Applause Doesn’t Pay the Bills: Mastering the Real Game of Sales

If you're building a business, leading a team, or trying to scale your mission, you need to understand one hard truth: sales isn't someone else's job. It’s yours.

Sales are the lifeblood of your organization. Without them, you don’t have revenue. Without revenue, you don’t have impact, growth, or longevity. You can have the best product, the most bulletproof service, and the most heart-driven mission in the world, but if you can’t sell it, you’re dead in the water.

And yet, too many people confuse visibility with viability. They mistake applause for purchase orders. They assume that a “thank you for your service” or a “love what you’re doing” equals a signed check. It doesn’t. Politeness isn’t commitment. And attention isn’t conversion.

You need to understand how sales actually work and who in your network is in a position to move the needle.

Sales starts with knowing who can buy. Not who likes you. Not who shares your posts. Not who used to work in your industry and is “cheering you on.” None of that pays the bills. You must zero in on who has the budget, the decision authority, and the need.

In the military, we’d call this target identification. You don’t aim at a crowd and hope something sticks. You lock in, assess threat and value, and decide when and where to engage. Business is no different. You must learn the difference between fans, followers, stakeholders, and buyers. That’s where the BASIC model comes in.

I use a simple yet powerful framework to structure my thoughts on sales. It’s called BASIC:

Buyers

Ambassadors

Stakeholders

Influencers

Coaches

Let’s break it down.

B = Buyers: These are the people or organizations that can write the check. Not “support you.” Not “wish you well.” They can buy.  And they’re often not who you think they are.

You need to get laser clear on who has budget authority in your market. Sometimes it's a department lead, sometimes it's a procurement officer, sometimes it’s the founder’s spouse. If you’re talking to someone who can’t sign off on payment, you’re wasting time unless that person is bringing you to the real buyer.

You need to qualify your pipeline. Ask yourself: Is this person ready, willing, and able to buy? If the answer is no, move on or reposition your ask.

A = Ambassadors: Ambassadors are people who believe in you and your mission. They may not be able to buy, but they want you to succeed, and that makes them invaluable.

Ambassadors are often prior clients, community members, or supporters. They sing your praises in rooms you’re not in. They introduce you. They share your wins. But they’re not guaranteed deal-makers. You still have to steer their energy toward productive action.

Ambassadors are your echo chamber, but they can’t be your strategy. Cultivate them, appreciate them, but don’t confuse them with buyers. Leverage their belief to get to the right rooms.

S = Stakeholders: Stakeholders are those who have skin in the game if you succeed (or fail). They’re invested in your outcomes because your success impacts them directly or indirectly.

These could be teammates, investors, partners, mentors, or ecosystem players. They may not cut the check, but they can kill a deal, or make one happen faster. Sometimes, your buyer is looking to these people for approval or consensus. Ignore them at your own risk.

Stakeholders can also act as force multipliers. They bring reach, credibility, and access. But they’re also watching to see if you follow through. Don’t overpromise. Don’t underdeliver. Bring them into your vision with clarity and humility.

I = Influencers: These are the people who shape perception. They’re not always on social media (in fact, most of the LinkedIn “influencers” are nothing short of attention hounds).  Many of them operate in private groups, niche forums, or senior leadership circles. But their opinion moves others.

Influencers can be career gatekeepers, industry veterans, media outlets, or institutional partners. If they mention your name or endorse your offer, your perceived value rises. If they criticize you (or worse, ignore you), you may never get the chance to pitch.

You don’t need every influencer on your side. Just the right few. Build slowly, with authenticity. Don’t chase clout. Earn trust.

C = Coach:  A coach is the person in your orbit who sees your potential, understands the game, and helps you win it. This isn’t always someone in your industry, and they’re not usually in the spotlight. But they’re watching, advising, and pushing you to keep moving.

Your Coach helps you think strategically, improve your message, sharpen your approach, and stay mentally ready for the long game. Sometimes they connect you with buyers, other times they help you see your blind spots. Their influence is subtle but essential.

A great Coach doesn't do the work for you, but they will make sure you don’t lose the fight before you even step in the ring. Find them, honor them, and listen when they speak.

Here’s the hard truth: most people you’re talking to are not your buyer. And that’s okay, as long as you understand their role.

Too many entrepreneurs waste time trying to turn everyone into a sale. You don’t need everyone. You need the right people in the right seats. The BASIC model helps you clarify who does what (and how to align your sales strategy accordingly).

If you're only talking to ambassadors, you’ll feel good but stay broke.

If you're only chasing buyers, you'll burn bridges with no pipeline.

If you're ignoring connectors and influencers, you're leaving opportunities on the table.

If you disrespect stakeholders, you may win the deal but lose the execution.

Sales is a team sport, but only if you understand the players.

And NEVER fall for the TYFYS trap.  As a veteran and business owner, I’ve heard it more times than I can count: “Thank you for your service.” And don’t get me wrong, I appreciate it when it’s sincere and chuckle at it when it’s on autopilot.

But let me be blunt: that sentiment doesn't pay for ads, equipment, or payroll. Gratitude is not a purchase order. And too many veteran entrepreneurs get caught in the trap of thinking that patriotism equals product-market fit.

It doesn’t.

Your service gives you credibility, but you still need value. You still need clarity. You still need results.

If your sales strategy is built around being liked, thanked, or appreciated, you’re building on sand. You need to sell like your business depends on it, because it does.

Think of sales like reconnaissance. You’re not out there just to talk. You’re gathering data, identifying patterns, and zeroing in on the terrain.

Who’s talking about your industry? Who’s making moves? Who just got a budget approved? Who got promoted or reassigned? What did your last buyer really care about? Who made the final call on your last deal (and who almost killed it)?

You’re not guessing. You’re mapping the human terrain. You’re identifying key leaders, influencers, and networks, and planning your engagement accordingly.

Sales isn’t about being pushy. It’s about being surgical.

If you were running a military operation, you wouldn’t go in without a plan. You’d do your prep. You’d know the objective. You’d identify threats, resources, and contingency plans.

Sales deserves the same discipline.

Who’s your objective? (The Buyer)

What’s your primary and secondary route? (Coaches and influencers)

What assets do you have on the ground? (Stakeholders and Ambassadors)

What’s your desired end state? (Close the deal and build the relationship)

Execute your sales strategy like an OPORD. Every interaction is a movement toward success or failure.

Stop thinking of sales as manipulation. Sales is service. When you know your offer is valuable, getting in front of the right person isn’t begging; it’s a responsibility.

Use the BASIC model. Understand the battlefield. And stop waiting for someone to come knock on your door with a checkbook.

Get in the fight and start swinging.