Sales Gravy: Jeb Blount

What Does a Perfect Bowling Game Have in Common With Top-Performing Sales Reps?Walk into a bowling alley on a Friday night, and you’ll see a scene that looks like pure recreation. The crash of pins, the rumble of conversation, the squeak of shoes on the approach. But beneath all that noise is something far more serious: discipline, repetition, emotional control, and the relentless pursuit of mastery.That’s the real game. And it’s the exact game top performers play in sales.Selling rewards consistency, mental toughness, and the willingness to execute the fundamentals long after everyone else has checked out. When you break the sport of bowling down frame by frame, it mirrors what we teach every day at Sales Gravy. Fanatical Prospecting. Emotional control. Owning your process. Staying steady under pressure. Winning one shot at a time.Each frame reveals a truth about the way elite sellers think and operate.Frame 1: The Approach — Fanatical ProspectingIn bowling, the shot starts before the ball ever moves. The routine is deliberate: same steps, same breath, same commitment. That’s where consistency begins.In sales, your approach is prospecting. It’s the moment you decide whether you’re a professional or a hobbyist. Pros don’t wait for a pipeline crisis. They build a non-negotiable daily rhythm of fanatical prospecting, exactly the way Jeb teaches it.“One more call. One more conversation. One more connection.”That mindset is your approach. That’s the discipline that separates a bowler stepping onto the lane with purpose from the one sitting at the bar making excuses.You pick a target, commit, and move.Frame 2: The Lane — Owning Your Sales ProcessA lane looks the same every time, but it rarely plays the same. Oil patterns shift. Friction changes. Conditions evolve.Your sales process is no different.You can’t control a buyer’s internal politics or shifting priorities, but you can control how you move through your process. You can control your cadence, your discovery, your follow-up, and your commitment to advancing every opportunity with intention.Average sellers blame the lane. Pros read it.They ask better questions. They recognize where deals stall. They adjust without abandoning the fundamentals. The arrows exist to guide the ball; your process exists to guide you. Ignore it, and you drift straight into the gutter.Frame 3: The Ball — Your Message and the Triangle of TrustA bowler’s ball is drilled to fit their hand, weighted for their style, and chosen for the conditions.Your ball is your message—your story, your questions, your ability to connect what you sell to what the buyer actually cares about. When you balance logic, emotion, and values, the ball rolls true.Most sellers throw the same generic pitch at every buyer. Pros tune their message. They refine their openings. They speak the buyer’s language.Hit with too much emotion and no substance, you lose credibility. Hit with pure logic and no emotional relevance, you miss the pocket of influence.The goal is simple: strike emotion first, let logic clean up the rest.Frame 4: The Pins — Prospects, Objections, and PhysicsPins obey physics. They aren’t out to get you.Prospects are the same.Some fall quickly. Some require finesse. Some need a second shot. This is where many sellers unravel emotionally. They take objections personally. They turn one “no” into a story about themselves.Objections aren’t judgment. They’re feedback.“We’re happy with our current vendor.”“Call me next quarter.”Objections are indicators, and tell you where your angle is off.Pros adjust. Ask a different question. Reframe the problem. Bring a story that hits harder. Then take another shot.The frame isn’t over until you quit.Frame 5: The Shoes — Mindset and Emotional ControlNo one bowls in street shoes. You’ll slip, lose balance, and go down hard.Your mindset is your pair of bowling shoes. Without emotional control, every call feels unstable. Every objection knocks you off center. Every tough moment spirals.Pros prepare their mind before they prepare their day. They visualize tough conversations. They decide how they’ll respond to setbacks before they happen. They choose composure over reaction.A confident mind produces a confident delivery. Buyers feel both.Frame 6: The Equipment — Tech as an Amplifier, Not a CrutchPros carry multiple balls, tape, tools—gear that helps them adjust and stay consistent. None of it bowls for them.Sales is full of tools too: CRMs, AI, sequencing engines, dialers. But tools only multiply effort. They never replace it.Weak sellers hide behind technology. Pros use it to increase conversations and stay organized. Tools help you understand the “oil pattern” of your territory. But at the end of the day, it’s still you, a buyer, and a conversation.No technology closes deals for you.Frame 7: The Team — Culture and AccountabilityBowling looks individual, but leagues win seasons. Behind every high average is a team pushing each other, challenging complacency, and celebrating progress.Sales is the same.Great cultures are built around coaching, accountability, and emotional safety. Teams share insights, review calls, and collaborate on tough deals. When someone hits a strike, everyone feels the lift. When someone struggles, the team rallies.You’re competing, but you’re not competing against each other. You’re competing against your potential.Frame 8: The Scoreboard — Metrics and TruthThe scoreboard doesn’t lie. It doesn’t care how busy you felt. It only reflects execution.Your sales scoreboard measures the same: dials, conversations, opportunities created, conversion rates. These numbers are feedback tools. High performers study them. They adjust mechanics, behavior, and cadence based on the data.You can’t manage what you don’t measure.Frame 9: The Follow-Through — Closing with ComposureA bowler’s follow-through is controlled and deliberate. The ball is gone, but the motion stays disciplined.Closing requires the same composure.Many sellers execute well early in the cycle. Then, at the moment of truth, they flinch. They rush. They soften. Pros stay steady. They recap value clearly. They ask directly and confidently. They handle final concerns without panic. Closing is the natural output of a disciplined process.Frame 10: The Final Frame — Finishing Strong with Follow-UpThe tenth frame separates casual bowlers from champions. Tired, under pressure, and out of margin for error, pros sharpen their focus.In sales, the tenth frame is follow-up.It’s the week after the demo. The stalled proposal. The buyer who goes quiet. Most sellers mentally check out and tell themselves the wrong story: “If they wanted it, they’d call me.”Pros don’t buy that lie.Deals are won in the follow-up—professional, relevant, value-driven persistence. That’s where reliability is proven.The Game That Never EndsSales doesn’t have a perfect 300 game every time. Some days everything strikes clean. Some days, you grind for spares. Some days, the ball finds the gutter no matter how good your form feels.The separator is what you do next.Pros study the lane. They adjust their feet. They breathe. They get back on the approach and commit to the next shot with the same intensity as the first.So as you head into your day, think like a bowler playing the long game. Lace up your mindset. Respect your process. Choose your message with intention. Read your buyers the way pros read the lanes. Lean on your team. Track your scoreboard. And never cheat the follow-through.The pins are set. The lane is open. You’ve always got one more frame.Step up with purpose. Roll with confidence. And when in doubt, make one more call.Ready to take your sales game to the next frame? Build discipline, track your process, and crush your goals with the FREE Sales Gravy Goal Guide. Start mastering your results today.

