CRM Choice for Real Estate Companies

What is a CRM for real estate?

A CRM for real estate is a software tool designed to help agents, brokers, and firms manage client relationships, property listings, and sales workflows more efficiently. It centralizes communications, tracks leads through the buying or selling process, and automates follow-ups — all tailored to the unique pace and complexity of the real estate industry.

Best CRMs for Nonprofit Organizations at a Glance

CRM

Best For

Key Features

Pricing

Free Trial

HubSpot

Growing real estate teams seeking an all-in-one solution

Integrated marketing, sales & service hubs

Customizable deal pipelines

Email tracking & templates

Meeting scheduler

Lead scoring & automation

Mobile app

Website integration

Free: $0

Starter: $9/month/seat

Starter Customer Platform: $9/month/seat

Sales Hub Professional: $90/month/seat

Yes, 14 days

Follow Up Boss

Teams focused on lead response and conversion

Automatic lead distribution

Text & email from one inbox

Lead source tracking

Action plans & workflows

Call recording

Integration with lead sources

Grow: $58/user/month (two free months included)

Pro: $416/user/month (includes 10 users, additional users can be added at $41/month, two free months included)

Platform: $833/user/month (includes 30 users, additional users can be added at $17/month, two free months included)

Yes, 14 days

Property Matrix

Luxury real estate & international markets

IDX website integration

Multi-language support

Commission tracking

Marketing center

Transaction management

MLS integration

Custom pricing only (must request a demo for price quote information; see here)

Yes, 14 days

Monday.com

Teams wanting lead generation and CRM capabilities combined

Built-in lead generation tools

AI-powered lead scoring

Behavioral automation

Smart campaigns

Custom-branded apps

Open house tools

Free CRM: $0/user/month (maximum two users)

Basic CRM: $9/user/month

Standard CRM: $12/user/month

Pro CRM: $19/user/month

Enterprise: Custom pricing only (must request a demo for price quote information; see here)

No, demo scheduling required

Real Geeks

Budget-conscious agents and small teams

Video email & texting

Drip campaigns

Transaction management

Lead distribution

Power dialer

AI assistant

Establish: $399/month (includes $250 sign-up fee)

Grow: $699/month (includes $250 sign-up fee)

Expand: $1,199/month (includes $500 sign-up fee)

Conquer: $1,799/month (includes $500 sign-up fee)

Yes, 14 days

Best CRM Software for Real Estate Businesses

In real estate, staying organized while juggling multiple clients, properties, and transactions can feel overwhelming, but the right CRM makes all the difference. Modern real estate CRMs are explicitly designed for how agents work today, with features like mobile apps for updating notes during showings, automated follow-ups that nurture leads over months, and visual pipelines that track each deal from first contact to closing.

Below, I’ve covered the features and benefits that help real estate professionals save time, close more deals, and deliver exceptional client experiences. Take a look:

1. HubSpot

Source

Best for: Growing real estate teams looking to scale operations while maintaining personalized client relationships through integrated marketing and sales tools.

Key HubSpot Features

Customizable deal pipelines: Essential for real estate professionals to track properties through different stages (listing, showing, offer, closing) while visualizing their entire portfolio at a glance.

Email tracking and meeting scheduler: Streamlines the showing scheduling workflow by allowing clients to book property viewings directly from emails, while agents can see when prospects open listing emails.

Marketing Hub integration: Automates lead-nurturing campaigns based on property interests, automatically sending new listings to buyers based on their saved searches and preferences.

HubSpot Pricing (Sales Hub)

Free: $0

Starter: $9/month/seat

Starter Customer Platform: $9/month/seat

Sales Hub Professional: $90/month/seat

2. Follow Up Boss

Source

Best for: High-volume real estate teams focused on rapid lead response times and converting online leads into clients.

Key Follow Up Boss Features

Automatic lead distribution: Crucial for real estate teams to instantly route incoming leads from Zillow, Realtor.com, or website inquiries to the right agent based on location, property type, or availability.

Unified communication inbox: Consolidates the typical agent workflow of juggling texts, emails, and calls into one screen.

250+ lead dource integrations: Automatically imports and tracks leads from major real estate platforms, eliminating manual data entry and showing ROI for each marketing channel.

Follow Up Boss Pricing

Grow: $58/user/month (two free months included)

Pro: $416/user/month (includes 10 users, additional users can be added at $41/month, two free months included)

Platform: $833/user/month (includes 30 users, additional users can be added at $17/month, two free months included)

3. Property Matrix

Source

Best for: Established real estate agencies and property management companies needing comprehensive transaction tracking and trust management capabilities.

Key Propertybase Features

Integrated trust accounting: Critical for real estate agencies handling client deposits and rental income, ensuring compliance with real estate trust account regulations.

Multi-office management: Enables brokerages to oversee multiple locations from one dashboard, tracking agent performance, commission splits, and office-specific listings while maintaining centralized reporting.

Automated commission calculations with Xero/MYOB integration: Streamlines sales workflows from listing to settlement, calculating agent commissions based on custom splits and syncing financial data with accounting software.

Property Matrix Pricing

Custom pricing only (must request a demo for price quote information; see here)

4. Monday.com

Source

Best for: Real estate teams seeking a highly visual, customizable platform that adapts to unique workflows and scales from solo agents to large brokerages.

Key Monday.com Features

Visual pipeline management: Perfect for real estate professionals who need to track multiple deals simultaneously, offering kanban boards, timeline views, and color-coded statuses.

Custom automation builder: Streamlines repetitive real estate workflows, such as sending listing agreements after initial meetings, notifying team members when offers are received, or triggering inspection reminders based on contract dates.

200+ integrations, including Zillow and DocuSign: Automatically syncs new leads from major real estate portals while enabling digital signature workflows for contracts.

