Focus On The Process Not The Sale

In the pursuit of delivering sales excellence through sales mastery, rather than seeking sales perfection, I have learned from countless books, coaches, and training events that there is a fundamental principle: Masters focus on the process, not just the end-sale — while novices often fixate solely on closing the deal.

Mastery in real estate, and in any profession, demands diligent attention to each step of the journey. As Larry Kendall 🥷 emphasizes, success is built on mastering the "A-step" — the foundational, most important phase — before progressing to "B," and so forth. When you achieve excellence in delivering value and following through at a given step, it becomes natural to move forward confidently.

Brian Buffini reminds us that genuine relationships and trust are nurtured through consistent, quality interactions at every stage. When you focus on serving clients well in each phase, the sale becomes a natural byproduct rather than the sole goal.
The more conversations you have, the more conversions you get!

Jim Rohn often said, “Success is doing ordinary things extraordinarily well,” highlighting that sustained excellence in process leads to extraordinary results. When you concentrate on doing your current part with excellence, care, and authenticity, the results — including closing the deal — take care of themselves.

In essence, the real key is to focus on the excellence of each step—the part of the process you're in right now—rather than obsessing over closing the sale. Take care of your clients, deliver value at every stage, and the sale will follow naturally. This is the true path to mastery and lasting success.