The Sales Evangelist Missed Quota Series: The Dark Funnel - The #1 Reason Sellers Missed Quota In Q1 | Donald C. Kelly - 1993
A lot of sellers are working hard but still falling short in Q1. The challenge isn’t always activity. It’s timing. This is part two of the missed quota series, and I’m sharing why buyers are already far into their journey before you ever connect with them and how you can show up sooner.
Why Q1 Feels So Difficult for Sellers
- Most sellers wonder why Q1 feels so tough, and a big part of it comes down to this. By the time you’re getting in front of a buyer, they’re already about 67% through their decision-making process.
- They’ve done their research, explored options, and in many cases already have a shortlist before you even show up.
The Buyer’s Shift: The Dark Funnel
- This is what I call the dark funnel. It’s everything happening behind the scenes before a buyer ever talks to you. And here’s the reality. A lot of buyers prefer it that way.
- Gartner found that 61% of B2B buyers want a seller-free experience early on, and 43% of executives are discovering solutions through social media. If you’re not visible during that stage, you’re already behind.
Content Is How You Show Up Early
- So how do you get ahead of that? You’ve got to start thinking like a content house. If you’re not consistently showing up with insights, you’re invisible while buyers are forming their opinions.
- This isn’t about posting just to stay active. It’s about sharing content that actually helps your ideal customer think through their challenges.
What to Share to Stay Relevant
- If you’re in something like cybersecurity, think about the kind of content your buyers care about.
- Break down major breaches and what companies can learn from them. Explain new compliance changes in a way that’s easy to understand.
- Share real-world insights based on what you’re seeing in the field. This is the kind of content that builds trust before a conversation ever happens.
Consistency Over Virality
- You don’t need to go viral to win. You need to be consistent.
- Aim for about three quality posts a week that speak directly to your ideal customer profile. Over time, that consistency is what keeps you top of mind.
Make Your LinkedIn Profile Work for You
- And while you’re doing all of this, don’t overlook your LinkedIn profile. That’s often the first place buyers go when they come across your name.
- Make sure your headline clearly shows how you help clients. Use keywords they’re searching for, and back it up with real credibility in your experience section.
"Sales professionals who master social selling, create 45% more opportunities and are 51% more likely to hit their quota." — Donald Kelly
Resources
- Keep track of your sales activity and boost your results with the Prospect Pro sales tool.
- Step up your sales game with Sales Mastermind. Get accountability, stay motivated, and tackle the blockers keeping you from hitting your goals.
- Visit Blue Mango Studios for help in creating podcast production content.
Sponsorship Offers
- This episode is brought to you in part by Hubspot.
With HubSpot sales hubs, your data tools and teams join a single platform to close deals and turn prospects into pipelines. Try it for yourself at hubspot.com/sales.
- This episode is brought to you in part by LinkedIn.
Are you tired of prospective clients not responding to your emails? Sign up for a free 60-day trial of LinkedIn Sales Navigator at linkedin.com/tse.
- This episode is brought to you in part by the TSE Sales Foundation.
Improve your connection on LinkedIn and land three or five appointments with our LinkedIn prospecting course. Go to the salesevangelist.com/linkedin.
Credits
As one of our podcast listeners, we value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey. We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Google Podcast, Stitcher, or Spotify. Audio provided by Free SFX, Soundstripe, and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and produced by Brightseed and Hill.