Category Archives: Sales

Selling for the Big Leagues: A Comparison of Baseball and Sales By Craig Basta

A colleague of mine wrote a great article that I wanted to share. Craig Bata is one of our top value providers in the Northeast market. Craig works out of our Bridgeport, CT location and is a great resource.

Craig’s article does a great job of explaining basic sales concepts in easy, relatable terms. A couple of key take-a-ways for me:

  • Practice, practice, practice – the key to honing your skills and staying on top of your game.
  • Everyone goes through “slumps” – if you are consistent and keep at it, a slump will turn into a “STREAK”.
  • Coaching is a valuable tool. Embrace it, use it, live it. Even the elite need coaching.
  • Home Runs (landing big deals) aren’t all they’re cracked up to be. Focus on getting on base, you’ll win more often, and contribute more to the overall success of yourself and the team.

Thanks for sharing your insight Craig, we all appreciate it.

Read it in it’s entirety below. – (Reprinted with permission from the author.)


Selling for the Big Leagues: A Comparison of the MLB and Sales

By Craig Basta

Those of you who know me know I am an avid sports fan. I enjoy many different sports including football, basketball, hockey, and baseball. When it comes to baseball however, there is no other sport which compares. Anyone can pick up a basketball and shoot some baskets. Not anyone can pick up a bat and hit a curveball. This is where my comparison starts. Sales may not be a sport but it certainly takes a lot of skill, and it certainly isn’t for everyone. If you can highlight your skills and work your tail off you can have a long successful career. Secondly you have to realize it isn’t all about you. Baseball is a team sport and if you’re out there for your own well being you are going to limit your success. You may be the pitcher and the ball is in your hands, however, if you have no defense behind you, you don’t have a chance. Everyone on the team has a position and you can only find success if everyone knows their position and works together to achieve the same goals. Each person is as important to the team as the next and you have to be able to trust and rely on your teammates. Team work makes the dream work. You need the advice and guidance of the coaches (bosses and managers) and you need the effort and support of your team mates (fellow salesmen).


There is a lot of competition out there and they are going after the same goals you are. They may be using different tactics but in the long run everyone is out for the same thing. The most important thing here is to know your competition. You have to know how they operate, and know how they play the game. Study the competition and you can learn from them, realize their strengths and weaknesses and you can find ways to beat them. You don’t have to always be the strongest and you don’t have to win every game but it is important to stay relevant, compete, and keep yourself in the mix. You may have no shot at winning the division but as long as you stay in position to win the wildcard you always have a shot to go all the way.


The major league season is a long grueling season. If you sprint you will run out of breath and when you take time to catch your breath the competition will pass you. It’s a marathon not a dash. The important thing here is to keep a steady pace. As I said before it would be impossible for you to win every game, but by winning more games than you lose you can keep yourself in the mix and make it to the World Series. I find there to be many similarities between the baseball season and our sales season.

The winter is always going to be our off season/slow season. Although we don’t have sales going out the door all day or games going on, this is one of the most important parts of the year. Why you ask? Well, this is where it’s important to keep yourself in shape. If you don’t keep yourself in the position to succeed once the actual season begins you are going to come in to training camp out of shape and someone else may be busting their butt to take your spot. Make phone calls, remind people why you are who you are and what you have to offer them. It may seem like everything is dormant and there isn’t much going on but this winter season is crucial to the success of your year. This is where you set up for the season and get an idea on what you have in store.

Spring training finally arrives! The season is just around the corner. You will have some scrimmage games and practice every day. The harder you worked in the off season the easier you will roll through spring training and in to the season. Still preparing for the season here and feeling out how successful the team is. This is an exciting part of the year and it’s nice when old man winter is out of the picture.

Spring/Summer the season is here! Now we are going full steam ahead and pushing towards our goals as a team. It’s a busy season and it’s a long season. Keep yourself alive in games and you will win games. If you win games you will keep yourself alive to make the playoffs and help the team find this success. You are going to lose and there is going to be streaks where you lose a couple in a row and can’t find a win. It’s important not to get frustrated and keep pushing. The losing streak will end you will find some wins and hopefully go on a winning streak! Stay strong and stay healthy, use your team mates and you will have a better chance to survive the season. Again, it’s a long one.

