Being a Sales Strategist

It’s amazing how many sales and business development professionals, managers and executives, still think sales is a numbers game. And, it’s still a popular belief Today.

I understand. I understand that If you believe sales is a numbers game, you’re wrong.

While there are slight variations, according to this archaic theory ~ all you need to do (to be successful in sales) is call, call, call. Go to every lead, quasi-qualified or unqualified. Pitch! Pitch! Pitch to Someday! Demo! Demo! Demo to Anybody! You must be committed to the numbers. Fill your pipeline with a zillion suspects who’ll turn into X number of prospects, sales opportunities, and ultimately customers or clients.

The song remains the same, the message passed on from one sales generation to the next. We’ve been conditioned to accept that going after every prospect is essential to our success.

What if it isn’t? What if the numbers game isn’t a success factor anymore?

What if trying to work all those prospects infects our thinking, causes our sales performance, individual and team, to become ineffectual? What if we could generate more sales with fewer prospects?

Most sales and business development people would consider these questions heresy against the sales gods and gurus.

Thinking and Acting as a Sales Strategist

Thinking and Acting as a Sales Strategist

In the long run, Top Sellers, the Best of the Best Closers, pursue fewer prospects. Top Sellers spend more time thinking and acting as a Sales Strategist about:

  • The goals and objectives of their target market, customers/clients.
  • Linking marketing to sales process.
  • Connecting and networking for mutual benefit.
  • Pre-Qualify/Qualify potential customers/clients.
  • Being more Consultative and Solution-centric.
  • Guiding prospects through the sales cycle.
  • Increasing Market Value.

By slowing down, focusing on quality not quantity, we can develop the rapport, relationship, and credibility we need to get the business. We can go deeper, learn more, and support the client/customer with the right solutions.

Nurturing any kind of relationship requires an investment of time. Are you spending enough time with clients/customers throughout the sales process? Are you committed to a Sales Closing Process? Conditioning? Gaining commitments every step of the way? Pre-closing? Or, are you pitching and running? Are you just a visitor?

Being Sales Strategists, our clients/customers trust our recommendations. We become their Strategic Advisors creating even more opportunities to succeed. 

Our goal is to help prospects understand the business value of the solution. More importantly, how changing the status quo can impact organizational culture, sustaining business growth and profitability.

Be Bold. What would you do differently this month if you rejected the numbers game?Do you think it would make a difference in your sales performance?

That’s the challenge. Reject the #1 Sales Myth! Think fewer, not more. Compel yourself (and your sales team) to shift sales behavior with a fresh mind-set and sales strategies.

Being a Sales Strategist means sales isn’t a numbers game anymore, it’s an effectiveness game. Be yourself. Make the right connections. Make human connections.

Connecting and Networking for Mutual Benefit.

Connecting and Networking for Mutual Benefit.

Always Be Engaging.

Marc Ortiz de Candia | Vitalia Consulting | The Enlightened Leadership Leader


When Knowledge (Alone) is Not Enough

One of the most salient things I have observed in meetings with countless C-Level Executives is the overwhelming pool of information they’re swimming in. The result is too much data driving them insane ~ which only yesterday was commonly referred to as “analysis-paralysis.” The results are in-decisions, in-actions and inertia, uncertainty about which move to make. So, nothing changes if nothing changes.

Our initial role (in Organizational Leadership Consulting and Coaching) is to help these C-Level Executives wade through the waves of data to find the right information, the right solutions. At this point, It’s important to note that there is no pitch, there is no presentation, no assumptions or conclusions. In the beginning, we are simply listeners and observers asking key questions, guiding our clients, mired in confusion, out of the abyss. We are facilitators of the process.

