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A couple of years ago, I did a deliberate audit on my team to find what really makes the best sales people.Now, Tunde (Not real name) was one of the smartest guys on our sales team. Confident. Well-spoken. Knew the product inside out.
But every month, same story: “Prospects are not ready.” “Price is too high.” “Market is tough.”
Then, there was Ada (Not real name too). Less experienced. Not as polished. But quietly, she kept closing deals.
One day, I sat them both down and asked a simple question: “What do you do after a ‘no’?”
Tunde said: “I move on. No need to waste time.” Ada said: “I get curious. I try to understand what that ‘no’ really means.”
That was the difference. Tunde heard rejection. Ada heard information.
Tunde was selling to be accepted. Ada was selling to solve- solving real problems.
And in sales, the moment you prioritize your comfort over the customer’s clarity… you start losing.
Most salespeople don’t fail because they don’t know what to do.
They fail because they avoid doing the uncomfortable things that actually move deals forward: Asking harder questions, challenging assumptions, following up when it feels awkward.
Sales is not a game of numbers. It is not even only a game of talent. It is a game of courage.
And courage compounds!
If you’re stuck, don’t just learn more tactics. Audit your avoidance. That’s where your next breakthrough is hiding.
If you have an average team and you really want them to excel more than they ever did, ensure by all means that they do not miss the Sales Leadership Conference 2026.
There is a special track for sales people to learn hard core selling and there is a special track for leaders to learn how to lead for revenue success.
Go here and download the brochure
www.salesruby.com/slc2026-sales
Pic: Throw back to Sales Leadership Conference 2019
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Event Venue
Fash Hotel and Suite, Lagos, Nigeria
Tickets
Concerts, fests, parties, meetups - all the happenings, one place.
