We all know sales is part art, part science, and a whole lot of hustle. But what makes a truly great salesperson? I sat down with Benjamin Brown, a seasoned sales coach, and I’ll tell you, it wasn’t your typical “read a script, memorize a pitch” conversation. Benjamin started in the trenches, where sales were as tough as it got—no cubicles, no cushy chairs, just hard numbers on the wall and the expectation that you either make it or you’re out.
This wasn’t just a chat about selling; it was about the mindset behind sales and what really separates someone who’s just good from someone who’s great. Let me share two key lessons from my conversation with him.
Sales is All About Practicing the Fundamentals
You don’t wing it in sales and expect to close deals consistently. That’s one thing Benjamin made crystal clear. He’s old-school about it, saying that just like in sports or music, if you don’t practice the basics, you’ll never be great. He credits his early days working on a farm and later as a Marine for teaching him the value of hard work and routine. When he moved into sales, he took that same mentality with him. “Sales is simple, but it’s not easy,” a reminder that selling isn’t about tricks; it’s about showing up prepared every single day.
Benjamin believes the biggest reason many salespeople fail is that they’re too quick to rely on charisma alone. They think a flashy personality or quick wit is enough to close, and sure, that might work in a few lucky situations. But over the long haul, it’s the disciplined ones—the ones who stick to a structured process and keep refining it—who win. His mantra is this: if you don’t have a plan to follow, you’ll never understand why you lost a sale.
Key Takeaways from Our Discussion:
- Mastering the basics matters. Good salespeople know the game inside and out. They’re prepared and consistent.
- Don’t shy away from failure. Benjamin views rejection as practice, and the more you get, the closer you are to getting it right.
- Confidence comes from repetition. The more you work through each step, the more natural it becomes, and confidence follows.
Be the “Chameleon” – Adapt to Your Client’s Personality
If there’s one skill Benjamin has perfected over the years, it’s adapting to the person across from him. He calls this “chameleon sales,” and it’s the difference between making a customer feel at ease and losing them because they can’t connect with you. In those early days, Benjamin says he was thrown into a “boiler room” setup, shoulder-to-shoulder with people from all backgrounds and cultures, all pushing hard to make sales. It was an intense environment, but it taught him the power of adjusting his approach based on who he was talking to.
Interestingly, he’s found that introverts can sometimes excel in sales because they tend to ask more questions and listen closely. Extroverts might have an edge in energy, but they can get too comfortable, even arrogant, relying on personality alone to carry them. “I’d take an introvert who listens and follows the process over someone who thinks they’re a natural any day,” Benjamin says. His reasoning? Introverts tend to trust the steps and don’t skip the basics.
What I Learned from His Experience:
- Ask relevant questions and dig deeper. Great salespeople don’t just pitch; they ask questions that uncover the client’s real needs.
- Mirror your client’s style. From New York to Texas, Benjamin matches his tone and speed to the customer’s comfort level.
- Follow the structure. A process gives you stability and lets you personalize your approach without losing the core steps.
Reflections from the Interview
Beyond techniques, what Benjamin really brings to the table is an old-school mindset. For him, sales isn’t just about landing a deal; it’s about helping someone make a meaningful decision. “The purpose of a sale is to get someone to move.” That idea—that sales is about inspiring action, not just grabbing a quick dollar—made a lasting impression on me.
Here’s What I’m Taking Away:
- Preparation is non-negotiable. Benjamin used to send team members home if they weren’t prepared. It’s that simple.
- Tap into emotions. People don’t buy based on logic alone. Benjamin teaches his clients to find and trigger the emotional reasons behind a purchase.
- Focus on the client. It’s too easy to get wrapped up in your own pitch. His reminder? It’s about their problem, not your solution.
- Own your failures. Many salespeople won’t admit when they’ve dropped the ball. Benjamin says the best get better because they take responsibility.
- Learn to adjust. The best salespeople can read the room, adapt their energy, and speak the client’s language.
Final Thoughts
Sales, at its core, is about human connection. You’re not just pushing a product; you’re helping someone solve a problem or make a change. There’s no silver bullet or magic script, no “one size fits all” solution. You’ve got to have the patience to stick to a process, the humility to keep practicing, and the flexibility to adapt to whoever’s in front of you.
So if you’re out there trying to get better at sales, or really anything in life that involves winning people over, keep Benjamin’s advice in mind: dig into the basics, show up prepared, and don’t be afraid to change your approach based on who’s across the table.
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