Monday.com Pricing

(Annual price based on team size)

Free CRM: $0/user/month (maximum two users)

Basic CRM: $9/user/month

Standard CRM: $12/user/month

Pro CRM: $19/user/month

Enterprise: Custom pricing only (must request a demo for price quote information; see here)

5. Real Geeks

Source

Best for: Growth-focused real estate teams wanting a complete lead generation ecosystem with built-in IDX websites, landing pages, and Facebook advertising tools.

Key Real Geeks Features

IDX website with lead capture forms: Essential for real estate professionals to showcase MLS listings while automatically capturing visitor information through property search behavior.

Facebook marketing integration: Streamlines the modern real estate marketing workflow by creating targeted Facebook ads for listings.

Autoresponders with property alerts: Nurtures leads on autopilot by sending new listings matching their saved searches, market reports, and personalized property recommendations based on viewing history.

Real Geeks Pricing

For a 12-month term:

Establish: $399/month (includes $250 sign-up fee)

Grow: $699/month (includes $250 sign-up fee)

Expand: $1,199/month (includes $500 sign-up fee)

Conquer: $1,799/month (includes $500 sign-up fee)

Benefits of CRM Software for Real Estate

Eliminate Double-Booking and Missed Showings with Synchronized Scheduling

Real estate agents waste hours coordinating property showings, often double-booking themselves or missing appointments due to calendar conflicts across multiple properties and clients.

HubSpot’s meeting scheduler and calendar sync integrates directly with Google Calendar and Outlook, allowing clients to self-book property tours based on real-time availability. Agents can set buffer times between showings, block out personal time, and automatically send confirmation emails with property details. This turns a chaotic scheduling process into an automated system that respects agent and client time.

Convert More Leads by Targeting the Right Prospects at the Right Time

Not all real estate leads are equal. Some are ready to buy today, while others are just browsing. Agents waste time on tire-kickers without proper organization, while hot prospects go cold.

HubSpot’s list segmentation and lead scoring automatically organize contacts based on engagement level, property preferences, and timeline. Create dynamic lists like “Viewed 5+ properties in the last week” or “Downloaded mortgage calculator,” then trigger targeted campaigns to these high-intent segments. This precision targeting helps agents focus on prospects most likely to transact while nurturing others until they're ready.

Never Lose Another Deal Due to Poor Communication or Missed Follow-Ups

Real estate deals die in the follow-up phase. Agents juggle dozens of active prospects while managing current transactions, inevitably neglecting timely communication. However, HubSpot’s sequences and workflow automation create fail-safe follow-up systems that run automatically. Set up sequences that send listing updates on day 1, schedule a call on day 3, and share market reports on day 7 — all personalized and timed perfectly.

When prospects engage, workflows can alert agents, assign tasks, or move deals to the next pipeline stage, ensuring consistent communication throughout the lengthy real estate cycle.

Make Data-Driven Decisions with Real-Time Performance Visibility

Brokers often discover problems too late — an agent’s conversion rate drops, a lead source stops performing, or deals stall in the pipeline — because they lack real-time visibility.

HubS

HubSpot Commerce Hub pricing guide — essential tools for growing revenue

HubSpot Editorial — Thu, 10 Jul 2025 16:29:41 +0100

HubSpot Commerce Hub streamlines payment collection, quote management, and revenue tracking directly inside the CRM. With businesses increasingly adopting integrated billing tools, Commerce Hub helps teams close the loop between sales, finance, and operations. The best part? It’s completely free.

This guide outlines accurate 2025 pricing for each Commerce Hub tier, plus feature comparisons, trade-offs, and recommendations to help you choose the best fit.

HubSpot Commerce Hub Overview

HubSpot Commerce Hub is a native billing and payments solution built into HubSpot’s CRM. It allows businesses to create and send branded quotes and invoices, manage payments, and streamline revenue collection — all without leaving their customer relationship platform. The tool simplifies the quote-to-cash process by enabling users to generate documents, share payment links, and track transaction statuses within HubSpot.

With Commerce Hub, businesses can accept one-time payments using credit/debit cards or ACH bank transfers. These features are especially useful for SaaS companies or service-based businesses with retainer models. Commerce Hub also supports tax calculation, discounting, and reporting tools to monitor financial performance.

All of these features operate within HubSpot’s ecosystem, ensuring payment data is tied to contacts, deals, and company records without the need for third-party billing tools.

Key Features

Invoicing capabilities that turn quotes into cash with invoices sent directly from your HubSpot CRM

Payment links you can embed in web pages, forms, emails, and more

Automated recurring billing capabilities

Accepts over 130 currencies

Trade-offs vs Competitors

Advantage: While standalone billing tools like Chargebee or Paddle require third-party CRM syncing, Commerce Hub keeps all revenue activity directly connected to customer records, deals, and workflows

Consideration: Commerce Hub is ideal for businesses that want tightly integrated revenue and CRM data, while competitors may be more suitable for those with standalone billing needs

HubSpot vs. Stripe Payment Processing

Commerce Hub offers two payment processing options. Choose the option that works best for your business:

Category

HubSpot Payments

Stripe via Commerce Hub

Support

Connect with a commerce expert for support anytime

Use existing Stripe support

Pricing Transparency

No hidden fees for billing, invoicing, or integrations

Additional fees may apply (e.g., 0.75% platform fee)

Fraud Protection

Includes fraud detection and chargeback support — 100% free

Not specified on this page

Platform Integration

Manages commerce and payment data within HubSpot’s unified platform

Uses Stripe for processing; integrates with Commerce Hub invoicing and billing

Payment Methods

Credit/debit cards, ACH Bank Transfer, Apple Pay, Google Pay

Credit/debit cards, ACH, SEPA, BACs, PADs

Currencies Supported

130+ currencies

130+ currencies

Credit/Debit Fees

2.9% per transaction + 0.5% platform fee

Stripe’s standard fees + 0.75% platform fee

ACH Fees

0.8% capped at $10 + 0.5% platform fee (also capped at $10)

