Alex Baker

Document the objections and responses collectively as a team so that everyone benefits from shared learning on how to address these points.

Always commit to a timeline for when, preferably they will receive a resolution and if that is not possible, then when they will hear from you next. Never miss that deadline. Always lean into over communication rather than under communication in these instances, daily updates if required depending on how serious the problem is.

The data may help you find the reason as to why customers are churning but this needs to be validated with a conversation. Data is great - but nothing trumps speaking to you customers and clients - particularly if churn is becoming a problem. You may even win them back by going above and beyond their customer experience expectations.

A lot of startups don't collect enough feedback data from customers and prospects. Every piece of feedback from discovery through to QBRs should be collated and structured to help inform how the product and offering should evolve moving forwards.

Get training with someone who has experience of the journey you are trying to take your team on. Getting training from someone who has spent their career at Amazon or Microsoft for your startup sales team is unlikely to help them do what they need to do…

Failure is inevitable at some point in your life and no more so in sales. Not every meeting results in a deal. So take comfort in the fact that if you choose this career, everyone fails (sometimes).