In a recent LinkedIn post, John Barrows challenges the notion that sales is not a numbers game, offering a nuanced perspective on the role of volume and activity in modern sales processes.
Barrows directly addresses a sentiment he encountered online, which suggested that prioritizing volume is an outdated approach. He acknowledges the appeal of a more qualitative, research-intensive sales method but argues that it’s often impractical for the majority of sales professionals.
“I’d love it if we all had 30 minutes to research every account we wanted to prospect into and spend an hour preparing for every meeting but for the vast majority of us that’s just not possible.”
He contends that a certain level of volume is essential, particularly for those new to the field. According to Barrows, new sales professionals need to engage in a higher number of activities to build fundamental skills and resilience.
The Value of ‘Reps’ in Sales Development
Barrows pushes back against absolutist statements like “cold calling is dead.” He suggests that such claims often arise from a narrow view of success, focusing solely on immediate meeting settings or qualified leads. Instead, he proposes a broader definition of effectiveness.
“However, if you look at it as more of a Marketing function (impression points) and expand your definition of success to include the development of Sales professionals (especially related to grit), I’d argue cold calling is incredibly valuable.”
As Barrows points out, when integrated into cadences, phone calls alongside email consistently show improved conversion rates, often by 10-20%. This empirical data, he argues, supports the continued relevance of incorporating phone activity into sales strategies.
Defining Success: Volume, Quality, and the Sales Equation
John Barrows asserts that sales is indeed a numbers game, but it’s one that balances hard work with strategic intelligence. He emphasizes the critical importance of understanding one’s personal “sales equation” – the specific conversion rates between different stages of the sales process.
Knowing Your Metrics for Strategic Improvement
Understanding these metrics allows sales professionals to identify areas needing the most attention and to optimize their efforts. Barrows suggests that once a baseline is established, professionals can then strategically lean into quality, informed by data rather than guesswork.
“Once you know your specific conversion rates between each stage then you can start to focus on the different aspects of the process that need the most help and lean more in on quality.”
To help professionals quantify their efforts, Barrows announced a free training session on “Know Your Sales Equation,” the first module of his “Filling the Funnel” program. He plans to share the spreadsheet he uses for this analysis, but only with live attendees.
Barrows’s perspective underscores that while the methods of sales may evolve, the fundamental principles of activity, measurement, and continuous improvement remain crucial for success.
📝 About This Content
This article is based on insights shared by John Barrows on LinkedIn.
📅 Originally posted on January 7, 2026 | View original post on LinkedIn →