Stripe’s ACH fees + 0.75% platform fee

Availability

Any Starter, Professional, and Enterprise Hubs

Any Free, Starter, Professional, and Enterprise Hubs

Promotions

No platform fee for 60 days (limited time offer)

Not mentioned

Making the Right Choice

Choose HubSpot Commerce Hub if:

You already use HubSpot CRM and want payments, quotes, and revenue tracking fully integrated with your sales and marketing data

You want to send branded quotes and invoices without switching platforms or manually syncing data between tools

You’re looking for a simple way to accept one-time or recurring payments using ACH or credit cards, with minimal setup

You want to automate workflows around payments (e.g., follow-ups, renewal reminders) using HubSpot’s native automation engine

You want centralized visibility across sales, marketing, service, and revenue operations with one login and a unified contact record

You prefer a no-code or low-code solution where finance teams can manage billing and reporting without engineering support

Getting Started

Commerce Hub offers both Stripe and HubSpot payment options. Stripe payment processing through Commerce Hub is available with any Free, Starter, Professional, and Enterprise Hub. HubSpot payment processing is only available with any Starter, Professional, and Enterprise Hub.

For personalized quotes or bulk pricing, contact HubSpot Sales at (888) 482‑7768 or visit the HubSpot pricing page.

Process Payments Faster

HubSpot Commerce Hub brings together the full quote-to-cash lifecycle within one unified CRM platform — eliminating the need for third-party billing tools, manual integrations, or siloed data systems. Whether you're just getting started with invoicing or scaling subscription-based revenue, Commerce Hub’s flexible tiers provide a seamless way to create quotes, collect payments, and manage recurring billing.

HubSpot’s Sales Hub pricing guide — essential features for every rep

HubSpot Editorial — Thu, 10 Jul 2025 16:13:07 +0100

HubSpot Sales Hub is a powerful sales acceleration platform that helps teams streamline outreach, close deals faster, and increase revenue. With 84% of customers reporting 84% improved their lead quality, Sales Hub offers a proven return on investment. This guide provides accurate, up-to-date pricing and feature comparisons across all Sales Hub plans as of 2025.

HubSpot Sales Hub offers four pricing tiers to meet the needs of growing sales teams and enterprise organizations:

Plan

Monthly Cost (Annual)

Core Seats Included

Deal Tags

Sales Automation

Onboarding Fee

Free Tools

$0

2 seats

N/A

N/A

None

Sales Hub Starter

$9/seat (annual) or $15/seat (monthly)

Per user

10 deal tags per account that apply to all pipelines

Trigger tasks and email notifications when deals change stage

None

Sales Hub Professional

$90/seat (annual) or $100/seat (monthly)

Per user

10 deal tags per account with rules for specific pipelines

Up to 300 fully customizable workflows

$1,500

Sales Hub Enterprise

$150/seat

Per user

10 deal tags per account with rules for specific pipelines

Up to 1,000 fully customizable workflows

$3,500

Free Sales Tools

Price: $0/month

Users: Up to two users

HubSpot‘s free CRM includes essential tools for contact management, pipeline tracking, and basic outreach. The free tier integrates with HubSpot’s Marketing Hub, Service Hub, Content Hub, and Operations Hub. This suite of free tools offers a free business platform.

This tier includes HubSpot branding and is ideal for solo users or teams testing CRM solutions.

Key Features

Basic CRM and contact tracking

Meeting scheduler

Email tracking up to 200 notifications a month

3 email templates

Conversational chatbot

Task and activity tracking

Best for: Individuals and early-stage startups needing a no-cost CRM with basic sales capabilities.

Sales Hub Starter Pricing

Price: $9/seat (billed annually)

Deal Tags: 10 deal tags per account for all pipelines

Sales Automation: Trigger tasks and email notifications when deals change stage

Sales Hub Starter removes HubSpot branding and adds powerful features like conversation routing, HubSpot payments, and unlimited email notifications. Starter also unlocks two deal pipelines per account, compared to just one in the Free plan, which enables teams to manage multiple sales processes (e.g., new business vs. renewals) separately. Additionally, users get 500 calling minutes per account per month, supporting outbound outreach directly from the CRM.

Starter further enhances sales productivity with features like task queues, custom properties, and conversation routing, enabling reps to organize follow-ups more effectively and automatically direct incoming leads to the right team member. Sales Hub Starter also introduces early-stage automation and process control features that help small teams sell more efficiently without the complexity or cost of higher tiers.

Starter supports fast-growing teams ready for professional-grade tools without enterprise complexity.

Key Features

HubSpot branding removed from chat and meetings

Multiple currencies accepted for payment

HubSpot Payments and Stripe payment integration (U.S. only)

Unlimited email open and click notifications, plus custom tracking domains.

Up to 5,000 canned snippets and documents that can easily be shared with prospects

Meeting scheduling and conversation routing

Trade-offs vs. Free Tools

Advantage: Branding control, automation, routing

Cost: $108-180/annually per user vs. $0

Limitation: Still limited in automation, email health reporting, conversational bots, and goal setting.

Best for: Small sales teams looking to standardize processes, track deals more efficiently, and route conversations without committing to complex infrastructure.

Sales Hub Professional Pricing

Price: $90/month per user (billed annually)

Onboarding Fee: $1,500 one-time

Deal Tags: 10 deal tags per account

Sales Automation: 300 customizable workflows

Sales Hub Professional offers end-to-end automation, deal forecasting, and deeper reporting. This tier is designed for sales managers scaling teams and seeking performance insights.

