I want you to forget everything you think you know about sales—ditch the stereotypes and preconceived notions. Instead, I’m going to help reframe how you think about selling.
Sales doesn’t have to be uncomfortable. In fact, it can be one of the most rewarding aspects of growing your business when approached with the right mindset. I’ll break down my tactics into four key concepts that will shift your mental model and simplify your sales process:
- Cab Driver vs. Changemaker
- Your List of 200
- The 3-Legged Race
- Fingerprinting
- The Proposal Canvas
Cab Driver vs. Changemaker
The first concept is rooted in a question: are you showing up as a Cab Driver or a Changemaker?
A cab driver follows instructions: they’re signaled, told where to go, and the meter starts running. They deliver passengers to their destination, get paid, and repeat. Simple, but transactional.
A changemaker, on the other hand, takes the wheel. They don’t wait for directions — they show their client where they need to go, why they need to go there, and how to get there faster and more efficiently. A changemaker helps the client achieve more than they could ever do alone. They take ownership of the problem, and the solution.
This distinction is everything when you’re starting or growing a company. You’ve probably already felt it if you’ve ever made the shift from employee to entrepreneur. Even if you considered yourself a changemaker at your previous job, working for yourself pushes you to a new level. It’s not just about meeting expectations anymore—it’s about exceeding them.
Be a changemaker.
Your List of 200
This tactic is simple, but powerful. You build your List of 200 — a network of 200 people who know you, trust you, and have your back. They don’t all have to be potential leads, but they should be connected to people who might be.
Your list becomes a wellspring of referrals and opportunities. But first, you need to let them know what you're doing. When your 200 contacts are in the loop, doors start opening. You no longer need to make cold calls.
Building this list takes time. The first time I sat down to do it, I could only name about 50 people. After going through my LinkedIn, Instagram, and reaching out to dormant connections, I hit 100. Eventually, I networked my way to 200 by becoming more active online and at events. Here's a dummy list so you get a taste:
Once you have your list, don’t let it gather dust. Reach out periodically — drop a quick message, share an interesting article, comment on LinkedIn posts, or reconnect over a coffee. You don’t need to overwhelm yourself with frequent meetings or emails, but staying top-of-mind will pay off. The magic of this system is that people will start thinking of you when opportunities arise, which they will.
Try not to overcomplicate the technology you use to manage your list of 200. I started with Google sheet then moved to Notion. I don’t think tech matters too much when you're starting out. Whatever works for you and provides the search, categorizing and filtering requirements you need.
Start building your list of 200 today and give yourself the time to build it out.
Join the 3-Legged Race
Most people aren’t trained in sales. They’re experts in their field(s), offering value based on their training and experience. And that’s great—because that's what is actually valuable. However, you still need to know the fundamentals of pitching. So the next tactic is The 3-Legged Race.
Early in my portfolio career, I treated sales like a relay race. I’d hand over a proposal, then wait for a response. Today, as a changemaker, I’ve realized that true success comes from locking arms with your client right from the start. It’s about collaboration.
To collaborate, you need to ask the tough questions:
- What would make you choose someone else?
- What are the risks of this proposal?
- Who else needs to be involved to get this across the line?
Knowing the answers to these questions will give you a massive advantage over someone who does not. It will help you craft your pitch and where you can add value, even before work begins.
This means involving your client in shaping your product or service — this is what is referred to as Fingerprinting. By including their input and making them part of the process, they feel invested in the solution. Instead of a passive back-and-forth, you’re creating something together. Make sure your client’s fingerprints are all over the final outcome.
Sales isn’t a relay; it’s a 3-legged race, and you win by moving in step with your client from the very beginning.
The Proposal Canvas
For those of you that think sales is a dark art, and prefer structure, let me introduce The Proposal Canvas. It’s a way to map out your sales:
- Current State – Outline the problem. What are their pain points? What happens if they don’t act? Remind them of the consequences of inaction.
- Goals & Objectives – Clearly define the objectives of your lead(s). Show that you understand their vision.
- Proposed Solution – How do you get them from where they are now to where they want to be? Present your plan with clear rationale in a way that is easily understood.
- Results – Explain what success looks like, tying it back to their goals.
- Investment & ROI – Spell out the cost and the expected return. If possible, use case studies or testimonials.
- Timeline – Lay out key milestones, including the proposal date, contract signing, and delivery timelines.
A well-crafted proposal isn’t just a document; it’s a tool that guides the client through a decision-making journey that encapsulates the 6 components above.
Final Say
At the core of selling is empathy. Your job isn’t to push for a deal — it’s to help your customers feel the gap between where they are now and where they want to be. The better you are at identifying and clarifying that gap, the easier the rest of the sales process becomes. The earlier to involve them in the process the better off you will be - the more you will be able to adapt both your offering and how you communicate the value you add. Lastly, when you approach sales as a changemaker, the process shifts from a transactional exchange to a transformative relationship. And that’s where the magic happens.