When is knowledge (alone) not enough? When is knowledge (alone) not power? You and I have seen zillions of sales professionals, managers, and executives go through cropped-AB-When-Knowledge-Alone-is-Not-Enough.jpgthe “sales training hotel factories” coming out with only a cheap binder and more information (plenty of getaway trip stories to tell) but no knowledge retention, process and skills application, or behavioral shifts that last beyond a few days, a few weeks at best. There’s a reason why “talk is cheap.”

Revolt against the archaic business culture of “just gimme the knowledge, just gimme the information/data!” There’s much more vital work to be done. Of course, this requires Enlightened Leadership with the desire and the resources to sustain high business growth. Nothing happens without Enlightened Leadership.


To illustrate, one of our most recent projects (right in our wheelhouse) is focused on “Sales Performance Optimization.” We’re working with a dysfunctional sales group with mountains of information, tons of knowledge but without the right sales people, without the right sales process, and without the right sales tools. We fix dysfunctional organizations. Partner with Us.

Our approach to every client project is simple and effective. We began this project by meeting with the C-Level Executive Leadership Team, not just the Sales Group Management. We take a panoramic view and then zoom-in. We start by building Organizational Vision and Holistic Strategies because the Sales Group is inter-connected with all other organizations within the business. Many pictures from different angles are necessary.

Simultaneously, we are conducting an Organizational Culture Assessment that will result in a comparative analysis between the leadership’s perception of their organization and what people (within the organization) and customers (outside the organization) are actually experiencing. There are always execution chasms which need to be filled before moving forward with any formal development or learning.

In this case, the Sales Group had the highest turnover rate (higher than telemarketing) in the company, and reported into an Operations Vice President who didn’t understand sales or selling, or the difference between marketing, sales, business development and account management. These things were known by everyone in the client company.

While the assessment offers information/knowledge/data, our job is to uncover and discover the right solutions in tandem with our clients. In turn, radical new buyer behavior requires re-thinking sales. Buyers are much more informed. The sheer volume of information buyers can access can humble the best sales professionals, managers, and executives causing them to compete on price. The new imperative facing sales leaders is to re-tool the organization and build a culture of continuous improvement.

No more worthless seminars or workshops. Everything is done in session-work, one to three hour sessions: Leadership Development Sessions, Vision and Strategy Sessions, Sales Development Sessions, Individual and Group Coaching Sessions…

dreamstime_s_6386770According to The Aberdeen Group “Best in Class” companies determine characteristics of “Best in Class” professional sales performers on an annual basis, as defined by:

  • Top 20% in Quota Attainment
  • Top 20% in YOY Revenue Growth
  • Top 20% in Average Deal Size Increase

The truth is in the performance numbers. This research shows the three key areas in which the best performing companies differentiate from their peers, and adapt to changing sales requirements:


  • Scientifically assess the specific requirements for sales models, and align hiring and development to those profiles.
  • Develop world class capabilities by aligning sales process, methods, and never-ending learning to ever-changing buyer behavior
  • Enable effective, consistent application of best practices by integrating sales tools and state-of-the-art technologies

Remember, the main reason why most “sales closing systems” fail is because there is no opportunity for the sales professional to practice and test mastering the re-tooled sales process. No true individual commitment to the sales process and no reinforcement after the “learning session.” This is why “individual coaching” must be an integral component of every “Sales Performance Optimization” Platform.

In the New Age of Enlightenment, knowledge (alone) is not enough to get things done, to adapt to the rapidly evolving marketplace, to create lasting success. Having a trillion pieces to a puzzle is not enough. You must the right pieces to put the right picture together.

So, what are your answers: Are You An Enlightened Leader? Do you have the right sales people, the right sales process, the right sales tools for sales performance optimization? Are you ready to put together the sales organization puzzle?

Let’s get started! Partner with Us.

Marc Ortiz de Candia, Executive Partner, Vitalia Consulting


The Genius of Being Bold

“Whatever you can do or dream you can do…begin it! Boldness has genius, power, and magic in it.” Johann Wolfgang von Goethe

Enlightened Leadership is about action, not position or title or entitlement. Decisive action is the key to any decisive victory. It begins with believing in something meaningful to the business organization, and acting on that belief. For those who see Enlightened Leadership as a soft concept, nothing more than Sunshine Supermen sitting around listening to Donovan’s “Mellow Yellow,” wrong you are, when you are…Guess Again!

