👋 Welcome to Dialed-In

Your Monday bolt of sales energy. 

Each week, we’ll share one deal-winning idea to help you dial in your sales motion and scale faster. 

This showbiz rule works in sales too 🎬

I sent a Loom video to a small business explaining why their sales motion was an absolute trainwreck. 

WAIT, LET ME EXPLAIN. 

The friction-filled funnel

I wanted to hire a landscaping company to mow my lawn. 

Instead, I encountered the Greatest Hits of Inbound Sales Mistakes—deal-killing errors I see far too often in SMBs with inbound motions.

I filled out the form on their website. Just like any inbound lead, I expected to be contacted soon.

But their sales process was full of EVERY kind of friction:

❌ No follow-up to my form submission.

❌ After a few days, I called their office directly and the rep said she was busy and would call me back later.

❌ No one called me back. I hired a different company instead. They lost the sale. 💸

❌ The next day, a guy showed up at my door, saying he was there for my lawn consultation. (WHAT?) No one told me he was coming. I sent him away. 

❌ Later, a rep called saying she was responding to my online form. From 5 days earlier. 

I wasn’t even mad. I was perplexed by all the leaks in this sales funnel—each of which would have been so easy to fix. 

I was so EAGER to give them my money. It would’ve been the world’s easiest sale! Just a few simple follow-ups and they could have had my $100 in MRR every month until the end of time. 

Why weren’t they making it as easy as possible for me to give them my money? 

I couldn’t just stand by and watch this company leave all that money on the table. After all, I sell a CRM that literally exists to automate follow-up and prevent catastrophes like this. 

I had to say something—especially when I held all the answers they needed to hear. 

Show, don't tell

In screenwriting, there’s a rule: “Show, don’t tell.” 

You don’t want a character to simply tell the audience “a car chase just happened!”

You want the audience to see the car chase—this is engaging storytelling.

“Show, don’t tell” should apply to sales too. 

Rather than writing an email explaining how follow-up automation could help a small business like theirs, I recorded a 7-minute Loom giving them a rundown of where their specific sales funnel was broken—and my advice for how they could fix it. 

I sent the video because I wanted to make the advice real for them, not just hypothetical. I wanted to show, rather than tell. 

I mentioned how Close would fix a lot of their problems with follow-up, but I also made sure the majority of my advice would help them improve their business even if they didn’t buy my solution. 

It got their attention: They watched my video. 

No, I didn’t score a deal—though, I’m not too surprised since I basically told them, “You didn’t get my money. Here’s why.”

But I’m bullish on the tactic and I plan on experimenting with companies that haven’t wronged me.

Why I like this approach

B2B sales isn’t about pitching n’ ditching. B2B sales is about helping people with their businesses. 

You’re an expert on the problem your product or service solves. Share your expertise (FOR FREE) as part of your outreach. 

Find ways to educate your buyers in real, tangible ways specific to them. Sellers should connect the dots for their prospects without them having to ask. 

It took me 7 minutes to record this Loom. What’s worth more: 7 minutes of consulting, or the size of the deal you could close with the right buyer? 

Will this scale? Probably not. But when you’re in the early days of your business, or experimenting with a new approach, sometimes you have to do things that won’t scale. 

Connect the dots for people. 

Show, don’t tell. 

⚡️ Get Dialed-In

Pick 5 leads that match your ideal customer profile. Record a 5-minute Loom for each, sharing your expertise on how they can improve their business.  

Even if you don’t make a sale, you’ll spend 30 minutes helping people with their businesses. And you can give yourself a pat on the back for that. 👋 

Cheers,

PO Box 7775 #69574
San Francisco, California 94120-7775

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