Fall arrives and now it’s getting exciting. This is crunch time. The end of the year is coming and you want to go out on top. You need to be Mr. October and win as many games as you can to achieve what you set out to do so many months ago. At this point you are in top form and it’s win or go home. End the season on a high note and go home with the trophy!


Hitting is one of the toughest things to do in baseball and it’s vital. If you don’t hit you won’t score runs and if you don’t score runs you can’t win games. The most important thing here is realizing it isn’t all about the homerun (big job). It’s more important and helps the team more if you can hit for average. I’ll take 3 doubles, and 3 singles over 1 homerun and 5 strikeouts. Odds are the singles and 2 baggers will amount to more runs scored or batted in for the team. People like to see homeruns and when you hit them you can feel like a king but they come far less often. If you hit for average and mix in a homerun here and there it’ll feel even better when you hit the homerun. This is what the team wants and this is how you will find a long successful year.

While batting it’s important to stay alive at the plate. You are going to get fastballs and you are going to get curveballs mixed in. Not every pitch is worth going after. It’s very important to have control and a keen eye at the plate. Know which pitches are worth swinging at. You will have to foul off some pitches that are close but you know they aren’t yours. If you keep yourself alive your pitch will come and this is where you connect and drive through the ball. It’s very important to follow through!

Run everything out because you never know. You just miss and catch one off the end of the bat and now it’s dribbling towards the pitcher as he’s charging to pick it up. Odds are you are going to get thrown out well before you touch first base safely, however, there is always a chance if you run it out and hustle you can turn the last out of an inning in to a few more runs! Hustle is very important so play every play with 100% of your effort.

Get yourself in to scoring position. Get a single and look to steal second. If you don’t put yourself in to scoring position you will have a tougher time scoring runs. Put yourself in the best spot to come around and touch that plate. Smart base running (account management) is huge. A blunder can end the inning but a smart move and a good play can lead to the go ahead run and win the game for the team.


Pitching is probably the most crucial part of baseball. As I said before the pitcher needs the players behind him but he is the only player on the field involved in every play and has the biggest impact on the game. The ball is in his hands and he needs to go out there and get it done. This pitcher needs to use trick pitches and smart pitches and manage the game. If he keeps his composure and confidence he can find tons of success.

Sometimes you have to let a guy walk. The big man steps in at the plate and it’s a tight game late in the 9th. This guy can do more harm than good and isn’t worth facing off against. Don’t give him the opportunity to beat you. Let him walk to first and battle the next guy. Don’t forget him over there on first base always keep an eye on him, but some guys just aren’t worth battling. If you keep an eye on him you may catch him and pick him off so it’s important even after letting him walk to maintain that keen eye.

Closing is all that matters. You can have a lead the whole game but if you blow it in the 9th all of that goes out the window. It’s sales, it’s baseball, it’s closing! You have to be able to come in with the game on the line during crunch time and shut it down to go home with the W. It shouldn’t matter if you’re facing the heart of the line up or the 7-8-9 hitters you’re there for one reason and one reason only. Get in there and do your job so we can put it in the books!

Our season kicks off in a few weeks and so does the season of our favorite baseball teams. It’s an exciting time of year. Make sure you’ve done everything you can to set yourself up for a successful season and work together in this pennant race. We need each other. Good luck to all my teammates this season and I know I’ll be seeing all of you in the World Series this year!

Your teammate,

Craig Basta

PS: Go Mets!

The secret to success is hard work achieved through Practice, Preparation, Positive Attitude and Personal Pride. What have you done today to ensure your success?

The secret to success is hard work achieved through Practice, Preparation, Positive Attitude and Personal Pride. What have you done today to ensure your success?


“Fire That Customer”

If you have to “fire” a customer, chances are, you played fast and loose with the customer acquisition process. Don’t get me wrong, occasionally businesses change, people change and there is a valid business reason to cut ties. It happens.

