Peter McKeon, CEO & Founder - Salemasters
We’ve been working with a Queensland-based manufacturing business — family-run, second generation, strong reputation, solid product. When
they first engaged us, orders were slowing. Margins were shrinking. And they kept hearing the same line from prospects:
“We’ve found someone cheaper.”
We asked them to walk us through their sales process.
“We quote fast, follow up once or twice… then wait.”
That was the red flag. No structure. No message. No value narrative. Just quoting and hoping.
They were still selling like it was 2005.
Their product was better — no question. But that didn’t matter, because their buyers couldn’t see or feel the difference.
Here’s what’s changed: today’s buyers are more informed, more selective, and less forgiving. By the time they reach out, they’ve researched you, compared you, and mentally shortlisted their options. If you’re not selling strategically, you’re just another number on the quote pile.
Sales is still a contact sport — but the rules have changed.
To win, your team needs to sell both above the line (logic: pricing, specs, lead times) and below the line (emotion: trust, credibility, confidence). Miss one, and you lose — even if your offer is stronger.
What the top 2% are doing differently:
• Responding faster than their competition
• Mapping their sales process with clarity and purpose
• Choosing the right clients — not just any client
• Saying no to deals that kill margin
• Training their teams to sell value, not just volume
That manufacturer made the shift. They repositioned their messaging, documented their process, and trained their team to own the sales conversation from the first contact. Within three months, they closed a long-term contract — at a 12% premium over the lowest bid.
Bottom line? Selling like it’s 2005 might feel familiar, but it’s killing your growth. The businesses winning today are intentional, disciplined, and unapologetic about their value.
