The One Essential Ingredient In Every Successful Sales Conversation

Nate Anglin
4 min readApr 15, 2022

Nobody cares about what you sell.

Early in my career, I thought people needed to buy expensive commercial aircraft parts to maintain their aircraft. So, I forced my inventory down their throats.

“You need this?”

“You want that?”

“I have this?”

I was a rabid dog trying to infect my inventory virus on any suspecting victims.

I’m sure you’re guilty of this or have been on the receiving end of the same sales failure. Just peak in your emails or LinkedIn messages, and you’ll have some great examples.

But sales has nothing to do with what you sell.

It’s about the price to value discrepancy.

The reason people buy is to get a deal, says Alex Hormozi.

But don’t get it twisted; value isn’t about being cheap. “They believe what they are getting (VALUE) is worth more than what they are giving in exchange for it (PRICE).”

This is true in B2C, just as it is in B2B.

Also, value is in the eyes of the buyer. In my B2B world, value is different from one client to the next, and each individual who makes buying decisions within that company.

Alex believes “the more invested they are, the more likely they are to achieve the positive result.”

So, before you enter any sales conversation, you have to remove any misbeliefs about value and price.

Learn to create value in every interaction.

Albert Einstein said, “Try not to become a man of success, but a man of value. Look around at how people want to get more out of life than they put in. A man of value will give more than he receives.”

What’s Your Sales IQ?

It’s not about what you sell but about helping potential clients achieve immense value from every interaction. In sales, you must act like a consultant, assisting others in achieving massive results.

Before every conversation, ask yourself,

Nate Anglin

Small Biz Investor, CEO, & helping others improve their performance, profit, & potential w/out sacrificing what’s most important.