Most Sales Advice Is Wrong

February 1st, 2024 | Sales
Most Sales Advice Is Wrong

Guest Post by Josh Braun

You are told:

1. You need unbridled enthusiasm.

Unbridled enthusiasm is akin to a grinning car salesperson walking up to you, saying, “It’s so great to meet you! How are you doing today?”

Overly enthusiastic tonality triggers sales pressure.

Lean back. Be calm. Chill.

2. You have to know all the answers.

If you don’t know the answer, say, “I don’t know, but I will find out because it’s an interesting question, and I’d like to know too.”

Saying, “I don’t know,” subconsciously tells people you’re honest.

3. You need to be assumptive.

When you assume you’re for everyone, people can smell your commission breath. They know you’re putting your best interests first.

Here’s what assuming sounds like:
“Would you like to meet on Thursday or Friday?”

4. You need to talk people into things.

The problem is the word “into.”

Whenever prospects feel they’re being talked into buying, they pull away.

Instead, ask a question that makes prospects think differently about how they’re currently getting the job done without ulterior motives. Then, let the chips fall where they may. Like this:

“We’re seeing that companies with at least 200 employees are overpaying every month for SaaS (Software as a Service) subscriptions they no longer need. How are you ensuring you’re not paying for SaaS subscriptions no one uses anymore?”

5. You have to jump through hoops to get a sale.

Nobody likes a desperate person—approach selling as an equal rather than from a place of neediness. Sure, you’d like the sale, but you don’t need the sale. It takes two people to make a sale.

Desperation sounds like this:
“I’m just following up on the proposal.”
“Did you get my email?”

Having equal business statute sounds like this:
“Have you decided to defer the workshop?”

6. You never take no for an answer.

Trying to persuade a vegan to try meat is like pushing a rock up a hill. Better to find meat eaters. No, is okay. You’re for some people, but you’re not for everyone.

Josh Braun


Josh Braun is the Founder of Braun Training and the host of the Inside Selling Podcast.  You can connect with Josh @


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