The biggest fear for any founder is running out of customers.The bigger mistake is trying to sell to all of them. In high-value B2B consulting and tech, chasing the largest possible market feels like the safest option. It isn’t. When your pitch can apply to anyone, it lands with no one.

"The Hero Rep Paradox" - The Lie That Costs Millions You celebrate them. They are your sales rock stars . But here is the uncomfortable truth for any B2B tech founder preparing for an exit: your reliance on these hero reps is a structural risk that is costing you millions in valuation.

Complex deals need more than one hero. When your AE, SE, RevOps and CS team up with your buyer’s technical and commercial owners, discovery goes deeper, risks surface earlier and approvals move faster.

Most B2B sales teams think they’re doing discovery. But in reality, they’re just ticking boxes.

Most founders think buyers only care about revenue and profit.

If your pipeline is full but your revenue isn’t, here’s why your current strategy might be broken and what to do instead.

Not every internal supporter is a real champion. The wrong person can stall your deal — no matter how enthusiastic they sound.

Your CRM shows you numbers. But it doesn’t show you why you’re missing your target.

Gap to close this quarter = ______ 3 failing conversion points = ______ Coaching cadence (weekly) set? Yes/No 30/60/90 reinforcement...

Many assume you need to be an extrovert to excel in sales. Yet the best “quiet closers” are methodical, self-aware, and leverage systems...

Most deals don't die with a “no.” Most just vanish into thin air. You thought you had a champion. They helped you understand and navigate the business. The demo went well. Their problem was clear. But then momentum faded, emails went unanswered, and the deal slipped into silence.

Most B2B sales teams are using outdated, oversimplified qualification frameworks that miss what actually matters.

This UK B2B Tech discovery call agenda is a simple outline you share with your prospect at the start of the call. It sets expectations, shows professionalism, and keeps the conversation focused on the buyer’s needs, so you close more deals, faster.

Ten years ago, I lost the same deal. Twice. Just think about that for a minute. How many seasoned sales leaders can say they lost the same deal twice?

Buyers are already making informed decisions before you or your sellers even engage with them. This means trust, credibility, and relevance must be built through your outreach and "informing" activity. However, AI generated content will kill that trust and credibility instantly. Your B2B sales content screams AI and your buyers know it.

Struggling with stalled deals and low close rates? Learn why premature pitching kills conversion — and how to fix it with problem-first discovery.

“People buy from people they like.” That’s the line we've all heard since time immemorial. The line still echoed in sales training rooms, team huddles, and pipeline reviews, as if rapport is the reason deals move. But here’s the uncomfortable truth: Being liked isn’t enough. And if your team is confusing likability with influence, you’re not building pipeline, you’re building false confidence.

Does your sales organisation pride itself on being "customer centric"? Do senior leaders within your business proudly proclaim that they put the customer front and centre of everything they do? Scratch the surface of their sales approach, process, and culture, and the truth reveals itself. Learn a new way with the Selling Collectives Sales Manifesto

You wouldn’t leave a customer waiting in your office for 48 hours before acknowledging them. 48 hours of silence isn’t patience, it’s permission for your buyer to walk away! In B2B sales, response time is no longer just a metric, it’s a message. A signal. And far too often it’s the moment when the deal quietly dies.