--- title: What Sales Winners Do Differently with Mike Schultz – Episode 13 | The Sales Blog description: There are almost as many theories about how the sales climate has changed as there are studies done about the sales process. But Mike Schultz decided to take a different approach when he wanted to know what made the biggest difference between sales winners and their closest competitors – he went to the customers. On […] image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/ITA-mike-shultz2.jpg --- ### [Now booking SKO meetings for 2026/27! 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But Mike Schultz decided to take a different approach when he wanted to know what made the biggest difference between sales winners and their closest competitors – he went to the customers. On this episode Mike shares the results of his survey of 900 customers about their experience with a winning salesperson and gives some simple, actionable things that sales professionals can and should do to become winners in sales.   [Those who win in sales do things differently, find out what it is on this episode of In The ArenaClick To Tweet**](https://twitter.com/share?text=Those+who+win+in+%23sales+do+things+differently%2C+find+out+what+it+is+on+this+episode+of+In+The+Arena&via=iannarino&url=https://thesalesblog.com/2013/04/30/episode-13-what-sales-winners-do-differently-with-mike-schultz/?utm_source=twitter&utm_medium=social&utm_campaign=SocialWarfare) ## What has changed in solution selling over the years? Contrary to articles that have been published lately about the end of solution sales, solution sales is very much alive and well. But it doesn’t work like it used to. Those who still use a solution sales model effectively combine their SS approach with relationship sales that is focused around value. The point is that relationships alone are not the core of what will get you the sale, but if you don’t have an established relationship with your prospect you’re much less likely to gain the trust needed for your solution selling approach to work. You can hear the details from today’s guest, Mike Schultz, on this episode. ## Does your buyer believe that you get what they are trying to do? Sellers who consistently win are able to do what it takes to understand the goals of their prospects, communicate that understanding, and come alongside the prospect to help them figure out how to get what they want. That’s an approach that doesn’t contain near as many pitches, it’s a consultative approach where the salesperson is a trusted advisor rather than an adversary who’s trying to “sell” them something. If you’re in need of a fresh boost of inspiration about where to improve your sales approach, this is the episode for you!   [Candor is the sales conversation is how you become a trusted advisor, on this episodeClick To Tweet**](https://twitter.com/share?text=Candor+is+the+%23sales+conversation+is+how+you+become+a+trusted+advisor%2C+on+this+episode&via=iannarino&url=https://thesalesblog.com/2013/04/30/episode-13-what-sales-winners-do-differently-with-mike-schultz/?utm_source=twitter&utm_medium=social&utm_campaign=SocialWarfare) ## Sales winners are pros at collaborating with their prospects. In many ways the type of relationship you are able to establish with your prospect will determine how successful you are at getting the sale. If you’re seen as a collaborator, someone who is helping them achieve their goals, you have a great deal more influence not only over their buying decision (from you) but over the course of their business as well. How do you build a relationship that is one of collaboration? The main tool you can use toward that end is questions. Find out who they are, what they do, what they’re hoping to accomplish, and truly come to understand why it’s so important to them. When you do, you’ll be able to see more clearly how your service or product can help them accomplish their goals. ## Becoming a collaborator with your prospects helps them make better decisions. Naturally, as a salesperson you want to get the sale from your prospect. But you should never want the sale more than you want to help your prospect make the best decision for their situation and need. Building trust is key in doing that. You need to communicate to your prospect that you are committed to helping them succeed in their goals, that you are eager to lend them your expertise to help them make better decisions. It’s about your virtue of purpose, the belief that your prospect develops that you are truly FOR them. That requires candor and straight shooting even if it’s not something the prospect wants to hear. Find out more from Anthony’s guest, Mike Schultz, on this episode.   [If you don’t bring candor to the sales conversation you’re of no value to a C level executive at allClick To Tweet**](https://twitter.com/share?text=If+you+don%E2%80%99t+bring+candor+to+the+%23sales+conversation+you%E2%80%99re+of+no+value+to+a+C+level+executive+at+all&via=iannarino&url=https://thesalesblog.com/2013/04/30/episode-13-what-sales-winners-do-differently-with-mike-schultz/?utm_source=twitter&utm_medium=social&utm_campaign=SocialWarfare) ## Outline of this great episode - Anthony’s introduction to this episode! - Why Mike decided to do a survey about those who win in sales. - What has changed in solution selling over the years. - What kind of relationship selling makes a difference? - Winning sellers drive their own demand. - Establishing trust and helping clients make better decisions. - Using collaboration with the prospect in the sales process. - What salespeople should do differently in order to win. - How you can connect with Mike Schultz. ## Resources & Links mentioned in this episode - [www.RainGroup.com](http://www.RainGroup.com) - Mike’s report – [What Sales Winners Do Differently](https://info.rainsalestraining.com/free-report-what-sales-winners-do-differently) - Mike [on Twitter](https://twitter.com/@mike_schultz) - MSchultzATraingroup.com The theme song “[Into the Arena](https://soundcloud.com/ohhushmusic/sets/songs-ive-written-produced)” is written and produced by Chris Sernel. You can find it on Soundcloud ## Connect with Anthony Website: [www.TheSalesBlog.com](http://thesalesblog.com) Youtube: [www.Youtube.com/Iannarino](http://www.youtube.com/Iannarino) Facebook: [https://www.facebook.com/iannarino](https://www.facebook.com/iannarino) Twitter: [https://twitter.com/iannarino](https://twitter.com/iannarino) Google Plus: [https://plus.google.com/+SAnthonyIannarino](https://plus.google.com/+SAnthonyIannarino) LinkedIn: [https://www.linkedin.com/in/iannarino](https://www.linkedin.com/in/iannarino) ## Tweets you can use to share this episode   [How sales is a zero sum game - you win or you don’t. Learn how to win on this episodeClick To Tweet**](https://twitter.com/share?text=How+%23sales+is+a+zero+sum+game+-+you+win+or+you+don%E2%80%99t.+Learn+how+to+win+on+this+episode&via=iannarino&url=https://thesalesblog.com/2013/04/30/episode-13-what-sales-winners-do-differently-with-mike-schultz/?utm_source=twitter&utm_medium=social&utm_campaign=SocialWarfare)   [A good relationship doesn’t WIN the sale, but if you don’t have it, you’ll lose more than you winClick To Tweet**](https://twitter.com/share?text=A+good+relationship+doesn%E2%80%99t+WIN+the+%23sale%2C+but+if+you+don%E2%80%99t+have+it%2C+you%E2%80%99ll+lose+more+than+you+win&via=iannarino&url=https://thesalesblog.com/2013/04/30/episode-13-what-sales-winners-do-differently-with-mike-schultz/?utm_source=twitter&utm_medium=social&utm_campaign=SocialWarfare)   [![Podcast editing and show notes - www.PodcastFastTrack.com](https://www.thesalesblog.com/hs-fs/hubfs/Imported_Blog_Media/Client-editing-show-notes-image-Jun-11-2021-01-51-28-40-PM.jpg?width=537&height=223&name=Client-editing-show-notes-image-Jun-11-2021-01-51-28-40-PM.jpg)](http://www.PodcastFastTrack.com) ###### Tags: [The Anthony Iannarino Show](https://www.thesalesblog.com/blog/tag/the-anthony-iannarino-show) [2013](https://www.thesalesblog.com/blog/tag/2013) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on April 30, 2013 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![hustler-ebook-v3-1-cover](https://www.thesalesblog.com/hs-fs/hubfs/Free%20Resources/ebooks-2020/hustler-ebook-v3-1-cover.jpg?width=768&height=994&name=hustler-ebook-v3-1-cover.jpg) ### Guide to Becoming a Sales Hustler You weren’t put here to survive. You were put here to do something and to flourish. You’re here to reach your full potential and to make a difference. [![DOWNLOAD EBOOK](https://no-cache.hubspot.com/cta/default/2922376/5746f431-45b9-48ee-a8d8-e9a950e5ab3f.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/5746f431-45b9-48ee-a8d8-e9a950e5ab3f) ## Are You Ready To Solve Your Sales Challenges? ![Anthony-Solve-Sales](https://www.thesalesblog.com/hs-fs/hubfs/Anthony-Solve-Sales.png?width=290&height=221&name=Anthony-Solve-Sales.png) Hi, I’m Anthony. I help sales teams make the changes needed to create more opportunities & crush their sales targets. What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2022-06-16T3:26:37 PM", "datePublished" : "2013-04-30 08:50:07", "description" : "There are almost as many theories about how the sales climate has changed as there are studies done about the sales process. 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