Professional users gain access to powerful workflow tools like automated lead rotation, task creation, and deal stage updates, which streamline the sales process and reduce manual work. Professional also includes email sequences, allowing reps to automate a series of personalized follow-ups based on contact engagement, and 1:1 video messaging to enhance outreach and conversions.

Sales Hub Professional includes a wide range of features that are not available in HubSpot’s Free or Starter plans, making it a significant step up for growing sales teams that need deeper automation and reporting.

Key Features

Sales automation workflows (lead rotation, task creation)

Custom deal stages and pipelines

Forecasting tools and sales analytics

Email sequences and 1:1 video creation

Custom reporting and dashboards

Product library and sales playbooks

Phone support included

Trade-offs vs Starter

Advantage: Automation, forecasting, reporting

Cost: $1,080-$1,200/annually per user + $1,500 setup vs. $108-180/annually for Starter

Complexity: Requires configuration and onboarding

Trade-offs vs Enterprise

Limitation: No lead form routing, recurring revenue tracking, or advanced permissions

Savings: $600-720/annually per user + $2,000 lower onboarding cost

Best for: Mid-sized teams scaling outbound efforts, standardizing pipelines, and building insight-driven sales strategies.

Sales Hub Enterprise Pricing

Price: $150/month per user (billed annually)

Onboarding Fee: $3,500 one-time

Deal Tags: 10 deal tags per account with pipeline-specific rules

Sales Automation: Up to 1,000 fully customizable workflows

Sales Hub Enterprise includes a suite of advanced features not available in the Professional tier, catering specifically to organizations with complex sales structures, compliance requirements, and advanced reporting needs.

One of the biggest differentiators is custom objects, which allow teams to model their CRM around any business process from territories to renewals. Teams can go beyond the standard contact-deal-company structure. Enterprise also includes predictive lead scoring, which uses AI to surface the most sales-ready contacts automatically. For large teams, advanced permissions and team hierarchies let admins control access to pipelines, reports, and records based on roles, departments, or regions.

In addition, Sales Hub Enterprise offers conversation intelligence, enabling automatic call recording, transcription, and coaching insights directly within the CRM. This supports high-performing sales orgs in coaching at scale and improving rep performance.

Key Features

Custom objects and record layouts

Predictive lead scoring

Advanced permission sets and team hierarchies

Conversation intelligence with call transcription

Recurring revenue tracking

Quote approval workflows

Custom deal scoring and coaching playlists

Trade-offs vs Professional

Advantage: Predictive intelligence, custom objects, advanced controls

Cost: $1,800/year per user + $3,500 setup

Complexity: Needs dedicated admin resources and strategy

Trade-offs vs Competitors

Advantage: HubSpot bundles CRM features, AI, analytics, and quote approvals into one interface versus separate tools required by Salesforce and Dynamics.

Consideration: Sites may run into platform constraints around API limits or automation throughput.

Best for: Large, distributed sales teams needing complex automation, governance, and deep reporting with out-of-the-box integration.

ROI and Business Impact

HubSpot's customer data shows:

36% increase in deals closed after 12 months of using HubSpot Sales Hub.

109% improvement in deal close rate for Sales Hub customers over one year.

61% increase in average deal size for businesses using HubSpot Sales Hub.

79% improvement in rep productivity after adopting HubSpot’s sales tools.

48% reduction in time to close a deal, on average, when using Sales Hub automation.

2.5x increase in pipeline volume reported by Sales Hub customers after full implementation.

63% of users say they save at least 4 hours a week per rep using automation features like task queues, sequences, and email templates.

Feature Comparison by Plan

Feature

Free Tools

Starter

Professional

Enterprise

Deal Pipelines

1

2

Unlimited

Unlimited

Calling Minutes

None

500

3,000

12,000

Email Templates

3

5,000

5,000

5,000

Documents

5 per account

5,000 per account

5,000 per account

5,000 per account

Sales Automation

None

Basic

Advanced workflows

Advanced + quote approvals

Custom Reporting

None

None

100

500

Forecasting

None

None

Default and custom forecasting

Default and custom forecasting (with recurring revenue)

Sequences

None

None

5,000 per account and up to 500 email sends/user/day

5,000 per account and up to 1,000 email sends/user/day

Custom Objects

None

None

None

Available

Permissions & Team Hierarchy

None

None

Basic Teams

Advanced Roles

Making the Right Choice

Choose Free Tools if:

You're just starting with CRM software

You need a no-cost way to manage deals

You want to try HubSpot before upgrading

Choose Sales Hub Starter if:

You're a small team ready to invest in basic automation

You need branded materials, task queues, and chat routing

You want payments and pipeline control without setup costs

Choose Sales Hub Professional if:

You're scaling a team and need automation, forecasting, and reporting

You want to standardize your playbooks and track performance metrics
You need 1:1 email/video, rotation logic, and phone support

Choose Sales Hub Enterprise if:

You're managing large or segmented teams

You need advanced governance, AI scoring, and complex deal workflows

You require predictive analytics and custom object tracking

Integration and Additional Costs

HubSpot Sales Hub integrates with over 1,500 applications, including LinkedIn Sales Navigator, Stripe, Aircall, PandaDoc, and Google Workspace. Most integrations are included in your plan, though some third-party tools may have separate costs.

Add-ons like extra calling minutes or integrations with advanced CRMs may incur separate charges.

Getting Started

HubSpot offers:

14-day free trial for Sales Hub

24/7 support on paid plans

Guided onboarding via HubSpot specialists

Free training through HubSpot Academy

For personalized quotes or bulk pricing, contact HubSpot Sales at (888) 482‑7768 or visit the Sales Hub pricing page.

