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Delayed Gratification in B2B Sales: How to Turn 'Not Now' into Future Revenue
Episode Summary
What if the deals you're losing today could become your biggest wins tomorrow? Chris Ritson, founder of The SDR Leader and former sales leader at Perkbox, Workday, and Tessian, reveals the counterintuitive truth about B2B sales: most opportunities aren't "no"—they're "not yet." In this game-changing conversation, Chris exposes why 90% of SDRs are burning future revenue by treating every prospect like they need to buy today. Learn how to build a pipeline that compounds over time, master the art of strategic patience, and transform "not now" responses into a systematic advantage. If you're tired of playing the short game while competitors win long-term, this episode rewires how you think about sales success.
Key Takeaways
The 90-10 rule destroying your pipeline: Why focusing only on "ready to buy now" prospects leaves 90% of potential revenue on the table—and how to capture it
From spam to sales machine: The exact framework Chris used to scale Perkbox from $18k to $10M by treating "not now" as the beginning, not the end
The delayed gratification playbook: How top performers turn timing objections into competitive advantages while everyone else chases the next shiny lead
Chapters
00:00 - The Cold Hard Truth: Why Your "No" Is Actually "Not Yet"
05:12 - The $10M Lesson: What Scaling Perkbox Taught About Pipeline Patience
12:45 - Stop Spamming, Start Strategizing: The Modern SDR's Real Job
19:33 - The Timing Trap: Why "Bad Timing" Is Your Biggest Opportunity
26:08 - Building the Long Game: Systems That Turn Delays Into Deals
34:22 - Leadership Gold: How to Coach Your Team Beyond Quick Wins
41:50 - The SDR Leader Philosophy: Training Top Performers, Not Order Takers
Guest Information
Chris Ritson
Founder, The SDR Leader
B2B Sales Authority & Leadership Expert
Connect with Chris:
Website: thesdrleader.com
LinkedIn: https://uk.linkedin.com/in/chris-ritson
Host Information
Connect with John Rankins:
Website: https://thesalesmachine.com/
YouTube: @JohnRankinsOfficial
Instagram: https://www.instagram.com/johnrankinsofficial/
LinkedIn: https://www.linkedin.com/in/johnrankinsofficial
Transform Sales with The Sales Machine:
Your CRM is DEAD—just a glorified address book. While you chase reports, competitors win deals. The Sales Machine drives actual performance with automation, insights, and gamification that work
Book a strategy call: thesalesmachine.com
View all episodes
By John RankinsEpisode Summary
What if the deals you're losing today could become your biggest wins tomorrow? Chris Ritson, founder of The SDR Leader and former sales leader at Perkbox, Workday, and Tessian, reveals the counterintuitive truth about B2B sales: most opportunities aren't "no"—they're "not yet." In this game-changing conversation, Chris exposes why 90% of SDRs are burning future revenue by treating every prospect like they need to buy today. Learn how to build a pipeline that compounds over time, master the art of strategic patience, and transform "not now" responses into a systematic advantage. If you're tired of playing the short game while competitors win long-term, this episode rewires how you think about sales success.
Key Takeaways
The 90-10 rule destroying your pipeline: Why focusing only on "ready to buy now" prospects leaves 90% of potential revenue on the table—and how to capture it
From spam to sales machine: The exact framework Chris used to scale Perkbox from $18k to $10M by treating "not now" as the beginning, not the end
The delayed gratification playbook: How top performers turn timing objections into competitive advantages while everyone else chases the next shiny lead
Chapters
00:00 - The Cold Hard Truth: Why Your "No" Is Actually "Not Yet"
05:12 - The $10M Lesson: What Scaling Perkbox Taught About Pipeline Patience
12:45 - Stop Spamming, Start Strategizing: The Modern SDR's Real Job
19:33 - The Timing Trap: Why "Bad Timing" Is Your Biggest Opportunity
26:08 - Building the Long Game: Systems That Turn Delays Into Deals
34:22 - Leadership Gold: How to Coach Your Team Beyond Quick Wins
41:50 - The SDR Leader Philosophy: Training Top Performers, Not Order Takers
Guest Information
Chris Ritson
Founder, The SDR Leader
B2B Sales Authority & Leadership Expert
Connect with Chris:
Website: thesdrleader.com
LinkedIn: https://uk.linkedin.com/in/chris-ritson
Host Information
Connect with John Rankins:
Website: https://thesalesmachine.com/
YouTube: @JohnRankinsOfficial
Instagram: https://www.instagram.com/johnrankinsofficial/
LinkedIn: https://www.linkedin.com/in/johnrankinsofficial
Transform Sales with The Sales Machine:
Your CRM is DEAD—just a glorified address book. While you chase reports, competitors win deals. The Sales Machine drives actual performance with automation, insights, and gamification that work
Book a strategy call: thesalesmachine.com