The Cost of Selling to Someone Who Was Never Going to Say Yes

This week on Why Did It Fail?, sales coach Shivan Pillay sits down with Isa Sher, Sales Manager at Cognism, to unpack one of the most pivotal failures of his early sales career. Isa shares how losing a major deal reshaped his approach to qualification, champion building, and managing a high-performing sales team.

Episode metadata supplied by the publisher feed · Published Jun 25, 2025

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The Cost of Selling to Someone Who Was Never Going to Say Yes

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