These principles (gems) and sales lessons are not set in stone; they were given by sales veterans and entrepreneurs who learned everything through perseverance and accepting reality. They are the real champions who showed us how to win more business when we felt helpless and hopeless.
If you win or close more business after applying these invaluable lessons, be grateful for them and thank those who shared them whenever possible.
“Salespeople are here to produce results by doing the necessary work:
Research, Reach out, Follow up, Close deals”
- Selling is an individual sport; no inbound leads or marketing-qualified leads will make you a better salesperson than your own effort to reach prospects and add value to their lives.
- Selling is not something you do to someone; it’s something you do for or with someone. — Zig Ziglar.
- Everyone is a salesperson, even if they don’t carry the title. Learn from anyone who knows how to persuade others and gain buy-in.
- Be an active listener, because the more you listen, the more your clients will reveal their real problems.
- Understand the difference between value and price. Price is what you pay; value is what you get. Clients always expect more value for the price—so be prepared to add it wherever it is due.
- “People are ready to buy but don’t want to be sold.” — Jeffrey Gitomer (Sales Veteran)
- To be wildly successful in sales, you must face uncomfortable situations and rise above the obstacles.
- Everyone needs to develop their own philosophy of selling—one based on their personal moral and ethical standards.
- Your integrity and reputation must be protected. Always find an ethical and moral way to help clients find the best solution for their needs. Even when you know you can’t help them, guide them toward the right path, even if that means buying from another company.
- Never do anything that lowers your reputation. Today, many companies and entrepreneurs sacrifice integrity to maximize sales or avoid bankruptcy. Hard-selling tactics are dead. The “Always Be Closing” approach no longer works.
- Always be a kind person, no matter the results. Being nice and genuine has become a real competitive advantage today.
- If possible, add a bit of humor in a non-offensive way to lower their guard. People are naturally unreceptive to salespeople or anyone they believe is trying to sell something. (But avoid humor in the very early stages.)
- Without a disciplined approach to prospecting, there will be no output.
- Without an effective sales process, results cannot be repeated. Process is more important than results.
- Every industry is different. Always watch for trends and unexpected events shaping it.
- Anticipate changes by looking at the economy as a whole. Consider how people perceive the situation, what they’re thinking, and how it might affect them if they fail to act.
- All advice is not created equal. Prospects are risk-seeking in the early stages and risk-averse in the later stages of the buying journey. Adapt your selling style to where they are.
- The same approach that worked earlier will not work in uncertain times such as recessions or pandemics. During these periods, everyone experiences heightened paranoia. You must sit with your team to rethink your approach and value proposition to address clients’ new concerns.
- Life is far more complex than we imagine—and selling is no different. To understand these complexities, spend more time learning. Always embrace skepticism, even when receiving advice from renowned experts.
- There is no one-size-fits-all approach to selling.
To understand your product better, speak with the subject matter expert. No amount of water-cooler conversation will make you a better salesperson unless it’s about learning from the expert who truly knows the product.
Without outreach, no opportunities are created. Have a clear set of criteria to prepare your list of target prospects. Never paralyze yourself by adding too many criteria while trying to define your ideal customer profile.
Never worry about cold outreach.
Never believe the quotes you read online or the claims made by so-called LinkedIn experts: “Cold calling is dead,” “Social selling is the only way to sell,” and so on
Every prospect is different. Find the medium that suits them best—phone, text, email, or LinkedIn—and reach out accordingly.
You must master the art of getting past no.
– Gatekeepers, procurement officers, decision-makers, and influencers will all challenge you with hard questions about why change is needed. Never respond by shifting the conversation to “Why us?”
– Preparing a slide deck about your company’s history, awards, and achievements will never close a deal.
– For example, Yahoo has been around since 1994, but it cannot rely on its history to prove it is better than its competitor, Google—and you already know the answer.
– Your insights and expertise are valued far more than rapport-building for its own sake. (Most rapport-building efforts waste time.)
Being a consultative seller is your only real advantage over your competitors.
27. Sales negotiation is woven into every sales conversation. Never treat it like a hostage negotiation. In a hostage situation, both parties are desperate to get what they want; in sales, you’re navigating the emotional journey of buying and selling—not a crisis.
28. Deals go nowhere when there is no commitment from your prospects.
- You need to understand why someone would say “no” to the commitments you ask for.
- Prepare a list of the possible “no’s” you expect—and identify at which stages of the buyer’s journey they are most likely to appear.
- To gain commitment, you must add value at every stage and know which facts or insights will trigger decision-makers to pay attention to your message.
- Your conversation with gatekeepers and procurement officers will not be the same as your conversation with decision-makers and influencers. Understand each group’s concerns and priorities. Prepare a priority list for every stakeholder involved.
29. Never sell the way your customer wants to buy; sell the way they need to buy. Clients don’t fully understand the product you’re selling. They may purchase hundreds of products for their business, and yours is just one of them. It’s your responsibility to educate them on how to get the best results.
30. Prospecting is the lifeline of every salesperson’s career
Prospecting is the only way to ensure that you are a true value creator.
Why? Because no one will make a six-figure or seven-figure purchase by simply clicking a “buy” button.