You’re Coachable, But Are You Truly Humble?You’ve been coachable your entire career. You take feedback, adjust your approach, read books, listen to podcasts, and implement what works. Yet being coachable doesn’t automatically make you humble—and that gap may be costing you more than you realize.Nicolas Restrepo, Senior Vice President of Sales at World Emblem, shared on a recent Sales Gravy Podcast episode: “What advice would I give myself ten years ago? Be humble. There’s a difference between being coachable and being humble.”Most sales leaders assume coachability covers everything. If you’re open to learning, you’re set—right? Not quite. The best sales leadership is built not only on willingness to learn, but on recognizing that your success was never yours alone.What Being Coachable Actually MeansA coachable leader stays receptive. Feedback isn’t a threat. Adjustments aren’t a burden. You ask questions, try new techniques, and pivot when something stops working.Coachable leaders attend training sessions and apply what they learn. They don’t cling to “the way we’ve always done it” when the market shifts. Adaptability is their baseline.But it’s only half the picture.What Being Humble Actually MeansHumility isn’t self-deprecation. It’s acknowledging the full story behind every win.Humble leaders recognize the customer service rep who handled tough calls, the operations team that pulled off a miracle to meet a deadline, and the mentor who guided them through a high-stakes negotiation.Humility shows up when leaders look at a win and say “we did that” instead of “I did that.” It changes the way you speak, how you coach, and how your team shows up around you.Why Sales Leaders Confuse the TwoIt’s easy to blur the lines. Coachability requires some humility. You have to acknowledge you don’t know everything. But it’s possible to be coachable and still operate from ego.Some leaders take feedback on their discovery process while taking full credit for the deal. They embrace a new objection-handling framework but never acknowledge the people who supported the outcome. They accept coaching but keep score of how often they were right.Coachability grows your skills. Humility grows your people.The Risks of Only Having OneCoachability without humility burns teams out. You may improve individually, but hoarding credit discourages collaboration. When that happens, reps start withholding help because they know their contribution won’t be recognized. They stop sharing insights. They stop going the extra mile. Coachable-but-not-humble leaders also tend to ask for help too late. They’ll accept advice when it arrives but rarely seek it out until they’re underwater.Humility without coachability leads to stagnation. You may share credit generously and build strong relationships, but if you refuse to learn hard truths about your blind spots, your team stalls with you. Some leaders disguise resistance to growth as modesty, deflecting responsibility rather than owning the need for improvement.You need both.Where These Traits Show Up in Real LeadershipConsider how coachability and humility show up in everyday situations:After a big win:Coachable leaders debrief to find the repeatable actions.Humble leaders publicly recognize who made the win possible.When something fails:Coachable leaders ask what they could have done differently.Humble leaders avoid placing blame on the team.During onboarding:Coachable leaders stay open to feedback from new hires about broken processes.Humble leaders acknowledge when a new rep brings a skill they don’t have.In pipeline reviews:Coachable leaders adjust their forecast based on data.Humble leaders give credit to the rep who spotted a risk early.Why This Matters for Long-Term Sales LeadershipSales leadership is a long game. You’re not just managing this quarter’s number. You’re shaping the culture that determines whether top performers stay or bolt.Coachability keeps you sharp. Humility keeps your team aligned.When both traits are active, people share ideas more freely because they know you’ll listen. They fight for deals because their effort is seen. They stay through hard quarters because they trust you’re not in it for personal glory.How to Develop Both TraitsTo strengthen coachability:Ask your team for feedback on your leadership and apply it.Work with a peer or mentor who will challenge you.Notice when you resist feedback and explore why.Read one sales leadership book per quarter and implement one idea.To strengthen humility:When talking about a win, name three people who contributed.Ask for help early instead of waiting until you’re stuck.Start meetings by recognizing someone else’s win.Pay attention to how often you use “I” versus “we.”Questions to challenge yourself:When I talk about a win, who gets credit?Do reps bring me ideas, or wait to be told what to do?Am I more focused on being right or being effective?When was the last time I publicly recognized someone?The Bottom LineBeing coachable gets you in the room. Being humble keeps you there.You can study every methodology, attend every training session, and absorb every leadership book. But if the goal is proving how great you are instead of elevating how great your team can become, you’re building on sand.The sales leaders who last, who build high-performing cultures and develop reps who grow into leaders, all understand one truth: success was never a solo act.Stay coachable so you keep growing. Stay humble so your team grows with you.Your people will feel the difference. So will your results.Being coachable and humble is just the start. Learn how to inspire your team, earn trust, and create a culture that drives results. Grab your free chapter of People Follow You and discover the leadership strategies top sales leaders use every day.

Here’s a question that’ll stop you in your tracks: Would you let someone walk up to you, take your wallet, empty out all your cash and credit cards, and leave your family with nothing? Of course not. That’s insane. But if you’re in sales and you let rejection stop you from making calls, booking appointments, and closing deals, that’s exactly what you’re doing. You’re handing over your commission check to fear. That was the powerful insight from Wendy Ramirez, a leading Mexican sales expert and author of Lo que nadie habla de las ventas: Estrategias para no ser llamarada de petate or What Nobody Talks About in Sales: Strategies to Avoid Being a Flash in the Pan, on a recent episode of Ask Jeb the Sales Gravy Podcast. When you give rejection the power to stop you, you’re literally taking money away from your family. Let that sink in. The Science of Why Rejection Hurts Let’s get one thing straight right now: I’m not going to sit here and glorify rejection. Nobody wants to be rejected. Unless you’re a pure sociopath who feels nothing (and there aren’t many of those in sales), rejection is going to hurt you. It doesn’t matter if you’re highly outcome-driven like me or highly empathetic. Rejection hurts everyone in different degrees, but it hurts. Period. Here’s what’s actually happening inside your body when you get rejected: Your brain treats rejection like a physical threat. Fight or flight kicks in. It’s a neurophysical response that dumps adrenaline into your bloodstream, makes your heart race, and creates this overwhelming urge to either run away or fight back. That uncomfortable feeling? That’s not weakness. That’s just science. The Problem: Sales Is a Rejection-Dense Profession Here’s the brutal reality about selling: If you don’t face rejection, you’re going to fail. Sales is what I call a rejection-dense profession. When you hit rejection in sales, you don’t have the option of going backwards. You can go over it, through it, around it, or dig under it. But your job is literally to go out into the world, find rejection, and bring it home. That’s the job description. That’s what we signed up for. Think about it like this: A few years back, I got invited to jump out of an airplane with the Golden Knights, the U.S. Army’s elite parachute team. I’m not a skydiver (just like I’m not a Spanish speaker), but what an honor to jump with probably the best parachute team worldwide. I asked the guy I was tandem jumping with how many times he’d jumped. Ten thousand times, he said. So I asked him, “Do you ever get afraid?” His answer changed everything for me: “Of course, I get afraid. I’m jumping out of an airplane. Your body is going to get afraid. I’ve just done it so many times that I know exactly what the process is. I’m able to get myself to jump even though my brain says this is the wrong thing to do.” That’s exactly what you have to do in sales. Building Obstacle Immunity In my book Objections, I talk about something called obstacle immunity. It’s the process human beings go through of facing something that feels really big and uncomfortable, but doing it enough times that we lower the size of that obstacle. The fear of being rejected never fully goes away. But you can lower that fear. Here’s how you do it: Develop the Ledge TechniqueThe ledge technique allows you to interrupt or break the pattern you feel in fight or flight when you get rejected. It helps you regain your poise and confidence so you know what to say next. It’s about taking control of the conversation when someone gives you an objection. Understand the Difference