The Old-School Sales Rules That Still Win Million-Dollar Deals: Lessons from a 40-Year Veteran

Picture this: You're sitting in a corporate lobby, scrolling through your phone while waiting for a potential $50,000-a-month client meeting. The executive walks out, sees you hunched over your device, and immediately forms their first impression.

According to Glenn Poulos - a sales veteran who's been closing deals since 1985 and successfully exited two companies - you've already lost.

Why "Never Sit in the Lobby" Still Matters in a Zoom World

Poulos coined this phrase as one of his 57 golden sales rules, and it's more relevant than ever. When you arrive for a client meeting, don't slouch into that lobby chair and disappear into your phone. Stand at attention. Be ready. Have something in your hand and something in your mind.

"The customer comes in and sees you ready, prepared, and standing up at attention," Poulos explains. "You want to greet them as they walk in."

But what about our virtual world? The principle translates perfectly: Don't be the consultant who joins Zoom calls with their camera off, multitasking, or looking distracted. Be the one who's fully present, camera on, with something valuable to share and intelligent questions to ask.

The winners aren't hiding behind screens - they're finding ways to get in front of clients when it matters most.

The Timeless Truth: People Buy from People They Know

After four decades in sales, Poulos has watched technology revolutionize how we communicate, but one fundamental hasn't changed: relationships drive revenue.

"The real guys that do the business and get the business buy from people," he notes. "Bob, the vice president of finance, who's talking to SAP about a system - he's having lunch with them and he's known them for 10 years."

Here's what has changed: It's exponentially harder to become that known person. Your prospects won't answer unknown phone numbers. They delete emails from unfamiliar senders. They've built digital walls around themselves.

The solution? A systematic approach to breaking through - what Poulos calls coming at them from "seven different angles."

The Magic Number Seven: Why Persistence Pays

Most fractional executives give up after two or three touchpoints, feeling pushy or annoying. That's exactly when you should be getting started.

"It takes five to seven touches, magically seven, to make it happen," Poulos emphasizes. "When you quit at six, that's why you failed."

But don't make seven identical attempts. Vary your approach:

• Phone call with strategic voicemail (20-30 seconds max)
• Personalized email with genuine value
• LinkedIn connection with relevant insight
• Physical mail piece (yes, it still works)
• Follow-up phone call referencing previous attempts
• Another email with social proof or case study
• Final strategic outreach with clear call-to-action

Each touch should reference the others, creating a cohesive campaign that demonstrates persistence and professionalism.

Start at the Top: The Decision-Maker Strategy

Here's where most consultants get it wrong: They start with the people who seem easiest to reach instead of the people who actually sign checks.

If you're selling a $20,000-per-month CFO retainer, don't start with the accounting manager. Go straight to the CEO or CFO who has budget authority. Let them direct you down if necessary.

"I always start at the highest possible level, then let them kick me down the stack so that I can always climb back up," Poulos explains. "And I can say, 'Hey, look, I took your advice. I called the VP...'"

This strategy gives you permission to circle back to the decision-maker: "The trial period is complete, the results are here, but I know you have to sign off on this. Can you give me two minutes?"

Lose Fast or Win Big: The "Rather Be Last Than Second" Rule

Not every prospect is worth your time. Poulos advocates for what he calls losing quickly when you're not going to win.

"I'd rather be last than second. When you come in second, you're just really the number one loser."

The moment you realize - through concrete evidence - that you can't win a deal, graciously back away. Don't waste months competing for business that's already decided. Instead, "run to the next customer" while your competitors are stuck in lengthy, fruitless sales cycles.

This isn't about giving up easily. It's about recognizing when you're the "keep them honest" vendor and reallocating your time to winnable opportunities.

The Power of Three: Structuring Your Value Proposition

Everything in sales works better in threes: mild, medium, hot; good, better, best; small, medium, large.

"Everything has to be broken up into the power of three because that's magical," Poulos notes.

For fractional executives, this means presenting three distinct ways you can help prospects get from where they are now to where they want to be. Create a clear progression that makes your premium option feel like the obvious choice.

Digital Outreach That Actually Works

In our hyper-connected world, generic outreach gets deleted instantly. Poulos' principles for effective digital communication:

Target with precision, not volume. Better to send 10 perfectly targeted messages than 100 generic ones.

Share value first. Lead with insights or wins relevant to their specific situation, not braggadocious statements about your company.

Be multi-channel but personalized. Use LinkedIn, email, phone, and even physical mail - but make each touch genuinely personalized.

Get to the point fast. Skip the "How are you?" pleasantries. Try: "Hope you're doing well. I'd like 15 seconds to explain how I can improve your productivity by 25%..."

The Watch-Weekend-Problem Method

When you do get face time (virtual or physical), use Poulos' conversation framework to build rapport and uncover real needs:

Watch: Comment on something personal - their watch, jewelry, or office decoration. "Nice watch, what's the story behind it?"

Weekend: Ask about their personal interests. "When you're not at work, what do you do for fun?"

Problem: Once you've broken down barriers, ask about their biggest business challenge. "What's the biggest problem you're facing this month?"

This progression moves from personal to professional naturally, and by the time you ask about problems, they're primed to share real insights about their business challenges.

Your Energy and Presence Matter More Than Your Pitch

Think of client interactions as performance time. You're not just sharing information - you're embodying the solution to their problems.

"Your role is to be in character," Poulos explains. "When you're in front of customers, you want to be presenting a genuine, positive nature. You want to have your 'in front of customers' character that you play."

This doesn't mean being fake. It means bringing your best professional self to every interaction. Be conversational, not scripted. Focus on active listening rather than perfect presentations.

The Bottom Line

Despite all the technological changes in how we communicate, the fundamentals of high-value sales remain unchanged. Success still comes down to:

• Getting in front of the right people (decision-makers)
• Building genuine relationships through multiple touchpoints
• Presenting yourself as the professional solution to real problems
• Having the discipline to walk away from deals you can't win
• Focusing your time on the highest-probability opportunities

The fractional executives and consultants who master these timeless principles - while adapting them to modern communication channels - will continue to command premium rates and build sustainable, profitable practices.

Ready to implement these strategies? Start by identifying the true decision-makers for your services, craft a seven-touch outreach sequence, and practice the watch-weekend-problem conversation framework. Your next six-figure client relationship might be just seven touchpoints away.

Glenn Poulos is the author of "Never Sit in the Lobby" and offers a free guide to his "Punch Perfect Pitch and Close" method on his website. Connect with him on LinkedIn where he shares daily insights on professional selling.

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