Sharpen your sales story for different buyers in different situations.
31. Get rid of complacency. Just because you’ve crushed a quota doesn’t mean you’re done. The next day awaits you, and you must prospect every day.
32. There are no magic tricks to closing a deal. You must prospect daily if you want to close consistently. Average sales cycle length: 102 days.
33. You need to gain commitments to close a sale. Without commitments, your deals won’t move.
(Read Anthony Iannarino’s The Lost Art of Closing. He dedicates an entire book to explaining how many commitments are truly required to close a deal. The legacy approach is dead. Follow TheSalesBlog.com to get insights from Anthony Iannarino. He is one of the top sales thinkers for modern sales professionals.)
34. A Modern Approach to Gaining Commitments to Close a Deal
- Time Commitment
Without time commitment, deals stall for months. You must add value in every conversation so prospects are willing to trade their time—not based on your product, history, or solutions alone.
“Objections are not rejections. You must resolve them in a professional way.” — Anthony Iannarino
- Explore the Changes Needed
If you don’t explore what needs to change, you don’t have an opportunity.
“During discovery, you must address their challenges, the changes they need to make, and how they must do certain things differently.” — Anthony Iannarino
- Commitment to Change
Without a commitment to change, there is no real opportunity.
“Your job in sales is to make all things unequal and help clients understand what needs to change. A nice meeting doesn’t mean they are committed. Ask for commitment early.” — Anthony Iannarino
- Collaboration
If you’re having a monologue instead of a dialogue, it becomes difficult to secure the next meeting.
“Clients must add their ideas to your proposed solution. If not, you’re not where you need to be.” — Anthony Iannarino
- Gain Consensus
Complex deals never close without consensus.
“You need support from individual stakeholders, the groups they represent, and executive officers. Without addressing their concerns, they won’t invest. This commitment requires access and information.” — Anthony Iannarino
- Investment Commitment
You must secure their commitment to invest early.
“Never surprise your clients. Gain investment commitments early, and if concerns arise, involve subject matter experts to support the conversation.” — Anthony Iannarino
- Review Commitment
Review your proposed solution with all stakeholders and gather input for adjustments.
“When everything is buttoned up, review the solution with them instead of delivering it.” — Anthony Iannarino
- Resolve Concerns
Follow up to resolve concerns.
“Provide proof, walk them through the implementation plan, and answer every question to resolve their concerns.” — Anthony Iannarino
- Commitment to Decide
Ask for the sale.
“If you’ve done everything right, this won’t be a big step.” — Anthony Iannarino
- Commitment to Execute
Execution is where the real work begins.
“You may have made the sale, but now you must execute and ensure your client receives the promised outcome.” — Anthony Iannarino
“These commitments never work in a straight line; they depend on the conversation, the expectations, and the deliverables.” — Anthony Iannarino
35. There is no such thing as “get-rich-quick” in selling. To succeed in sales, you need the mental toughness to face the challenges in your path. Once you master that, there is no career more rewarding than selling.
36. Never stop learning. You cannot advance in life or business unless you spend time reading the books of wise people. One-to-one coaching with them may be impossible, but by reading their books, you gain the guidance you need to take your next step.
37. In the past, many who made a living in sales gave the profession a bad reputation. It still affects the sales community today. To overcome this uphill battle, you must follow a disciplined, ethical approach. Once you truly know how to sell, you’re on your way to creating real impact and making a meaningful difference.
38. Make yourself vulnerable by publicly sharing your experiences and the challenges you face in selling. That’s how you gain advice and recommendations from the sales community to improve and sell better.
The Mindset Behind Great Selling
Inner Simplicity
When you have inner simplicity, even after making more sales than your competitors, you think, “This is the impact I’m meant to make.” You don’t obsess over surpassing others. Inner simplicity cannot be practiced mechanically—it depends on your understanding of life.Outer Simplicity
Live a simple life. This doesn’t mean you shouldn’t buy expensive things; but if you do, never provoke others or make them jealous by showing off your wealth. Showing off is detrimental to your life and character.Your Ego
You may have a big ego without realizing it—and no one will point it out. Observe your thoughts whenever you feel you’re great at selling.
“What you have learned is a mere handful; what you haven’t learned is the size of the world.” — Avvaiyar, Ancient Tamil Poet (Displayed at NASA)When Deals Slip Away
When deals fall through, step back and reflect on what you may have missed. Sometimes it isn’t your fault—so don’t over-blame your approach.Control and Strengths
Understand what lies outside your control, and play to your strengths. A salesperson must never try to control things that are inherently uncontrollable in business.Ownership
Sales experts and consultants can guide you only to a point. Ultimately, you must take ownership of your results.See Business as a Whole
Understand business holistically instead of pigeonholing yourself into just the selling function. That’s what transforms you into a true businessperson.Truth Over Bias
Seek the truth in life and business. It enlightens you far more than searching for convenient arguments that reinforce your cognitive biases.
How Marketers can support Sales team
(Ask your marketing team to understand this so they can make your job easier.)
