5 Sales Lessons That Took Me Years to Learn
By Rickard
If you’ve ever sold something (a membership, a coaching program, a service), you know this:
Sales isn’t about being slick. It’s about being prepared, real, and committed to helping someone win.
I’ve done over 2,000 consultations. I’ve closed deals, lost deals, messed up a few, and learned a lot.
These five lessons didn’t just help me get better, they helped me reach a 87% closing rate on leads that come through ads or other colder sources.
That’s not warm word-of-mouth. That’s strangers showing up and still saying yes.
Here’s what got me there:
1. Preparation Beats Charisma
It blows my mind how many people just show up without doing the basics.
Here’s what I mean:
- Know your lead
Do two minutes of research. Seriously. Check their name, what they do, maybe where they’re from. That gives you connection points right away. - Know your place
Is your gym or office tidy? Are your clothes clean? Do you look like someone who respects details? If not, you’re already playing from behind. - Know your product
This one really gets me. Every time I go to Mediamarkt, I walk out thinking, “Did I just learn more than the staff?”
It’s stressful.
If someone there would just ask me how often I use the item, what I actually need it for, and then match me with the best value, I’d feel like I got real help.
That’s what your client wants too. Not information overload, but confident guidance based on their needs. - Know what to say
Your words matter.
Avoid simple negative words like “don’t”, “bad” or “worse”
People want certainty.
Say, “Here’s what we’ll do” or “This is what I recommend based on what you told me.” - Know your weakest skill
I used to talk too much and interrupt. So I practiced listening. Now I coach others to do the same.
Pick one thing and train it daily. Just like in the gym.
2. Be Helpful (Even If They Don’t Buy)
Your job is not to close every lead.
Your job is to help the person in front of you. (When selling coaching in fitness 98% actually need the help, but sometimes there are som bad apples and sometimes it people that need other help than I could offer)
If your product isn’t the best fit, tell them. Guide them to something better. That honesty builds trust. And people remember it.
Some of the best referrals I’ve gotten came from people who never signed up themselves. But I helped them. And that was enough.
3. The Sale Is Just the Start
A signed contract or new member isn’t the end. It’s the beginning.
Check in with people. Ask how they’re doing. Help them get results.
That’s where real growth happens. Not just for the client, but for your business.
If someone’s excited, ask for a referral. Say,
“Who else in your world would benefit from this?”
Simple. Honest. Effective.
4. Always Be Prospecting
If you only prospect when things get quiet, it’s already too late.
Every day, you need to put something out into the world. A message. A conversation. A helpful post. A DM.
The people who win are the ones who build trust every day, even in small ways. Or just writing a blog like this.
Even when I’m busy, I try to do one small thing that keeps the pipeline moving.
5. Have Fun
Sales isn’t pressure. It’s energy.
And energy is contagious.
If you enjoy the conversation, the person on the other side will too.
People buy from people who feel real, confident, and engaged.
Don’t fake it. Just care more, smile more, and be present.
Some extras
Sales isn’t a trick. It’s not about pushing.
It’s about helping. It’s coaching.
When done well, it creates freedom, impact, and trust.
And it’s one of the most valuable skill anyone can learn (if they train). It makes you irreplaceable in any company. You will never have a problem moving forward in life no matter what happens in the world, because the skill is universal.
3 Quick Questions
- Which of the five lessons do you still need to level up?
- What would change if you treated every sales call like a coaching call?
- What’s one sales habit you could commit to daily for 30 days?
/ Rickard