Getting the meeting is the hardest part of sales.
Always has been. Right now? Even more so.
And let’s be clear…
It’s not just about getting a meeting.
It’s about getting the meeting with the right person.
Because you can have all the conversations in the world—
but if it’s not with someone who feels the pain, nothing moves.
Here’s what I’ve learned after years in sales and recruitment:
👉 Go where the pain is.
In my world, that’s not HR as a first touch.
It’s the CEO.
It’s the Hiring Manager.
Why?
Because they’re the ones who live with the consequences:
- Missed sales targets
- Wrong hires
- Team disruption
- Pressure from above
They feel it. They own it. They act on it.
That’s who you want to be talking to.
Now… once you know WHO to target – the next challenge is standing out enough to actually get in front of them.
Because let’s be honest…
LinkedIn messages.
Cold emails.
Cold calls.
Most of it sounds the same.
And most of it gets ignored.
So here are two tools I use to break through:
1. Lumpy Mail (yes, the old-school way)
If you really want to stand out- be different.
I send something physical.
A handwritten note.
A simple message around the problem I solve.
And I include something memorable (I use a lollipop with my “Sales Sucks” theme).
Why?
Because no one else is doing it.
It cuts through the noise.
It gets opened.
It gets remembered.
And I don’t just send one – I run it as a sequence over 4–8 weeks.
That’s how you stay front of mind.
2. Video (your unfair advantage)
If they haven’t met you, they don’t know you.
Video changes that instantly.
- They see you
- They hear you
- They get a feel for who you are
And in sales, that matters.
We talk a lot about “personal brand” – this is how you actually show it.
A short, direct video saying:
👉 “Here’s why I’m reaching out, here’s what I’m seeing, here’s where I think I can help.”
That’s powerful.
Bottom line:
Sales is not about sending more messages.
It’s about making the right ones land – with the right person.
Go to where the pain is.
Say something that matters.
And show up differently enough to be remembered.
Because here’s the truth…
If you’re not getting the meeting – you’re not getting the business.