Jack Frimston

2025 might be the hardest time to generate new business

Inboxes are graveyards.  Everyones got something to sell. Cold calls turn into send me an email.

Meanwhile, pipeline anxiety is at an all-time high.

No sales? No business. No business? Well… you get it.

If you’re a B2B service business with a real solution, not just another “all-in-one AI platform to disrupt synergy,”

I help you get in front of the right people.
Then we turn those conversations into qualified meetings that land directly in your diary.

No growth hacks. No wishful thinking. Just honest, uncomfortable work that works.

What I ACTUALLY do:

- Book qualified meetings (without embarrassing your brand)

- Train sales teams to prospect like it’s 2025, not 2015

- Help people to make sales human again

Want to go deeper?

Book a slot: www.wehaveameeting.com

Buy the book: https://amzn.eu/d/7x9Kzwh

Podcast: https://www.youtube.com/@wehaveameeting


Remember you will die.

Sales Consultant

As a Consultant for AP+, I help businesses in the furniture, homeware, and tech industries find the right 3PL, storage, and fulfilment solutions.

Them: "How good are you at lead generation?"

Us:

Helping Your Business Generate Qualified Meetings | Author - Sales Is Therapy | Director of the UK's 2nd Best Sales Agency 📞☎️📱

I used to sell Sky TV Remote Control insurance 

If you paid the company £5.99 a month

In the event your Sky remote broke

You'd be sent a free one 

You can get a Sky Remote for about £12 on eBay

It was a scam

But I was young and naive

And the script was just push push push

Eventually someone would give in

I lasted 3 months in that role


If you want to be good at sales you need to tick these boxes

- You work for a company you believe in
- You work for a leader you trust 
- You sell a product you think solves genuine problems

If you're reading all three of them and thinking that's not me

It might not be that you're bad at sales

You might just be in the wrong environment 

Remember you will die

I got rejected by Keir Starmer 

Rejection happens - Get over it

Shy kids don't get any sweets

Shoot your shot
Slide in the DMs
Make the phonecall 
Send the letter

Nothing happens from sitting still

On average a podcast guest says no 3 times before joining us

2 more to go Mr.Prime Minister

Remember you will die

I got rejected by Ryanair - Europe's Favourite Airline 

Rejection happens

Get over it

Remember you will die

Want to receive emails like this daily? 

It's literally so simple



1. Go to your inbox
2. Click new email
3. Put yourself as recipient
4. Click subject line
5. Write "Stripe Payout: Your $82,384 payout is on the on the way"


It's very easy to fake your success on social media

The question to ask yourself 

If Gurus are that rich and successful 

Why would they need to charge to teach others?


Remember you will die

I got rejected trying to sell a pen

Rejection happens

Remember you will die

Most people are scared to pick up the phone

And I'm not just talking about sales

We live in a society where it's easier to:
- Email
- Slack
- WhatsApp

And more and more people are moving away from verbal communication

It feels easier and quicker

But you're losing so much

The magic of connection
The ability to communicate
The chance to listen to what is and isn't being said

If you receive a lengthy email from a client this week

If you receive a question from your team on slack

If you get a text of your Nan saying she's making spaghetti

Pick up the phone and call them

Not only will you probably make someone's day

But you'll keep the art of communicating alive

Remember you will die

POV: Your prospect found self awareness post cold call


Remember you will die

Nigel Farage MP is right, I agree with him...


If you're under 30 you shouldn't be allowed to work from home...

The majority of Gen Z employees want to work from home

And my 14 year old nephew wants to stay at home playing fortnight, eating Doritos and not showering....

