Why Door Opening Is the Hardest and Most Critical Part of Sales

In today’s competitive B2B landscape, the ability to open doors to executive-level decision-makers is more than a skill; it’s a strategic advantage. On a recent episode of Profitability Playbook: The Simple Numbers Podcast, Caryn Kopp, Chief Door Opener at Kopp Consulting, shared insights that challenge conventional thinking about sales and business development.

The Door Opening Dilemma

“Getting in the door is often the hardest part of sales, bar none,” Caryn comments. While many companies focus on closing deals, they often overlook the foundational step: securing that first meeting. Without access to the right decision-makers, even the best closing skills are rendered useless.

Kopp Consulting specializes in solving this problem. Their team of senior-level business developers, aptly named “Door Openers,” craft superior sales messaging and execute targeted outreach strategies that land meetings with high-value prospects. Their approach is not about mass marketing or automation. It’s about human-to-human connection.

Marketing vs. Sales: Know the Difference

A common mistake businesses make is trying to solve sales problems with marketing solutions. Caryn emphasizes that while marketing creates awareness, it doesn’t necessarily lead to conversations with the right people. “AI, bots, and email campaigns are great for visibility,” she explains, “but they rarely get you in front of the executive who can say yes.”

The Rare Breed: True Openers

Not all hunters are openers. In fact, only 4% of hunters are naturally inclined to initiate new relationships. Most salespeople are closers — they excel at nurturing and converting leads, but struggle with the cold outreach required to start the conversation. Hiring the wrong type of hunter can lead to frustration and missed opportunities.

Sales Challenges in Today’s Market

The sales landscape has shifted. Companies with revenues under $10 million are experiencing flat growth. Caryn attributes this to outdated targeting strategies and a lack of urgency among prospects. “What worked before isn’t working now,” she says. “You need a strategy reset and a messaging refresh.”

Best Practices for Sales Success

Caryn shared several actionable tips for improving sales effectiveness:

·      Get a Date and Time for the Next Step: Always schedule the next meeting before ending the current one. This simple tactic shortens the sales cycle and keeps momentum.

·      Track Meeting Conversion Rates: Measure the percentage of first meetings that result in a second meeting. If the number is low, diagnose the issue, whether it’s poor targeting, weak messaging, or failure to ask for the follow-up.

·      Verify Contact Information: Don’t waste senior sellers’ time on bad data. Ensure that phone numbers and emails are accurate before initiating outreach.

·      Personalize Outreach: True personalization goes beyond using a name. It requires research and relevance. Leaders must give their teams time to craft meaningful messages.

·      Maintain Discipline: Regularly review pipelines and prospect lists. Ensure sellers are pursuing the right targets and not wasting time on low-value leads.

The Data Behind the Strategy

Kopp Consulting’s 1,200-meeting dataset reveals powerful insights:

·      91% of booked meetings occurred, which is far above the industry average.

·      7.3 touchpoints were needed per meeting, emphasizing persistence.

·      50% of meetings were booked after a phone call, proving that picking up the phone still matters.

·      Best times to reach executives: Tuesday from 12-2 p.m. and Wednesday from 2-4 p.m.

Final Thoughts

While creativity and connection are essential, data-driven strategies and disciplined execution are what drive results. If your team is struggling to open doors, it may be time to rethink your approach and possibly bring in experts who do this every day.

To learn more about Kopp Consulting and their Door Opener service, visit their website here.

For information on how you can drive sustainable profitability for your business, or to learn more about Simple Numbers, contact us.