Between Objections and RejectionAn objection isn’t the same as a rejection, even though they feel essentially the same in your body. When someone objects, they’re giving you information. When someone rejects you, they’re saying no. Learn to tell the difference. Focus on Emotional DisciplineIn emotionally tense situations, you’ve got to be emotionally disciplined. You’ve got to gain control, gain poise, and handle those objections in a way that allows you to achieve your desired outcome. The Mindset Makes All the Difference Sales is a skill position. There are particular skills, techniques, and tools you need to deploy to be good at the craft. But the thing that makes all the difference is what’s in your head. This is no different than athletics. Elite athletes all operate at similar skill and talent levels. They’ll tell you that winning or losing happens between the ears. I’m a big golfer. The difference between me having a really good game or a really bad game is one hundred percent what’s in my head. My body knows what to do. I know how to swing the club. The mental game is everything. If you don’t fix your mindset, you’re not going to get the results you’re expecting. People think they’re stuck and can’t move forward. But it’s just about moving your mindset. Get more information. Learn something new. Apply what you learn. That’s how you increase your mindset and get better results. Stop Giving Away Your Power When Wendy said, “When you give to the clients, when you give to the people that rejected you, the power to stop you, that’s exactly what you do,” it hit me like a freight train. You wouldn’t let someone take your wallet. You wouldn’t let someone steal from your family. So why would you let rejection steal your future? The next time you feel that uncomfortable feeling in your chest after getting rejected, remember this: That feeling is just your body doing what it’s supposed to do. It’s not telling you to quit. It’s telling you that you’re doing something hard, something that matters, something that will pay off. Face your fear. Make the next call. The difference between average salespeople and elite performers isn’t talent. It’s the willingness to go through rejection instead of around it. That’s how you win. Ready to take your sales game to the next level? Check out The LinkedIn Edge to learn how to leverage the world’s most powerful B2B social selling platform to fill your pipeline, build relationships, and close more deals.

Your prospects know when you’re waiting for your turn to talk. They can feel when you’re performing instead of partnering. And the moment they sense you’re treating them like a transaction, you’ve already lost the sale, or at least the loyalty that comes after it.The difference between good salespeople and unforgettable ones isn’t about closing techniques or fancy proposals. It’s about becoming the trusted sales advisor your buyers can’t imagine doing business without. It’s about evolving from vendor to linchpin—the person who holds everything together.What Does It Mean to Be a Linchpin?A linchpin is the small pin that holds a wheel on its axle. Remove it, and everything falls apart.In sales, being a linchpin means you’re more than someone who takes orders or delivers quotes. You’re the trusted sales advisor buyers turn to for guidance, validation, and expertise. They don’t just buy from you; they believe in you. They want your opinion. They rely on your consistency. And when things get messy, they know you’ll help them make sense of it all.But most salespeople never reach linchpin status. They stay stuck in the vendor zone: quoting, pitching, following up, moving on. It’s safe. It hits metrics. But safety doesn’t create loyalty.Why Most Sellers Stay VendorsThe vendor zone is comfortable. You know what to do. You have a process. You check boxes.But here’s the problem: your prospect can feel when you’re focused on yourself instead of them. They know when you’re running through a script or waiting to launch into your pitch. And that feeling—that sense of being just another number—kills trust before it ever has a chance to grow.Being a trusted sales advisor requires something different. It requires you to slow down, tune in, and genuinely care about the person across from you. That’s where the magic happens.Build Emotional Connection Through Reading the RoomThe best salespeople don’t take behavior at face value. They interpret it.When a buyer seems distracted or cold, linchpin sellers pause and ask themselves: What’s really happening here? Is this person overwhelmed? Skeptical because of a bad past experience? Or just thinking deeply because they need time to process?Here’s how to sharpen your ability to read buyer emotions:Match and mirror. Notice their pace, tone, and energy, then subtly align with it. People feel safer with people who move at a similar rhythm.Say what you’re thinking. Use your inside voice as your outside voice. Try: “It sounds like this project has a lot of pressure behind it” or “You seem hesitant—can I ask what’s causing that?” Naming emotions and behaviors politely opens doors.Embrace the silence. Silence doesn’t mean rejection. It means your buyer is thinking, absorbing, processing. This is where most salespeople blow it. They open their mouths too soon because they can’t handle the quiet. Five extra minutes of patience is often what stands between winning and losing a deal.Reading people is empathy in motion. But it takes work. And most salespeople don’t take the time.Lead With CuriosityCuriosity is the trait that rarely gets enough attention in sales training. But when you’re genuinely curious about what makes your buyers tick—what drives their decisions, what matters most to them, what keeps them up at night—you move past small talk and into real conversations.When you show up to serve instead of showing up to sell, curiosity becomes natural. You ask questions to understand what your customers actually need. You build solutions together. And that’s the moment you become essential to solving their problems.Here’s how to leverage curiosity as a trusted sales advisor:Ask one more question. When your buyer answers, don’t jump into your pitch. Say, “Tell me more about that” or “What else is behind that concern?” That extra question is where the truth often lives.Replace judgment with wonder. When a prospect makes an odd request, don’t think “That’s ridiculous.” Think “I wonder what’s driving that?” That mindset shift changes your energy completely—and they can feel it.Prep curiosity prompts before each meeting. Write down three open-ended questions that start with “how” or “what.” Questions like “How will this impact your team’s workload?” or “What happens if nothing changes?” uncover real motivation.The phrase “I’m so curious about…” has become a game-changer in discovery calls. It opens doors to deeper conversations. Most buyers will jump right in, and the conversation flows naturally. Your job is to listen, take notes, and get even more curious as they open up.Evolve Into an Indispensable ConsultantMost salespeople understand the concept of being consultative: asking questions, offering insights, guiding decisions. But the best take it further. They become so valuable that their clients’ success feels harder to imagine without them.When you become indispensable, things don’t function properly without you. People need you, not just want you. You bring unique value that can’t easily be replaced, because nobody is you.Here’s how to go beyond helpful and become essential:Diagnose before you recommend. Don’t rush to fix. Take time to fully understand the client’s situation. Ask deeper questions. Look for patterns. Confirm what really matters before offering solutions. You’ll gain trust faster through understanding than urgency.Teach through insight. Help your clients see their business from a new angle. Bring context, data, or perspective they haven’t considered. When they walk away from a meeting thinking differently because of you, you’re no longer just a vendor—you’re a resource.Lead with consistency and integrity. Show up when it’s easy, but also show up when it’s not. Be steady, dependable, and transparent, especially when outcomes are uncertain. Indispensable consultants don’t disappear when things get complicated. They stay close, communicate clearly, and make it easier for clients to move forward with confidence.When you understand deeply, teach clearly, and lead consistently, you become more than a salesperson. You become part of your clients’ strategy. You become the trusted sales advisor they call first.People Buy You FirstBeing a linchpin isn’t about what you sell. It’s about how you show up for the buyer.When markets shift or leadership changes, your product might change—but your presence shouldn’t. People will always buy you first.Show up curious. Listen for meaning, not just for answers. Teach what you know. Stay steady when others panic.This approach moves you from being one of many to being the one they call first. That’s how you go from vendor to linchpin.Ready to master the techniques that turn you into the trusted sales advisor your buyers can’t live without? Download the FREE Sales Gravy Book of Play by Gina Trimarco and get the tools, tactics, and techniques to become a more effective and agile communicator in spontaneous sales conversations.

