The single biggest obstacle preventing salespeople from getting in front of decision makers is a weak value proposition. If you want to set up a meeting with today’s crazy-busy decision makers, you have to punch it up.

Here’s why: Time is short and most savvy buyers protect what little free time they have by hitting the “delete” button as soon as they come across an unsolicited e-mail or voicemail from a self-promoting salesperson. If you utter these offenses over the phone, you’re typically blocked by an administrative assistant. If you do manage to connect with the buyer, you’re stopped with an immediate objection: “We’re already working with another company. We’re all fine here.”

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