High seller turnover and missed quotas are becoming the most frustrating constants for today’s GTM and revenue leaders. For many, every new quarter feels like déjà vu: underperformance, reactionary hiring, and another round of “performance management.” But here’s the truth: If you’re tired of firing low performers, then stop hiring them.

The Problem: Executive Buyers Don't Want to Be Qualified. Modern executive buyers don’t want to be qualified. They want to be understood. Yet too many B2B sellers still open sales conversations with outdated qualifying questions—“What’s your budget?” “Are you the decision-maker?” “What’s your timeline?” These questions don’t build rapport. They break it.