1. Understand the Five Stages People Go Through Before They Make a Change
(Transtheoretical Model — used in sales, marketing, and behavior psychology)
Most buyers don’t wake up ready to take action. They go through these stages before changing anything in their business. As a marketer, when you understand these stages, you can create campaigns that meet prospects exactly where they are
1. Pre-Contemplation (Not Even Thinking About It)
People in this stage don’t believe they have a problem or don’t care enough to fix it yet.
Buyer mindset:
“Everything is fine.”
“This is not a priority.”
“We’ve always done it this way.”
Marketing goal:
→ Create awareness of the problem, not the product.
Show them what’s broken, what’s costing them money, or what risks they’re ignoring.
2. Contemplation (Thinking About It)
Now the prospect recognizes the problem and starts thinking about possible changes.
Buyer mindset:
“Maybe we should improve this.”
“This issue is growing.”
“What options do we have?”
Marketing goal:
→ Educate, don’t sell.
Help them understand:
Why change matters
What happens if they don’t change
What better results look like
3. Preparation (Getting Ready to Act)
The prospect is planning their next step.
Buyer mindset:
“We need a solution soon.”
“Let’s shortlist a few vendors.”
“Let’s bring in the sales team.”
Marketing goal:
→ Enable the buyer with helpful tools:
Case studies
Comparison guides
ROI calculators
Get Sales Appointments
Decision-making resources (Technical documentation, FAQ, How it works)
This is the stage where sales and marketing must align.
4. Action (Taking Action / Buying Mode)
The buyer is finally ready to make a decision.
Buyer mindset:
“Let’s choose the best option.”
“How soon can we implement?”
“What’s the ROI?”
Marketing goal:
→ Support the salesperson.
Provide:
Proof (Case Study)
Testimonials (Text and Videos)
Clear implementation plans (Onboarding roadmap, Setup timeline, Who does what, Milestones & expected outcomes)
Risk reducers (Flexible contracts, Service-level agreements (SLAs), Post-purchase support)
This stage is where deals close — not where awareness begins.
5. Maintenance (Staying Committed to the Change)
After making a purchase and implementing the solution, the buyer enters the maintenance stage. This is where they work to maintain the results they expected when they bought your product or service.
In psychology, “maintenance” means sticking to the new behavior.
In business, it means continuing to see value from the purchase.
Buyer Mindset:
“Is this solution still delivering what we expected?”
“Is the support team responsive?”
“Are we seeing the ROI we were promised?”
“Should we continue, expand, or look for alternatives?”
This is the stage where customers decide:
✔ to renew
✔ to upgrade
✔ to expand
✘ or to churn
Marketing Goal:
Maintenance is where customer experience becomes your biggest differentiator.
Marketing must help ensure the customer:
Continues to see value
Knows how to use the product better
Gets proactive communication
Feels supported (not abandoned after the sale)
Tools that Help in the Maintenance Stage:
Webinars and education content
Proactive product updates
Personalized check-ins
Data dashboards showing ROI
Customer success outreach
Your goal is to make the customer successful, not just satisfied.
Customers who stay in the maintenance stage successfully become repeat buyers, referral sources, brand advocates
2. Never waste salespeople’s time
Never send sending poor-quality leads. Talk to your sales team and set strict criteria to weed out unqualified leads using your website form.
3. Cut your spending on broad awareness campaigns.
4. Run marketing campaigns — at minimum, make sure you run two:
A campaign for prospects already searching for the problem you solve.
A campaign for people who aren’t even contemplating a change yet.
5. Customer Service — A Reactive Approach
“The only purpose of customer service is to change feelings.” — Seth Godin
Display your phone number clearly on the website.
Never ask callers to press 1, 2, or 3 — don’t frustrate them with unnecessary menus.
Use a chatbot only to collect their email so you can follow up later. (Never waste their time. Period.)
“When people call our call center, our reps don’t have scripts, and they don’t try to upsell. They are judged only on whether they go above and beyond for the customer and deliver personal service and emotional connection.” — Tony Hsieh
6. Customer Experience — A Proactive Approach
Instead of focusing on isolated touchpoints, view the entire customer journey as a whole.
Organize your business around delivering an extraordinary customer experience.
Always look for ways to delight your customers.
“No business ever went bankrupt when they delighted their customers.” — Warren Buffett
“Exceptional customer experiences are the only sustainable platform for competitive differentiation.” — Kerry Bodine
6. Support product developers (or manufacturers)
To improve the overall customer experience of the product.
- Anybody can copy your product, but nobody can copy your customer experience if every department in your organization puts the customer at the center of everything they do.
- Note: Directly or indirectly, everyone in your organization affects the customer experience of your product.
- As a marketer, you must ensure their efforts are aligned with improving the overall customer experience of your products and services.
- Permanently resolve the complaints raised by the customer service team. “Think upstream.”
- What is upstream thinking? Upstream thinking means looking beyond the negative effects a current problem is causing and understanding why the problem is happening in the first place.
Final thoughts:
“Always sit and discuss with veteran salespeople to level up your sales game. You may think it’s a waste of time outside of corporate sales training, but when you genuinely approach them for help, they will certainly help you because they have been in this tough sport for two or three decades.”