didn’t get there alone," he said. "They had someone who took them under their wing, coached them, and helped them develop the discipline and resilience needed to succeed. Companies should focus on fostering that kind of mentorship culture."
Building Lasting Customer Relationships
Beyond acquiring new customers, the panel emphasized the importance of relationship-building. "You can’t just focus on your main point of contact," Vernon said. "Think about who the next decision-maker will be and invest in those people. That way, when they take over, you’ve already built trust."
Gaier stressed the need for multiple connections within an organization. "If you build a strong relationship with just one contact and they leave, you’re starting over," he cautioned. "You need to be connected from the receiving manager up to the director of purchasing."
Grinwis took it a step further, highlighting the human side of sales. "Strong relationships are built on emotional connections. If you walk into a sales call only focused on closing the deal, people will see right through you. But if you see the people first, everything changes."
Wilson agreed, adding, "Sales should be fun. You go to a Yankees game, go fly fishing,
whatever it is—connect as human beings first. Nobody wants to be sold to; they want to buy from people they like and trust."
The Role of Systems and Self-Improvement
As businesses look ahead to 2025, the panel discussed ways to refine sales strategies. Wilson is a strong proponent of structured processes. "The best book I ever read was ‘The Checklist Manifesto.’ Everything is based on systems. Sales isn’t just about talent—it’s about tracking how many calls you make, how many emails you send, and how many follow-ups you do. If you’re not measuring, you’re guessing."
Grinwis and Vernon both emphasized the importance of customer relationship management (CRM) tools. "If you don’t have a CRM, get one," Grinwis advised. "It’s a game-changer. It’s not just about storing information; it’s about analyzing trends and adapting your strategy."
Gaier noted that reviewing past performance is key to moving forward. "This is the perfect time to reflect on 2024 and decide where to target business in 2025. Look at your successes, identify the industries where you’ve gained traction, and double down on what’s working."
Vernon added, "The CRM is only as good as the effort put into it. If sales teams don’t consistently update their interactions and insights, then it won’t be the tool it’s meant to be. A well-maintained CRM is like a roadmap for the future—it helps you track progress and see patterns that might otherwise go unnoticed."
Staying Humble, Hungry and Curious
As the discussion wrapped up, Grinwis summed up his approach to sales with three simple principles: "Stay humble, stay hungry, stay curious. If you do that, you’ll always be moving forward."
Wilson left the audience with a final challenge: "At the end of the day, sales is about being relentless. If you’re not making calls, your phone isn’t going to ring. No one’s going to do it for you. So ask yourself—what did you do today to move the needle?"
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