End of Year Business Review: Lessons From 4 Years of B2B Sales

It is the end of the year, so we sat down to talk honestly about what actually happened inside We Have A Meeting in 2025. After four years of building a B2B sales agency, this episode is a real end of year reflection on what worked, what did not, and what we learned along the way. We talk through fixing broken outbound systems, managing client expectations, changing how we price and package our services, and why outbound sales is not something you can just switch on and expect instant results from. We also share how improving our data, tools, and creativity helped generate better meetings, why rebranding the business changed the quality of clients we attract, and how becoming best selling authors impacted our authority, pipeline, and training work. Beyond sales, we get into leadership lessons, team culture, letting people move on in the right way, and why doubling down on podcasts, YouTube, and content has quietly become one of our strongest growth channels. If you run a B2B business, work in sales, or are trying to build a predictable pipeline without chasing hacks, this episode will give you a realistic look at what it takes and what we are setting up now for 2026. Let us know your biggest lesson from this year in the comments and we will see you in the new year.

In Episode 5 of our Trench Tips series, we break down Chapter 5 of Sales Is Therapy: “First Aid Kit.” This episode is all about preparation, not for when things are going well, but for when sales inevitably get hard. Rejection, hang-ups, missed targets, bad months, and emotional slumps aren’t exceptions in sales - they’re guaranteed. The mistake most people make is waiting until they’re already drowning before they think about how to recover. In this episode, we introduce the idea of a personal sales first aid kit: a set of tools, reminders, and routines you prepare in advance to help you reset, refocus, and regain momentum when things go wrong. From the “1–1–1 rule” to mindset resets, motivation anchors, and practical recovery habits, this is about building resilience before you need it. Get the book “Sales Is Therapy” here: https://amzn.eu/d/dJsWoXp What you’ll learn: Why sales slumps are unavoidable and normal How to build a personal first aid kit for tough days The 1–1–1 rule (1 minute, 1 hour, 1 day resets) How to recover emotionally after rejection Why preparation beats motivation every time Subscribe for more raw, unedited sales psychology from the trenches.

Why do some sales conversations instantly feel uncomfortable and why can clients sense desperation so quickly? In this throwback clip from We Have A Meeting, Chris Do explains why desperation kills authority, how being attached to outcomes weakens your negotiating position, and why the most powerful mindset in sales is being genuinely okay with or without the deal. Chris shares a real story about landing a six-figure branding project by doing the opposite of what most salespeople would do. He stayed honest, detached, and refused to perform confidence. He breaks down why wanting the deal too much puts you at a disadvantage, how clients subconsciously detect desperation, and why telling the truth builds instant trust at the highest levels. This clip covers: Sales confidence without manipulation Detachment and authority in negotiations Why desperation repels clients How honesty wins high value work The mindset behind closing better deals If you are a creative, founder, consultant, or salesperson who struggles with rejection, pressure to close, or feeling emotionally attached to outcomes, this conversation will change how you approach sales. Watch the full episode with Chris Do to go deeper into selling without selling, handling objections, pricing conversations, and building authority without being salesy. https://www.youtube.com/watch?v=VIJdAhWu7QU

What if everything you’ve been taught about sales is wrong? In this episode of We Have A Meeting, we sit down with Lee Salz, bestselling author, sales management strategist, keynote speaker, and the global expert on differentiating what and how you sell. If your team is losing deals, getting ghosted, discounting to win business, or struggling to stand out, this conversation will flip your understanding of selling on its head. Lee reveals why most companies don’t have a closing problem - they have an opening problem. He breaks down the real reason prospects stall, the secret to personalisation that gets 82% of executives to take meetings, and why “discovery calls” must die. You’ll learn how to run a first meeting that actually moves deals, how to create emotional engagement with “empathetic expertise,” and why failing to differentiate means one thing: dropping your price. If you want to sell at higher margins, win more deals, and stop chasing prospects who will never buy, this is the episode you can’t afford to miss. In this episode: • The #1 mistake salespeople make in first meetings • Why discovery calls fail - and how to run a true consultation • The emotional drivers behind decision-making • How to differentiate without sounding like every competitor • The pain vs. problem framework (and why most reps stop too early) • How to secure next steps without being ghosted • Using AI and ChatGPT for smarter personalisation • The storytelling structure that makes you unforgettable If you want to sell more without lowering your price - start here. Buy our book: https://amzn.eu/d/5MXG94J

Buy our book: https://amzn.eu/d/5MXG94J In this episode of We Have A Meeting Podcast, world-renowned sales strategist and keynote speaker Lee Salz uncovers the REAL reason deals stall, prospects ghost, and pipelines fall apart and it has nothing to do with closing. Lee breaks down the psychology of a first meeting, why “discovery” is killing your deals, and how high-performing sales reps differentiate themselves without dropping price. If you’ve ever heard: “We’ll get back to you.” “We need to think about it.” “Your price is too high.” …then this episode will change the way you sell forever. You’ll learn: ● Why closing isn’t your problem: opening is ● How to transform discovery into a consultation ● The questions that pull emotion (and real urgency) out of prospects ● Why personalisation drives 82% of executive meetings ● How to create memorable stories that differentiate your solution ● The simple test that tells you whether a deal is real ● The exact line to revive stalled deals (“I’m confused…”) Lee also shares insights from his bestselling book The First Meeting Differentiator and gives away tactical frameworks you can implement on your NEXT call. If you want more meetings, better conversions, and fewer ghosted opportunities - hit subscribe. Lee Salz Resources: First chapter + bonuses: firstmeetingbooking.com First Meeting Differentiator Book: https://amzn.eu/d/irrQ8XS Full podcast out tomorrow at 5pm. Subscribe for weekly episodes with the top minds in sales and business.

