I’m feeling off my game. I don’t have the same sense of urgency I had last year. I’m not as energized about sales as I should be. 

What was going on?

I stopped training. I stopped reading sales and business books. I stopped practicing. 

A lot of people see all the books I read (because I share them often on social media) and they tell me to stop reading so many business books, and to start reading other stuff.

I took their advice, and I lost my edge. 

The first two books I read this year were sales books, but the next 13 were NOT. They were great books and I learned a lot, but I realized I need to keep on my game. I need to be studying sales every day. 

So I picked up a copy of Sell or Be Sold by Grant Cardone. And I finally have my edge back.

Here are my 5 biggest takeaways from Sell or Be Sold. The first one is probably the most important.

Train every day  

If you want to be a successful sales professional, this is the most important thing you can start doing TODAY. Look at the top athletes in the world. They practice every day. LeBron James practices free throws every day. Tiger Woods is on the putting green every day. Mike Trout doesn’t miss a chance to hit the cages before each game. 

And the pros are not practicing “just to practice”. They intentionally work on specific skills they need to improve for THAT day, or THAT week. 

Clients pay more for a positive attitude 

You may not think this is true, but it is a fact of life. Just think about who you like to work with. Are you drawn to people that are always in a good mood? Are you compelled to work with people who are excited to talk to you? Absolutely. 

No matter what, always be in a positive and up-beat mood when working with your customers. Especially when you are fixing a problem.


Follow up on all of your opportunities from the day before, no exceptions 

Not a whole lot to discuss here. Follow up on every opportunity from the day before. This could be a handwritten note after a first meeting, or a phone call to follow up on a proposal. Follow up, follow up, follow up.

ALWAYS agree with the customer

Is the customer always right? In their mind they are, so agree with them before you give them your 2 cents. One example Grant gives in the book is a price objection about a new roof: “It’s too much money,” says the customer. Grant’s response is, "I agree it’s a lot of money. Your new roof is going to last for thirty years and there won’t be any more leaks or costly repairs. You will have to do it sooner or later, so let’s get it done now.”

The second sale

This is not a new concept, but it’s worth a refresher. When the customer is handing you an order, this is a great time to look for the second sale. Don’t think of this as a tactic that only helps the salesperson though. This helps the customer too! If they already have a PO ready, and have something else that needs fixing, why not kill two birds with one stone (or with one PO in this case)?


I enjoyed this book so much that I am giving away a couple free copies. Just forward this article on to someone that would benefit, or share it on LinkedIn. Once you do either of those, shoot me an email at b.telker@cfmkc.com and I’ll send the first two people a copy. I’ll enter the remaining people into a drawing!

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Brad Telker
Vice President, Applied Systems Group at cfm Distributors, Inc.

Brad joined the cfm team in 2006, and now as the Vice President of the Applied Systems Group, he focuses on business development, as well as helping contractors and engineers find creative and unique solutions to any size HVAC project. When he’s not at work, Brad enjoys reading, running and spending time with his family