Use Sales Hub to Grow Better

HubSpot Sales Hub offers a scalable CRM solution that grows with your business — from solo founders using free tools to global sales teams managing thousands of deals. Whether you're automating follow-ups, forecasting revenue, or enabling coaching with conversation intelligence, the platform empowers sales teams to close deals more efficiently.

Each plan is designed to unify outreach, streamline sales operations, and support team performance. From simple task queues to enterprise-grade automation and governance, Sales Hub provides the tools needed to operationalize your sales process and drive results.

Effective, underrated sales traits every rep should develop, from a sales coach

Shannon L. Jackson — Mon, 23 Jun 2025 13:00:00 +0100

When I started my sales career, I immediately gravitated toward the slimy salesperson persona. I was pushy and only focused on closing the deal. As I saw it working well for my colleagues, sales gurus, and top sales reps, I developed it into my selling identity.

But my natural personality is empowerment and empathy, and having worked in customer service, I also learned the value of actively listening and relating to customers.

My later discovery that these traits were also an important part of sales surprised me.

I began to work on developing these traits as a salesperson while still staying authentic. Now, I’m showing you how to do the same — how to build the underrated but powerful traits that make sales feel natural, effective, and aligned with who you are.

7 Sales Traits Every Rep Needs

When I started making the transition from B2C selling to B2B, it was a new world to me. I knew I needed more than the typical sales skills of confidence, resilience, relationship-building, and objection handling to positively impact my performance.

While there is no magic number of positive traits a top-selling representative should have, what matters most is being intentional in establishing what those traits are for you. I coach my students that the powerful thing about possessing sales success traits is that they are flexible and ever-evolving as you grow in your sales career.

Notice how I mentioned having the foundational traits down pat before I realized I needed more if I was going to advance my B2B sales performance? What I mean is this: You can start with a solid three, five, or seven traits you find valuable, and add or subtract more later on. Determine what suits you in terms of the timing of your role as a sales representative. You can even adjust your traits quarterly to keep you in sync and aligned for hitting your quota.

Over time, my understanding of the unconventional traits of top sales representatives shifted from a surface-level understanding to a deeply rooted one. That level combines traditional sales skills with the right mindset. Enabling them both makes it more efficient to train top-selling representatives by teaching reps to perform with skill and self-awareness.

Now, let’s get into naming these traits.

1. Self-Regulation

Self-regulation is a sales skill that helps you stay composed after rejection, bounce back faster, and maintain a consistent tone during high-stress days. It means you have the ability to manage your emotional reactions, especially under pressure, so you can respond with intention rather than overreacting.

I adopted this sales success trait in my second quarter as a B2B sales representative after researching the importance of remaining calm in high-stress sales situations. I had never experienced consistent rejection in a sales role before, and self-regulating my emotions became an important way for me to navigate those high-pressure times with clarity and resilience.

Ei4change provides a great overview of how self-regulation impacts sales performance. It highlights that sales representatives who manage their emotions effectively can engage clients more authentically, navigate objections with greater ease, and ultimately drive higher conversion rates through strategic relationship-building efforts.

In my sales coaching, I help students develop self-regulation by teaching them to manage their emotions more effectively through increased self-awareness of their feelings during sales activities.

How to Develop This Trait

Practice mindfulness and breathwork before high-pressure activities and identify emotional triggers during workflow.

2. Curiosity Over Control

Curiosity over control is a mindset that uses discovery and learning over forcing a conversation.

Curious top-selling representatives dig deeper into buyer needs, ask better questions, and create more value rather than pushing a pitch. RevBoss says that selling with the curiosity methodology diverges significantly from traditional sales, which emphasize product or service features and benefits.

Once again, in trying to copycat what worked for others, forced pitching was my thing. I was more than ready to tell how great our product was and all the bells and whistles that came with it.

But when I began cultivating genuine curiosity about my prospects and staying informed about their industry and specific needs, I was able to differentiate myself as a sales professional who genuinely cared.

How to Develop This Trait

Asking open-ended questions, staying genuinely interested in your prospect’s world, and reviewing tasks for missed learning moments.

3. Mental Alertness

I define mental alertness as the ability to be attentive, aware, and responsive to new information. It means you think fast on cold calls, adjust mid-conversation, and stay sharp during objections or unexpected turns.

This unconventional trait is where thinking on your feet comes in, allowing you to be flexible and quick-witted in your prospective conversations. You never know how a prospect will respond, so being mentally alert gives you the flexibility to react accordingly.

This was a sales success trait that finally came naturally to me. I would have something in mind to mention, and oftentimes that plan would change based on the prospect's viewpoint. It’s always okay to adapt in sales.

How to Develop This Trait

Practice real-time objection handling, role-playing, and improv scenarios to enhance your skills.

4. Detachment From Outcomes

In sales, detachment is the practice of separating your identity and self-worth from external results or prospect responses. Detachment allows you to stay consistent and confident, whether you secure the client or not, by focusing on what you can control: your effort and presence.

Sales leader Josh Braun asks, “Why is detaching from the outcome a superpower in sales (and life)? It’s because when you become attached to an outcome — whether it’s a sale, a meeting, hitting quota, or making President’s Club — you tie your happiness to that result.

Ironically, the more you try to control outcomes, the more they end up controlling you. Detachment doesn’t mean you don’t care or that you’re complacent. It’s about having the wisdom to do your best and then letting go of the result.

One of my sales managers taught me the importance of detaching from the outcome: If you let go of the expectations, you are most likely to reap the reward.

This sales skill practice worked wonders in my sales role because I was able to show up more confidently without being distracted by the result. In turn, I now help my sales coaching students understand the real impact of this trait when they consistently face the end goal of a cold call while addressing objections.

