February 8, 2025

When you run a business, you’ll inevitably be confronted with the world of sales. Every business has to sell, and it’s often the thing companies struggle with (especially those with sub-10 million in revenue).

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What you’ll find in abundance when looking into how to improve your sales are techniques on how to do it:

Tonality

The standard objections

Closing

Question-based selling

Cornering the client

Lean-back approach

The ABC framework

And many more...

Yet, what I’ve found is that most companies have access to (and still struggle with) all these techniques.

And still, they don’t sell.

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A friend of mine recently started as a sales rep in a company that lives off sales.

He and I often talk about the power of being and the conversations we have (internally and externally) that shape our being.

When he started working for the company, the overall conversation was one of uncertainty. They didn’t know if they would survive because they hadn’t made enough sales over the past few months.

As he came in, he noticed who his colleagues were being. They had calls on the phone and followed the script, but what he noticed was that they were uncomfortable representing the company they worked for. There was gossip, fear, and uncertainty, creating a way of being that said "don’t buy," even though they were following the script.

So, he ran an experiment. He went to clients and gathered positive feedback from them. What he would do next was go into the office and share the positive things the clients had said...

Three weeks later, with him continuing to shift the conversation, he noticed how the whole team had shifted. They suddenly were proud to be part of the company because their perception of what they did by selling had changed.

Six weeks later, they had the best sales performance since the company’s inception.

They didn’t change the script. They didn’t change the leads.

What changed was who they were being when speaking the script and talking to the leads.

I had a client who thought it was impossible to earn well in his industry. And he had evidence. Every time he raised his prices, people would say something that confirmed it was too much.

He was being "don’t pay me."

After working with him for a few weeks, we shifted that conversation, and he became "let’s go."

In the span of 12 months, he tripled his revenue.

He didn’t change the market. He didn’t change location. He didn’t change his service.

Where you are coming from matters, and that’s something no technique can compensate for.

We feel if the person in front of us is coming from a place of genuine care, or a need to make money.

Whatever you think doing will do, being has 100x more power.

A shift in where you're coming from is a shift from one world to another. And in that world, anything is possible.