Let’s just get honest for a second. You’re quoting projects you didn’t help scope. You’re chasing buyers who never really wanted to talk. And deep down, you know it. You’re not being ignored—you were never in control. That’s not a shot at your ability or your company. That’s just the market talking. And if that hits you in the gut, it should. That’s the sign you’re paying attention—and that’s step one.
The Rules Have Changed. Have You?
Take a breath if you’re still relying on “being responsive” or “building relationships” as your primary sales strategy. You may be busy, but are you effective? Let’s call it what it is: most sales teams in this space are reactive. They’re quoting whatever hits the inbox—big deals, small jobs, one-offs, repeat orders, and maybe a few Hail Mary’s tossed in for good measure.
That’s not a pipeline. That’s Hope-toberfest 2025—a festival of fake deals, stale contacts, and opportunities that look real but aren’t going anywhere. And here’s the truth: you can’t buy groceries with “maybe.” You can’t grow your business on wishful thinking.
What’s Really Going On
While you’re grinding through RFQs, your buyer runs your proposal through AI, comparing you against three competitors in under five minutes. They’re not impressed by your response time. They’re looking for impact. Clarity. Business value. They don’t care how many years you’ve been in the industry. They care how well you understand theirs. If you weren’t part of shaping the opportunity—before the spec, before the budget, before the RFP—you’re not selling. You’re filling out paperwork.
A Word to the High Performers
Now, if you’re already getting upstream, controlling your sales process, building business cases, and closing high-margin work, respect. I’m not here to offend anyone. But I am flashing a caution light. Because in this economy, shaped by AI, global pressure, supply chain volatility, and pricing fatigue, what used to work doesn’t guarantee what will work. Many teams are starting to feel it. Some already have. Relationships still matter—but only if you’re adding relevance in real time. That means curiosity. Fresh insights. Real operational understanding.
It’s Time to Rethink Prospecting
This isn’t about more activity but smarter, earlier, deeper activity.
Prospecting today means:
- Spending time on the floor with your customer
- Understanding how their plant makes money
- Spotting pain before they name it
- Asking better questions, not pitching harder
- Using AI to enhance your thinking, not replace your effort
Because the one thing AI can’t do is walk a line with a plant manager, notice where the bottlenecks are, and have a real conversation about how to fix them. That’s still your edge—if you’re willing to use it.
Check Your Inner Dialogue
There’s a voice that shows up when things feel uncertain. It says:
“We’ve always done it this way.”
“We’re not the problem—it’s the buyer.”
“We’re fine.”
That voice isn’t strategy. It’s self-preservation. You can defend your comfort zone or protect your pipeline, but you don’t get both.
Keep the Momentum Going
We tackled these topics head-on during my June 3 PMMI session—and if this article hit home, I recommend finding the recording. We got tactical, we got honest, and we laid out exactly how top performers are regaining control of the sales process. If you want to keep the conversation going—or you’re ready to challenge the way your team sells—my next virtual talk is on September 9. Let’s not just adapt to the market. Let’s lead it.
See you there.
