Communication Strategies For Sales

How to sell (without feeling salesy): First, understand the Ethical Wealth Formula: (Value First × Trust Building) × Authentic Positioning  ———————————————————  Frequency of Asks × Pressure Tactics This isn't abstract theory. It's practical math: • Increase the numerator: deliver more value, build more trust, position more authentically • Decrease the denominator: reduce frequency of asks, eliminate pressure tactics • Watch revenue soar while your integrity remains intact Ethical doesn't mean unprofitable. It means sustainable. Principle 1: Value-First Monetization The approach that generates $864,000 monthly without a single "hard sell": • Deliver so much value upfront that buying feels like the obvious next step • Create free content so good people say "If this is free, imagine what's paid" • Solve small problems for free, big transformational problems for a fee Give until it feels slightly uncomfortable. Then give a little more. Principle 2: Trust Through Consistency I've never missed weekly content in 3 years, through vacations, illnesses, market crashes. The trust-building machine that works while you sleep: • Show up reliably when competitors disappear during tough times • Do what you promise, when you promise it • Maintain quality across every touchpoint One founder implemented this and saw conversions increase 74% in 30 days, without changing offer or price. Trust isn't built in grand gestures. It's built in boring consistency, most won't maintain. Principle 3: Authentic Positioning The approach that helped me raise prices 300% while increasing sales: • Own your expertise unapologetically, confidence is not arrogance • Speak to specific problems you solve, not vague benefits you provide • Tell detailed stories of transformation instead of listing features You don't need to be perfect to sell effectively. You need to be authentic about how you help. Principle 4: Invitation Vs. Manipulation The ethical alternative to high-pressure tactics: • Invite people when they're ready, don't push when you're ready • Create genuine scarcity (limited capacity) not fake urgency (countdown timers) • Respect "no" as "not now" rather than objection to overcome My most profitable sales sequence has zero countdown timers, zero artificial scarcity, zero pressure. Ethical selling feels like extending help, not hunting prey. — Enjoy this? ♻️ Repost it to your network and follow Matt Gray for more. Want to improve your sales strategy? Join our community of 172,000+ subscribers today: https://lnkd.in/eTp4jain

The disconnect between sales managers and reps in 2025 is wild. Manager: "Just pick up the phone!" Rep: *sends 47 emails, 12 texts, 3 LinkedIn messages, and a carrier pigeon* Sound familiar? 😅 After 20+ years in sales, I've watched this communication gap grow wider every year. But here's what both sides are missing: It's not about choosing ONE channel. It's about understanding WHICH channel works WHEN. The most successful reps I've seen? They've cracked the code: **First 24 hours:** • Email → Sets professional tone • LinkedIn → Shows you've done homework • Text → Only if they've given permission **Days 2-5:** • Phone call → NOW it's time (they know who you are) • Voice note → Personal touch that stands out • Video message → Shows real effort **The truth?** Your manager's right - calls DO convert better. You're also right - cold calling blind is dead. The magic happens when you warm them up FIRST. Think of it like dating: You wouldn't propose on the first date. So why are we calling strangers without context? **My top 3 strategies that actually work:** 1. The "Permission Play" End every email with: "Would a quick call tomorrow at 2pm work to discuss?" (They expect it now = higher answer rate) 2. The "Multi-Touch Warm-Up" Email → LinkedIn view → Call within 48 hours (They recognize your name = 3x more likely to answer) 3. The "Context Creator" Reference their LinkedIn post before calling "Saw your post about X, had a thought..." (You're not a stranger = conversation not pitch) Here's the brutal truth: Managers: Your reps aren't lazy. They're adapting to how buyers ACTUALLY buy in 2025. Reps: Your manager isn't wrong. The phone still closes more deals than any other channel. Bridge the gap. Use both. Win more. What's your take - Team Phone or Team Omnichannel? P.S I'm running a FREE 6-week LinkedIn Social Selling Bootcamp starting Monday 15th Sept, grab a free spot here https://lnkd.in/eVmxsMbM

