Cold sales/outbound sales is dying or mostly dead. SaaS platforms and “growth ops” that made it easy to set up sales sequences and find ICP lists helped kill it. AI making it easy to personalize and do all the work has been the nail in the coffin

This is because sales is a zero sum game. When everyone can do something at scale, like send an email sequence, nobody wins. Now inboxes are flooded with spam that get deleted and phones go straight to voicemail because people have learned it’s not worth it. You can try to create even bigger lists to capture some 0.01% that will respond, but that’s a shrinking game and many B2B companies don’t have the market size for it

Instead, for my company and others I know, we’ve returned to old fashioned human relationships that don’t scale as easily. Building partnerships, asking for warm introductions, conferences, networking, events, hell I even know of someone who knocks on doors for B2B and it works for them. People ignore spam from bots but they’ll listen to real humans. They’ll read emails and take phone calls from people they know. It’s about trust now, not scale

I’d still recommend learning closing and everything needed for once a deal is in your pipeline. I think a book like Founding Sales is good for that, if a bit dated now (skip the stuff about cold sales in the first half of the book). Never Split the Difference for negotiation. For in person sales, this is basically what anyone in partnerships and outer sales do. I don’t know of resources on that. I’m learning from friends who do that and old fashioned searching