Most of the time however, if you are being honest with yourself, you probably shouldn’t have taken on that customer to begin with. So why do you do it to yourself? Let me know if any of these sound familiar:

  • They’re so big, it will do wonders for our numbers. Volume, Volume, Volume Baby!
  • They’re unhappy with our competitor and I know if we “steal” this customer, it will hurt that competitor real bad. Take THAT, You Evil Competitor!!!!
  • I need to hit my sales budget, and I need a “win”. I’ll Do Anything for a Sale, Please, Please, Please!
  • I know I can land this prospect if I can lure them in with a great deal upfront. I’ll make it up later by raising their price. They’ll completely understand, they’re business people too, Right?!?
  • Everyone else in the market does “this”, I’ll tell the customer we can do it too. When they “sign on the line”, I’ll negotiate a higher price for “this” or tell them we can’t do it.

There are others, but these are the top 5. Also, in the majority of cases it’s a combination of some or all.

So what does this all mean? Of course, if you’re in a “unhealthy” relationship. Get Out, and FAST! Beyond that, though, here are a few items to consider as you attempt to acquire new business in the future. Ask yourself:

  • Are this prospect’s core values as a business, aligned with our core values?
  • Is this prospect using my “needs” against me? If so, do I think their behavior will change on the next order?
  • What is the reason my competitor wants to “let this customer go” and should that be a bellwether?
  • How needy is this prospect? Will our time and effort be worth the profit gained?
  • How difficult has this prospect been to work with during the sales process? Chances are, it’s not going to change.
  • Are they asking me to do something I’m not comfortable doing?
  • After our meetings, I feel like I just left the battle ground of world war III?

There’s no hard / fast rule regarding customer acquisition. If you’ve thought it through, you’re honest with yourself, and you think it’s a good fit, then make the deal. If you have ANY hesitation, chances are, it’s a bad call. If it is, price yourself out of contention and spend your time acquiring someone else.


Companies & Social Media – How to deal with negativity

A few years ago I read an article online regarding organizations and social media. The crux of the article dealt with organizations being paralyzed to jump head first into social media. At the time of the article, the inability for organizations to moderate and control how people responded to their messages and what was posted, stifled their desire to act. The article urged companies to relinquish their control issues and join the new world in creative commentary of their own.

The below video is a perfect example how Honey Maid embraced this challenge and made proverbial “lemonade from lemons”. Good on you Honey Maid – this should be an inspiration to all companies.

Honey Maid: Love – YouTube.

Star Performers Don’t Succeed On Their Own – Kevin Evers – Harvard Business Review

How much time and effort do we invest in our ‘B’ and ‘C’ employees? What could we accomplish if we spent half that time working with our ‘A’ players? How many of those ‘A’ players would we retain? Best line from the article:

“Star performers need training and coaching, too — and as the global war for talent continues to heat up, organizations need to step up and deliver the goods.”

Star Performers Don’t Succeed On Their Own – Kevin Evers – Harvard Business Review.

Whole Foods Employees Have Open Salaries – Business Insider

Very interesting article. Most organizations are still holding on for dear life to the old command and control model. What they fail to recognize is that the old model is being replaced by openness, transparency and empowerment.

Whole Foods Employees Have Open Salaries – Business Insider.

Have a positive attitude and personal pride in all you do!

I love Jeffrey’s insights. The link below is to an article he posted a few weeks ago, it’s a great read. He makes two very salient points I would like to discuss.

Often times we drive ourselves crazy focusing on things that we can’t control, while at the same time ignoring behaviors completely within our control.

Jeffery points out two of those things in his article: having a positive attitude and personal pride. As you read the article, think about yourself. Do you focus on the uncontrollable, or do you focus on bringing a positive attitude to everything you do with personal pride?


Jeffrey Gitomer is the author of The Little Red Book of Selling. President of Charlotte-based Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts Internet training programs on selling and customer service at He can be reached at 704/333-1112 or e-mail to © 2009 All Rights Reserved – Don’t even think about reproducing this document without written permission from Jeffrey H. Gitomer and Buy Gitomer • 704/333-1112

The Unexpected Profit Engine

Great points made by Michael Fertik.

But should it really be unexpected? As he points out, stand-out organizations recognized, understand and utilize the power of customer service throughout the organization. They harness it’s power and convert/translate it into bottom line results.

Check out his article:
The Unexpected Profit Engine