What I have learned from two decades in sales

2025 marks my 20th year in the sales and sales training industry, a milestone that prompted me to reflect on the journey and evolution of the entire industry. Over these two decades, the landscape of sales has undergone significant transformations, adapting to technological advancements and shifting market dynamics. However, despite these changes, some fundamental aspects of sales have remained steadfast and unchanged. I began my career in a field sales position, a time when outbound strategies were the norm, and customer information was meticulously recorded on paper cards, each stored in a large, cumbersome box. This was an era before the digital revolution of sales, where every detail had to be manually tracked and organized. I vividly recall my first job as a sales engineer, armed with just a Nokia 3310, a trusty notebook, and a pen—simple tools that were considered essential for starting out back then. These items were my constant companions, enabling me to connect with clients and document crucial information, forming the backbone of my early sales efforts.

As my career progressed, I transitioned to working primarily with inside sales teams. This shift marked a significant change in approach, as inbound strategies became more prevalent, and the relentless march of digitization transformed the sales process. The integration of digital tools and platforms revolutionized how sales teams operated, allowing for more efficient communication and data management. Despite the rapid pace of technological change, certain core principles of sales have remained constant, providing a stable foundation amidst the evolving landscape. Looking ahead, the advent of artificial intelligence promises to bring even more change to the industry, offering new tools and insights that could further enhance sales strategies. Yet, amidst all this innovation, there are timeless elements of sales that continue to hold true, serving as guiding principles for success in any era.

Here are some sales fundamentals that remain as relevant today as they were in 2005.

• Sales is essentiallly three essential skill sets: building a pipeline, converting a pipeline, and driving revenue. Average salespeople typically master just one of these skills, good salespeople excel in two, while great salespeople master all three. High performers consistently meet their targets because they understand this relationship and make it work in their favour.
• Salespeople who excel at building a pipeline generally outperform those who are adept at closing and managing it. The ability to consistently generate a pipeline is crucial for success in sales. With a steady flow of opportunities, you always have a chance to succeed. Without a pipeline, no matter how skilled you are at closing or managing it, you will inevitably face challenges.
• The one personality trait that is linked to sales success: a leadership mentality. A salesperson's role within a company involves reaching out to potential customers, initiating conversations, and leading them toward the company's solution. The social dynamic is that the salesperson leads, and the customer follows. Those with a natural leadership mentality thrive in sales, while those without it often struggle.

What else would you add to this list of sales fundamentals?