Your salespeople send email to their prospects. Are these prospects obliged to return the email? Of course not.

Your salespeople leave voice messages for their prospects. Are these prospects obliged to return the calls? Of course not.

Your salespeople execute sales sequences perfectly, guided by the content and schedule laid out in your CRM. Are the prospects obliged to engage? Of course not.

But, let’s say, your salespeople do connect with a prospect, who expresses some interest in your content, data, sponsorships, or advertising.

Is the prospect obliged to take a second or third call? No.

Is the prospect obliged to describe why they aren’t taking a second or third call? No.

But, let’s say, your salespeople have successfully discussed needs, interests, and objections with their prospects. Proposals result.

Is the prospect obliged to acknowledge receipt of the proposal? Even now, no.

Is the prospect obliged to respond substantively to the proposal in any way? Even now, no.

Your services have an outstanding return on investment. You can prove it.

Even so, and even when your salespeople have done everything right, all obligations in high value sales for B2B publishers rest with you.

Your prospects may be professional and courteous, but they have no obligations throughout the sales process.