Most sales teams think they have an outreach problem, but the real issue is often the channel. In this episode, Brandon breaks down why email-only and fragmented multi-channel outreach fail with real decision-makers, and why texting has become one of the most underused, and effective, channels for booking leadership.
When reps struggle to get replies, the default assumption is usually that the messaging, call volume, or follow-up timing needs work. But in this episode, Brandon explains why the bigger issue is often where the message is being sent... not what it says.
He shares the story of a rep doing everything “right” across email, voicemail, and LinkedIn, only to get silence until one short, human text booked the meeting in minutes. Brandon unpacks why texting works so well with CEOs, founders, and presidents, why most teams ruin it by treating texts like emails, and how elite teams turn texting into a structured part of their outreach cadence instead of a random one-off.
You’ll learn why short, direct, human messaging wins, how to operationalize texting inside a true multi-channel system, why consistency matters more than effort, and how small A/B tests in text messaging can create outsized gains. If your team is relying too heavily on email or juggling a messy workflow across too many tools, this episode shows how to clean up your cadence and turn outreach into a machine.