The automated “Great job, team!” email blasted to 47 people at 4:37 PM on a Friday isn’t authentic appreciation. Neither is the generic gift basket ordered by someone in HR who’s never met your top performer, or the corporate recognition program where nobody actually feels valued.These things look like recognition, but your people know the truth: leadership is outsourcing one of the most human tasks—seeing the people who show up every day and make things happen. And your teams feel the disconnect.As Jeb Blount Jr. recently said on the Sales Gravy Podcast: “Don’t make your appreciation to customers, to your team, to yourself a completely outsourced behavior. It will be cheap, and everyone will know it.”Authentic appreciation can’t be delegated to your human resources team or automated through your CRM. And that’s exactly why it works.Where Sales Leaders Go Wrong with RecognitionMost sales leaders fall into one of two camps.Camp one believes they don’t have time for appreciation because they’re focused on results. The numbers are what matter. Recognition is soft skills territory—nice to have, but not essential.Camp two wants to show appreciation but defaults to the path of least resistance. They sign the company card. Approve the budget for the year-end gift. Forward the congratulatory email from the VP. Box checked.Both camps are missing what actually moves people. Recognition that matters requires you to see the work that often goes unseen. It demands that you pause long enough to notice not just the outcome, but the effort behind it. That’s not something you can outsource.Why Small Moments Compound Into Big ResultsThere’s a concept in professional development about making 1% improvements every single day. Over 365 days, those tiny adjustments compound into exponential growth.Authentic appreciation works the same way.You don’t need a massive recognition program. You don’t need elaborate gestures or expensive rewards. You need consistency in the small moments that tell your team: I see you, and what you are doing matters.Consider the sales rep who stays late to prep for tomorrow’s presentation. The account manager who defuses a client issue before it reaches your desk. The teammate who mentors the new hire without being asked. These moments happen every day, and most leaders miss them entirely because they’re scanning for the big wins.But your team isn’t just looking for recognition when they close the monster deal. They’re looking for it on Tuesday afternoon when they’re grinding through their 50th prospecting call. They’re looking for it when they’ve had a brutal week and still show up ready to perform.Small acts of authentic appreciation in these moments build trust faster than any annual award ceremony ever will.3 Elements of Authentic AppreciationAuthentic appreciation has three non-negotiable elements.Specific means recognizing exactly what someone did and why it mattered. Not “great work on that account,” but “the way you handled that objection about pricing showed real creativity—you reframed value instead of dropping price, and that’s exactly the approach we need more of.”Timely means you don’t wait for the quarterly review or the annual celebration. You recognize the effort when it happens, while it’s still fresh and meaningful.Personal means you deliver it in a way that resonates with that individual. Some people want public recognition. Others prefer a quiet conversation. Some treasure a handwritten note. Others just want to hear it directly from you in the moment.Here’s what this looks like in real leadership: One sales leader makes it a practice to handwrite notes to team members. Not emails. Not Slack messages. Actual pen-on-paper notes. Some are two sentences. Some are three paragraphs. But everyone is specific to something that person did and why it mattered to the team.Is it efficient? No. Does it scale? Not really. But those notes end up on office walls, in desk drawers, and tucked into planners. Years later, people still have them. That’s the difference between authentic and outsourced.Integrate Authentic Appreciation Into How You Already WorkMost sales leaders know they should show more appreciation. They feel guilty about it. They add it to their to-do list. And then the day gets away from them.The problem is treating appreciation as an extra task instead of integrating it into what you’re already doing.You’re already having one-on-ones. Reviewing deals. Walking the floor or jumping on calls. The question isn’t whether you have time—it’s whether you’re paying attention in those moments.When reviewing pipeline, don’t just look at the numbers. Notice the effort. “I see you’ve been hitting activity goals consistently for six weeks straight. That discipline is setting you up for a strong Q1.”When someone sends an update email, reply with more than “thanks.” Take 30 seconds to acknowledge what they did: “This breakdown made my job easier. I didn’t have to dig for answers. That kind of communication makes our team more efficient.”These aren’t grand gestures. They’re small moments of paying attention and responding like a human being who notices when people do good work.Building a Culture Where Authentic Appreciation Flows Both WaysThe best team cultures don’t just flow from leader to team member; they flow in every direction.When you model authentic appreciation, your team starts doing it for each other. They notice the work that happens behind the scenes. They start going the extra mile. The culture shifts from everyone waiting for the leader’s approval to everyone building each other up.One practice that works: create space in team meetings for peer recognition. Not forced or formal—just an open moment where anyone can call out something they appreciated from a teammate that week. Keep it optional. Keep it genuine. You’ll be surprised how quickly it becomes part of your team’s rhythm.Additionally, most high performers are terrible at acknowledging their own progress. They hit a goal and immediately move to the next one without pausing to appreciate what they just accomplished.In coaching sessions, start by asking: “What’s a win from this week?” Make them say it out loud. Make them acknowledge their own growth. That internal recognition builds resilience and momentum that external praise alone can’t create.What Happens When You Get This RightWhen you stop outsourcing appreciation and start building it into your leadership, everything shifts.Retention improves. People stay where they feel seen and valued. They leave when they feel invisible.Team energy changes. Appreciated people bring more to the table. They take ownership. They go the extra mile because they want to.Difficult conversations get easier. When someone knows you genuinely care about their success, they’re more open to feedback and coaching.Culture becomes magnetic. Top performers want to work on teams where their contributions matter. They can feel the difference between authentic and transactional leadership from a mile away.Take Action This WeekStop waiting for the perfect appreciation program or the right company initiative. Start with what you can control right now.This week:Write one handwritten note to someone on your team. Be specific about what they did and why it mattered.In your next one-on-one, ask “What’s a win from this week?” and let them acknowledge their own progress.Catch someone doing something right—however small—and tell them in the moment.End your next team meeting with clear recognition for one person. Not generic praise, tell them exactly what you noticed and why it mattered.This month:Create a recognition moment in every team meeting. Make it specific, not generic.Ask yourself: What recognition do I wish I were receiving? Then give that to someone else.When reviewing pipeline or performance, comment on the effort, not just the outcome.Stop Outsourcing What Should Be HumanThe work you do as a sales leader matters. The people on your team matter. And the small moments where you choose to show up and recognize their effort—those matter most of all.Your team isn’t waiting for the next corporate initiative or the annual awards ceremony. They’re waiting for you to notice. They’re waiting for you to care enough to say something about the work they’re doing right now.Stop outsourcing what should be human. Lead with authentic appreciation today, and watch your team thrive. Want to turn recognition into motivation that sticks? Our Sales Gravy University course, 4 Keys to Keeping Your Sales Team Motivated When Everything Hits the Fan, gives you the proven framework to transform appreciation into performance. Learn how to build a sales culture where people feel seen, valued, and driven — even in hard times.

