Your top rep closed four deals last quarter
Your top rep closed four deals last quarter. Your next three reps combined closed two.
Same product. Same market. Same comp plan.
In the CRM, that gap looks like talent. On the call, it sounds like context.
Your top rep may not walk into discovery knowing the company. But they do walk in knowing the buyer.
What this person is being asked to justify. What their board is asking them to defend. What failure would cost them personally.
What risk they are trying not to own.
That is why the call opens differently. A mid-tier rep sees: “Director of InfoSec at Regional Bank”
Then runs the same discovery script they used on the last Director of InfoSec. Same title.
Different budget pressure. Different internal politics. Different career risk.
The buyer can feel it in the first five minutes.
They answer politely. They stay surface-level. They give the rep enough to keep the call moving, but not enough to build a real deal.
The gap starts before discovery.
Before the pitch. Before the demo. Before the follow-up email.
Before the first question is asked.
This is a pre-call context problem. Your new reps are not lazy. Your mid-tier reps are not hopeless.
They are selling to a job title because nobody has given them the resources to prepare for the person behind it.
Nobody gave them a repeatable way to understand the buyer’s situation before they dial.
So the top rep keeps getting context. The rest of the team keeps getting scripts. That gap compounds every quarter.
You either close it, or you keep calling missed targets a talent problem.
The cheatsheet below gives your reps the prep process by hand. Use it before the next discovery call. Then run a free buyer brief at GetBuyerIntel.ai and compare the difference.
Then listen to the first five minutes of the call.
🔖 Save to come back again later ♻️ Repost to help someone in your network 🔔 Follow Barry Flanagan for daily Tech Sales + AI insights
