Contrary to what you see in pop culture, sales is all about building lasting relationships that create customers for life. Whether you’re just starting out or have been running your small business for years, the road to success can often feel like navigating an uncharted path. But here’s the good news: With the right map, you can make the journey smooth, predictable, and, most importantly, sustainable.
In this article, we’ll walk through the essential strategies every entrepreneur needs to win opportunities and build lasting, profitable customer relationships. Think of this as your sales blueprint — the guide for turning potential leads into loyal customers, while optimizing your time and efforts to focus on what truly matters.

There’s no question that B2B sales has always been an intensely competitive and high-pressure job. Competition is only intensifying, especially in the world of Saas. With the sudden rise of AI coding tools, like vibe-coding and GPT-5’s release, companies are debating the choice to build versus buy, while growing increasingly selective with what they choose to outsource. As a result, spending continues to slow, which means seller pressure is mounting.

You’ve been able to generate sales leads — prospective customers who may want to buy your products or services — and produced enough interest to draw them to your website or location. They’ve taken action to identify themselves by calling or filling out a website form. They may have even expressed precisely what they’re looking for and want to purchase. However, when you try to close the sale, they balk or ghost you altogether. What’s going on, and how can you fix it?

We’ve all experienced customer service that didn’t live up to our expectations. Unsatisfactory experiences are universal and negatively impact our lives—a bad customer experience (CX) can sour your mood or your whole day. Yet a good one can quickly turn it around. Whether it’s the friendly local barista or the head of a software company, positive experiences can spark enduring customer relationships for years to come.

That’s where human customer service comes in. Human customer service is about creating support experiences that are personalized, understanding, and efficient to build trust and loyalty with your customer base. And thanks to ever-evolving technology, support teams can leverage AI to make customer connections that are more authentically human.

Your sales funnel is broken and you’re not the only one. Most funnels lose attention fast because they're built for your process, not your buyer's journey. Too many steps, too much confusion, no real punch. What if you could fix the message and the format in one go, and unlock all the sales you dream of?

Sales funnels work when the message is sharp and the offer is hot. ChatGPT has the answers. Copy, paste and edit the square brackets in ChatGPT, and keep the same chat window open so the context carries through.

We've all heard the phrase, "underpromise and overdeliver." Unfortunately, I often see businesses that tend to "overpromise and underdeliver," failing to meet customers' expectations.

For me, it all comes down to trust. Can I rely on a company to consistently meet and exceed my expectations? As entrepreneurs, this can be a difficult question to confront. However, if you're unsure how to respond, it may be time to reflect on your practices.

Sales that turn into cash fuel your business. Without sales, a business cannot generate the funds needed to cover expenses such as payroll, rent, inventory, and marketing. Sales also fuel growth, enabling businesses to invest in new opportunities, expand offerings, and improve their infrastructure. Sales are crucial for sustaining daily operations, ensuring financial stability, and driving long-term success and competitiveness in the market.

However, while celebrating high sales volume is understandable, it’s crucial to remember that sales without profit is a dangerous red flag.

If you're a founder, freelancer or small business owner, chances are you've had at least one sales conversation go sideways — and maybe more than you'd like to admit. After presenting your offer enthusiastically, the client counters with a laundry list of demands, challenges your pricing or continues to push for more without giving an inch in return.

Sound familiar?

In our work delivering sales training for entrepreneurs and small business owners, we encounter this scenario all the time. Many founders tell us the same thing: "I didn't start my business to be in sales." And yet, selling and negotiations are critical to your business's growth and survival.

Sales professionals today face mounting pressure to close deals quickly, often at the expense of profitability. Buyers come armed with data, competitors undercut prices, and procurement teams push for discounts as a default. But savvy negotiators know that price isn’t the only lever – and rarely the most important one.

The good news: You don’t have to drop your price to close the deal. With the right strategies rooted in preparation, persuasion, and partnership, you can win deals without compromising your worth.

AI sales tools are changing how vendors offer products. So are human sales pros still needed? You betcha! The next SAP Insights newsletter explains.

Salespeople in the time of AI: Sales is in the “is AI going to take my job?” category. AI tools for sales are helping companies craft customized product plans—see: the rise of consumption-based pricing—to help customers get the most out of their investment. So, who needs people, right? Your customers do, that’s who! They, too, love a good AI tool, but they also love a salesperson who they trust, who knows their company, and who gets them.

