Average reps focus on product features. Top performers are "product agnostic"—they don't care about the specific product they're selling. Instead, they focus entirely on the customer's desired outcome. This allows them to craft bespoke solutions that deliver real value, leading to deeper trust and larger deals.

Use interactive 'self-selection' tools on your website that guide prospects to the best solution for them, even if it's not yours. By occasionally recommending a competitor or different product type, you establish your brand as the most trusted and honest resource in the space.

Even when a prospect rejects your primary service, you can recover acquisition costs and generate revenue. Offer a free, low-threat consultation (e.g., a 'lifestyle review') where you can sell a different, complementary product (e.g., supplements). This strategy effectively turns a lost lead into a paying customer.

Instead of a feature-focused presentation, close deals by first articulating the customer's problem, then sharing a relatable story of solving it for a similar company, and only then presenting the proposal. This sequence builds trust and makes the solution self-evident.

The moment a customer buys, they signal maximum trust. This is the optimal time for a salesperson to be assertive with upsells, cross-sells, or referral requests. Many reps mistakenly push too hard at the beginning of the sale when trust has not yet been established.

To sell effectively, avoid leading with product features. Instead, ask diagnostic questions to uncover the buyer's specific problems and desired outcomes. Then, frame your solution using their own words, confirming that your product meets the exact needs they just articulated. This transforms a pitch into a collaborative solution.

Instead of forcing a sale, elite salespeople act as advisors by proactively telling smaller companies when a solution is a poor financial fit. This builds long-term trust and prevents you from becoming the highest, most scrutinized line item on their P&L.

To get gym trainers to sell supplements, have them complete a 30-day challenge using the products. This personal experience builds genuine belief, turning them into authentic advocates and creating powerful social proof that drives sales.

When a customer buys, they implicitly trust you to offer other relevant solutions. If they discover a helpful product you never mentioned, you've broken that trust, causing lasting damage that's more significant than the missed revenue.