Sales Teams: Are You Going After the Wrong Leads at the Wrong Time? Let’s be real—if you’re only just reaching out to a prospect once they’re already in the evaluation process, you’re late to the game. Picture this: As an SDR, I used to celebrate when I got on a call with a prospect who’d say, “Good timing! We’re currently evaluating [product category].” I’d think I’d struck gold, that the stars had aligned in my favor. But here’s the truth: if that’s the first time you’re connecting with them, you’re behind. Why? Because by then… • They’ve already discussed their needs internally. • They’ve reached out to industry peers for insights and opinions. • They’ve done a first pass on research and likely zeroed in on a few solutions. And guess what? They’ve probably even started conversations with your competitors. So when you walk in, your pitch is getting stacked up against everyone else’s. No matter how good your solution is, it starts to blend into the noise, pushing the prospect to evaluate the only thing they feel they can compare… price. This is where the whole sales cycle starts to unravel. When the buyer can’t see a clear difference, they lean toward the familiar, the cheaper, or the path that seems easiest. And we all know how that story ends—pressure on margins, endless negotiations, and a deal that might slip away to a competitor who just happened to get there first. But let’s imagine something different. What if you got there before they entered the buying cycle? What if, instead of “right timing” during evaluation, you were the one who started the conversation weeks or even months before they looked at a single competitor? Here’s what would change: • You’d build trust before the prospect even considered their options. • You’d become their go-to resource, guiding them before they got distracted by a sea of pitches and features. • You’d shape the problem and the solution, influencing their criteria in a way that plays to your strengths. Think about it: what if you could shift the whole game? Instead of chasing down prospects in a crowded race, you’re nurturing relationships early on, positioning yourself as the partner they want to work with when the time comes. Your competitors aren’t even in the picture. So ask yourself… • What would it take to identify prospects who are about to start their buying journey? • How would you change your approach if you were engaging prospects 4-6 weeks before they started looking? • What if your team focused on future buyers instead of scrambling to engage with those already in evaluation mode? Yes, this is a tough shift to make. Sales is rewarded for deals they can close now, and executives are under constant pressure to deliver immediate results. But for those willing to shift their focus from the instant payoff to the long game? The rewards are real. Playing the long game isn’t easy, but it’s the only game that wins. It’s time for a rethink!
Tamara Drljevic
1mo
Two great posts, Marcus Cauchi and Luke Eggerton. Love the idea of positioning our value in a timely manner. Any thoights on how to know in which faze of the buyer's journey the prospect is so we can make a move before they start looking & evaluating?
The Ally Method™: Unlocking Deliberate Growth, Powered by Precision
1moLuke, your post was fab. I read it as I was writing this. Love how you’re thinking.