Sales Logic - Selling Strategies That Work
Jun 16, 2026 · 25 min · 10 segments
Lightning Round: Top 10 Ways Buyers Are Changing Question: Sean from Seattle asks, "We work in the food distribution industry, it's competitive. We are doing a great job of bringing on new customers…
Yeah, you know, I'm, I'm, like, I was really thinking about the topic, um, today, and I was thinking, do I think it is a new sales strategy? And I don't think it is a new sales strategy.
I think it is a very, very important sales strategy, but quite frankly, it's that sales strategy we always should have been paying attention to.
I think one of the funniest things about, um, a tough economy is all of a sudden we start looking at whether we're holding on to our customers or not.
It costs so much, what is the statistic, like six to seven more times to actually acquire a client than it does to, um, you know, than it, than it does to sell to an existing client.
This is like the kid that gets a great toy for Christmas, and it winds up in the closet.
I didn't know I had this." Th- th- that's, yeah, I mean, it's, it's, we should have been doing this all along, and, and shame on us because here's the whole thing.
We spend so much time focusing on getting new customers when we don't realize all of the business that we have with existing customers if we just stay in touch, just stay in contact with them.
You and I were talking in the green room about the proposals we've got to get out this morning, and one of the proposals I've got to get out is I was speaking in, uh, Pennsylvania this week, and I'm driving back to the, uh, to the airport, and my phone rings, and it's one of my, um, you know, clients I'd spoken to before who called me back and said, "You know, we were just talking about you.
Think it's time for you to come back." And I was thinking about the show we were doing today, and I thought, "Wow, [laughs] I should have made that phone call.
I should have been in touch with them," not luck of the draw they happened to come back to me, right?
So I think part of the problem is as salespeople, I know me, I'm turned on by the chase, you know? It's like I'm really, it's exciting to me to see if I can get through the door, if I can land something, and I tend to forget, um, as embarrassing as that is, about my existing customers.
And, and, and, and I have to admit, this is one of the reasons why I like my Friday afternoon phone call strategy, you know? Um, yesterday I, I was calling a lot of past clients, and sure enough, uh, there's two of the four proposals I gotta get out this morning are fr- from two of those people.
Yeah, you know, I'm, I'm, like, I was really thinking about the topic, um, today, and I was thinking, do I think it is a new sales strategy? And I don't think it is a new sales strategy.
I think it is a very, very important sales strategy, but quite frankly, it's that sales strategy we always should have been paying attention to.
I think one of the funniest things about, um, a tough economy is all of a sudden we start looking at whether we're holding on to our customers or not.
It costs so much, what is the statistic, like six to seven more times to actually acquire a client than it does to, um, you know, than it, than it does to sell to an existing client.
This is like the kid that gets a great toy for Christmas, and it winds up in the closet.
I didn't know I had this." Th- th- that's, yeah, I mean, it's, it's, we should have been doing this all along, and, and shame on us because here's the whole thing.
We spend so much time focusing on getting new customers when we don't realize all of the business that we have with existing customers if we just stay in touch, just stay in contact with them.
You and I were talking in the green room about the proposals we've got to get out this morning, and one of the proposals I've got to get out is I was speaking in, uh, Pennsylvania this week, and I'm driving back to the, uh, to the airport, and my phone rings, and it's one of my, um, you know, clients I'd spoken to before who called me back and said, "You know, we were just talking about you.
Think it's time for you to come back." And I was thinking about the show we were doing today, and I thought, "Wow, [laughs] I should have made that phone call.
I should have been in touch with them," not luck of the draw they happened to come back to me, right?
So I think part of the problem is as salespeople, I know me, I'm turned on by the chase, you know? It's like I'm really, it's exciting to me to see if I can get through the door, if I can land something, and I tend to forget, um, as embarrassing as that is, about my existing customers.
And, and, and, and I have to admit, this is one of the reasons why I like my Friday afternoon phone call strategy, you know? Um, yesterday I, I was calling a lot of past clients, and sure enough, uh, there's two of the four proposals I gotta get out this morning are fr- from two of those people.
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