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Sales is More than a Numbers Game

Sales is More than a Numbers Game

Sales is a numbers game. The more people you talk to the better your chances of selling something.

I like to think of sales as a behaviors game.

Here is what I mean; what are the right behaviors that will give me the best chance to win (get the order.)

What are the best behaviors for getting in front of the right prospect?

What are the best behaviors when I meet with the prospect that gives me the highest odds of closing the deal?

What are the best behaviors to ask for a referral, assure the customer they made the right decision, communicate that you are the right and safe choice?

Sales is a numbers game but the numbers are driven by the right behaviors. There are two types of behaviors to be concerned about:

  1. Your behaviors – how do you keep improving your skills (personal development)
  2. The behaviors that are required to move your prospect through your sales process to a successful outcome

Sales, in  its purest form, is nothing more than understanding people, what they do, why they do it and how to get where they want to go. The days of the slick sales representative that does twelve trial closes at each meeting is over. Prospects are much too smart for that these days. Prospects want two things from the people that sell to them: accountability and authenticity.

When I discuss accountability I mean don’t sell something you can’t deliver just to get the business. What proof do you have that you are accountable to your prospect? As sales professional we have done a great job teaching our prospects not to trust us.

The second critical function a sales representative performs is authenticity. This means teaching the prospect why they are making the right and safe choice when they buy from you. We need to take them through the sales process and show them every step of the way why your product or service is the best choice.

The biggest problem I see is sales representative who make a statement about their product and expect the prospect to understand why it is important to them. An example will help. I have a client who does home remodeling. He was asked to provide an estimate for a basement remodel. He wanted the buyers to insulate the basement ceiling but they saw no value in doing so. He went back to them and told the buyers that they need to insulate the ceiling because the children’s bedroom is above the family room and as they watch a football game (Cleveland Browns fans) they might wake up the children because of the excitement watching the game if the ceiling was not insulated. They finally understood and paid the extra $1000 to have the ceiling insulated. The sales rep told them why it was important to have this work done. The truth of the situation is why it is authentic.

It is the little things that make the difference: active listening, finding the right prospect, helping the prospect buy, selling the way the prospects wants to be sold, assuring and finally doing what you said you would do.

If you want to learn more I invite you to go to and order The Definitive Sales Handbook. This book will be used as you grow sales and retain happy customers. If you want to be more proactive in creating new sales skills, check out our membership site at This site has all the tools to improve your sales skills and close more deals.



Ron Finklestein

Written by Justin