December 6, 2025 | Read online
Someone asked me a while ago - what advice would you give your 22 year old self starting out in Sales?
My answer? A/B split test everything you do.
You’re going to be doing the activities anyway. You might as well learn from them.
Also, what worked 6 months ago just isn’t working any more so if you're not constantly trying new approaches and evolving you’re going to get left behind.
Agility is the new competitive advantage.
That’s the theme of this newsletter so let’s get into it:
SALES TIPS/TACTICS:
A/B Split Test everything
Here are some tactical examples of things you can A/B split test:
COLD CALLING - Messaging
Instead of making 100 generic cold calls with a generic elevator pitch, identify a specific persona in a specific industry, create two different messages/value props and make 50 dials with one approach and 50 dials with the other approach to see which one works better.
COLD CALLING - Intros
The way you introduce yourself in the first 5-10 seconds of a cold call dictates how the rest of the call goes. So, go into ChatGPT and ask it “give me 10 different ways to open a cold call with the goal of getting the person interested and staying on the phone with me. Do not use any sleazy tips or tricks.” Then, choose 2 that you like and make 50 calls using one and 50 calls using the other to see which one works better.
EMAIL - Subject Lines
If you have one email that can go to a group of 50 people because they all fit a similar profile, break the email list into two groups of 25, come up with 2 different subject lines and see which one gets a higher open rate.
OBJECTION HANDLING
If you have an objection that you’re struggling with, write it down, go into ChatGPT and ask “give me 5 different techniques to handle this specific objection (insert objection). Please provide the technique itself and then an example talk track on how to use it.” choose the 2 that you like best. The next 10 times you get that objection use approach1 and the next 10 times it comes up use approach2 and see which one works better.
SALES TOOLS/TECH:
The GPTs to help your tactics
AI can help with a lot of the A/B split testing I talked about above.
For instance, I created my own custom Objection Handling GPT to come up with and test different responses to different objections I face throughout the sales process.
In order to create the GPT above I researched a ton of articles and reviewed a lot of the different techniques and approaches in order to make sure it was using legitimate data to provide the responses.
I had originally thought that AI was going to solve the bad data problems but it has only made it worse. That’s why so many corporate AI initiatives are failing these days.
It’s also why I partnered up with ZoomInfo to help spread the word about their AI Readiness Assessment.
Do yourself and your company a favor and forward this along to leadership to take the assessment and see how ready your organization really is to truly leverage the power of AI. It’s an eye opening exercise and only takes a few minutes.
SALES FROM THE STREETS:
Trying Something New
I’ve been selling B2B sales training to companies for over 15 years.
In most corporate deals, leadership identifies the problem, evaluates options, and makes the investment, all with little input from the reps the training is for. That’s always bugged me. Because reps are the ones who have to execute. But they usually have the least say in the training they get.
And most of that training? Absolute snooze fests. We’ve all been through training before that is a complete waste of time or delivered by someone who’s never really sold before.
That’s why I say I’m not really a “trainer.” I’m a sales rep who trains.
And right now, I’m seeing a bigger gap than ever before between what companies invest in and what reps actually need to succeed.
With the pace of change, the rise of AI, and corporate belt-tightening, I’ve lost faith in most companies to invest in the right tools and training for their teams. So I’m trying something new.
I’m going direct.
In two weeks, I’m running a Make It Happen Workshop. It’s a 3-day virtual series where I’ll be giving away some of my best training for free. For those who want more, I’ll also be offering VIP access for only $19. That includes templates, live Q&A, and direct coaching with me. This will lead to an offer for my membership and coaching with me next year if you’re interested.
The goal? Help any individual rep close out the year strong and future-proof themselves for 2026 and beyond, without waiting on their company to figure it out.
With this comes a shift in how I’m going to try and promote it, specifically related to leveraging my email list. You all know I try really hard not to spam my audience and make sure everything I send out is high value. For the next two weeks I’m going to try a different approach so I wanted to give you a heads up.
I’ll still be working with companies. But I’m focused on my 10/60/30 rule:
- 10% will take what I teach and crush it.
- 60% will do something different if it’s easy.
- 30% won’t change a damn thing.
I’m not here for the bottom 30%. I’m not even trying to convince the top 10%. I’m building this for the top half of the 60% - the ones who want to get better and are willing to put in the work.
If that’s you, stay tuned. If it’s not, no hard feelings.
Let’s Make It Happen.
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