Sample workspace. Illustrative data from a B2B acquisition consultancy.
B2B acquisition consulting · 12-person team
Playbook live · March 2026
85%
Close rate on referrals
< 20%
Close rate on cold outbound
Day 2
Free audit in almost every win
What makes your deals close
Your weapon is the free audit you offer on day 2. It shows up in nearly all your won deals. It proves value before purchase, creates a close second touchpoint, and positions you as the expert who shows rather than promises.
What kills your deals
You don't qualify the decision-maker early enough. On a €22,000 deal, you discover on the 3rd call that there is a 4-person committee: three calls too late. You ask budget beautifully, then skip the decision-maker question.
Top recommendation
Pause LinkedIn outbound and double referral requests. Referrals close at over 80%, cold outbound under 20%. After every won deal, ask: who in your network has the same problem you had?