Enlightened leaders move swiftly, out-maneuvering their competition with precision. There is an old Italian saying: “Chi si ferma e perduto.” (when translated to English) “He who hesitates is lost.” It’s a truism in life and in business. In French, “Celui qui hesite est perdu.” In Spanish, “El que duda esta perdido.” In any language, the first product or service to market wins, and dominates the marketplace 96.69% of the time.

Take the first steps toward greatness. Be a bold leader. Become the market dominator, armed with an arsenal of resources produced by your ability to create a thoughtful, risk-accepting organizational culture supportive of innovation and investments for the future.

Unfortunately, traditional corporate cultures are petrified forests of apathy and in-decision, a culture of fear, disdain, fatigue and boredom, negativity, conformity and complacency, reinforced by the executive hierarchy, sadly inherited by the emerging leaders of tomorrow. Traditional corporate cultures, especially in the mature stage of the business life cycle, can become increasingly rigid and risk-averse. Entrenched behaviors and cultures kill the innovative spirit of your people.

In the new age of enlightenment, I believe that there is a better way. We’ve explored many other dimensions of what it means to be an Enlightened Leader: Being open-minded, empathic, High EQ (emotional intelligence) intuitive, actively listening and observing, having a sense of purpose, a willingness to act thoughtfully, and so on. Another important dimension of being an Enlightened Leader is “Being Bold.”

Be bold because innovation requires taking risks. Nurture, support, and cultivate an organizational culture that makes space for innovative insights. To create the business of tomorrow, you must break-down the inhibitors of change today.

While always considering the risks involved (bolstered with contingency plans) Enlightened Leaders are Napoleonic in their fearlessness, relentlessly fearless in the face of overwhelming odds, in the pursuit of their dreams. “Cogito ergo zoom!” (I think, therefore I go fast!) Create a pluralistic culture of bold, free-thinking, decision-makers who deliver decisive actions and results for the good of all.

Understand the idea here is not to replicate Napoleonic leaders through-out your organization. The point is to take one of Napoleon’s most brilliant strengths: a willingness to act boldly and decisively when perceiving the opportunity to do so.

To quote Napoleon: “Ability is nothing without opportunity.” Those opportunities come from the organizational culture that you’re willing to create. In essence, you can create your own opportunities.

In sharp contrast, King Louis XVI (incapable of decisive action, preferring personal interests to the interests of the people) was executed during the French Revolution, just as Napoleon was rising to power.

Yet, the genius of being bold has been abandoned by most so-called “modern business leaders and organizations.” Why? Closed organizational cultures are oppressive and suppressive, causing people to fear political and career retaliation for speaking-up. Remember, silence foreshadows failure.

Ask yourself these questions: Do you have the audacity to challenge yourself and the systemic leadership behaviors within your organization? Are employees at all levels overwhelmed by your leadership’s short-sightedness? Can you survey the whole battlefield? Can you see your strategic advantages by looking at your organizational weaknesses?

Believe in something or you stand for nothing. Anything less is to live without true commitment or conviction.

Here’s a simple way to assess the state of your organizational culture. When you arrive at the next “important internal meeting” look around the room. What do you see? Is the meeting room alive with energy and ideas, or do you see a roomful of the living dead, zombies everywhere you look? Enlightenment can be frightening!

{This section is mostly intended for historical interest and reference points: As polarizing as any discussion about Napoleon can be, his bold vision and brilliant strategies are inarguable. Napoleon was hated by his enemies but respected by them at the same time. The Duke of Wellington, Sir Arthur Wellesley, when asked who he thought was the greatest general who ever lived, answered “In this age, in past ages, in any age, Napoleon.”

