Part 1
Buyers are more informed, attention spans are shorter, and competition is everywhere. Yet, some sales reps consistently crush their quotas while others struggle to even get responses.
Why?
The truth is, most salespeople aren’t failing because they don’t work hard—they’re failing because they’re making avoidable mistakes. Let’s break down themost common reasons reps struggle to close deals—and what to do instead.
This is Part One of a two-part series. Catch #8-#15 in Part II here!
1. They Lack a Clear Ideal Customer Profile (ICP)
Too many reps cast a wide net, hoping something sticks. But selling to everyone usually means selling to no one. Without a clear ICP, reps waste time chasing leads that were never a good fit in the first place.
When you define your ICP, your messaging sharpens—and your close rates climb.
2. They Don’t Believe in the Value They Bring
Buyers can smell doubt a mile away. If a rep doesn’t truly believe their product makes a difference, the prospect won’t either.
Confidence isn’t about being pushy—it’s about being convicted. The best reps know how their solution changes lives or businesses. Belief is contagious.
3. They Confuse Activity with Strategy
Being busy isn’t the same as being effective. Some reps feel productive because they’re sending emails, dialing numbers, and filling out CRMs—but without a clear plan, it’s just noise.
Great sellers prioritize impact over effort. They know which accounts matter most, tailor their outreach, and move with intent. Strategy turns motion into momentum.
4. They Don’t Respect the Buyer’s Time
Inboxes are full. Calendars are packed. When reps ramble, show up unprepared, or ask questions they should’ve researched, they lose credibility fast.
Respect shows in preparation. Come to every call with a point. Offer insights, not interrogations. Be the rep buyers want to talk to—not the one they dread.
5. They Don’t Follow Up Enough
Most deals don’t close on the first email—or the third. Yet many reps give up after a couple of touches. The reality? Persistence wins.
That doesn’t mean being annoying. It means staying helpful, relevant, and consistent. Follow-up is where deals are won or lost. Stay top of mind, or risk being forgotten.
6. They Lead with Product Instead of Problem
It’s tempting to dive into features and demos right away. But unless a buyer feels the problem, they won’t care about the solution.
Start with pain. Dig deep into the challenges your prospect faces. Once they’re emotionally and logically invested in fixing the problem, that’s when your product becomes relevant. Problem-first, product-second.
7. They Sound Like Everyone Else
If you sound like every other sales rep, you’ll get treated like every other sales rep—ignored.
Stand out by being human. Be specific, be bold, be curious. Inject personality into your outreach.
Fix just one, and you’ll feel the difference. Fix all seven? That’s when you become unstoppable.
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Find episode #317 wherever you download podcasts!
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w/ Bob Burg
Bob Berg, the mastermind behind the Go-Giver series, joins us for an engaging discussion on the timeless art of relationship building in sales
Episode #318 is out now!
Copyright 2025, Mark Hunter “The Sales Hunter” Sales Motivation Blog. Mark Hunter is the author of A Mind for Sales and High-Profit Prospecting: Powerful Strategies to Find the Best Leads and Drive Breakthrough Sales Results.
One Response
Not believing in the value they bring is a big problem. If they don’t believe, how can they expect the customer to believe it