Some kids don't want to go to school
But they have to

Some kids don't want to eat their vegetables
But they have to

Some adults don't want to pay taxes 
But they have to. (Well, some do)

Sometimes what we want isn't best for us

When I was 21 I probably would have opted to WFH

It would have been the biggest mistake of my life

I met incredible people
I learn brilliant things
The bar was set higher

I met people in other departments in pubs that I'd never engage with on slack

I had an internal riverally to keep up with others

I'd mimick behaviour and borrow certain phrases

If you're young and looking for WFH for convenience

Remember

The hard decisions now will give you an easy life
The easy decisions now will give you a hard life

And don't get me started on the loneliness AI will bring

Just my two cents

Obviously there's circumstances and context

Remember you will die

(This doesn't mean I'm voting for Reform or agree with anything else the bloke says)

Every successful person I've ever met only drinks black coffee

- No latte
- No flat white
- No cappuccino

I asked a millionaire why once and his response shocked me

"The time it takes to make the milk frothy is time wasted"

Ever since then I've only drank black coffee

You get used to the taste

If I want to leave generational wealth for my family you'll never catch me drinking a Macchiato

Remember you will die

I asked the people of Manchester if they could "SELL ME THIS PEN"

This is what happened:

Turns out even decision makers still report to someone....


Remember you will die

You should NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER

Circle back or touch base....

When you leave a sales call it's very simple

1. "I'm a sucker for a next step - what would you like to do from here"

2. "And if I don't hear from you - what should I do then?"

Typically they'll say let's arrange a time, chase me, follow up on an arranged date

Then when you call back

"John, as promised I've got a note to speak with you today"

There are many other variations to this

but NEVER circle back

Remember you will die

I've spent 14,278 hours of my life cold calling...

If you don't know these 10 things about sales 

YOU NEED TO KNOW

1. It's not a sin not to get the deal. It's a sin to take a long time not to get the deal 

2. You can't lose something you never had 

3. If you find yourself convincing or trying to persuade - you've already lost 

4. The sales process should be all about the buyer 

5. The difference between influence and manipulate is intent 

6. There is no silver bullet, nothing will work 100% of the time

7. So many make things complicated. Keep things as simple as possible 

8. A prospect and a salesperson are 50/50. It is an equal relationship of solution and problem

9. You typically don't reap the benefits of your hard work for 90 days when it comes to prospecting 

10. Cold calling is the number one form of prospecting if you want qualified appointments

Follow these 10 like the bible and you'll sell more

Remember you will die

The Beatles got rejected by Decca Records

Steven Spielberg got rejected by film school

I got rejected by girls every time I went clubbing because I always wore a blazer and carried a chocolate fondue machine around.

Rejection happens

Get over it

Remember you will die

I got ghosted by an SDR

Last week a sales rep called me from some AI tool company and started asking some good questions...

I gave the classic objection (Genuinely true)

"I've got a meeting now - if you call me back at 2.30pm we can chat"

2.30pm came... I waited

Nothing
Nothing for the rest of the day
Nothing the next day
Nothing the day after

Didn't view my profile
Didn't email me
Didn't DM me

GHOSTED

I said I was interested and they ghosted me

What in the UNO reverse card is going on.

Remember you will die

I’m in a bad place right now...



Not mentally.

I’m stuck on a train in Nuneaton .



Big trip to the smoke with Zac Thompson 

Remember you will die

Every time you discount, you're teaching them you were lying about the price

You're showing them the product or service isn't actually worth the value

You start the relationship on the wrong foot

They leave the deal and think

"If they gave me 10%, could I have got 20%?"

Try to understand why they want a discount

Is it cause they're cheeky or is it because they only have one month left of runrate

Remember you will die

The LinkedIn sales course pyramid scheme:

Step 1: Pay £10k for a sales course
Step 2: Don't make any money from it
Step 3: Sell £10k sales courses
Step 4: Finally make money

It's MLM for people with LinkedIn Premium

The people making money in the gold rush weren't digging for gold

They were selling shovels

And right now there's a lot of 23-year-olds on LinkedIn selling shovels

To people who want to sell shovels

If it actually worked, they'd be using it

Not selling it

Take everything with a pinch of salt

(Apart from my advice, that's gospel) 

Remember you will die

DON'T WORK WITH FRIENDS...

It won't work, you'll all fall out and at least one of them will try and steal all the money

That's what people said when I said I was going into business with my two best friends

Zac Thompson + Ben Owen 

I'll be honest most days it feels like I'm back at high school and I've just been set some work experience

I still feel seventeen and I feel lucky that our friendship has dictated the culture of the company

(We're all the same size btw just a funny angle - 6ft)

Remember you will die

Mohan ‎Muthoo 💬 🇬🇧 🌍

Founder @ Spring Drive | Driving Growth for B2B SaaS/AI | Multi-Award Nominated | 4th Ever Official UK Clay Expert | 👉 springdrive.co

Hey there 👋 I'm the Founder at Spring Drive - we drive growth with GTM Engineering, AI & Outbound for B2B SaaS and AI companies.