Here’s a question that’ll expose one of the most common productivity killers in sales: How much research should you do before making a cold call? That’s the challenge Michael Bricker from West Monroe, Louisiana, brought to a recent Ask Jeb episode. Five months into his role at Cantara Networks, a fiber-backed internet provider, Michael was supposed to spend three minutes researching each prospect. Instead, he found himself spending 15 to 30 minutes per call, terrified he’d miss the one critical insight that would unlock the door. Sound familiar? If you’re nodding right now, you’re not alone. This “research paralysis” is one of the most insidious productivity traps in modern sales, and it’s killing your pipeline velocity. The Big Lie Your Brain Tells You Let’s get one thing straight: Research is not prospecting. Research is research. Every minute you spend digging through a prospect’s LinkedIn profile, reading their latest press release, or analyzing their org chart is a minute you’re not actually doing any prospecting activity. You’re not talking to anyone. You’re not having conversations. You’re not moving deals forward. But here’s where it gets dangerous. When you add in the basic human fear that comes with making cold calls, research becomes an emotional crutch. Your brain lies to you and whispers, “If I just know all this information, it’ll be so much better.” So you spend 15 minutes researching, make the call, and it goes to voicemail. You make 12 calls a day. Everyone goes to voicemail. All that research, and you didn’t get anywhere. How Much Do You Actually Need to Know? Michael had a breakthrough realization that changed everything: “I’m not looking to make a sale on that initial cold call. I’m looking to make a connection.” That’s the insight that separates efficient prospectors from research addicts. On your first cold call, you’re not selling them anything. You’re trying to set an appointment so you can ask questions and figure out whether it makes sense to keep talking. That’s it. So how much do you really need to know to set that appointment? The answer is not a lot. Think about it this way: The more you get to know your customers, your business, and your industry, the more business acumen you gain. Over time, you’ll talk to ten businesses just like the one you’re about to call. You’ll recognize patterns. You’ll see that companies in a certain sector or geographic area all face the same three challenges. You don’t need 15 minutes of research to recognize those patterns. You just need to build a message around them. When Research Actually Matters Now, before you throw all research out the window, let me be clear about when it does matter. If you’re sending a prospecting email, do some research. You’re putting something in writing, so you better have some insight that’s not AI-generated garbage. If you make a call, get a hard no from the CEO, and want to try again with a different message, do the research before you call back. You’ve hit a wall. Now you need ammunition. If you’ve had a first meeting and you’re going into discovery, absolutely do deep research. You’re walking in armed because you know they’ll be there waiting. All that effort will pay off. But for that first cold call? Stop overthinking it. The Batching Solution If you feel like you absolutely need to do research (and I get it, some people do), here’s the fix: Schedule time before your call block for research. Do all your three-minute lookups in one batch. Write your notes next to each name. Then go make the calls. Why does this work? Because you’re going to hit voicemail a lot anyway. But at least you’ll have the research done and maintain your call momentum. Let’s say you run a call block on 25 cold leads. You talk to five people. Those five give you information like “I’m not the right person” or “We don’t have that problem.” Now you know something. Now go back and do deeper research on those five so you can come back with a better message. That’s efficiency. That’s strategy. That’s how you maximize your prospecting time. The Power of Targeted Messaging Here’s what really unlocks productivity: Creating targeted messages for roles or industries instead of personalizing every single call. If you’re calling 25 CIOs in the healthcare sector, you and I could sit down and quickly identify what they’re dealing with. What issues are they facing? What do they want from their business? How could you help them? We could build one or two messages that’ll connect with most people on that list without researching every single prospect. Then you make 25 calls in an hour instead of researching five people and making five cold calls in three hours. Which approach do you think sets more appointments? Every Meeting Has One Job Michael asked about moving deals forward after discovery, and here’s the framework that keeps everything simple: The entire purpose of a prospecting cold call is to get the first meeting. The entire purpose of the first meeting is to get the next meeting. Everything else is academic. Each step in your sales process exists to advance to the next step with a committed micro-commitment. When deals stall, it’s almost always because you didn’t nail down that next step or you didn’t test stakeholder engagement. If a prospect says, “I’ll get you that information next week,” and next week comes and goes, what are they telling you? They’re not that into this. It’s not a priority. Keep deals moving by driving momentum through committed next steps. The Bottom Line Stop letting research become a productivity trap. The goal isn’t to know everything before you make a call. The goal is to have enough conversations to fill your pipeline while making each one count. Be confident in your ability to get someone on the phone and convert them into an appointment. If you hit a wall and get valuable information, then go back and research for your next attempt. But if you’re researching every prospect before every cold call, you’re lying to yourself about productivity. You’re avoiding the hard work of actually prospecting. Batch your research. Build targeted messages. Focus on conversations that convert. That’s how you build a pipeline that actually moves. Want to transform your approach to prospecting and turn LinkedIn into your ultimate lead generation machine? Check out The LinkedIn Edge and learn how to leverage the world’s most powerful B2B platform to fill your pipeline with qualified opportunities.

