The Buyer Changed, The Sales Hasn’t.

Only 25% of salespeople were expected to hit quota in 2024. That’s one in four.

Let that sink in.

Sales isn’t just struggling—it’s broken.

That’s exactly what we unpacked in Episode 122 of Mastering Modern Selling with Denise Murtha Bachmann . And at one point, she said something that just clicked:

❝ Most sales teams are trying to force buyers into an outdated sales process—instead of meeting them where they are. ❞ — Denise Murtha Bachman

Boom. 💥 That’s the disconnect.

Buyers have changed. Sales hasn’t.

Brandon Lee: "So what I heard is, the buyer changed… and the sales motion hasn’t. And that’s where the big loss is. The big disconnect."

So, what does this mean for sales teams?

Here’s what isn’t working anymore:

🚫 Cold calls? Ghosted.

🚫 Mass emails? Ignored.

🚫 Rushing the sale? Instant deal killer.

But some sales teams are still doing more of the same—more calls, more emails, more demos, expecting a different result.

It’s not working.

So… what should we do instead?

1. Slow Down to Speed Up

"Go slow to move fast."

Rushing the deal kills the deal.

Sales isn’t a checklist:

☑️ Get them on a call

☑️ Pitch the product

☑️ Push them to a demo

That’s how you get ghosted.

The best sellers don’t pitch first—they listen first.

They ask real questions.

They uncover actual problems.

Try this instead:

❌ Don’t rush to the demo.

✅ Spend time understanding the real problem first.

2. Give Before You Ask

Denise said something simple but smart:

Think about it: Would you walk up to a stranger and immediately ask for a favor? No. (Unless you love getting ignored.)

Instead of leading with: 🛑 “Can I have 15 minutes of your time?”

Try this:

✅ “Loved your post on [topic]! What’s your take on [related idea]?”

✅ “Just read this article—thought you’d find it interesting!”

✅ “You mentioned [challenge]—I put together a deep dive on it, here’s something that might help.”

It’s basic human nature. People respond to value, not pitches.

3. Be Where Your Buyers Are

Your cold outreach isn’t failing because you’re bad at selling. It’s failing because buyers aren’t answering.

They’re already researching before they buy. They’re watching. They’re lurking on LinkedIn without engaging.

Denise put it perfectly:

"You have no idea who’s watching you. They may never like, never comment… but one day, they reach out and say: ‘I’ve been following you for a while… I’m ready to work with you.’ That’s the power of showing up."

So... Are you showing up?

Because if you’re not visible, you’re invisible.

The Takeaway?

Stop chasing. Start attracting.

Stop selling. Start solving.

Stop cold outreach. Start warm engagement.

The sales teams winning in 2025 aren’t sending more emails. They’re building more trust.

Join us for more insightful discussions like this by tuning into 'Mastering Modern Selling,' where we decode the strategies behind successful sales and marketing.

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