sales fundamentalsThere is a reason that the fundamentals are fundamental. The important things that build
the core of results weren’t determined by a guess or a whim. They were observed over long periods of time as being those things that were necessary to producing great results.
You don’t have to like the fundamentals, but you do have to obey them if you want to produce the best results.
No Targets
Without identifying your dream clients, your targets, you are attempting to win through luck instead of intention.
If you don’t have a list of prospective clients for whom you are certain you can create breathe taking, jaw dropping, earth shattering value, then you are only going to win these clients by accident. That isn’t a good plan.
You need a list of targets. If you don’t have one, go watch the second video in the launch series here. Download the workbook and do the exercises.
No Pursuit Plan
Calling your dream client once a quarter to check in is not a pursuit plan. The person you are trying to reach won’t even notice that you are pursuing them. You are making it too easy for them to ignore you.
A quarterly email doesn’t make a mark at all. You are deleted without a second thought.
If your plan to gain an appointment with your dream client doesn’t include 36 touches over the course of the year, it isn’t likely to provide you with a reasonable chance of succeeding over time.
No Control of the Process
Why on earth would you email your prospective client your proposal and pricing?
Why would you deprive yourself of presenting your solution and having a collaborative conversation about what might be changed?
More still, why would you leave your dream client to resolve their concerns without your counsel?
Once you’ve provided your solution and pricing by email, you have decided that your relationship is transactional. Your prospect doesn’t have to take your call or return your email. Because there was no conversation, no context, and no counsel given, you’ve deprived yourself and your prospect of the real value you create.
No Value Created
Business Development Reps and Sales Development Reps invariably ask one question: Where is the line where I should hand over the prospect to the salesperson?
The question is really, “How much value am I allowed to create?” This is a question because the salesperson who is being handed the prospect wants a qualified lead, but doesn’t want the prospect to have already gone through the discovery process. This deprives the salesperson of creating value, in their mind anyway.
If you cannot, do not, or will not create value for your prospective client, they are right to refuse your request for an appointment. Your prospective client receives no value by being qualified. If you have no insight, no ideas, and no chops, you are wasting their time—and making your job a lot harder than it has to be.
The reason we avoid the fundamentals is because, until you master them, they can be difficult to execute. Once you master them, they become second nature. Focus on the fundamentals.
Comment to send me your thoughts, stories, and ideas. Hit forward to send this to someone who need to focus on the fundamentals, and ask them to join us here each Sunday by signing up at
Do good work this week, and I’ll see you back here next week!
Anthony Iannarino
P.S. PREORDER DEADLINE – SEPTEMBER 26TH: If you haven’t preordered by new book, The Only Sales Guide You’ll Ever Need, you are going to want to do it right now. Tomorrow I am taking down the preorder site, and sadly, the bonuses that accompany the book. Go here to order now:
P.P.S. If you have questions I can answer for you about the book or the bulk buy packages, hit reply and send them to me. I will do my best to answer them for you!
P.P.P.S. Thank you to all of you who preordered the book. I appreciate your help more than you know! I am working on an idea to show my appreciation, and it is starting to take form. Stay tuned!

Contributor Anthony Lannarino is an entrepreneur, speaker, author, and consultant. He writes daily at and you can subscribe to his newsletter at