Sales principles are the fundamental concepts that ring true in every sales process — aka the basics of selling that every salesperson should know. They’re based on customer psychology, marketing science, and human interaction studies.
Mastering these principles isn’t just about closing deals (though that’s a nice win). It’s about earning trust and building real connections. When your prospects see you as their “go-to guide,” the deal practically closes itself. Therefore, they stay loyal and keep coming back, as well as bringing referrals.
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Let me share 12 strong sales principles experts swear by to keep you customer-focused and crashing your quotas.
Table of Contents
- The Best Sales Principles for Building Relationships and Closing Deals
- Sales Strategies for Customer-Centric Companies
The Best Sales Principles for Building Relationships and Closing Deals
1. A little research goes a long way.
HubSpot’s 2024 Sales Trends Report reveals that 96% of prospects research before contacting a sales rep. Since they invest time in learning about your product, you should do the same.
You don’t need to read lengthy business ebooks — 20-30 minutes of research is often enough. Here's what to do:
- Check their website. Get familiar with their business, products, services, and company values.
- Review their social media profiles. Understand their content, interests, and customer engagement. Study a company’s profile and a prospect’s alike.
- Research recent news or updates. Look for press releases or news about their company or industry.
- Understand their pain points. Identify common challenges they might face that your product or service can solve.
- Check online reviews. See how customers view their company and identify areas where you can add value. A good source is Reddit, G2, or ChatGPT.
- Look at their competitors. Understand who they compete with and how your offering can help them stand out.
- Review any shared connections. Check mutual contacts or connections on LinkedIn.
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2. Customers buy things that bring them value.
Customers see value in many different ways. A product might be a time-saver, a results-booster, a money-maker, or an insight-bringer. But ultimately, customers will only purchase a product that they think will benefit them. Great sales reps are able to spot the need and tailor their approach to help the customer see that value, too. This is called value-based sales.
Value-based selling focuses on bringing benefits to the customer. Rather than listing features ad nauseam, sales reps who use value-based selling listen to their customers, uncover what they need, and then provide value based on their customers’ individual pain points.
Rain Group's research shows that sales organizations that prioritize value are more likely to grow revenue, with 90% of value-driven companies seeing year-over-year growth. These organizations also keep their best sellers, with a turnover rate of 27%, while those not focused on value have a 39% turnover rate. Given the high cost of turnover, investing in a team that creates value for buyers makes perfect sense.
3. Listen at least as much as you speak.
Instead of spending your time convincing the prospect that your solution is the right choice for them, spend time listening to their story and their pain points. By the end of the call, they’ll feel like you really know what they need, and they’ll be more open to listening to your solution.
And what if you're approaching a prospect at an event? Things are kinda similar — don’t just jump straight into your pitch. Take a moment to scan your surroundings and find something real to connect over.
Whether it's a comment about their business, a quick chat about their day, or something you both have in common, building that personal connection first opens the door for a more receptive sales conversation.
That’s exactly how Philip Stoelman, Founder of Network Republic, works. Go over his real-life scenario where this technique led to closing a deal:
- Philip: [Noticing a framed sports jersey] “Good afternoon! That's a great Packers jersey you've got there. Are you a big fan?”
- Prospect: “Oh, yes! I've been following them since I was a kid.”
- Philip: “That's fantastic. I'm more of a Bears fan myself, but I have to admit, the Packers have had some incredible seasons lately. Speaking of great teams, I actually stopped by today to talk about how our product has been helping local businesses like yours build championship-level customer service...”
“People are more likely to listen and engage when they feel you're interested in them as individuals, not just as potential sales targets,” says Stoelman.
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Outline your company's sales strategy in one simple, coherent sales plan.
- Target Market
- Prospecting Strategy
- Budget
- Goals
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4. Show expertise but stay approachable to build trust.
No matter how well you explain the value of your product or recommend a specific solution, if your prospects don’t believe you … you’re facing a losing battle.
But fortunately, there is a way to develop that trust that sales reps so desperately need. Especially when on a call with aggressive or expressive prospects. Consistently demonstrating expertise and sharing that knowledge with your prospects shows that you understand the industry and are empathetic to their challenges.