How to Develop This Trait

Set process goals (calls made, personalized emails sent, quality conversations) and celebrate input, not just results.

5. Empathetic Listening

Empathetic listening is listening with the intent to fully understand and emotionally connect with the speaker, not just to respond. It builds trust, reveals deeper pain points, and makes prospects feel safe to share what they truly need.

We are taught to practice active listening and empathy, but by combining the two, you can gain a deeper understanding of your prospect.

The Selling to the C-Suite newsletter by Cherilynn Castlemann suggests sellers should have “giraffe ears” — what she calls “a powerful listening technique encouraging active and empathetic listening. Imagine a giraffe with its long neck, stretching to hear distant sounds.” Castlemann goes on to explain how giraffe ears involve empathy, non-judgment, curiosity, and focus.

I’ve seen how empathetic listening partners with sales performance because it allows the prospect to open up more about their real problems and what they are struggling with.

This approach not only made it easier for me to connect as a sales representative, but it also allowed me to introduce a solution tailored that would address their needs and concerns, enabling me to determine if it would be a compatible fit by simply listening to the prospect further.

How to Develop This Trait

Slowing down, reflecting on what you hear, and pausing before responding.

6. Grit in the Small Moments

For me, “grit in the small moments” means showing persistent effort and discipline in the small, daily choices that shape long-term success. It shows up as making one more cold call, writing one more custom line, or pushing through resistance in small, yet powerful ways.

As Buzzboard notes, developing sales grit isn’t an overnight process, but it can be fostered by meeting adversity with a positive mindset and learning to surmount challenges.

As a B2B sales rep, cold calling was the majority of my workflow. One time, I saw an inspirational message on LinkedIn encouraging sales reps to make one more call, even when you are experiencing rejection, objections, or dead-end calls: make one more call.

I took that advice to heart and applied the same mindset to everything in my work, including emails, calls, and researching ICPs. Having that reminder to use your grit to do one more thing and push forward is an effort that top-selling representatives should make.

How to Develop This Trait

Creating rituals around outreach blocks, building supportive habits, and reviewing small daily wins.

7. Self-Compassion

Self-compassion is all about treating yourself with kindness, understanding, and encouragement, especially in moments of failure or frustration. It helps you recover from rough days, reduce burnout, and maintain confidence even when the numbers aren’t in your favor.

You are human; therefore, you must be honest with yourself and show some self-love. While coaching other sales reps, my mantra to them is to be kind to yourself, understanding that you will not always book the meeting, hit quota, or pitch the best pitch.

And yes — I took my own advice and practiced self-compassion when I didn’t meet quota in my first quarter as a new B2B sales representative.

I think self-compassion should be the number one unconventional trait of top sales reps. Give yourself permission to fail, bounce back, and recover. It’s perfectly okay to simply “be” without doing everything all the time.

How to Develop This Trait

Catching negative self-talk, reframing failure as feedback, and treating yourself like you'd treat a teammate.

Sales Success Traits That Meet You Where You Are Going

As you build out your sales skills in your current role, I encourage you to really hone in on which of these traits will honor not only what you are facing at the moment but also what you are trying to achieve in your sales career.

Looking back on my sales experience, I was the opposite. I was so focused on the future, the result, and the big moment that I neglected the small moments, self-regulation, and compassion for the present. These unconventional traits of top sales reps are a remix and spin-off of traditional sales approaches, but they can be applied in any sales setting.

Whether you are a sales representative or a sales manager, remember that these sales success traits are established to help improve sales performance through skill and self-awareness, balancing metrics with mindset.

Grammarly Review – Is It Good For SEO?

Lucas Hawro — Wed, 27 Oct 2021 18:58:09 +0100

Before reviewing Grammarly, let’s talk about what is it? Grammarly is a technology company that helps with digital writing by detecting spelling, punctuation and grammar errors (among other things). They have a refined AI system that not only corrects spelling, punctuation and grammatical errors, but can help your writing become more understandable depending on the audience. This Grammarly review will explore how useful it is in terms of a SEO perspective and whether paying the price is worth it.

Grammarly review

Who Uses Grammarly?

Grammarly can be useful not just for SEO purposes, but for many people including both native and non-native speakers of English. Those who do not regularly write in English can especially struggle, so Grammarly may be extra helpful to them. However, other people who use Grammarly can include:

Students
Bloggers
Authors
Copywriters
Workplace professionals drafting emails, reports, presentations, etc
Academics to check student plagiarism

But really, it’s for anyone who wants to write and doesn’t want writing mistakes popping up to anyone else who may read it.

What Does It Do?

As previously stated, Grammarly can detect and aid in many writing issues:

Spell Checking – their spell check tool combs through your text so you know which words you have accidentally misspelled so all mistakes can be corrected.
Grammar and Punctuation – from basic to advanced, Grammarly detects mistakes in your grammar and punctuation, then provides suggestions on how to correct them.
Writing Style – it can give insights to you by providing a readability score and highlights things based on sentence length (sentences of a similar length repeatedly made sound monotonous to readers).
Plagiarism – Grammarly uses billions of web pages on the Internet to compare yours and check for plagiarism.

Grammarly SEO copywriter

Pros of Grammarly

You may already know of Grammarly’s popularity among the online writing community and here’s a long list if reasons why:

Integrates with your browser, Microsoft Word and Google Docs
Explains your mistakes to you
Easily accessible
Free version available to those who do not need all of the tools
Dictionary included
Guides your tone and formality in writing
Checks for inconsistencies in your writing style
Calculates work usage
Attention to sentence structure
Checks for plagiarism
Vocabulary support
Automatically saves your work
Document encryption included

Cons of Grammarly

Nothing is perfect, Grammarly may have plenty of advantages, but there are still some flaws:

More expensive than other grammar checkers
Can lag when editing large pieces of text
No offline editing option
Does not always work perfectly
Cannot replace a human editor
Adaption to the tools can take a long time
Only works on the English language
No translation options like other grammar checkers

Grammarly Goals Feature

The Goals Feature

With the paid version, you are able to set writing goals which include audience, formality, domain, tone and intent. Let’s dive into what these categories mean and why they are important.

