Our Approach

Discipline in sales is a simple yet powerful equation:
Knowing what is required + Actually doing it = Discipline.
If either part of this equation is missing, discipline falters. If you don’t know what needs to be done every day, you can’t be disciplined. If you know what to do but fail to execute, you’re not disciplined. Discipline is the foundation of success in sales—it’s about showing up every day, doing the work, and maintaining focus.

Is discipline holding back your results?
Ask yourself:

• Do I (or my sales team) know what is required to achieve success?
• Do I (or my sales team) consistently execute on that plan?

If the answer is “yes” to both, you’re on the path to mastering discipline. If not, focusing on discipline can drastically transform your results.

Reliability is a game-changer in sales. You need to be reliable not only for your customers but also for your internal team.

For customers, reliability means doing what you say you will do. After two decades in sales, I’ve asked customers for the one piece of advice they’d give to salespeople, and the number one response is almost always the same: “Salespeople need to do what they say they will do.”
 The worst thing you can do is fail to follow through.

For your internal team, reliability is just as crucial. Early in my leadership career, I had a top-performing salesperson who wasn’t getting the support he needed from the internal team. When I explained how vital it was to be someone the team could rely on, he made changes to his approach. The result? He became a true rockstar.

Reliability builds trust and sets you apart—whether you’re dealing with customers or teammates. Do what you say, and you’ll stand out.

Empathy is a cornerstone of successful sales. It’s about more than understanding your customer’s needs—it’s about truly sharing in their feelings and experiences.

The first step is understanding. Learn about your customer’s business, their objectives, challenges, pain points, and goals. Put yourself in their shoes.

Once you’ve gained this understanding, it’s time to align your solution to meet their needs. You don’t just sell a product or service; you offer a solution to their specific problems. When you connect the dots for your customers, you guide them to the right answer—the solution they were searching for.

Wrap your sales approach in empathy, and you’ll not only close bigger deals but also foster stronger, longer-lasting relationships that lead to customer retention and advocacy.

Authenticity is everything in sales. People don’t buy from products—they buy from people. And to build strong, lasting relationships, you have to show up as your true self.

I learned this the hard way early in my career. I was focused on being perfect—on delivering my pitch flawlessly and sticking strictly to the content. But it wasn’t until my first in-person meeting with a customer that I learned the power of authenticity.

I was nervous, but during the meeting, I noticed the decision-maker had fishing magazines on their desk and fish mounted on the wall. So, I asked, “Do you like to fish?” We spent the next 45 minutes talking fishing and just 15 minutes on business. That customer turned out to be a great one. My boss later told me, “You nailed it. You built a real relationship.”

That experience taught me to be myself. When you’re authentic, you connect with customers on a deeper level, and that connection is what drives success.

Muscle is about doing the tough work—asking the tough questions, tackling difficult conversations, and handling rejection with grace. It’s about having the strength to push through the uncomfortable parts of sales.

Ask the tough questions:

• “Can I have your business?”
• “When is the next meeting?”
• “What’s standing in the way?”
• “What are my competitors offering that I’m not?”

Most salespeople shy away from these questions because no one likes rejection. But the truth is, without these direct questions, you’re holding onto hope. Your prospect may have already moved on to another solution while you’re still waiting for their answer.

Use your muscle to push through discomfort and ask the questions that get results. This will help you win and lose faster—both of which are valuable in the sales world. See how we’ve helped others