By positioning yourself as an advocate for the customer and a trusted advisor, you become a team member. Rather than sitting on the opposite side of the table selling to them, you’re sitting on the same side, working with them to solve the problem.
I watched a great interview between Jeff Shore and Michelle Bendien, where they shared three fundamental tips on how to build rapport with customers in the first minute ⬇️
- First impressions are everything: Michelle explains that the first goal of any good salesperson is to be liked. If a customer likes you, they’re more likely to trust you, and if they trust you, they’re more likely to buy from you.
- The 12-second rule: Trust is built in just a few seconds. That’s why it’s so important to start strong — stand up, move with energy, and show enthusiasm from the get-go.
- The right greeting matters: Instead of a bland “How can I help you?” Michelle advises greeting customers in a way that makes them feel welcome and valued. Use their name, engage in some light conversation, and always maintain a positive vibe.
5. Be helpful.
Rather than looking at sales as pushing one specific agenda, focus on understanding what your customer’s needs are — and then give them what they need.
There are many ways to be helpful to prospective buyers, such as;
- Introducing prospects to people in your network.
- Forward interesting articles that might help them solve a pain point (even if they have not been written by your company).
- Connect them with opportunities to promote their own brand.
- Refer others to their business, or leave reviews for their products that you use and love.
As Jill Konrath said in her book More Sales, Less Time, “The best salespeople are those who make the customer feel understood.” So, make sure they feel that you are in their shoes. Make your intention to help them appear sincere. Only then will you succeed.
6. Momentum closes deals.
People are busy. Without momentum, deals will drop to the bottom of priority lists for prospects, stakeholders, and even sales reps. But with momentum, there’s always a next step ready to be worked on and energy to get the deal closed.
At all steps of the sales process, keep the momentum moving forward. Set up workflows in your CRM to notify reps when leads need follow-ups.
Use sales tie-downs in presentations to keep the conversation moving and work towards an agreement. Uncover what needs to happen on the prospect’s side in order to close the deal, and be proactive to get them what they need.
A webinar with Mark Hunter and Meredith Elliott Powell can teach you how to keep momentum in sales.
TL;DR
1. Sales should be mission-driven. When you‘re driven by a mission, your motivation becomes automatic, and you’re naturally more engaged in your work.
2. Track your metrics. If you notice a decline, it’s a sign you need to reassess your approach and try something different. Understanding the “why” behind your sales efforts is key to maintaining momentum and long-term success.
3. Stay in the game, even when things feel slow. “Sometimes, in order to reach the next peak, you’ve got to go down into the valley first before climbing back up.” — Mark Hunter
4. Reflect on past wins, no matter how small. Momentum is built on persistence, not instant results. Even when the results don’t show right away, sticking with it and keeping that momentum going is crucial.
7. Persistence pays off.
80% of sales require at least 5 follow-up calls. But sadly, 44% of salespeople give up after only one follow-up call.
One of the fundamental truths of being in sales is that you can’t give up easily. Getting your messages in front of prospects takes time and persistence, and it will pay off.
Need proof? Belkins' data shows the first follow-up email boosts response rates by a whopping 49%.
In the top 20% of cold outreach campaigns, the first follow-up emails drove a 120% increase in replies!
Using a sales tracking platform like HubSpot can help you by logging all of the calls and emails you make. You can also queue up your list of prospects to reach out to each day. HubSpot tracks all of your prospects' actions, including website visits, email opens, and content downloads, so even if you’re not connecting with the buyer, you’ll still know they are listening.
A caveat: Don’t be that salesperson who doesn’t know how to back off. Persistence doesn’t give you an excuse to be relentless. When someone tells you to stop contacting them, or they aren’t interested, then it’s time to move on.
8. Selling is all about relationships.
I used to start demos with:
“Hi Mike, before we jump into the product’s demonstration, I’d like to set clear expectations. I’m no ordinary sales rep who will tell more about the product’s features, and that’s all. First and foremost, I would like to dig into all the “whys” and challenges that brought you here today, and based on them, we will see if our product may be of help and how. How does it sound to you?”
Without any exaggeration, prospects opened up about their business needs, hidden objectives, real budgets, etc. Plus, the prospect turned out to be more proactive in closing deals.