This is a very special Monday because it’s Thanksgiving week here in the United States.This is the week we pause to express gratitude for the people in our lives, for what we’ve been given, and for what we’ve accomplished.But gratitude isn’t just a feel-good emotion reserved for the holidays. It’s also a performance- and life-enhancing routine that can give you sales superpowers.Gratitude Builds a Strong MindsetSales is a mental game. Your mindset, attitude, and beliefs have more impact on your sales outcomes and ultimate success than any technique, script, or strategy ever will.This isn’t soft psychology. This is neuroscience. Gratitude activates the parts of your brain associated with reward and emotional regulation. It releases dopamine and serotonin, neurotransmitters that make you feel good, leading to increased happiness and decreased anxiety and stress. Your confidence rises, your mind clears, you gain emotional control, and you make wiser decisions.Gratitude fundamentally rewires how your brain processes the world around you. When you practice gratitude consistently, your brain shifts from focusing on what could go wrong and starts seeing what could go right.Gratitude and insidious self-pity cannot coexist. Instead of dwelling on the deal you lost, the prospect that rejected you, or the leads you don’t have, you appreciate the lessons you’ve learned and the opportunities still in front of you.But it goes deeper than just feeling better.Gratitude Builds ResilienceIn sales, you face rejection constantly. Bad weeks, tough months, prospects who ghost you after months of work, and deals that fall apart at the last minute, even though you did everything right.In this brutal profession, the salespeople who survive and thrive are the ones who bounce back faster from these inevitable setbacks.One of the key traits of highly successful people is an enduring belief that everything happens for a reason. When you can find something to appreciate even in difficult situations, you maintain your emotional stability. You don’t spiral into negativity. You don’t let one bad call ruin your entire day. Instead, you process the setback, learn from it, and move forward.Abundance vs Scarcity ThinkingWhen you focus on what you do have—your skills, your relationships, your opportunities, your resources—you shift from scarcity thinking to abundance thinking.Scarcity thinking is the mother of negativity. It says: “I don’t have enough leads. I don’t have enough time. I don’t have enough support. I’m going to miss my number.”Abundance thinking is a mindset of opportunity and potential. It says: “Look at the skills I’ve developed. Look at the customers who trust me. Look at the opportunities in my pipeline. Look at what’s possible.”When you operate from gratitude and abundance, you become more creative, more energetic, more persistent. You stop fixating on limitations and start exploring possibilities.You show up differently. You bring positive energy. And people feel it. They want to work with people who are confident, positive, and focused on what’s possible rather than what’s impossible.Cultivating an Attitude of GratitudeBut here’s the thing. You don’t wait to feel grateful. You choose to practice gratitude. The feelings follow.Every morning, you are empowered to make a conscious choice about where to focus your attention. You can focus on what’s missing, what’s wrong, who’s against you, and what’s hard. Or you can focus on what’s present, what’s working, what’s possible. Both perspectives contain truth. But only one moves you forward toward the success and happiness you are seeking.Here are some practical ways to build gratitude into your daily routine:Keep a gratitude journal. Every morning or evening, write down three things you’re grateful for. My friend Eric, who suffered from a severe brain injury, does this, and the impact it has had on his recovery is nothing short of a miracle.Thank someone every day. Send a text, an email, or better yet, make a phone call. Thank a customer. Thank a colleague. Thank a team member. Express genuine appreciation for something specific they’ve done.People naturally gravitate toward those who express genuine appreciation. When you thank a customer for their business, when you acknowledge a colleague’s help, when you recognize someone’s support, you strengthen those relationships. It makes you someone people want to work with, buy from, and help succeed.Mentally acknowledge the good. During your day, when something positive happens, pause for just a moment and mentally acknowledge it or say a prayer of thanks. Don’t let it pass by unnoticed.Reframe challenges. When something goes wrong, ask yourself: “What can I learn from this? What opportunity might this create? What’s the hidden gift in this situation?” This isn’t about pretending problems don’t exist. It’s about looking for the lessons and possibilities within them.Start your week with gratitude. Every Monday, give thanks for the week ahead and the opportunity you’ve been given to make a difference in your life, for your family, company, and customers.The beautiful thing about gratitude is that it is like a muscle; it gets stronger with exercise.My Gratitude to YouBefore wrapping up, I want to take this opportunity to pause and express my gratitude to you.I’m grateful to you for listening to the Sales Gravy podcast. My team and I pour our hearts into producing this show, and your support means everything to us. Your comments, your reviews, your messages telling us how the podcast has helped you, fuels us.I’m thankful for the fans of my books. Writing is one of my greatest joys in life, and you make that possible. Every time someone tells me that “Fanatical Prospecting,” or “Sales EQ,” or “The LinkedIn Edge” changed their career, it reminds me why I do this work.I’m grateful for the companies around the world that trust Sales Gravy to train their teams. You let us into your organizations, trust us with your people, and give us the opportunity to make a real difference. That’s a privilege we never take for granted.I’m grateful for the sales professionals who invest in themselves through Sales Gravy University. Your commitment to getting better inspires us to keep creating better content.And most of all, I’m grateful for the amazing people who choose to work at Sales Gravy. We are blessed with an incredible team that wakes up every morning focused on serving you and making a difference. They’re the reason we can do what we do.Thank you for allowing us to be part of your professional journey.Reflecting on GratitudeSo as we head into Thanksgiving week, I’ll leave you with this simple reflection:Be thankful that you don’t already have everything you desire. If you did, there would be nothing left to reach for, no reason to dream, no horizon pulling you forward.Be thankful that you don’t know everything. It means life still has mysteries to reveal and lessons waiting to shape you.Be thankful for the difficult times. It’s in these seasons that you grow stronger, wiser, and more resilient.Be thankful for your limitations. They remind you that there is still room to stretch, improve, and become more than you are today.Be thankful for challenges and obstacles. They forge your strength, your courage, and your character. These are the things that truly endure.Be thankful for your mistakes, because each one is a teacher guiding you toward better choices and deeper understanding.Be thankful for what you’ve been given. Every gift is proof that someone cares, someone believes in you, and someone has invested in your journey.Be thankful for the people who push you, support you, frustrate you, and inspire you. Each one plays a role in shaping the person you are becoming.Be thankful for beginnings, endings, and every transition in between. They are the chapters and seasons of a life story still being written.Be thankful for Monday, because Monday brings new possibilities.And at the end of the day, when you are tired and weary, when you’ve stopped and made one more call, be thankful because it means you’ve made a difference.An attitude of gratitude changes how you approach your day—and your prospects. My new book, The LinkedIn Edge, shows you how to leverage that mindset to build genuine connections, engage with your network, and create opportunities that actually convert.

