We've all heard the old adage, "When you find yourself riding a dead horse, the best strategy is to dismount." Simple, right? Yet, in the fast-paced, often relentless world of sales, it's a piece of wisdom we frequently forget. We cling to struggling deals, spend endless hours chasing prospects who aren't really interested, and pour resources into strategies that simply aren't working. This, my friends, is the "Dead Horse Theory" in sales, and understanding it is crucial for both your sanity and your commission check.
The Allure of the Almost-There Deal
It's easy to get attached. You've invested time, effort, maybe even a little emotional energy into a particular lead. They seemed so promising at first! The initial conversations were great, you had a fantastic demo, and they even hinted at a definite need. But then... radio silence. Or endless delays. Or a polite (but firm) "we'll get back to you" that stretches into weeks.
This is your dead horse. It's not moving. It's not going to carry you to the finish line, no matter how much you kick, prod, or whisper sweet nothings into its ear. But our human nature, coupled with sales pressure, often tells us to try one more thing. Maybe a new email subject line? A different angle on the benefits? A quick call to "just check in"?
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