10 Must-Know Lessons for New Salespeople

Stepping into the world of sales for the first time can be as exciting as daunting. I’ve been in this business long enough to know that the difference between a successful career and a short-lived stint often boils down to what you learn early on. It’s only common sense that a solid foundation can set the trajectory of your entire sales career. So, whether you’re a newcomer or training one, here are ten crucial lessons every new salesperson must learn to survive and thrive.

As of late, I have been working with salespeople, most of them young, and I mean young by our industry demographics, like thirtyish, shall we say? And I have to say that it is a lot of fun. They are ambitious, hungry, curious, passionate, tireless, and smart. So smart, in fact, that I thought twice about writing this column since I got some of the ideas here from these young people! So full disclosure and in the spirit of the student sometimes teaching the teacher. Here goes.

Understand Your Product Inside and Out

This might seem obvious, but you’d be surprised at how many new salespeople hit the field without truly understanding what they’re selling. Knowing the product isn’t just about reciting features; it’s about understanding how it solves your customer’s problems. Take the time to learn the ins and outs of your product or service, including its strengths and weaknesses. This knowledge will give you the confidence to sell effectively and the credibility to build trust with your clients.

Listen More Than You Talk

And man, do salespeople talk a lot! One of the biggest mistakes new salespeople make is talking too much. It’s natural to want to share everything you know, but effective selling is more about listening than speaking. You aim to understand the customer’s needs, pain points, and desires. The only way to do that is to listen actively. Ask open-ended questions and let your customers talk. The more they share, the better equipped you’ll be to position your product as the solution they’re looking for.

Build Genuine Relationships

Sales isn’t about transactions; it’s about relationships. People buy from people they trust and like. This doesn’t mean you should be fake or overly friendly—it means genuinely interested in your customers. Take the time to get to know them, understand their businesses, and find common ground. Building these relationships takes time, but it pays off in the form of loyal customers who come back to you again and again.

Always Follow Up

In sales, the fortune is in the follow-up. Many deals are lost simply because the salesperson failed to follow up promptly. Whether sending a thank-you note after a meeting or following up on a proposal, these small actions show your customers that you’re serious and value their business. Don’t assume that no news is bad news—follow up until you get a clear answer.

Embrace Rejection

Here’s a harsh truth: you’ll hear “no” a lot. It’s part of the job. The key is not to take it personally. Rejection does not reflect your worth; it’s just part of the process. Learn to embrace it, learn from it, and move on quickly. Each “no” brings you closer to a “yes,” the best salespeople know how to bounce back and keep going.

Know Your Competition

Understanding your competition is just as important as knowing your product. You need to know what alternatives your customers are considering and how your offering stacks up. This knowledge allows you to anticipate objections and position your product more effectively. Don’t bad-mouth the competition—that’s a rookie move. Instead, focus on highlighting the unique benefits of your product and how it offers better value to your customers.

Manage Your Time Wisely

Sales can be chaotic, with countless tasks vying for your attention. Learning to manage your time effectively is crucial. Prioritize high-value activities, like prospecting and following up with leads, over low-value tasks that don’t directly contribute to your sales goals. Use tools and techniques like time blocking, CRM systems, and automation to stay organized and efficient. Remember, time is your most valuable resource—use it wisely.

Never Stop Learning

The sales landscape constantly evolves; what worked yesterday might not work today. The best salespeople are lifelong learners. Whether it’s reading books, attending seminars, or seeking mentorship, commit to continuous improvement. Stay curious and open to new ideas, and always look for ways to hone your craft. In this business, stagnation is the enemy of success.

Be Resilient and Persistent

Sales is a rollercoaster of highs and lows. There will be days when everything goes right and days when nothing does. The ability to stay resilient and persistent in facing challenges separates the good from the great. When things get tough, remember why you started and keep pushing forward. Persistence doesn’t mean being pushy; it means staying focused on your goals and not giving up when obstacles arise.

Focus on Value, Not Price

It’s easy for new salespeople to get caught up in price wars, but selling on price alone is a losing game. Instead, focus on your product or service's value to the customer. Value is more than just the product itself; it’s about the total experience, including customer service, support, and the relationship you build. When you sell on value, you differentiate yourself from the competition and create customers willing to pay a premium for what you offer.

I have always felt that starting a career in sales is like embarking on an adventure. There will be challenges, but you can turn those challenges into opportunities with the right mindset and a solid foundation. The lessons above are not just rules—they’re the building blocks of a successful sales career. It’s only common sense that if you take them to heart and apply them diligently, you’ll not only survive in the world of sales—you’ll thrive. So, to new guys, good luck out there, and remember, success is a journey, not a destination. Stay committed, keep learning, and never lose sight of the value you bring to your customers.

It’s only common sense.