Jack Frisby coaches B2B professional service firms on sales. Most of his buyers did not start a firm because they like selling. New work comes in through referrals, and the pipeline stays thin because they do not see themselves as salespeople.

Dave puts Jack’s own questions back on Jack’s business. Who he serves. The pain those owners feel. What they look for before they hire him. And how many conversations it actually takes.

Jack’s current path is introductions, LinkedIn, and a workshop. It works once someone is already paying attention. The gap is earlier. He is not reaching people who do not know him yet. The fix they land on is content about that pain, a reason to raise a hand, and follow-up that does not depend on Jack chasing every name.

They also run the numbers. Fifty new clients, at the close rate Jack is seeing, means hundreds of cold conversations. Nurture the ones who are not ready, and a smaller group can still produce about eleven clients and roughly $33,000. Jack’s own target is ten conversations a week. The close is not the problem. Getting the right conversations started is.