6 Reasons why your sales people are dead on arrival (DOA)

Mawuli Ocloo, Chief Sales Partner at SalesRev Business News Apr - 15 - 2025 , 03:43

One of the major challenges in B2B selling is securing face time with busy decision-makers.

Many salespeople fail to achieve this because they are "Dead on Arrival" (DOA) the moment they initiate contact.

A recent experience with a bank’s relationship officer in Ghana illustrated this perfectly.

After opening a personal account, I got a cold call about a corporate account. He failed the WIIIFM (What’s In It For Me) test and didn’t earn a meeting.

That call sparked my reflection on why many salespeople end up DOA.

Here are six common reasons:

Reason 1: Weakly defined ideal prospect persona. Finding and targeting the right person within an organisation is crucial, yet many sales teams struggle with this.

Without a well-defined ideal customer profile and buyer persona, salespeople waste time on unqualified leads, resulting in longer sales cycles and lower conversion rates.

Messaging misses the mark when you don’t know who the buyer is, what they care about, and how they communicate.

Accurate personas allow salespeople to create value-driven messages that resonate.

Reason 2: No Pre-call strategies-Pre-call planning is essential. It involves researching the prospect, tailoring your approach, and preparing to meet their unique needs.

Sadly, many salespeople skip this step and end up winging it. In my encounter with the bank officer, it was apparent he hadn’t done his homework.

He didn’t know what my business does, didn’t ask engaging questions, and couldn’t handle a basic objection.

Sales leaders must ensure their teams consistently use pre-call planning tools.

Reason 3: No competitive differentiation strategy In today's saturated market, listing product features or benefits isn't enough.

Salespeople must differentiate themselves, their companies, and their solutions. A compelling opening value statement is key.

The officer’s statement—"I'd like to schedule an appointment with you for a discussion"—lacked any real value. A strong value proposition should communicate tangible business outcomes and why the prospect should care. Without this, the salesperson is immediately DOA.

Reason 4: Poor understanding of buyer objectives. Every corporate buyer has goals and KPIs. Understanding what the typical buyer persona is responsible for helps you tailor your pitch. What do they need to achieve?

How can your solution help? When salespeople understand buyer objectives, they position themselves as partners, not just vendors. Ignoring this crucial step leads to irrelevant conversations and missed opportunities.

Reason 5: Failing to get past the gatekeeper- Many salespeople see gatekeepers as obstacles, but their role is to protect the decision-maker’s time. If you can't get past them, you won’t reach your buyer.

Rather than viewing them as blockers, salespeople should see them as human allies. Gatekeepers have insights and influence.

Build rapport with them, and they can become valuable facilitators. If you alienate them, you’re DOA.

Reason 6: Inability to Handle Objections When the officer finally pitched opening a corporate account, I raised a standard objection: "What can you do differently from the other banks I already use?" His reply: "We can do everything your current bank does and more… just give us a try." It was clear he hadn’t anticipated this objection or prepared a compelling response.

Objections are a natural part of sales. Failing to handle them effectively signals lack of preparation—and puts you in the DOA category.