Most salespeople dream of being “sales savants” who can effortlessly close deals with charisma and a well-timed pitch.
What they don’t realize is that many of those “experts” aren’t relying on charm—they’ve mastered the art of preparation.
I know it’s annoying, and I dare you to sit with it for a minute. (I’m sorry the code isn’t “up, up, down, down, left, right, left, right, B, A,” but my guess is you already knew that—or at least tried it a few times.)
The best salespeople have a rigor for their work that is annoying to most others.
They utilize and study the best teachers and continue to uplevel their skills.
Here’s an example:
The 7 Levers of Influence (An Example)
Let’s say for a minute that you haven’t stopped reading this post. (You haven’t… but I hope you realize that most people started to read this and moved on… In fact… I’d dare you to believe that 80-90% of the people who have “liked” this blog post haven’t made it this far.
I’m telling you… we’re lazy… we won’t even take 5 minutes to read an entire article.
After reading the part about “preparation,” they moved on to “liking” a different post from someone else, checking their stocks, or doing something else and acting like they’re being productive. (Sales managers, can I get an “Amen!”?)
Since you’re not in that group – here’s all seven of Robert Cialdini’s “Levers of Influence” from his award-winning and updated book “Influence” (If it’s been a while, yes… they’re no longer called the “weapons of influence” and there’s 7, not 6…):
- Unity: Building shared values and a sense of “we.”
- Reciprocity: Giving/Receiving.
- Commitment & Consistency: Aligning solutions with clients’ stated values.
- Liking: Winning trust by being relatable and personable.
- Authority: Establishing credibility and expertise.
- Social Proof: Demonstrating that others have benefited from similar solutions.
- Scarcity: Communicating the unique value or urgency of their offer.
Why go to these lengths? Because successful salespeople understand something crucial: decisions don’t just happen logically. Often, the real battle is against the internal reasoning your client isn’t telling you about—the doubts, the fears, the second-guessing.
To guide someone toward action, you have to prepare to address all of it.
Sure, it sounds like overkill. But don’t be like most salespeople.
Most people are hoping their natural talent will carry them through. Instead, commit to mastering the fundamentals. Even the savants who make it look easy have likely internalized many of these principles through years of experience.
One Step Further
Preparation isn’t just about having the right tools—it’s also about understanding why people make decisionsin the first place.
The Authors of Crucial Influence explain this through six sources of influence, which all boil down to two core questions every human being asks themselves:
- Can I do it? (Ability)
- Will it be worth it? (Motivation)
From there, these drivers of behavior break into three categories:
- Personal Influences
- Social Influences
- Structural Influences
The magic happens when you address all six sources of influence at once, engaging both motivation and ability in a comprehensive way.
The Twist!
Great salespeople know they’re not just pitching a solution—they’re reframing how clients see the problem. (If you are one of the 80% of salespeople just pitching a solution, be honest with yourself…. have you done the preparation necessary?)
Here’s how:
- Allow for Choice: People resist when they feel pressured. Frame decisions as empowering, not obligatory.
- Create a Direct Experience: Sometimes, the best way to sell the solution is to let the client experience the problem.
- Tell Meaningful Stories: Stories create emotional connection and help clients visualize success.
- Make It a Game: Progress becomes compelling when it’s measurable and rewarding.
The best salespeople don’t leave influence to chance.
They layer principles, prepare for resistance, and understand the psychology that is driving their potential clients’s decisions.
Are you ready to move from “hoping for a close” to “influencing action”?
Ambitious Adulting 101 has teamed up with the Ventura Chamber of Commerce for a Free 3-Part Webinar Series called “Close Big Sales”. (You can click on the picture to register)
The Conclusion: Your Moment to Level Up
Sales isn’t about luck, charm, brute force, or cheat codes (sorry…) —it’s about mastery. It’s about taking the time to prepare, to deeply understand your clients, and to meet them where they are with strategies that make action feel natural.
If you’ve made it this far, congratulations! You’ve already proved that you’re not “most salespeople.” You’re the kind of salesperson who’s willing to sit with the hard truths, challenge yourself, and put in the work to rise above the rest.
The question is: What will you do with this knowledge?
Will you commit to mastering the fundamentals, to studying influence, and to building a practice of preparation so rigorous it sets you apart from the competition?
Remember, the best salespeople don’t leave things to chance. They leave their mark with their preparation.
(Oh… and then they actually do something… the other danger is always “preparing” and never actually getting to the “doing.”)