This means:

- Running Scaled Outbound Campaigns (Email + LinkedIn) with GTM Engineered data
- PLG Self-Serve Motions to drive signs that turn to paying users
- Cold calling with GTM Engineered Signals and Intelligence

🛠️We've worked with B2B across industries, Y-Combinator backed startups, globally recognized SaaS brands featured in Forbes and the Apple Store, B2B ecommerce companies, and everything in between.

We have a ton of case studies and accolades, having been nominated twice for our work (Finalist in the Standout Use of AI category at the UK Digital Excellence Awards, and for the GTM10 Awards), plus been recognized as Official Expert Partners by numerous top companies in GTM and Outbound.

Head to 👉 springdrive.co ORDM me, I will reply 💬

Founder

Mohan ‎Muthoo 🇬🇧

Here you can see Spring Drive getting a 65% positive reply rate for a client.

This comes from how we think about A/Z testing:


I think there's a lot of misunderstanding around A/Z tests - most companies just don't do enough of it.

But even those that do will sort of think:

'If we have lots of variants i'm sure something will stick'


In a sense, that's correct.

The point is that the more variants we have, the more likely something will work - true.

But, the point of A/Z testing is to actually come up as many genuinely creative strategies as you can.


Not, well let's just test a different subject line or a slightly different worded version of the exact same thing here.


Oftentimes, you'll run maybe 10 A/Z tests, and perhaps only 1 or 2 will truly resonate at a top level.

But then that can carry TOF GTM for 3-6 months or even longer.


a few points for sales teams to really consider and implement if you're struggling to find messaging that floods you with leads:

1. A/Z test 10+ variants, not just 2 or 3

2. A/Z test fundamentally different offers, segments, and ideas - not just subject line or nuanced wording (that comes later)

3. Be more creative - can't stress it enough.


Don't forget what this whole game is about - it's about competitive differentiation in a market that's *probably* seen your offer already a few times or maybe hundreds of times.

For the client campaign below we had a few others hit 30%+ PRs which is also great, but this was the standout message.

Now, we're scaling it up even more for the client (already tracking 10+ leads a day off the back of it).


If you'd like to work with Spring Drive to do the same, you can apply for a pilot here: https://tally.so/r/7R26PA

Mohan Muthoo

Founder @ Spring Drive | Driving B2B Sales Pipeline with Outbound & GTM Engineering | 4th Ever Official UK Clay Expert | Multi-Award Finalist 👉 springdrive.co

Booking $13 billion company Grammarly for a client at Spring Drive.

Cold outbound.


We spend most of our time with clients on competitive differentiation, not automation (we do that too, its just not the point lol).

That's why we *resonate* for them with prospects, rather than saying the same thing as everyone else.

And actually generate meaningful pipeline.

Not...

"Just saw your got funded, here at Generic .ai we're flipping the script on..."


Only Becc Holland can flip the script (she is brilliant btw check her stuff out).


For everyone else there's Spring Drive.

Actually there's a few other great agencies too, not just us.

But if you do want to work with us, you can apply for a pilot at springdrive.co.


Or don't, do whatever you wanna do.

Most of our best clients at Spring Drive still book through strong email creative variants.


I can't tell you how many companies have spoken to us and said they've tried different AI SDRs and signal tools but that it's not generating anything.

The reason is fundamentally that GTM is a competitive sport, so tools that democratize outreach end up being used by everyone hence making certain messaging too common and thereby less effective.

You have to actually *think* (shocker I know) creatively about where your competitive edge is.

AI is now without question a fundamental layer in our system - no doubt.

But most teams are relying on it to produce quality rather than using it to assist in their strategy.

For pure automation this can be fine, but GTM is fundamentally competitive.

its not about automation or efficiency - thats just for us. its about differentiation and saying something interesting.

As a broad metaphor Clay talk about finding your GTM Alpha - taking that inch ahead of your competition creatively and strategically.

