The sales problem no one wants to talk about.

I come across people in my DM’s all the time who tell me something along the lines of this:

“Tom - I’ve implemented everything you’ve told me and built the perfect cold email system but I’m just not getting results”

I always reply something along the lines of this:

“Nobody wants your product”

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The problem with outbound and specifically cold email is that people see it as a fix to their bad business.

If I can get more sales calls on the calendar I’ll close a deal…

The truth is that it’s not how it works.

Cold email (& outbound) is a cherry on top for your business.

It should be like pouring fuel directly onto a fire.

The fire = your product.

Your product comes first every single time.

This is why we interrogate prospects about their product.

• Are they already successful?

• Do they have happy customers?

• Do they have undeniable proof of results?

If yes (to all three) then outbound will work for them and the issue they have is a traffic one.

But traffic won’t fix your bad product.

—

Reject the notion that you should sell first.

Work on your product first.

Build undeniable proof of your results.

Scale to the moon with outbound.

-Tom

P.S. If you have undeniable proof of results, happy customers and think you have a traffic problem. My acquisition firm is taking on 1-2 new partners this month.

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