Audience – you are able to choose from general, knowledgeable or expert. Grammarly can determine the delivery of your content based on this selection. For example, there is jargon and technical terms in certain fields which experts will understand, but the general audience probably wouldn’t.
Formality – this can be informal, neutral or formal. The formality of your work could make or break your writing. Different formalities are used depending on the task, examples of work requiring different levels of formality include assignments, emails, proposals or blog posts. Certain language and words can be used when it is informal such as slang terms, but you wouldn’t find these in a professional document.
Domain – categories in this are academic, business, general, email, casual, and creative. Depending on these domains, Grammarly assesses the writing based on the rules and conventions of writing. Academic writing would strictly apply to all writing rules and conventions, whereas creative writing allows for intentional bending and stylistic flexibility of rules and conventions.
Tone – this is based on emotion and Grammarly allows you to pick multiple options in this section, such as; neutral, confident, joyful, optimistic, friendly, urgent, analytical, and respectful. This is all dependent on how you want your writing to sound as another person reads it. However, this feature is still undergoing work by Grammarly to improve suggestions.
Intent – the choices are to inform, describe, convince, and tell a story. This also allows for multiple choices by us and is still undergoing work to be improved by Grammarly, but its basic function is to set your narrative of writing.

Grammarly copywriting tool

Why is Grammarly Good For SEO?

So, we have discussed plenty of features for Grammarly, but why is it so important for SEO?

Not only is Grammarly a great tool for checking general writing mistakes, for SEO, it can:

By correcting basic mistakes, Grammarly helps you rank in Google. This is because the Google bots are getting smarter, so people who used AI generators in the past, cannot rely on this method anymore. The text must make sense now to both readers and Google and Grammarly can help review that.
The plagiarism check that Grammarly uses checks billions of web pages, some of which you may have used for research. It can sometimes be difficult to phrase a sentence and this may lead to phrasing your writing just like the research you conducted, which is counted as plagiarism. Google doesn’t like plagiarism which can only be bad for your SEO so Grammarly can help.
Grammarly uses an analysis tool to score the quality of your text. If the Grammarly bot likes the readability of the writing and you gain a higher score, it is more likely that the Google bots will also like it and have positive impact on your SEO campaign.
The cost of Grammarly is reasonable. Although the cost of Grammarly was included in our cons list, it is actually still worth it for businesses. The cost is a small expense considering how much it can aid you in SEO and eliminate costs of other tools used for plagiarism checks like Copyscape.

So, is Grammarly worth it? This has to be an unequivocal yes. The positives greatly outweigh the negatives and it helps so many people. The tool not only makes your writing life much simpler, but it can teach you how to improve your writing and gives confidence that your writing is strong before sending it off. The fact that so many of its features help with SEO campaigns, Grammarly is a strong tool. From the perspective of a SEO agency who uses Grammarly on a regular basis, I love it and I even checked this article with Grammarly!

This article was originally posted on Colorpeak: Grammarly Review – Is It Good For SEO?

What the Numbers Say	What It Means in Real Life
Reps who send at least one follow-up lift their reply rate from 16% to 27%.	You nearly double your odds of hearing back just by nudging once.
A second follow-up bumps the chance of a reply to 25%, and deals often close after the fifth touch.	You increase your odds of hearing back to one in four with your second nudge.
27% of small businesses admit they never follow up, even though 81% of customers welcome post-meeting emails.	The bar is low; showing up again already differentiates you.

Closing Statement Example	Why It Works
“Would you be interested in meeting a client who’s faced similar challenges?”	Personalized, value-driven, includes social proof, and a clear CTA tied to an event.
“I’d love to walk you through a few of my favorite features. Can we set up a quick call this week?”	Timely, relevant, helpful — not just pushing a sale.
“[Industry] execs often tell me their teams struggle to [common challenge]. Sound familiar? Care to meet to discuss?”	Industry-aware, empathic, and makes it easy to say yes.
“Now that you’re through year-end reporting, I’d love to hear about your goals for this year.”	Acknowledges timing, shows understanding, and opens the door to deeper conversation.
“Given your concerns around [objection], this could help clarify the decision.”	Reframes the objection, invites discussion.
“Can you tell me what best describes your interest?”	Opens multiple paths for the conversation to continue.

Closed-ended question	open-ended question
Instead of: “Do you like your current vendor?”	Ask: “How has your experience been with your current vendor?”
Instead of: “Is price important to you?”	Ask: “How do you typically evaluate the ROI on investments like this?”
Instead of: “Are you ready to move forward?”	Ask: “What would need to happen for you to feel confident about moving forward?”

