Hannibal didn’t give up crossing the Alps
Hannibal didn’t give up crossing the Alps. He decided to find a way… or make one.
Some B2B deals feel like that.
A champion leaves. Procurement joins late. Security adds a review.
Suddenly the path that looked clear two weeks ago disappears.
Most reps treat that moment like failure.
The better ones treat it like navigation.
An army moving through frozen mountains. Narrow paths carved into cliffs. War elephants sliding on ice.
At one point the route simply vanished.
Hannibal stepped above his soldiers and said:
“I will either find a way… or make one.”
People treat that line like motivation.
It is actually a strategy.
In sales, find a way looks like:
A smaller pilot that keeps momentum. A next step the buyer can say yes to. A new path when your champion disappears.
And make one looks like:
Building proof when none exists. Creating the business case yourself. Removing friction no one owns.
Most rejection is not personal.
It is weather. It is cliffs. It is thin air.
The question is what you do when the path disappears.
Do you wait for the route to reopen, or start cutting a new one?
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