When does the sales cycle end?
Many sales professionals believe that a signed purchase order is the be-all and end-all of the sales process. However, in the buyer’s mind, a signed purchase order is the beginning – a tentative step toward the ultimate goal: value realization.
That’s the essential element of both buyer-first and value-based selling: elevating interactions above the transactional and focusing on building long-term relationships with buyers to enable their success.

Depending on what you sell, you may be experiencing a period of stagnation. Some of my clients are finding that their customers are delaying buy decisions, often choosing a “wait and see” approach. Why? In most instances, there is no urgency for them to invest, so their preference is to wait until some point in the future. The good news is this can create pent-up demand, which will need to be filled at some point soon. However, that doesn’t help you close sales right now.

This article sounds like a beast, but it’s one of the shortest I’ve ever written. My backup title was Adventures in Account Management, but I didn’t want to get too cute. Here we go!
I was at the optometrist’s office, waiting for my broken glasses to be fixed, when SHE walked in.
She approached the receptionist and said, “I’m the new rep for [an eyeglass frame company], and I stopped by to introduce myself.”
She handed over her business card and bolted out the door.
Are. You. Kidding. Me?

The rollout of Google’s AI search function has led to a significant decline in Web traffic, making it even more challenging for businesses to manage their online presence. The rise of large language model AIs is transforming how internet users discover information, forcing organizations to reorient their digital approach towards truly owning their relationships with their customers and visitors.
For decades, organic search has been a somewhat straightforward – albeit constantly evolving – discovery tool: users Google a question, click links and land on a site. Search engine optimization strategies could improve a website’s ranking in search results, and a wide web funnel helped convert customers.

If you’ve ever tried canceling an internet subscription or disputing an unexpected charge, you know the drill: Hold music, chatbot loops and long wait times. For consumers, it’s often a friction-filled experience. For companies, it’s both a cost center and a branding liability.

In 2024, Qualtrics XM Institute reported that poor customer experience was putting $3.7 trillion in global sales at risk. And while many companies have deployed AI assistants to handle routine tasks, those tools typically stop short of full resolution.

You walk into the meeting room and everyone's already talking. But the actual conversation hasn't started yet. It's happening in the crossed arms, the tapping feet, the quick glances at phones. Most people miss these signals completely. They focus on words when body language screams the truth.

You’ve sat through thousands of meetings. Pitched to prospects who seemed to give the go ahead while their bodies said no way. Negotiated with collaborators whose words promised partnership while their posture hinted at problems. You don’t need to become a mind reader. You need to become a pattern spotter.

As a founder, you start your business with a bold vision, a breakthrough product, and tremendous industry expertise — but most founders don't have a background in sales. Yet, selling is the lifeblood of any startup or small business. So, how do you go from avoiding sales conversations to confidently closing deals and driving growth? This article will provide a practical, no-fluff guide for founders who need to sell but don't see themselves as "salespeople." It will introduce strategies founders can use to build stronger client relationships, better sales outcomes and increased productivity.

In sales, we often focus on performance metrics — pipeline, quota, close rates. But what if the secret to long-term success isn’t just in the numbers? 

What if it’s in the quality of your relationships? 

For more than 85 years, the Harvard Study of Adult Development— the world’s longest-running study on happiness — has found a consistent truth: Good relationships keep us happier and healthier. Period. Not wealth. Not achievement. Not status. Just deep, authentic human connection. 

Exceptional salespeople don't separate themselves from the pack by doing what everyone else is doing and hoping for the best. They go above and beyond, and you can't do that if you lean exclusively on conventional sales skills.

No, the best reps demonstrate advanced sales skills — ones that can help frame you as an authoritative, helpful, empathetic guide with expertise relevant to your prospect's circumstances. Here, we'll review some of those skills and go over the techniques you need to know to demonstrate them.

You’ve probably tried many different ways to improve the performance of your sales teams, with varying success. But there’s one way that has been proven to work and yet is often ignored by sales leaders—improving your sales team’s culture.

Culture is hard to characterize, hard to measure, and hard to change. So it gets ignored on the list of levers to pull when transforming a sales organization plan. What does a high-performance sales team culture look like?