Born Napoleone di Buonaparte on the island of Corsica, only one year after Corsica was transferred to France by the Republic of Genoa, he later adopted the more French-sounding Napoleon Bonaparte.

Introducing a plethora of innovative strategies, Napoleon’s victories were more decisive than anyone had experienced before. Exporting revolution to the rest of Europe, the movements of national unification and the rise of the nation state, Napoleon’s religious policy emancipated Protestants to an equal status with Catholics. The Concordant of 1801 contained principles that served France for the next 100 years.

The Napoleonic Code was a “revolutionary project” embraced by much of Europe, instituting several lasting reforms, including: centralized administration of the departments, higher education, a tax system, a central bank, civil and criminal law codes, road/bridge/sewer systems, breaking the back of feudalism, and remained in force long after Napoleon’s defeat. Credit Napoleon for reorganizing the Holy Roman Empire, streamlining a thousand entities into 40 nation states. In mathematics, Napoleon’s Theorem is still used today.

Many in the international community still admire the many accomplishments of the self-made emperor, and celebrate his legacy. Moreover, many probably wish Napoleon had achieved his unrealized goal: To make it a law that only those lawyers and attorneys who win their cases should receive fees. How much litigation could have been prevented by such a measure! This is a brilliant idea, wouldn’t you agree?}

Now that you know about the “Genius of Being Bold” do you have what it takes to start your own innovation revolution?  

  • Get the framework and the tools to move beyond current impasses 
  • Be prepared to get uncomfortable for awhile
  • Time to remove the handcuffs, the shackles, and the blinders
  • Get out of the state of denial
  • Confess the Machiavellian truths about “business as usual”
  • Challenge the complacency of day-to-day routines
  • Implode the cannons defending the status quo
  • Set yourself (and your organization) free
  • Deliver the core message of change as revolutionary, thoughtful, and resilient
  • Ignite the thinking revolution
  • Order a call to arms throughout your organization
  • Renounce the tranquility of repetition
  • Everyone is an innovator / Everyone is a change agent
  • Be prepared to look at yourself as you look objectively at your culture
  • Time to create the future you want for your business
  • Empower people to think critically, question relentlessly, act boldly
  • Move your business from complacent to competitive!

In partnering with our Vitalia Consulting clients, our consulting methodology is purposely designed to identify the challenges and discover the possible solutions together:

  1. We Listen and Assess. Where is the organizational culture relative to the business?
  2. We Partner and Facilitate: Strategic Vision and Strategy Process
  3. We Partner and Facilitate: Overcoming obstacles on the road to victory
  4. We Lead and Facilitate: Leadership Coaching Sessions (Group and Individual)
  5. We Lead and Facilitate: Leadership Learning Sessions
  6. We Partner and Facilitate: Individual and Organizational Behavioral Shifts
  7. We Partner and Facilitate: Creating an “immersive” sense of place, of home for everyone within your organization
  8. We Partner and Advise: Sustaining the Vision over time.

By the way, this is not done by simply having an annual PowerPoint Presentation!

Be a bold, enlightened leader. This is a better way of building organizational capability. As the speed of organizational behavioral change accelerates, critical thinking, questioning, inventing, and exploring become business priorities.

The future of high growth business belongs to those (leaders and organizations) who can adapt and grow, who lead with boldness. You’ll need the tools to move beyond your current impasses.

Understand the boldness of these assertions because without revolution nothing changes. Remember, powerful words backed by powerful actions is a catalyst for true change. Strategically placed Enlightened Leaders are vital to your organization and to your business. After all, there’s a little Napoleon in every one of us. Liberte! Egalite! Fraternite!

Marc Ortiz de Candia, Executive Partner, Vitalia Consulting

To learn more about how we can work together, go to the partnering page at and complete the contact form. Let us know how we can help you, or someone you know. Every relationship begins with a conversation.