Talking to Sales GOATs: Lee Salz on Transforming the Ordinary into the Extraordinary

I am starting a new series. Inspired by the GOATs (Greatest of all time) of sports and sales, I realize how blessed I have been to meet and talk to some of the biggest luminaries in all of sales.

Because of this, I would be remiss not to reflect on what I've learned from them and share these learnings with the world.

Chapter 7: Talking to Sales GOATs - Sales Alchemy: Lee Salz on Transforming the Ordinary into the Extraordinary

In the world of sales, differentiation is often the missing link between a thriving organization and one that struggles to maintain relevance in an increasingly competitive marketplace. Few understand this concept better than Lee Salz , bestselling author of Sell Different! and Sales Differentiation.

As a sales management strategist, Lee has built his reputation by challenging conventional wisdom and reshaping the way sales teams operate. His contrarian approach doesn’t just focus on making incremental improvements—it reimagines the entire sales process from the ground up.

In this chapter, we explore the insights Lee shared during his conversation on Mastering Modern Selling with Brandon Lee and me, covering the fundamental shifts sales organizations must make to stay competitive, the importance of process-driven sales cultures, and how to build truly buyer-centric sales strategies.

The Sales Contrarian: Breaking Old Habits

Lee Salz identifies himself as a sales contrarian, a title that reflects his willingness to challenge outdated sales methods. He takes issue with the notion that traditional approaches—many of which have been used for decades—are effective simply because they’ve been around for a long time. Instead, he encourages leaders to question whether these tactics ever truly worked or if they were merely a byproduct of favorable economic conditions.

One of his most powerful observations is the distinction between the business that happens to us and the business we make happen. Many sales leaders fail to differentiate between the two, mistaking temporary market advantages for effective sales strategies. When times are good, they assume their sales teams are performing at a high level. But when economic conditions shift, those same teams struggle, revealing a lack of foundational sales strategy. Lee’s solution? Build a sales organization that doesn’t rely on external conditions to succeed.

The Power of Process Over People

Lee makes a bold claim: Love your process more than your people. While this may sound counterintuitive at first, his reasoning is sound. Salespeople come and go—it’s the nature of the profession. But if an organization is too dependent on individual sales talent rather than a structured process, turnover becomes catastrophic. He recounts a client who used to panic every time a salesperson left because there was no structured framework in place. By implementing a solid sales process, they transformed their business into a model where new hires could seamlessly step in and continue driving success.

A well-documented sales playbook is essential to sustaining success. Without it, sales teams revert to old habits, and organizations lose critical knowledge every time an employee leaves. Sales differentiation isn’t just about how you pitch your product—it’s about structuring your organization in a way that ensures long-term resilience.

Hiring for the Right Fit, Not Just the Right Resume

A common mistake sales leaders make is hiring salespeople from their competitors, assuming that industry experience equates to success. Lee warns against this lazy approach. He argues that every sales role is unique, much like a fingerprint, and what works in one company doesn’t necessarily translate to another. Instead of looking for so-called great salespeople, organizations should focus on finding individuals who are the right fit for the specific role.

To do this effectively, Lee suggests developing a performance factor assessment. This means understanding the skills, behaviors, and mindsets that contribute to success in a given sales role before even beginning the hiring process. By focusing on these criteria, companies can significantly increase their chances of finding the right talent.

Value-Driven Discovery Calls: A Buyer-Centric Approach

Traditional discovery calls often fall into the trap of being seller-centric rather than buyer-centric. Too many sales reps begin calls by setting an agenda that prioritizes their own needs: “What I want to do today is ask you some questions and tell you about our solutions.”

Lee’s contrarian approach flips this on its head. Instead of setting an agenda, he suggests starting every meeting with the question: “For this to be a great use of your time, what do you want to make sure we cover today?”

This single shift in phrasing changes the entire dynamic of the conversation. It signals to the buyer that their needs come first, fostering trust and engagement. By taking this approach, salespeople position themselves as advisors rather than pushy sellers.

The “Unknowingly” Strategy: A Prospecting Game Changer

Prospecting is often cited as one of the most challenging aspects of sales. Lee’s unknowingly strategy is designed to grab the prospect’s attention by tapping into their fear of making uninformed decisions. He asks salespeople to consider: What do you know that your prospects don’t?

By framing outreach around this idea, sales teams can create intrigue and urgency. For example, a company that specializes in property tax management might send an email with the subject line: “Unknowingly Overpaying Property Taxes?” This approach prompts an immediate response because it plays on the universal desire to make informed decisions. The key, however, is ensuring that the sales team is fully prepared to answer the inevitable “What do you mean by that?” response.

Sales Differentiation in the Age of AI and Social Selling

With AI and social selling becoming increasingly important, salespeople must evolve beyond traditional outreach methods. Simply connecting on LinkedIn and sending a pitch immediately afterward is ineffective and off-putting. Instead, Lee advises sales professionals to build their expertise publicly by consistently sharing industry insights and engaging in meaningful discussions.

Buyers today have access to more information than ever before, and they no longer need salespeople to educate them on basic facts. The role of a sales professional is now to provide deeper insights and guide prospects toward making informed decisions. This shift requires salespeople to be more strategic, consultative, and value-driven in their approach.

Key Takeaways from Lee Salz

1. Sales organizations must distinguish between “business that happens to them” and “business they make happen.”
2. A structured sales process is more critical to success than relying on individual talent.
3. Hiring salespeople based on industry experience alone is a flawed strategy—focus on performance factors instead.
4. Every sales meeting should start with a buyer-centric question: “What do you want to make sure we cover today?”
5. Prospecting should focus on what the buyer may not know yet, using the “unknowingly” strategy.
6. Sales professionals must embrace AI and social selling, but in a way that prioritizes value and engagement over brute-force outreach.

Lee Salz embodies what it means to be a sales contrarian—challenging old paradigms, questioning long-standing assumptions, and continuously refining the craft of selling. His approach isn’t just about small tweaks; it’s about fundamentally rethinking how we engage with prospects, structure our teams, and build sustainable sales organizations. In a world where buyers are more informed than ever, embracing these strategies isn’t just an advantage—it’s a necessity.

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