10 Words To Change How You Think About Sales

woman talking on the phone while looking at her tablet

“So well said! That just blew my mind…”

This appeared in Chat recently while delivering the final webinar in my seven-part proactive calling series. It definitely caught me off guard. I get a lot of positive reactions to the skills I share but I think this was the first time I blew someone’s mind!

It feels a bit embarrassing really. I mean, I’ve been The Phone Lady now for almost 18 years. I’ve described my work, my values, and what I know to be true about sales success in this blog post, on my website, by contributing to social media and in interviews on podcasts and mainstream media.

And yet, on a very routine Thursday morning, I utter 10 words that not only summarize my beliefs and experience but also change everything for some highly skilled sales professionals.

What did I say? How will it impact your perspective on sales?

For many of my sales clients, the first step in their sales process involves reaching an existing customer or prospect on the phone and booking a meeting or demo. Undoubtedly, having someone answer the phone today is a huge challenge. So I share proven strategies that include voicemail, email and social media, as well as dive into a bit of the psychology of our current relationship with phone calls.

Once the customer/prospect answers the phone, I focus on creating the best possible conversation. This is a conversation that allows that customer/prospect to reveal their “why”, the reason they will say “yes” to the meeting.

This isn’t easy. Great conversations involve the ability to improvise, to listen intently, to give our full attention to the customer/prospect because (and here’s my 10 words) … we don’t book the meeting; the prospect books the meeting.

I’ve answered two very professional, well-rehearsed sales calls recently. Both related to opportunities that I could explore, that might benefit my business. And both were so focused on closing the sale, they never discovered anything about me. They did the majority of the talking, so my engagement was minimal. And yet … I’m the one that decides if I’ll say “yes”.

It’s been a long time since selling has been about the number of calls made in an hour. Today it’s about the quality of the conversations you inspire.

Thoughts? Questions? Ideas? Share them in the comment section below.


Closing a sale is the natural outcome of inspiring great conversations and listening intently to our potential customers.

This natural approach still involves a process – a plan that moves potential customers through a journey of discovery with you. So ... what's your process? And am I the right sales coach for you? Let's find out.

4 thoughts on “10 Words To Change How You Think About Sales”

    • Thanks, Nicole, for the lovely compliment. I feel a bit silly that I didn’t find these 10 words years ago. Certainly glad I’ve found them now and are able to share them.


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