It took me three months to close my first real client.
Eddie wanted a website. I knew I could build him a great one. But I didn't know how to sell, so I spent weeks getting on calls, helping with his marketing, and hoping he'd say yes. Many nights I was still working the third shift, then turning around to show Eddie what I could do. Eventually he said yes, and that $10,000 sale changed my life.
It also taught me something important: I couldn't keep hoping my way into sales. So I made learning to sell my mission.
Sales isn't pressure. It's guidance.
A great product doesn't sell itself
That's one of the biggest lies in business. I built email software, web software, and reputation management software, things people genuinely needed, and they sat there. I didn't know how to talk to people, understand what they wanted, handle objections, or ask for the sale. The moment I understood sales, everything started moving.
The four steps I use
- Listen — The best salespeople listen more than they speak. Understand where the person is, what's wrong, and what they want.
- Mirror — Reflect back what you heard in their words. When people feel understood, they trust you.
- Build the bridge — On one side is their pain. On the other is their goal. Your offer is the bridge. Show them exactly how it gets them across.
- Guide the next step — Four words a sales mentor named Chris taught me: “Your next step is…”
Why “Your next step is…” works
Most salespeople explain everything and then leave the decision hanging. The customer gets confused and walks away. When you clearly guide them, “Your next step is to send over your documents so we can get started,” you remove the confusion. You're not pushing. You're leading.
Create certainty in three areas
Before anyone buys, they need to feel certain about three things. Picture each on a scale of 1 to 10. If any one is low, the sale stalls.
- The product — Do they believe it will solve their problem?
- You — Do they trust you and believe you know what you're talking about?
- The company — Do they believe the business behind you will deliver?
Your job is to raise all three, honestly, with clear explanations, proof, and results.
Ask before you pitch
Gather intelligence first. Where are they now? What's the problem? What have they tried? What happens if nothing changes? What do they really want? The answers tell you how to help, and whether you can help at all. If they're not a fit, be honest and let them go.
Objections are uncertainty
Most objections aren't really about price or timing. They're a sign that certainty is low in one of the three areas. Don't argue. Acknowledge the concern, answer the real question underneath it, and guide them to the next step again.
Honesty is the strategy
My father wrote it simply: sell yourself to others. Before anyone buys your product, they buy you. That's why I only want deals that are a win for both sides. If I can't genuinely help someone, I'd rather tell them than make the sale. Never invent pain or fake urgency. Help people see the real situation clearly.
This week
- Have ten real conversations — Spend more time listening than talking.
- Map the bridge — Write down your ideal customer's pain, their goal, and how your offer connects the two.
- End every conversation with “Your next step is…” — Make the step clear and simple.
Every no teaches you something about your message, your timing, or the fit. Every no is training for the yes.
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