Peter McKeon, Founder & CEO - Salesmasters International
Let’s get something straight: the playing field has changed. Relationship selling alone won’t carry you across the line anymore. In 2025, the top-performing SMEs are doing things very differently—and it’s no accident. The game now belongs to those who master both the logic and the emotion of the sale.
It's how they gain real traction—by building deep trust and demonstrating tangible commercial value. These businesses excel at operating both “above the line” (with data, specs, and performance metrics) and “below the line” (where empathy, trust, and credibility come into play). It’s no longer enough to simply be a “nice” salesperson. Today’s clients want commercially astute experts—people who can guide them, challenge their thinking, and help them make smart buying decisions.
Here's what the top 2% of SMEs are doing that others aren’t:
Too many SMEs still rely on the “quote and hope” approach. If you find yourself there, it’s time to pause and reframe. Ask yourself: Am I really qualifying my opportunities properly? Do I have a consistent sales rhythm? Am I helping clients buy, or just hoping they do?
A quick tip? Reconnect with your orphan clients. You’d be shocked how much low-hanging fruit you’re walking past. And for heaven’s sake, tighten up your follow-up. A “just checking in” email is a waste. Offer value—a case study, a new insight, a small ask that creates a conversation.
Here’s a challenge for you: Document your sales process this month. Even a simple one-page map will change how your team sells. And if you’d like a template to get started or a copy of our “First 90 Days” sales onboarding plan, shoot me an email.
After all, as I always say—selling is a process, not an artform. The moment you treat it like a system, is the moment you start winning more.
Need help building your sales playbook or defining your sales cycle?
Feel free to contact me: e: peter.mckeon@salesmasters.com.au | ph: 1300 950 073 | w:https://salesmasters.com.au/
