Three Main Secrets of Sales: Managing Attention, the Art of the First Call, and Winning Back a Lost Client

Sales are one of the most sensitive and complex processes in business. Even the smallest detail, which might seem insignificant at first glance, can be decisive in determining what your client ultimately decides. Achieving success requires not only knowledge of the product or service but also a high level of communication skills.
In this article, we will discuss three important stages that often determine the success of sales:

Properly Distributing Attention When Several People Are Involved in the Sales Process

Often, during a meeting with a client, they may be accompanied by a friend, spouse, or business partner who is not directly involved in the purchasing or sales decision. Many managers focus only on the buyer, but this can be a mistake.

It is important to also give attention to the accompanying person - for a simple reason: they should feel that their opinion and presence matter.

How to involve the accompanying person in the dialogue?

• Ask a question that invites them to share their opinion: “What do you think about this?”
• Ask about their experience: “Have you ever been in a similar situation?”

This approach builds trust, reduces tension, and creates a positive overall atmosphere, which can ultimately influence the decision in a favorable way.

The First Phone Call - Laying the Groundwork for a Meeting

In phone communication, we often encounter refusals, as if the client is directly stating they are not interested. However, research shows that a “no” is not always a final answer.

According to PCL Corporation research:

• Most clients agree to an offer only after the fifth refusal.
• 44% of sales professionals give up after the first refusal.
• 22% quit after the second refusal, and 12% after the third.
• In the end, only 20–22% of salespeople get to the fifth refusal - and these are the people who generate most of the company’s sales.

What should we do?

• Keep communication channels open, even through small gestures - like sending a birthday greeting or a casual check-in.
• Assess whether the client is worth the time and energy; classify priorities.
• Build long-term relationships based on trust.

How to Win Back an Unhappy Client

Winning back a lost client is often harder than attracting a new one, but with the right approach, the situation can be turned around.

Key steps:

• Take responsibility - call the client and explain that you will personally handle the matter and are aware of the problem.
• Initiate a meeting - ask for another chance to meet in person and discuss the situation.
• Offer to fix the mistake -during the meeting, clearly outline what you can do to correct the error made by the company or a colleague.

Such a sincere and open approach not only increases the chances of winning back the client but also strengthens your reputation and fosters long-term cooperation.

The success of sales often lies in human details - distributing attention wisely, reinforcing communication, and taking responsibility in difficult moments. Those who are willing to invest more energy and attention into each stage become part of the 20% who truly drive the company’s greatest achievements.