	Business Owner’s Policy (BOP)	General Liability Policy
Coverage	Combines general liability, property insurance, and business interruption coverage	Covers third-party bodily injury, property damage, and advertising injury; that includes defamation, libel, slander, copyright infringement
Property Insurance	Yes, includes coverage for business property and equipment	Does not cover business property
Business Interruption	Yes, covers loss of income due to a covered event, such as a storm or fire	Does not cover business interruption
Customization	Can be customized with additional coverages, including professional liability, data breach, and employee dishonesty	Can be customized with endorsements for specific risks, but only relative to liability
Ideal For	Small- to medium-sized businesses looking for comprehensive coverage on many aspects of the enterprises	Businesses needing basic liability protection

	Buyer’s Journey	Customer’s Journey
Focus	Converting prospects into customers	Building loyalty after the sale
Primary Emotion	Curiosity, skepticism, excitement	Trust, satisfaction, empowerment
Stages	Awareness, Consideration, Decision	Onboarding, Adoption, Success, Advocacy
Relationship Status	Stranger to customer	Customer to advocate
Key Question	“Why should I choose this?”	“Was this the right choice for me?”
Ownership	Usually led by marketing and sales	Usually led by customer success and support
Typical Content	Educational blogs, webinars, case studies	Onboarding guides, FAQs, loyalty programs
Main Goal	Win the deal	Earn long-term loyalty and referrals
Common Pitfalls	Over-promising, unclear messaging	Under-delivering, neglecting support
Typical Metrics	Lead conversion rate, sales closed	Customer retention, churn rate, lifetime value, NPS

Debits	Credits
Increase assets	Decrease assets
Decrease liabilities	Increase liabilities
Decrease revenue	Increase revenue
Increase the balance of expense accounts	Decrease the balance of expense accounts
Decrease the balance of equity accounts	Increase the balance of equity accounts

Date	Account	Debit	Credit
7/31/24	Rent	5000
7/31/24	Accounts Payable		5000

CRM	Best For	Key Features	Pricing	Free Trial
HubSpot	Growing real estate teams seeking an all-in-one solution	Integrated marketing, sales & service hubs Customizable deal pipelines Email tracking & templates Meeting scheduler Lead scoring & automation Mobile app Website integration	Free: $0 Starter: $9/month/seat Starter Customer Platform: $9/month/seat Sales Hub Professional: $90/month/seat	Yes, 14 days
Follow Up Boss	Teams focused on lead response and conversion	Automatic lead distribution Text & email from one inbox Lead source tracking Action plans & workflows Call recording Integration with lead sources	Grow: $58/user/month (two free months included) Pro: $416/user/month (includes 10 users, additional users can be added at $41/month, two free months included) Platform: $833/user/month (includes 30 users, additional users can be added at $17/month, two free months included)	Yes, 14 days
Property Matrix	Luxury real estate & international markets	IDX website integration Multi-language support Commission tracking Marketing center Transaction management MLS integration	Custom pricing only (must request a demo for price quote information; see here)	Yes, 14 days
Monday.com	Teams wanting lead generation and CRM capabilities combined	Built-in lead generation tools AI-powered lead scoring Behavioral automation Smart campaigns Custom-branded apps Open house tools	Free CRM: $0/user/month (maximum two users) Basic CRM: $9/user/month Standard CRM: $12/user/month Pro CRM: $19/user/month Enterprise: Custom pricing only (must request a demo for price quote information; see here)	No, demo scheduling required
Real Geeks	Budget-conscious agents and small teams	Video email & texting Drip campaigns Transaction management Lead distribution Power dialer AI assistant	Establish: $399/month (includes $250 sign-up fee) Grow: $699/month (includes $250 sign-up fee) Expand: $1,199/month (includes $500 sign-up fee) Conquer: $1,799/month (includes $500 sign-up fee)	Yes, 14 days

Category	HubSpot Payments	Stripe via Commerce Hub
Support	Connect with a commerce expert for support anytime	Use existing Stripe support
Pricing Transparency	No hidden fees for billing, invoicing, or integrations	Additional fees may apply (e.g., 0.75% platform fee)
Fraud Protection	Includes fraud detection and chargeback support — 100% free	Not specified on this page
Platform Integration	Manages commerce and payment data within HubSpot’s unified platform	Uses Stripe for processing; integrates with Commerce Hub invoicing and billing
Payment Methods	Credit/debit cards, ACH Bank Transfer, Apple Pay, Google Pay	Credit/debit cards, ACH, SEPA, BACs, PADs
Currencies Supported	130+ currencies	130+ currencies
Credit/Debit Fees	2.9% per transaction + 0.5% platform fee	Stripe’s standard fees + 0.75% platform fee
ACH Fees	0.8% capped at $10 + 0.5% platform fee (also capped at $10)	Stripe’s ACH fees + 0.75% platform fee
Availability	Any Starter, Professional, and Enterprise Hubs	Any Free, Starter, Professional, and Enterprise Hubs
Promotions	No platform fee for 60 days (limited time offer)	Not mentioned

Plan	Monthly Cost (Annual)	Core Seats Included	Deal Tags	Sales Automation	Onboarding Fee
Free Tools	$0	2 seats	N/A	N/A	None
Sales Hub Starter	$9/seat (annual) or $15/seat (monthly)	Per user	10 deal tags per account that apply to all pipelines	Trigger tasks and email notifications when deals change stage	None
Sales Hub Professional	$90/seat (annual) or $100/seat (monthly)	Per user	10 deal tags per account with rules for specific pipelines	Up to 300 fully customizable workflows	$1,500
Sales Hub Enterprise	$150/seat	Per user	10 deal tags per account with rules for specific pipelines	Up to 1,000 fully customizable workflows	$3,500

Feature	Free Tools	Starter	Professional	Enterprise
Deal Pipelines	1	2	Unlimited	Unlimited
Calling Minutes	None	500	3,000	12,000
Email Templates	3	5,000	5,000	5,000
Documents	5 per account	5,000 per account	5,000 per account	5,000 per account
Sales Automation	None	Basic	Advanced workflows	Advanced + quote approvals
Custom Reporting	None	None	100	500
Forecasting	None	None	Default and custom forecasting	Default and custom forecasting (with recurring revenue)
Sequences	None	None	5,000 per account and up to 500 email sends/user/day	5,000 per account and up to 1,000 email sends/user/day
Custom Objects	None	None	None	Available
Permissions & Team Hierarchy	None	None	Basic Teams	Advanced Roles