In Episode 4 of our Trench Tips series, we dive into Chapter 4 of Sales Is Therapy: “It’s My Birthday.” This one is all about the inner child - the part of you that still carries childhood wounds, triggers, and patterns… and brings them straight into your sales conversations. Whether you chase validation, take rejection personally, get reactive with prospects, or find yourself spiralling after a “no,” it’s rarely the adult you responding. It’s the younger you - the one who wasn’t seen, heard, reassured or supported. In this episode, we explore how childhood patterns show up in sales, how to spot your triggers, and how to build self-awareness without falling into “pop therapy” excuses. If rejection hits harder than it should, this episode will make sense of why. Get the book “Sales Is Therapy” here: https://amzn.eu/d/dJsWoXp What you’ll learn: How your inner child reacts during sales conversations Why rejection feels personal even when it isn’t The danger of “pop therapy” self-diagnosing How to connect your triggers to childhood patterns Why self-compassion matters for sales performance Subscribe for more raw, unfiltered sales psychology from the trenches.

In this throwback episode, Patrick Grant delivers a powerful breakdown of the fast fashion crisis: From Temu and Shein to the collapse of clothing quality and why second-hand shops are now overwhelmed with unwanted garments. Patrick explains how ultra-cheap fashion has become a “tidal wave of low-quality stuff” that ends up in landfill after just a few wears, and why even the global second-hand market no longer wants our discarded fast-fashion items. This short clip highlights one of the most talked-about moments from our full conversation with Patrick Grant, a must-watch for anyone interested in sustainability, ethical clothing, quality craftsmanship, or the real cost behind cheap clothes. Watch the full Patrick Grant episode here: https://www.youtube.com/watch?v=kpvn_l5ld-A If you’ve ever bought from Temu, Shein, or other ultra-fast fashion brands or you care about where your clothes come from, this is the clip you need to see.

Buy our book: https://amzn.eu/d/5MXG94J In this episode of We Have A Meeting, we sit down with legendary sales trainer and CEO of JB Sales, John Barrows - the man who has trained teams at Salesforce, LinkedIn, Google, Amazon and some of the fastest-growing companies in the world. John breaks down exactly why most sales reps are becoming irrelevant, how AI is transforming the sales role faster than anyone expected, and why curiosity, EQ, and actually “giving a sh*t” are now the most valuable skills in modern selling. We dig into: • The future of sales in 2025 and beyond • Why AI will eliminate average reps but make great reps unstoppable • How young reps can stand out in a world of automated outreach • Cold calling techniques that actually work today • Founder-led sales vs. sales teams • How to add real value instead of sending generic “touching base” emails • John’s Iron Man analogy for the future of top reps • Why believing in what you sell matters more than anything • The mindset shift that turns average performers into top 10% reps If you’re in sales - SDR, AE, founder, or building your own business - this is one of the most important conversations you’ll hear this year Connect with John Barrows: Website: jbarrows.com YouTube: @JohnMBarrows Instagram: @johnmbarrows Sales people: what’s the biggest challenge you’re seeing right now - AI, mindset, or skill?

In this 3–5 minute sneak peek from our full conversation with John Barrows, CEO of JB Sales, he shares the blunt truth every sales rep needs to hear: AI isn’t replacing sales… It’s replacing sales reps who bring nothing to the table. John explains why: - Inbound SDR roles are disappearing - AI now answers buyers’ questions better than reps - Product knowledge and real value matter more than ever - Average reps will be automated out of existence - The top 10–20% will thrive by becoming “Ironman sellers” - Curiosity + EQ will be the ultimate superpower in 2025 If you’re in sales, this is your wake-up call. Full episode drops tomorrow at 5pm. Subscribe so you don’t miss it. Stay sharp. Stay valuable. Don’t get replaced.

In Episode 3 of our Trench Tips series, we break down Chapter 3 of Sales Is Therapy: “Welcome to the Jungle.” We all carry prehistoric wiring - and in sales, those old survival instincts can sabotage us. This episode dives into why fight-or-flight kicks in during cold calls, tough conversations, and high-pressure moments… and how to retrain your brain so you can stay calm, present, and in control. If you’ve ever felt panic dialing, overthinking, or the urge to avoid selling altogether, this one will resonate with you. Get the book “Sales Is Therapy” here: https://amzn.eu/d/dJsWoXp What you’ll learn in this episode: Why your brain reacts to sales like danger How fight-or-flight shows up in sales conversations Why panic + fear destroy performance CBT-style reframing to calm the system How to turn fear into forward momentum Subscribe for more raw, unedited sales truths straight from the trenches.