For my first 16 years in tech sales, I averaged 240K/year W2 income. In my last 4 years, I averaged 720K/year. In order to triple my income, I had to change my sales approach entirely. Here's what I changed: I started using a new approach that I now call Yo-yo selling: 🪀 Yo-yo selling emphasizes starting at the executive level, conducting thorough discovery within the organization, and then returning to the executive with a tailored business case. Like holding a yo-yo, you are constantly in communication with the Executive Sponsor and updating them as you collect information and conduct deep discovery lower down in their organization. You are literally going up and down the organization, but always taking everything back to the Executive Sponsor to surface your findings along the way. Here's a breakdown of the framework: 🎯 𝐈𝐚𝐧 𝐊𝐨𝐧𝐢𝐚𝐤’𝐬 “𝐘𝐨-𝐘𝐨 𝐒𝐞𝐥𝐥𝐢𝐧𝐠” 𝐅𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤 This strategy involves a three-step process: 1. Start at the Top (Executive Engagement) Initiate contact with a senior executive to understand their most pressing challenges, the reasons behind the need for change, and the consequences of inaction. If your solution aligns with their needs, secure their sponsorship for further discovery within their organization. To secure the Executive Meetings, it's essential to create a tailored POV (point of view) on where you think you may be able to help them based on your initial research of their highest level goals and priorities. Chat GPT has made this research a LOT faster now. 2. Conduct In-Depth Discovery (Middle Management) Engage with department heads and key stakeholders to uncover the day-to-day challenges they face. Focus on understanding their processes, pain points, and the implications of current inefficiencies. Gather direct quotes and insights to build a comprehensive view of the organization's needs. 3. Return to the Executive (Present Findings) Compile the insights gathered into an executive summary and business case. Present this to the executive sponsor, highlighting how your solution addresses the identified challenges. Tailor your demonstration to focus solely on relevant aspects that solve their specific problems. 🚀 Why It Works 1. Accelerates Sales Cycles: Engaging executives early ensures alignment and expedites decision-making. 2. Builds Credibility: Demonstrates a deep understanding of the organization's challenges and showcases a tailored solution. 3. Facilitates Internal Buy-In: By involving various stakeholders, you ensure that the solution meets the needs of all parties, increasing the likelihood of adoption. I'm pleased to share that that Yo-yo selling was recently awarded as a Top 15 Sales Tactic of All Time by 30 Minutes to President's Club, and I received a cool plaque for entering the 30MPC Hall of Fame. Since I have no chance of entering the Hall of Fame for my baseball or golf game, this is a nice consolation prize 😁

It takes 7 seconds to lose a client's trust. (Sometimes with words that seemed perfectly reasonable.) I've watched smart professionals lose deals they deserved to win. Strong relationships. Perfect fit solutions. Gone in seconds. Because here's what nobody tells you about client conversations: Your words can either open doors or close them. After training 50,000+ client-facing professionals… I've heard every phrase that makes clients pull back. The pushy questions. The tone-deaf assumptions. The pressure that breaks trust instantly. 10 phrases that push clients away: ❌ "Do you have a price range in mind?" ❌ "When can we close this deal?" ❌ "Let me tell you why we're the best." ❌ "Are you ready to buy today?" ❌ "Who else are you talking to?" ❌ "I just wanted to check in.” ❌ "You really need what we offer." ❌ "Let me know if you have any questions." ❌ "This is a limited-time offer." ❌ "Can you introduce me to your boss?" Each one risks sounding like: "I care more about my quota than your success." Now 10 that build partnerships instead: ✅ "What outcomes are most important to you?" ✅ "What would success look like for you?" ✅ "Would it help if I shared how we've helped others?" ✅ "What's your timeline for making progress?" ✅ "What's most important when choosing a partner?" ✅ "I had an idea about your goals. Want to hear it?" ✅ "What challenges are you facing that we might help with?" ✅ "Would it help if we scheduled time to dive deeper?" ✅ "What priorities are driving your timeline?" ✅ "Who else should be part of this conversation?" Notice the pattern? Every better phrase puts the client's agenda first. Not yours. Because when you stop selling and start solving, everything shifts. Clients lean in instead of pulling back. Conversations flow instead of stalling. Trust builds instead of breaking. You don't need a personality transplant. You don't need to become "salesy." You just need to change your questions. Because the truth is: Your next client conversation is either strengthening a partnership or weakening one. Your words decide which. ♻️ Valuable? Repost to help someone in your network. 📌 Follow Mo Bunnell for client-growth strategies that don’t feel like selling. Want the full cheat sheet? Sign up here: https://lnkd.in/e3qRVJRf

