Back when I was at RJ Reynold’s Tobacco as a sales representative, I remember seeing a survey that ranked people’s most common purchasing decision criteria from 1 to 10.

This was a post sale survey, which attempted to discover what issues were most important in making purchasing decisions. As a young sales rep at the time I was surprised to see that Price was pretty low on the list at number 7.

I can’t recall exactly what the number 1 criterion was, but the top two or three were things like Vendor Reputation and Customer Support – criteria that the customer was using to judge how likely they were to succeed if they purchased from us. “Features” was not the number 1 either. It was somewhere in the middle. I bring this up because it’s important to understand why you win or lose.


It’s common for sales reps to complain that they lost because of price; or because the competition had a key feature or capability that his company didn’t have.

But this is really just a bunch of excuses. When you lose, it is always for one reason and one reason only. You always lose because you were OUTSOLD.


In poker there is a saying that goes like this:

“There’s a patsy in every game, and if you don’t know who the patsy is, you’re it!”

The winner knows ahead of time who is likely to win, and who is likely to lose. The patsy thinks that he/she has as good a chance of winning as his/her competitors do.


To be a success in selling, you have to take full responsibility for your results. Because in taking responsibility, you gain control. When you realize that you are responsible for all of your sales results, good or bad, you also realize that you are and always have been in control of your sales. And when you are in control of your sales, you can maximize your closing rate and minimize your future losses.

By admitting that you get outsold when you lose, you then go into every sale deciding whether and how to compete for the business. Some deals are better for you, some are better for one of your competitors. As you begin each and every potential sale you uncover, your first goal should be to determine as fast as possible who – whether you or one of your competitors – is best positioned to win.

Note that this is a very different attitude than having as your goal to close the sale. Focusing on closing the sale should come only after you’ve determined whether and how you can win. If you can win, then you should compete and sell fiercely until you do.

If you determine that a competitor is best positioned to win, then you should get out of the deal unless you can determine a valid winning strategy for changing the rules back in your favor. When you follow these principles, you will naturally sell more, become a better sales person, and rarely be outsold again.

Make It A Champion Day!

“Sales Training Matters”

From his success on the sales floor of an automotive dealership  to becoming a veteran trainer and then the adoption of technology for Internet-based marketing, his career has evolved to deliver the skills and tools needed to help consumers. Richie Bello combined his automotive expertise with his robust desire to “take care of the customer first” to become an automotive influencer, published author, and renowned trainer.  Bello absorbed the wants and needs of consumers as he worked up the ladder of the automotive industry.

Over the thirty-five years of his career, he developed strong Internet marketing skills, leading him to developing software solutions that create ease for consumers, and helps dealers improve relationships with customers. Innovation drives success. And, for Bello, it’s in his DNA. took years to come to consumers and arrived in a timely manner, during the 2020 Pandemic. With over 6 million vehicles on the site, features that help consumers deliver, finance and warranty, Bello has met the retail digital age head on.

Bello also is founder of Richie Bello Institute of Leadership and Management, a 501C3 not for profit, dedicated to the recruitment, education and employment of veterans into the automotive industry. Visit


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