If you or your team have been finding it harder to get traction with new prospects lately, you're not alone.
In my work with sales teams across industries, I’ve noticed a few common patterns that tend to block early conversations and stall outbound efforts.
The good news? Most of these can be addressed with small, simple shifts in messaging and mindset.
Today, I want to walk you through what I’m seeing, and share a few practical ways to adjust your team’s approach—so you can open more doors, start more conversations, and build a stronger, more qualified pipeline.
Why Messaging Matters More Than Ever
One of the things I often see in sales messaging is an emphasis on rapport and likeability. And while building human connections is still important, it’s helpful to remember that buyers today are often looking for something more.
Trust, in many cases, is built not just through friendliness—but by showing up with relevance, insight, and a clear point of view that makes the buyer feel understood and respected.
That’s why small tweaks in messaging—shifting from seller-focused to buyer-relevant—can have such a big impact. It helps the buyer see you not just as another vendor, but as someone who might bring fresh thinking to the table.
What I’ve Been Seeing (And How to Tweak It)
In recent conversations with sales teams, I’ve had the chance to listen to calls, review emails, and see firsthand where things can break down.
What I’ve observed is that the challenge often comes down to messaging—not the effort or intentions of the rep.
When reps aren’t sure what problems they should be helping the customer solve—or if they’re reaching out when there’s no active job order—it’s only natural they fall back on what feels safe: talking about candidates, capabilities, and asking for meetings.
But sometimes, these approaches can come across as generic or seller-centered, even when that’s not the intention. The result? Messages that sound like everyone else’s, and buyers who tune out.
A Closer Look at Cold Calls & Emails
Many cold calls I hear still lean into offers like:
While these offers might feel thoughtful, they can sometimes be read as transactional by buyers who are already overwhelmed with similar pitches.
A simple shift is to lead with what the buyer cares about—rather than what we want as sellers. That means bringing a relevant point of view, sharing an observation, or highlighting an emerging challenge they might be facing.
Cold Emails: Making It About the Buyer’s World
Similarly, in email, many messages I see still start with:
It’s a pattern that puts the seller at the center, which makes it harder for buyers to see the immediate relevance.
An easy improvement?
Start with the buyer’s world. Mention something specific about their business, their challenges, or a recent change in their space. Show that you’ve done your homework, and make the email about them—not you.
The Bigger Shift: From Pitching to Problem-Finding
At the heart of these small changes is a bigger mindset shift—from trying to pitch or “earn the meeting,” to showing up as a collaborator who helps the buyer see what’s at stake, frame their challenges, and connect them to business outcomes.
When we approach outreach this way, it’s not about clever wording or perfect scripts. It’s about empathy, relevance, and making the interaction feel valuable from the very first touch.
Two Free Resources to Help You Get Started
If you’re looking to refresh your team’s messaging and reframe your approach, here are a couple of resources I’ve put together:
Cold Call Framework:
A simple structure to help your reps shift from pitching to opening collaborative conversations. It includes sample scripts and tips for disarming resistance and earning relevance early.
Sales Email Prospecting Guide:
A playbook for writing buyer-relevant emails that spark curiosity. Includes message frameworks, subject lines, and preview text ideas.
👉 Access them here (Passcode: subscriber)
Sometimes, the smallest shifts in how we show up and what we say can have the biggest impact on the doors we open.
If you’ve been feeling stuck or your team needs a reset, these are great places to start.