Cold Calling Is Dying. Here’s What’s Replacing It. The numbers don’t lie: • Cold call success rates have dropped to 2.3% in 2025, down from 4.8% last year (Cognism). • 72% of sales calls never reach a person, and it takes 8+ dials to connect with just one prospect. • Only 28% of reps still view cold calling as effective. Meanwhile, high-performing teams are doing something different. Research-Driven, Insight-Led Outreach Wins: • Reps who thoroughly research their prospects are 3x more likely to succeed (Clevenio). • Prospect-specific research can lift conversions by ~30%. • Insight-led outreach builds trust before a call is ever placed. Email and Social Are Outpacing Phone-First Approaches: • Personalized cold emails outperform generic ones by 32%; average reply rates are 8–9%. • 78% of social sellers outsell peers, and social-enabled teams hit quota 66% more often. Takeaway: 1. The call is no longer the first touchpoint. It’s the third or maybe the fourth; it’s only viable once you have demonstrable engagement via other channels. 2. Buyers start with research—so should you. Start with research. Deliver value. Leverage email and social. Then—and only then—call with context. You’re no longer the teacher like when you were knocking on doors. 3. This is how modern sales works. And this is how trust is built at scale. Welcome to the future, my friends. 🙌🏾 #NervousSystemsStrategist #SalesLeadership #ModernSelling #ColdCalling #SalesDevelopment #InsightSelling #SalesStrategy #SalesEnablement

"We're disrupting the industry!” The CTO checked his watch. $4M deal dead in 5 words. The CTO's eyes glazed over. Fifth time this week. My client froze. His billion-dollar product roadmap reduced to a startup cliché. I've sat through 1,000+ enterprise sales meetings. Here's what nobody tells founders about selling to big companies: Your "innovation" is their "risk." Your "disruption" is their "danger." Your "revolution" is their "rebellion." Truth is, there are only 3 types of enterprise buyers: The Veterans (80%): - Want stability above all - Need proof, not promises - Buy from safety signals The Climbers (15%): - Chase calculated wins - Need evidence, not excitement - Buy from success stories The Visionaries (5%): - Build the future quietly - Need substance, not show - Buy from deep insight Last week, a founder pitched "groundbreaking AI" to a Fortune 500 buyer. The buyer's real thought? "Who wants to be the first penguin in the water?" After $100M+ in enterprise deals, here's the secret: Don't sell transformation. Sell risk reduction. Don't pitch revolution. Pitch results. Don't promise the future. Prove the present. Because in enterprise sales, the most dangerous word isn't "no." It's "maybe." And "maybe" is what you get when you speak Silicon Valley to Wall Street. Want to close enterprise deals? Learn to translate innovation into insurance. That's worth more than any pitch deck.

A few words nearly cost me a deal. I thought I was being polite. Friendly. Respectful of their time. But what I said came across as vague, uncertain—and maybe even a little desperate. I had emailed a prospect with: “Just checking in to see if you had any thoughts…” Nothing. No reply. Later, on a call, they told me: “We weren’t quite sure what you were asking for—it felt more like a gentle nudge than a clear next step. In the meantime, we connected with another partner.” That moment stuck with me and changed everything. Since then, I’ve become much more intentional about the language I use and how even small changes can have a big impact. Am I perfect? Definitely not. But I’ve learned that the right words can shift how we’re perceived and how effectively we connect. Here are a few common phrases that may be quietly working against us—and what to say instead: 🔴 “Just checking in / Circling back…” ✅ Try: “I wanted to follow up with something that might support what you're working on.” 💬 Example: “You mentioned [pain point]—I found [insight/case study] that might help as you navigate [challenge].” 💡 Why it works: You’re bringing something to the table—not just asking for attention. 🔴 “Would you be open to…?” ✅ Try: “Could I ask for your help with…?” 💬 Example: “Could I ask for your help in connecting with a few of your peers in other divisions?” 💡 Why it works: It’s confident, respectful, and moves the conversation forward. 🔴 “Feel free to…” ✅ Try: “Here’s my availability—let’s find a time that works for you.” 💬 Example: “Would next Tuesday or Thursday work for a quick touch base?” 💡 Why it works: You’re making it easier to say yes—and showing you're serious. These changes are subtle—but powerful. Words matter. In sales, they can build trust… or create distance. The good news? With a few thoughtful swaps, you can shift from chasing to leading. Ring my bell 🔔 to make sure you see my posts