That said, sales reps with a short-term mindset probably don’t care much about forming relationships with their prospects. But they probably don’t have a lot of repeat customers either. Without building a long-term relationship with your prospect, you’ll be unlikely to see many referrals, achieve upselling targets, or increase your customers’ lifetime value.
Being nice to people isn’t just the right thing to do; it’s also an essential business principle. Taking the time to care (such as being flexible with meeting times, checking in on how things are going with them, and sending thoughtful gifts) will mean that your customers will stick with you for the long run.
9. Be honest.
Being honest about your product’s flaws can actually give you an edge. When you point out a potential downside, you’re showing the prospect you care more about finding the right fit for them than just closing a deal.
For example, you can tell that ‘feature X’ might not be for them, but some clients reap the following benefits (call them out). And ask if a prospect would love to do a walkthrough. It’s okay if they won’t. But most of the time, such a trick sparks interest in learning more.
10. Know your product inside and out.
70% of sales performance is linked to product knowledge, showing how important it is for salespeople to be well informed.
The study surveyed 65 out of 72 salespersons to explore the connection between product knowledge, attitude, and performance. The results showed high scores in both product knowledge (3.69) and attitude (3.89), suggesting that most salespeople are knowledgeable and confident.
It goes without saying that to sell effectively, you’ve got to have a deep understanding of your product or service — its features, benefits, limitations, and use cases. Being knowledgeable serves your ability to answer questions, handle objections, and tailor your pitch to meet each prospect's needs.
Conversely, a sales rep doesn’t have to know all the technical specs. And it’s fine to say, “I’ll double-check with my product team and come back to you with the accurate answer.”
11. Use indirect questions to overcome objections.
One of the main reasons many salespeople quit their careers is when they face constant rejections due to price. It happens, and it will happen again, but the key is knowing how to handle these situations and turn them in your favor.
Instead of directly countering a prospect's concerns, ask them thoughtful questions that make them rethink their initial objections. Thus, you lead the prospect to reflect on their decision, encouraging self-persuasion.
Note: The best way to drive sales is to help prospects see the value of your offer through their own thought process.
A prospect once told Kris Flank, head of growth at LunarLinks, that they were happy with their current setup.
“Instead of diving into why we were better, I asked, “What's something you wish your current setup could do better?” Their answer opened the floodgates. Suddenly, we weren’t competing with their existing solution; we were solving what it couldn’t. The sale? Closed. The client? Thrilled,” Flank says.
Lesson: People don‘t mind switching if you can show them why it’s worth it. Master the Awkward Silence. If you‘re uncomfortable with silence, you’re probably talking too much. Sometimes, the best thing to say is ... nothing.
12. Say no to close more deals.
“As a sales leader, I've learned that saying “no” can actually help you close more deals,’ says Brandon Batchelor, head of North American sales and strategic partnerships at ReadyCloud.
“I remember this one time a potential client was nickeling and diming us on pricing and demanding a ton of custom work. My gut told me it wasn't the right fit, so I politely declined. It was a tough call, but it ended up being the best decision. It freed me up to focus on another opportunity,” Batchelor says.
Sometimes, saying “no” is the best way to say “yes” to success. It's all about being selective with your time and energy. Instead of chasing every single opportunity.
Sales Strategies for Customer-Centric Companies
Sales principles help you develop better sales strategies. Keeping the basics of selling in mind when you’re building workflows, designing presentations, and writing scripts will ensure that you’re heading in the right direction — toward long-lasting, profitable customer relationships.
Make your customer your number one priority, and build everything else on that foundation. Think about yourself as the person you're selling to, not the one selling. What would you want to hear? What needs does the product or service need to fulfill? Ask yourself these questions as a buyer, and then, as a salesperson, provide the answers.
Learn everything you need to about the product, but don‘t just rattle off memorized facts. Be warm, approachable, and open to conversation — even ready to have a healthy debate if needed. That’s how you’ll earn your prospects’ trust and get that long-awaited “yes.”
Free Sales Plan Template
Outline your company's sales strategy in one simple, coherent sales plan.
- Target Market
- Prospecting Strategy
- Budget
- Goals
Download Free
All fields are required.
