In this episode of The Fractional CMO Show, Casey Stanton breaks down exactly why deals fall apart—and why most of the time, it's not about you. Drawing from Eugene Schwartz's Breakthrough Advertising, Casey walks through the stages of prospect awareness and reveals the harsh truth: 20% of deals will never close, 20% are laydowns, and 60% require serious follow-up. He shares real stories from the field—prospects who ghosted after great calls, a doctor who chose a $500 AI tool over a fractional CMO, and deals that stalled despite perfect chemistry.

Casey gets into the psychology of the sale: problem awareness, motivation, timing, and budget—and how to know when a "no" has nothing to do with your skills. He shares his own low points, like selling his car the day before a payment was due while rebuilding his business, and explains how staying steady and relentless—even when desperate—is what separates fractional CMOs who thrive from those who struggle.

Key Topics Covered:

-The stages of prospect awareness and why deals die before you pitch

-Problem-aware but unmotivated prospects—and when to let them go

-Why your pricing conversation should end with "that makes sense"

-Getting to yes or no: why "maybe" and ghosting kill your pipeline

-Staying steady and relentless even when you need the sale​​​​​​​​​​​​​​​​

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