Jake McOsker, an AE at Forrester who rose from BDR, explains how he used AI-driven account planning to move fast and land C-suite meetings. He contrasts lazy company summaries with AI agents that role-play an AE, describes daily prep routines, using call transcripts to spot friction, and AI checklists for deal qualification. Short, practical workflows and creative agent use take center stage.

Here’s a question that hits closer to home than most sales reps want to admit: What do you do when you’ve been away from prospecting for a while and suddenly the call reluctance feels brand new again? That’s the situation Dwayne Malmberg from Sugar Land, Texas found himself in. He’d been crushing it in inside sales and appointment setting since the 90s. He was good at it. Really good. But after taking just over two years away from the phones, a new opportunity came along, and suddenly he was facing something he didn’t expect. The call reluctance. The trepidation. The mental resistance to picking up that phone and dialing invisible strangers. If you’ve ever taken time away from prospecting and felt that same knot in your stomach when it’s time to get back on the phones, you’re not alone. And more importantly, there’s a systematic way to rebuild that muscle and get back to crushing it. The Raw Truth About Cold Calling Fear Let’s get brutally honest: Cold calling creates emotional angst. Period. I’ve made tens of thousands of cold calls. I make them with my clients during training sessions. I’ll make them tomorrow morning. And I still feel that trepidation on the first couple of calls of the day. It’s just human. It’s natural. It never completely goes away. Think about it like jumping out of an airplane. A few years ago, I got the chance to jump with the United States Army Golden Knights. I was terrified. My heart was pounding. A sergeant even asked if I was okay because, apparently, I looked frightened. When we got strapped in, I turned to the Golden Knight I was jumping with and asked, “Do you ever get scared?” His answer was revealing: “Yeah, of course I do. My heart’s beating a little bit because it’s an airplane and I don’t know what’s going to happen. But I’ve done it so many times, and I’ve got a routine.” That’s the key. The routine. The process. The mental preparation that gets you past the fear and into action. The Big Pull: Why You Need Something Worth Fighting For Here’s the problem with facing fear: If you don’t have something pulling you forward that’s bigger than the discomfort you’re feeling right now, you’ll procrastinate forever. The discipline to run a prospecting block and do your prospecting is the discipline to sacrifice what you want now for what you want most. So before you even think about picking up the phone, sit down and write out what you want. Why are you doing this? What’s the goal? Is it a paycheck? A promotion? Financial freedom? Providing for your family? That’s your big pull. That’s what you focus on when you start your day, not whatever might happen on the call. Because when you’re thinking about something as scary as facing rejection, if you don’t have a big pull driving you, you’ll end up avoiding the work that matters most. For Dwayne, part of his why was clear: He’s a caregiver for his disabled wife and needs the flexibility to work from home while still providing for his family. That’s a powerful pull. That’s something worth pushing through fear for. Building the Muscle: You Can’t Bench Press 250 on Day One Let’s say you were a bodybuilder in your 30s. You were strong, lifting heavy, crushing it in the gym. Then life happened. Kids came along. Your career took off. You quit working out. Now you decide it’s time to get back in shape. What happens if you walk into the gym and try to bench press 250 pounds on day one? You’re going to hurt yourself. Maybe badly. The same principle applies to prospecting after time away. You already know how to do it. You’ve got the muscle memory. Everything inside you is saying, “I got this.” But you can’t expect to jump back in at the same intensity level you had before. You have to rebuild the muscle gradually. Start with the equivalent of those 20-pound dumbbells and work your way back up. The High-Intensity Sprint Strategy When I found myself in a similar situation years ago, uncomfortable and fearful about making calls, I developed a strategy that I now call high-intensity prospecting sprints. Here’s how it works: Break your prospecting into very small, short blocks. Sometimes just five minutes. Make five calls in five minutes. Or ten minutes. Or fifteen minutes. The key is this: Make it so small and manageable that your brain can’t talk you out of it. If I tell you to make cold calls all day long, that feels overwhelming. But if I ask you to knock out just five calls, you can do that. Then here’s the critical part: Follow each sprint with something inspiring. Read a chapter from Fanatical Prospecting. Listen to a segment of your favorite sales podcast. Watch a training video. Put good stuff in your ears and in front of your eyes that builds your courage and strengthens your heart. Then do another sprint. More inspiration. Another sprint. Repeat. What happens is two things: First, by actually doing it instead of thinking about it, you get better at doing it. You get what I call sales endorphins. You feel good about yourself because you realize, “Hey, I can do this. Everything’s okay.” Second, by backing up each sprint with inspirational content, you’re feeding your mindset. You’re building back that mental muscle alongside the practical muscle. The Time Management Factor for Busy Sales Professionals If you’re like Dwayne and have a lot of responsibilities outside of sales, time management becomes critical. You can’t afford to waste time or dilute your prospecting efforts. The solution is ruthless prioritization and time blocking. Start your day with your most important, highest priority sales activity. Get your prospecting done first thing in the morning when your willpower is strongest and your emotional energy is highest. Here’s why this matters: When you’ve got a lot going on and you’re also doing the hardest job in sales (making outbound calls), by the time you get later into your day, you’re worn out. Your willpower is depleted. It’s going to be exponentially harder to find the motivation to interrupt strangers. But first thing in the morning? You’re fresh. You’re ready. You can knock out that prospecting block and then ride that momentum through the rest of your day. Block your calendar in core chunks for everything you need to do. If you have an appointment at 3 PM that’ll take three hours, fine. But that first hour of your day? That’s sacred prospecting time. Nothing else touches it. The Mindset Foundation: Feed Your Mind Daily The first section of Fanatical Prospecting focuses on mindset because that’s where everything begins. If your mindset isn’t right, technique doesn’t matter. Scripts don’t matter. Nothing matters because you won’t execute. Feed your mind daily with content that builds you up. Listen to a sales podcast three days a week. Read sales books. Watch training videos. Surround yourself with messages that reinforce the behaviors you want to develop. When you’re in a situation where you feel fear or emotional angst, putting good stuff in your ears and eyes has a tendency to make your heart stronger and build your courage. This isn’t fluffy motivation. This is practical psychology. You’re literally rewiring your brain to associate prospecting with positive emotions instead of fear and anxiety. The Bottom Line Getting back in the prospecting game after time away isn’t about summoning superhuman courage or pretending the fear doesn’t exist. It’s about acknowledging the fear, building a routine to work through it, and gradually rebuilding the muscle you once had. You already know how to do this. You’ve done it before. You just need to give yourself permission to start small, build consistently, and focus on progress over perfection. Start with your why. Build your prospecting sprints. Front-load your day. Feed your mind with the right content. And remember: The first call is always the hardest because you’re lifting that 10,000-pound weight. But once you make it, the momentum starts building. You’ve got this. Now go pick up the phone and prove it to yourself. Want to learn how to leverage LinkedIn to fill your pipeline and never run out of opportunities? Check out Jeb Blount’s latest book with Brynne Tillman, The LinkedIn Edge, and discover how to turn social selling into your secret weapon.