Using tools to *execute* is brilliant, you should.

But too many companies want to use tools to do the thinking for them and these companies are struggling as a result.


Here's a screenshot of us flooding our client with sales opps with clever outreach.

If you want to work with Spring Drive, Apply for a Pilot here:
https://tally.so/r/7R26PA

So far every month we've run outbound for ourselves at Spring Drive we've closed at least one deal from it.

But in truth, its because of how carefully and strategically we refine our closing process.


Too many companies expect outbound leads to come in the door like inbound leads - then get frustrated when they don't sign immediately.

Outbound closing requires a different skill entirely.

- Have you researched the market to understand what's happening in your competitors' demos?

- Have you uncovered what the experience is in other cycles?

- When someone ghosts or goes closed/lost, how thoroughly do you chase up to get the SPECIFICS on why it didn't close?

- How well are you articulating that you understand the prospects vs just slapping your templates on everyone?

- Do you get the next call booked in every single time or do you send info and wait for them to get back to you?

And a whole lot more.


Here's a screenshot of a contract we just closed, paid, for a 3 month pilot. Came in from our cold email campaign.

(no signal or trigger data used)

We have 3 other cold proposals out from Jan and I expect we'll close at least one of them too.


Outbound is far less expensive than ads - but the skill requirement is high.

Skill up - close deals.


If you want to work with Spring Drive, Apply for a Pilot here:
https://tally.so/r/7R26PA

Getting replies like this reminds us that we're putting out strong positions for our clients at Spring Drive.


Especially knowing the end stats add up too (getting 20-30 leads a day for this client).

But again, its a reminder that most saturation is around messaging not channels.

Before you move on to another channel, ask someone who works on your channel for a living what they think of your campaign.

8/10 times, mistakes are being made that, if corrected, would well actually start reaping success.


Cold email is just another channel and everyone reads their emails.

Don't forget it.

Really cool to see ProntoHQ put Spring Drive at the top of their list for the Best Outbound Agencies in the UK.


Thanks to Nico To Market for reaching out and interviewing me for it - good guy too btw, was nice to chat about what's going on in the industry at the moment.


And shout out to the other agencies doing great work in that list too.


Outbound is a difficult space - I think the perception has taken a beating because its natural accessibility means that anyone who can send a message believes they've sized it up and know what works and what doesn't.

The truth is, its a bit more complex than that in reality.

We've built and sent over 300 campaigns, worked with a myriad of B2B industries from SaaS, to services, to retail...across regions - USA, UK, Europe...delivered pipeline at SMB level for small 3-4 figure subscriptions all the way up to 6 and 7 figure contract opportunities with Enterprise companies.

And in a huge list of different industries too.

I can tell you with some surety, the market changes often and fast, and I learn something new every quarter.


Link to their article is in the comments.

If you'd like to work with Spring Drive, you can Apply for a Pilot here:
https://tally.so/r/7R26PA

From my experience, you need at least 1 of these 3 things for a outbound to work in 2026:



1. Truly differentiated offer

This is hard because it has to tie in fundamentally to your product or solution.

But, you should work this in your GTM Messaging Strategy by thinking about compartmentalized offers.


2. Outstanding social proof

Outstanding is the key, not just 'some' social proof.

Again, difficult because if you don't have it, well, you dont have it.

But you should work with in your GTM MS by thinking about social proof matching which you can layer at granular levels in Clay.


3. Creative lead magnet strategy


This is where most companies should be because they don't have 1 or 2.

If you dont have 1 or 2, and your top of funnel is an ebook or whitepaper about something they'd find in about 3 mins from a Google search...

Get more creative.



Btw, if you want to work with Spring Drive on your outbound, you can apply for a pilot at springdrive.co.

Prospect: "Mohan, our messages aren't working. We need more personalization. What AI tool can help us with this?"

Me: "Hmm, let's take a look..."


*Message is horrendously average*

- No matched social proof (if any)
- Inauthentic language that screams 'automation'
- No lead magnet/conversation opener tactic
- Highly generic (this one is true 99/100 times btw)
- Zero specificity
- 80% pitch based
- Minimal segmentation

Me: "Can I ask, why do you think you need more personalization?"

