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Sales Math Is Stupid

If you talk to any sort of marketer or sales expert, you're going to hear them say things like, "You've got to know your numbers! What's your outreach to call rate? What's your call show up rate? What's your offer-to-close rate?"

All of that sales math doesn’t math.

Sales math assumes that everybody who engages with you is at the same place:

• They all trust you the same amount

• They all have the same understanding of what you do

• They have the same understanding of what their problems are

• They are in the same position in their decision cycle

Your CRM or Sales Tracking Sheet Doesn’t Know Any Of That…It Needs Some Help From You

When you are in the early stages of your agency, you might track sales calls and offers on a spreadsheet. As you grow a bit & are a little more advanced, you’ll get a solid CRM like Copper.

But even when you start doing really advanced lead scoring and using forecast predictions, all of that is still the same sales math. Every lead who is in a particular spot in your sales cycle is weighted the same. Every new contact who is from a similar industry who entered on the same page is equally valued.

But we all know that's just not true.

Speaking of CRMs…Hubspot is really good, too…(and this is an ad…)

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We Need To Unmath Sales Math…

The thing that we know to be true: ALL LEADS ARE NOT EQUAL.

Someone that comes to you through cold email might be more desperate to engage with you but knows a lot less about you than somebody who is a referral from a trusted source. The latter might not be desperate but they know an awful lot about you…

But your sales tracking systems just don't REALLY understand that. Good leads, bad leads, desperate leads, hesitant leads, rich leads, poor leads, they're all the same…

What we do know is that somebody who comes to you understanding your vibes, vision, and values really well, and who has a clear understanding of what you're really good at, whom you serve, what your team is like, what your strengths are, and what your working style is, is going to come into a sales process with many fewer questions.

OK, TIM, We Get It, VVV+V Is Really Important

Do I sound like a broken record? Probably.

But I only sound that way because it really is important. And lucky you, I'm going to take you a little bit deeper into VVV and show you how to extend that vibe filled yumminess & create a much more efficient sales process.

By the time you get to a discovery call, that lead ought to feel like you are pretty close to a good fit for them. After all, they've been able to see your social posts, your education posts, case studies, testimonials, and what it's like to hang out with you and your team.

But if you open up that discovery call with something that is not aligned with your VVV, then you are F-U-C-K-E-D.

This happens all the time. 

Agencies are often able to keep a through line in marketing channels. They understand things like brand voice, and ad → landing page congruity. since it's something that they do every day in their work, it's easier to model that in their own visibility experience.

But since agencies typically aren't selling every day, and quite regularly, the sales team (or the founder who sells) lives outside the every day agency creative flow… and the sales process might feel, well, different...

If the sales process is a different tempo, a different shape, a different tone & timbre, it can be wildly unsettling to the prospect…and those vibes, visions, and values that you have worked so hard to generate and share now seem really inauthentic.

I don’t know if you’ve heard…but there’s this thing called CTV that everybody is cray about…(yup, this is an ad, too)

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Make Your Sales Process Feel The Same…

Back to that sales math stuff…so many agency sellers are driven by the math of commission or quota. Or, if you're a founder, profit…

But if the visibility part of your client acquisition experience is about teaching and sharing and evidence, the sharp financial edges of the sales process might feel weird. When your sales process is congruous with your VVV, that prospect who might have come in through cold outreach or a referral, has now been imbued with the same VVV and their disparate values have now become equal.

By making sure that your sales process involves the same language, the same stories, the same feel, and the same energy as your VVV, your sales process is not only more efficient but more effective. The discovery & sales process is another layer of repetition around the vibes, vision, and values that your agency, your organization, your team holds dear.

It has been your VVV that brought that prospect to the final stage of building an ongoing relationship - the sales process. The long, hard work of crafting an experience that draws clients to you can be immediately derailed by a sales resource with commission breadth or it can be derailed by a founder who thinks “this deal isn't exciting”.

Sales Is An Experience That Is Crafted To Accelerate The “Intimacy” of the Relationship…Not Extract Money.

That sounds funny, doesn't it? That the transactional end of a business relationship is really based around intimacy. Both you and your prospect had to reveal things about themselves, both good and bad, in order to get to the point where you could make an offer. Then together you & the prospect decide if they should take that offer.

It doesn't matter if your content-focused VVV courtship was long or short. In order to say yes, both you and your prospect had to put their guards down. Don't let the desire for a transaction color the relationship that you have built.

This concept of intimacy & shared vulnerability is the essence of the WTF Sales Methodology, and in fact, the whole WTF Agency Growth Methodology. It isn't about tactical excellence in sales, or in marketing, that turns a prospect into a client. It's emotional excellence in creating trust, communication, and intimacy.

The Formula That Makes Sales Math Math

• VVV fills your leads with insight, excitement & the power of self-qualifying.

• Continuity of message & motion creates safety.

• Shared intimacy makes transactions low resistance.

The math starts to math when 1+1+1 isn’t 3…it starts to math when 1+1+1 = Inevitable.

News & Notes

Consulting Leaders Podcast: I sat down for a great chat with Guillaume Jouvencel of GHA Marketing, where we talked about Michael Jordan, artificial intelligence, the lack of shortcuts, how more people have come to me via ChatGPT ve LinkedIn DMs & more. Watch it here.

Artificial Intelligence: ChatGPT fired back at Google’s Gemini 3 with the launch of ChatGPT 5.2. Is ChatGPT back? (Disney thinks that they are worth a $1b bet.)

SalesOS Call Lab & Discovery Lab: Late next week, we will be unveiling an significantly improved SalesOS Call Lab Pro, and launching Discovery Lab and Discovery Lab Pro. We will have a special deal for the first 100 clients… I shared some of the insights that I have learned about my OWN sales proclivities from Call Lab Pro. Check it out on LinkedIn… (and if we aren’t already, let’s connect while you are there…)

Our sponsorships are ads (obviously - duh). But some of the companies or services linked in our content may pay us a minimal commission if you buy something from them. Potential payment is never a factor in what we link to, and we have direct experience with every company or service where you can buy something that we mention in our content.