Here’s the thing most people don’t get about sales—it’s not about the fancy pitch or the bells and whistles that make you look good for five minutes. The real work happens in the less glamorous stuff: showing up consistently, being a little stubborn, and putting in the time to understand people. It’s not magic; it’s just a willingness to grind every day, even when nobody’s watching.
Talking to Kevin Juza, founder of The Tenacious Leader, drove this home for me. Kevin isn’t the type to hype up quick fixes or “next big thing” strategies. He’s all about the basics, the kind of guy who tells it like it is, without the fluff. He believes that if you’re not connecting with people and you’re not doing the work daily, all the digital tools in the world won’t save you. That’s what we dug into—why success in sales still boils down to human connection and staying consistent when everyone else gets distracted.
The “Boring” Secret to Sales Success: Repetition and Consistency
Kevin cut right to the chase when we talked about sales. To him, it’s not some high-energy sport where you land a big win and ride off into the sunset. It’s a game of repetition. As he put it, “Success is in the daily rigor. Sales isn’t about inspiration; it’s about persistence.” He shared this story of a client who had their first couple of wins, and then, almost as if by reflex, they hit cruise control. They stopped putting in the daily work, thinking they’d made it. Within a few weeks, they were scrambling, trying to catch up because they’d let the basics slide.
And that’s where Kevin comes in. He doesn’t let his clients get comfortable. For him, it’s about making sure they stick with the process, even when it gets boring. He explained, “If you’re not doing the groundwork every day, don’t expect consistent results. That’s just how it works.”
Key Takeaways from Our Discussion:
- Consistency over big wins: It’s nice to have a big month, but if you’re not keeping up the day-to-day efforts, don’t expect that to keep rolling.
- The basics are non-negotiable: Forget the fancy tactics. Stick to the core activities that get results.
- Momentum is fragile: It only takes a little bit of complacency to fall behind. Once you start getting results, double down, don’t let up.
Digital Tools Won’t Save You: The Power of a Real Conversation
We live in a world where everyone wants a shortcut, especially in sales. People are setting up automated email sequences, bots, and LinkedIn spamming tools thinking that’ll do the job. If you’re serious about building trust, get back to the basics. “I’m old school,” Kevin said. “You gotta pick up the phone. Meet face-to-face if you can. That’s what gets people to actually trust you.”
He shared how businesses often think automation is the answer, but in reality, it often just creates distance. To Kevin, a single, meaningful conversation will beat a thousand automated emails any day. “When you pick up the phone or meet in person, people know they’re talking to a real human. That’s when trust happens.” And it doesn’t take much—a short call, a coffee meeting, or even a direct message can do the trick if it’s genuine.
What I Learned from His Experience:
- Automation can’t replace authenticity: A bot can’t build relationships, and people can tell the difference.
- Less is more with emails: If you can’t grab their attention in a few lines, you’ve lost them. Keep it short, get to the point.
- Serve, don’t sell: Focus on helping people rather than pushing your pitch. The sales will follow naturally.
Reflections from the Interview
Kevin’s approach goes beyond just sales tactics. He works with founders who are used to wearing every hat in their business, and bringing him on board means they’ve gotta trust someone else to help build their vision. That’s a hard thing for a lot of founders, especially when they’ve been doing it all alone.
As he put it, “There’s no one-size-fits-all. Every business is different, and building a repeatable process takes time.” His work isn’t about some magic formula but about getting people to find their strengths and focus on what they’re actually good at. And if that means letting go of some control, then so be it.
Here’s What I’m Taking Away:
- Focus on your strengths: You don’t have to be good at everything. Find what you’re great at and let others fill the gaps.
- Build a team that shares your vision: Look for people who believe in what you’re doing, not just the ones with the right skills.
- Growth means letting go: At some point, you can’t keep doing everything yourself. Learning to delegate is key.
- Persistence over perfection: Don’t worry about getting it all right. Just keep going.
- Real conversations matter: Don’t be afraid to have direct conversations with your clients, your team, or yourself.
Final Thoughts
Kevin’s perspective hit me hard, especially in a world obsessed with quick hacks and “instant results.” Sales, like most things in life, isn’t about shortcuts. If you’re out there building something, don’t get distracted by every new tool or technique that promises to make things easier. Stick with the basics: show up, be consistent, and put the work in. Real success isn’t loud; it’s steady and reliable.
CONNECT WITH KEVIN JUZA:
Website:https://thetenaciousleader.com/