2 weeks ago, I called one of our longest-tenured sales reps about a deal. In general, I love the chance to phone Gainsters out of the blue and talk to them 1-1. And this teammate was someone with whom I had been in the trenches with for many years. Since I had him on the line, I asked him how he keeps on top of all of the products and roadmap in our portfolio right now. He said (paraphrasing): “That’s not how I approach my role. My first priority is to be there for the client. I’m not the expert on everything at Gainsight, but I’ll get them to the right person. I’ll always be there to listen to them and advocate for them. And they know that when they reach out, I’ll reply right away.” Don’t get me wrong. Sales reps like this one wouldn’t be successful without the support of technical specialists behind the scenes. And if we were still a point product startup, the customer would want the rep to know everything. But to expect a sales professional at a multi-hundred million dollar revenue company to know 5 distinct products in detail isn’t reasonable. I realize this is counter to the trend that many of us thought was inexorable a few years ago - Product-Led Growth. The thinking then was that relationship sellers would go away and that products would sell themselves. Of course, PLG has had a huge impact. Many of us start with dev tools like Cursor or devops products like Datadog in a self-service fashion. But I believe customers still value diligent and consultative account executives - particularly in categories where the product is a solution, versus a tool. Indeed, I think relationship selling will become MORE important in the era of AI and agents. Agentic businesses allow companies to finally sell solutions. Marketing technology companies can provide demand, not email engines. Recruiting software companies can offer candidates versus an “Applicant Tracking System.” And Gainsight can deliver retention-as-a-service. In a world where you are selling a solution, your company becomes more like a consulting firm. And in consulting, human skills are everything. The old aphorism is that “people buy from people that they like.” It's easy to think AI will make that adage seem anachronistic. But in some categories, buyers will value relationships more than ever.

It is so simple to mistake "enthusiasm" for "demand" in a sales call. When you do this, you can wind up building the wrong thing for months to years (trust me) You'll hear things like: - "This is awesome!" - "I can see how this would be massively helpful!" - "Our company would definitely benefit from this." - "This totally resonates." These things sound like demand, but usually aren't. What you're really looking for: Is the potential customer fitting it into a project they personally are trying to get done, now? Which sounds like this: - "Wait, weird coincidence - I'm actually trying to solve this right now." When you find demand, potential customers lean in and pull more information out of you. They will be fitting your product into their world: - "So we have XYZ system, and don't want our teams to leave that system. How do you interface with XYZ?" Contrast these with the questions an enthusiastic no-demander might ask: - "How are you going to deal with X in the future?" - "What if Google does this?" If you know what you're looking for - them fitting it into a current project / priority - you can avoid getting happy ears and conflating enthusiasm with demand. And when someone is expressing enthusiasm, not demand, you can cut through the conversation and say - "oh sounds like this isn't relevant for you, right now - I want to hear about that." And you learn real things much faster.

You’re on a discovery call. The conversation is flowing. Suddenly the prospect drops this question: “How are you different from your competition?” Your first instinct? Probably to jump in and explain: “We’re the only ones who…” “We have the best…” “Clients who work with us say…” But here’s the problem: when you’re explaining you’re convincing. And no one wants to be convinced. Why? Because prospects know you have an agenda. Of course, you’re going to put your best foot forward. Talk about your wins. Showcase your edge. But to them, it feels… self-serving. So what’s the way out? Instead of convincing, shift to understanding. Understanding starts with meeting them where they are—acknowledging what’s likely swirling around in their head. Like this: “I’m sure you’ve seen a lot of similar solutions, all promising the same thing. It’s tough to tell what really sets anyone apart.” And then—pause. You’re not selling. You’re empathizing. You’re showing them you get it—that you’re not just another salesperson with a rehearsed pitch. Here’s the magic: once people feel understood, they’re far more open to hearing you out. From there, you shift the focus away from you and toward them. “Different means something unique to everyone. Do you mind me asking, what does it mean for you, based on what you’re trying to achieve but haven’t yet?” And then you listen. Not with an agenda. Not with a mental checklist of what you’re going to say next. You just listen. Because your job isn’t to cram their head full of information about why you’re the best. Your job is to draw out their story. Why? Because people don’t buy because they understand you. They buy because you understand them. Buyers have the answers. Sellers have questions.