Writing
Notes on the seam between marketing and sales, written by Fraser Bracey. Mostly things learned the expensive way.
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An objection is a late signal
The four objections that kill most high-ticket deals, where each one was actually created, and why handling them on the call is the most expensive possible place to deal with them.
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What to fix first when the calls stop closing
Most businesses diagnose acquisition problems in exactly the wrong order, starting with the cheapest thing to change rather than the thing most likely to be broken. Here is the order I would actually use.
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You cannot out-close bad marketing
Four offers, the same scripts and the same closer, and close rates that ranged from five percent to fifty-five. What actually differed, and what it means for where you spend your next month.