Don’t Strike First. Win Anyway.
The Sales Code – #24
You walk into a deal already armed.
Deck ready. Bullet points polished.
You smell the close before the conversation even starts.
And just like that, you’ve lost the advantage.
Because the one who strikes first without reading the field often strikes air.
Let me take you back to Riyadh—2024.
Luxury train deal on the table. Saudi Railways. High stakes.
My counterpart? An old-school ministry advisor with more layers than a Venetian carnival.
He said little. Listened a lot.
When I pushed, he smiled.
When I paused, he leaned in.
It took me four meetings to realize: his power wasn’t in what he said—it was in what he held back.
Here’s the truth:
The more power you seem to hold back, the more power they believe you have.
Ziglar used to delay the pitch with stories.
Greene preaches: “Always appear more patient than your opponent.”
Rockefeller? He’d let other tycoons fight it out—and scoop up the winner’s scraps at a discount.
This is the discipline of restraint.
And it drives people mad—in the best way.
Because when you don’t chase, they start to wonder:
What does he know that I don’t?
Why is she not rushing?
What am I missing here?
The Playbook:
When they ask for numbers too early: “Let’s make sure this is even needed first.”
When you feel the urge to pitch: ask a harder question instead.
When the room goes quiet: own it. Don’t rush. Let them squirm.
Timing, in sales, is like gravity.
When used correctly, it pulls the deal toward you—effortlessly.
Takeaway:
The fastest way to lose power is to act like you need to use it.
Your move:
In your next pitch, hold one key piece of information back. Wait until they ask for it. Make them earn your best cards.
“Power often lies in what you withhold, not what you offer.” — Robert Greene
Master the pause.
Win with patience.
Close with precision.
See you tomorrow.
– Ruggero