# Tom Kerr

Tom Kerr shares practical advice for B2B sales teams, especially on handling objections, building sales champions, and understanding what matters to stakeholders in enterprise deals. Kerr also demonstrates using AI tools to turn call recordings into sales notes and CRM updates.

- Profile: https://b2binfluencer.marketing/creators/tom-kerr/
- LinkedIn: https://www.linkedin.com/in/tomkerr24
- LinkedIn followers: 6,001
- Topics: artificial-intelligence, sales, enterprise-sales
- Based on 10 dated posts, latest 2026-07-28

## Summary

Tom Kerr is most useful for practical B2B sales advice on objections, champions, discovery, and AI-assisted CRM notes.

- Best for: An enterprise sales enablement campaign for B2B SaaS teams selling into procurement-heavy accounts.
- Not for: A volume-reach sponsorship for general productivity or project-management tools aimed at all business professionals.
- Check first: Confirm formats, rates, usage terms, and audience evidence before pricing the work.

### Takeaways

- A price objection is a request for information, not a cue to discount.
- "I think so" is a warning that there is no champion.
- Enterprise deals are lost in shallow discovery, not on price or product.

## Main ideas

- **A price objection is a request for information, not a cue to discount**: Kerr's position is that the seller's next move after a pushback decides who controls the conversation. Meeting the buyer in the middle hands over control and invites more squeezing. Instead, pause for three seconds to stop reacting, then ask "when-what" questions that make the buyer define the terms. The reasoning: an assumed answer is a lost negotiation, and the real constraint — a budget limit, a procurement rule or an internal comparison — only appears when the buyer spells it out. Kerr credits the technique to Jefferson Fisher, a lawyer who teaches staying calm in conflict.
- **"I think so" is a warning that there is no champion**: Kerr argues the three most expensive words in sales are "I think so", because in a pipeline review that language is not optimism — it signals the absence of a champion. The reasoning is that a real champion leaves signs a seller can observe: something personally at stake in fixing the problem, direct access to the executive buyer and a willingness to make the introduction, a better grasp of the buying process than procurement, joint mapping of timelines and risks, and a readiness to shape the decision criteria on the seller's guidance. Kerr names three common errors: confusing a friendly prospect with an invested one, treating access as influence, and stopping the test for proof too early. When the signs are there, Kerr says the language shifts from "I think so" to "here's what's left to do."
- **Enterprise deals are lost in shallow discovery, not on price or product**: Kerr's position is that the loss usually happens well before negotiation: the seller answers the surface question, never learns why it matters to the person asking, and reads nods and smiles as alignment. The real job of a demo, they argue, is to uncover why each stakeholder cares; a technically correct answer that misses someone's internal priority does not move the deal forward. Kerr says the failure had nothing to do with product, price or competition.
- **Sales admin is a selling problem, so automate it with a review step**: Kerr treats deal documentation and CRM upkeep as part of selling, not an afterthought, and argues that an imperfect automated first draft beats an hour of manual work or, worse, not doing it at all. Connect Notion to an AI assistant such as Manus or Claude, turn a single call recording into a full deal page, review the output, then push it into the CRM. Kerr recommends the workflow to anyone already using Notion for SOPs, scripts and prep notes. The human check is part of the process: the output is not perfect.
- **The teaching method: lead with the loss, then hand over the move**: Across the posts, Kerr uses a consistent structure: a specific failure with numbers, the moment it turned, and one repeatable move the reader can use the same week — a pause, diagnostic questions, a champion checklist or a set of steps. Making the cost concrete keeps the advice from reading as abstract sales theory, while the narrow focus makes the move easy to practise.

## Work to read

- [3 seconds that cost me $55k ARR and £6k in commission](https://www.linkedin.com/posts/tomkerr24_3-seconds-that-cost-me-55k-arr-and-6k-in-activity-7388573494244036608-EnC7)
- [Biggest deal in my pipeline at the time](https://www.linkedin.com/posts/tomkerr24_biggest-deal-in-my-pipeline-at-the-time-activity-7373363265277562880-9d6K)
- [The three most expensive words in sales](https://www.linkedin.com/posts/tomkerr24_something-ive-come-to-realise-recently-activity-7387087766309986304-j4Hj)
- [Using Notion with Manus or Claude to build a deal page](https://www.linkedin.com/posts/tomkerr24_been-using-notion-for-a-while-but-had-no-activity-7487898637746864128-hYj5)

## Brand relationships

- **Notion** (mention)
- **Manus** (mention)

## Partnerships

Tom Kerr’s four posts cover their own sales-practice writing and a short note about connecting Notion to an AI assistant. None publishes partnership formats, a sponsorship policy, a rate card, an inquiry route, a sponsored format, a brand collaboration, a media kit, or a way for companies to approach them about paid work. Buyers should ask directly about pricing, deliverable types, exclusivity, usage rights, approval process, and turnaround before planning a campaign.

## Alternatives

- Gianna Scorsone: Choose Gianna Scorsone when the need is revenue growth from existing customers rather than front-line negotiation. The material describes 11 years in a revenue ops role and programs such as Going Wide (more business inside an account), an Intelligence Hub for regional owners to share success stories, and Boomerang Customers (following a key contact to their new employer). A customer marketing or account-expansion workshop that needs program designs, collaboration with RevOps, and practitioner playbooks fits here better than the enterprise deal skills Tom Kerr's posts address. The champion idea is present but framed around customer marketing and lifecycle work, making this a closer match for post-sale expansion than for the negotiation room.
- Askia Sisay: Choose Askia Sisay when the enablement goal is forecasting and pipeline discipline and the audience is sales ops, revenue leaders, or managers who own the number. The two posts turn forecast failure into named archetypes: a deal marked closed-lost that is 'not warming back up,' a verbal with no paper or signature, an inbound demo request already forecast to close in four days, a sandbag revealed late in the quarter, and an $80K enterprise 'Hail Mary' where procurement and legal do not know the deal exists. Set against quarter-resolution jokes about CRM updates and week-12 panic, this gives leaders shared references they will recognise and repeat in deal reviews.
- Daniel Steinberg: Choose Daniel Steinberg when the aim is to show leaders how one message becomes three different realities, or how an enterprise deal can stay 'alive' for a year without anyone saying no. The memo post follows a single 8:42 AM announcement through sales, finance, and product on the same morning and shows adoption bleeding over the following months; the second follows an enterprise AE at a legaltech company through a year of roadshows, stakeholder meetings, and slowing emails into a holding pattern. This suits executive alignment, change management, and diagnosing stalled or circling deals where the friction is interpretive rather than technical.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/