Prospect: "Well we know this is what needs to be done today to get meetings."

Me: "How do you know?"

Prospect: "Well, this is what we see everyone is talking about. We need to personalize based on their activity or maybe a signal, just not sure which AI tool we need to look at."

Me: "Yeah, probably seeing a lot of this on LinkedIn, probably popping up in meetings too, right?"

Prospect: "Yeah, we know AI can help us do this."

Me: "But again, other than seeing people talking about it - why are you so sure the answer is more personalization? Any logic behind why that might actually resonate more with the prospect?"

Prospect: "Well, I don't know. I'm not sure."

Me: "How many campaigns that have similar messaging quality to your current one, but with added personalization, have you actually seen succeed sustainably at scale?"

Prospect: "I haven't actually seen any to be honest."

Me: "So, basically its because this is what everyone is saying to do, even though there isn't a logical thread behind it and hardly any companies are actually able to demonstrate that its this type of personalization that is making a fundamentally sustainable difference (or showing any success at all), right?"

Prospect: "Yep."





Now, let me be clear. Personalization is important. But personalization is a broad term.

Most companies mean - can we mention something they did on LinkedIn, when they say personalization.

Personalization in 2026 should be about intelligence, not data.

AND it has to sit on a strategically crafted messaging strategy - its not going to make the difference by itself.

I don't care how much you know about me - if you're offering me cold porridge, I'd rather give my money to the guy who knows nothing about me and doesn't care, but is offering me a world class steak and fries.



(obviously para-phased the quotes for the post, but this is not a made up conversation, had it at least 6 or 7 times last year).

Something I've been noticing more and more lately - the teams that are crushing outbound aren't necessarily better at writing emails or picking better leads.

They're just better at operating.

They've figured out how to monitor campaigns, swap what's not working, keep mailboxes healthy, and follow up at the right time, without it eating their entire day.

That's partly why what Smartlead just released with SmartAgents caught my attention.

I've been playing around with it and there are a few things that stood out:

1. There's a campaign optimizer agent that monitors all my active campaigns every 6 hours. If reply rates dip below 4% after enough sends, it swaps out underperforming mailboxes, and shifts send times.

2. A mailbox health agent that tracks domain health, figures out when I need new ones, buys them from SmartSender, and sets up warmup. 

3. A meeting booking agent that catches intent in replies, books through Calendly, drops prep notes into HubSpot, and pings me on Slack. That whole flow used to be 4-5 manual steps.

What I like is how you build them too. no code, no complex workflow builders. You describe what you want the agent to do in plain language and it deploys. That matters for teams that don't have a technical ops person.

You still need to review, tweak, and make the actual decisions. But the repetitive operational stuff that eats up a few hours a day? That's where these are useful.

Worth looking at if you're running any kind of volume:

https://lnkd.in/ern_wwSJ

Trigger data is not a messaging strategy.

I see this mistake constantly - companies think knowing someone just hired a new marketing manager or posted a job opening means they're somehow automatically interested in what you might be offering.

I get it, these are contexts where, sometimes, the need is higher.

But its such a generalization, and even when true you need to be going a lot deeper for anyone to care.


Prospects don't care about information they already know.

The 'I've done my homework' badge doesn't differentiate in 2026 at all in my opinion.


Assumptions from trigger data are often wrong too.

Hiring for a position doesn't mean interest in your service. A new funding round doesn't mean they're ready to buy what you're selling.

Trigger data is just context - it's not causal.


Plus, not all in-market companies have public trigger data.

A company that needs marketing help but prefers agencies because they don't want to train someone inhouse probably won't have a job vacancy posted.

A company that hates marketing agencies and definitely wants an in-house person they can nurture, will have a job vacancy posted.

And all the marketing agencies should target the second company, because of the trigger/signal data?

My thumb is up right now.




Signals and triggers should accelerate a strong bid, not create one.

Without a differentiated message that actually matters to your prospect, all the trigger and signal data in the world won't save your campaign.


It's true, the capability to create a more contextually relevant message is available to us now and triggers and signals can help with that, and so should play a role in our strategy.


But I guarantee 9/10 companies are about to slap an undifferentiated offer behind a signal and then get confuse when nobody cares.

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