A few years ago, I was on a desperate search for a dining table. My favorite from my old place was a gorgeous, single-piece antique that mathematically wouldn’t fit in my new home. I loved that table, and losing it felt like losing a member of the family. So I started the hunt for a replacement, a piece worthy of its memory.I found a potential candidate at a high-end furniture store: a stunning cherry table. I ran my hand along its smooth, cool surface, picturing it loaded with platters of food, surrounded by the people I love. But then I saw the price tag. It was prohibitively expensive. My wallet slammed shut. I knew it was perfect, but I just couldn’t bring myself to pay for it. I walked out, resigning myself to a life of settling.In the end, I found a mass-produced, joined-piece from a department store. And for the next six months, I was miserable. My kitchen table was just … a table. It was functional, but it had no soul. I griped about it constantly, and every time I looked at it, I was reminded of what I’d given up.Discovering Sweat EquityFinally, out of options and patience, I took the advice of an antique store owner.“Go see a woodworker,” she said. I drove to the address, a dingy, dark garage on the southside of town that smelled of sawdust and varnish. Here, in this dusty, disorganized space, I found the most beautiful tables of every shape and size imaginable.A gruff man with calloused hands appeared. I told him about my predicament and my budget. He gave me a direct response: “I can’t build you a table for that price.”Just as I was giving him an obligatory thanks and turning to leave, he hit me with an unexpected question: “Are you interested in learning how to make one? It might cost you less than what I’ve already made.”He wasn’t selling me a table. He was selling me an experience. A partnership.Becoming a Co-CreatorAnd so, we began. He showed me the design software. We walked through different scenarios, from Christmas dinner to my kids doing their homework. We chose the wood, figured out the curves for the legs, and decided on the thickness for the top. Every line was to my specifications. I was a co-creator, not a consumer.When he finally showed me the quote for materials and his lessons, it was 30% more than the expensive showroom table. And yet, the decision was simple. I looked at the plans, the time we’d invested in the design, the conversations we had shared, and I said, “Let’s build this.”I picked out the perfect piece of maple. He taught me how to cut it, sand it, and shape it. How to use a router to create decorative edges. How to apply gloss for a perfect shine. And when we were done, I paid that higher price gladly—despite all its imperfections (I am not a professional carpenter.).This was my table, built with my sweat, crafted with my hands. I’d earned it.One leg was a half-inch too short. The decorative edges I’d spent hours on didn’t quite match. And the lacquer? Let’s just say it had a certain, unique texture. This table was, objectively, flawed. And yet, I loved it more than any piece of furniture I had ever owned.When I brought it home, I was so proud. I invited people over just so I could show it off. Every time I looked at it, I found myself thinking how perfect it was, even with its flaws. That slightly askew table wasn’t just furniture; it was a blinding flash of the obvious and a lesson in the concept called The IKEA Effect.Applying the Principle in SalesNot long after my dive into woodworking, I found myself in a similar situation with a prospect.We were selling a sales training program, and the decision-maker leveled with me in our proposal meeting: “I love what you’re proposing, but your competitors are beating your price. We’re on a budget.”I was about to chalk the deal up to closed-lost when the memory of that woodworker’s shop flashed through my mind.“How about this,” I said, “I know our price is higher, but I think we—you and I—can design something perfect for your team. What if we work together to craft a custom solution, one that covers all your needs and fits into your company culture?”He was skeptical, but he agreed. So we began our own version of a woodworking project.Instead of sawdust and maple, we worked with spreadsheets and shared documents. We spent hours in meetings, outlining their team’s specific pain points, the obstacles they faced with pipeline hygiene, and the skills they were lacking. We designed a plan with the right workshops, the right coaching, and the right support for their specific problems.When I finally presented the final proposal, it included a fee that was 20% higher than the competition. But it wasn’t a surprise. We had built it together, every step of the way. He saw not just a list of services, but a reflection of his own team’s needs. He had invested time, effort, and insight, and had a sense of ownership.How Co-Creation Wins the DealWith our co-created plan in hand, the client happily paid our higher fee. We’d edged out the competition not because of our price, but because we had triggered The IKEA Effect. This behavioral economic principle states that people place a disproportionately higher value on things they have helped to create.Every frustrating moment, every small victory when we are building something creates what behavioral economists call “effort justification.” Your brain can’t accept that all that work you put in was for something ordinary, so it reframes the result as extraordinary. It’s the same reason my handmade table, with its slight wobble and imperfect edges, felt more valuable to me than the flawless, expensive showroom piece.And it’s exactly why that prospect was willing to pay a premium for our sales training. By involving him in crafting the solution—by making him a co-creator rather than just a buyer—we triggered the same psychological principle. He didn’t just purchase a program; he helped design it.The Lesson: Ownership MattersWhen people build something—whether it’s furniture, solutions, or relationships—they don’t just create the thing itself. They create ownership.Here’s how you can apply this to your own sales process:Discovery is the new co-creation. Your discovery calls shouldn’t be a simple Q&A. It should be a collaborative workshop. Use tools like a shared whiteboard or a live-edited document to build the solution with your prospect in real time. Frame it as, “Let’s figure this out together.”Your proposal is a project plan, not the final word. Think of your proposal as the culmination of shared work, not a final document you deliver. Refer to it as “our plan” or “the solution we designed.” This language reinforces the joint effort.Make it their idea. The more effort your prospect invests in the process—even just by providing a little bit of input—the more they’ll value the outcome. Ask open-ended questions that require them to provide genuine insight. Say things like, “Help me understand…,” or “What would the ideal outcome look like for you?” When they tell you, it’s their vision, and you’re helping them bring it to life.The Big TakeawayThe IKEA Effect is far more than a psychological quirk; it’s a strategic weapon for every salesperson who wants to stop losing on price. The truth is, your customers aren’t buying a product or a service—they’re buying the feeling of a win. When you empower your prospects to become co-creators in the sales process, you don’t just solve their problem; you make them the hero of their own story. You don’t need to be the low-price leader to get the business. You just need to have the courage to ask them to build a solution with you.Hear more insights based on real-life business successes and flops on Jeb Blount Jr.’s podcast 30 Minutes or Less: How Flawed Sales Incentive Programs Cost Domino’s $78 Million, part of The Sales Gravy Podcast.