In this solo monologue, Eric Deeran explains that a decline in sales close rates is typically not a reflection of a salesperson’s ability but rather a symptom of deteriorating lead quality. He describes how lead quality can fluctuate week to week on a continuum, and how this directly impacts both show rates and close rates. Deeran critiques the common advice from sales “gurus” that focuses on tweaking sales processes, handling objections, or boosting show rates, arguing that such fixes are often misplaced when the underlying leads are poor. He uses vivid analogies (e.g., trying to sell to someone living under a bridge) to illustrate that no amount of sales skill can overcome fundamentally bad leads. While acknowledging that improving show and close rates is possible, he emphasizes that diagnosing and improving lead quality at the top of the funnel is the primary lever for reversing performance drops.
