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Sales Strategist and Author Shares Actionable Advice to Help Entrepreneurs Sell Smarter, Not Harder
In a competitive market where buyers are savvier than ever and trust is hard-won, traditional sales tactics just don’t cut it anymore. According to Don Lazzari, the key to long-term success isn’t about slick pitches or fast talking—it’s about delivering meaningful value that solves real problems.
Lazzari, president of Delivering Value and author of Entrepreneur’s Sales Secrets Revealed, has helped countless solopreneurs, founders, and sales teams reframe their entire approach to selling. His philosophy is clear: “Always sell value—because at the end of the day, it’s not about your product, it’s about solving the customer’s problem better than anyone else can.”
In this interview, he lays out the mindset shifts, practical tools, and tested strategies entrepreneurs need to prospect with purpose, close with confidence, and build relationships that actually last.
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From Coach to Author: A Philosophy Built on Real-World Sales Success
Lazzari’s journey into sales coaching began in earnest around 2010 when he launched Delivering Value. What started as a business name quickly became a defining mission. “Sales should always start with understanding,” he explains. “When you focus on delivering value instead of closing deals, everything else falls into place.”
This mindset fueled the creation of Entrepreneur’s Sales Secrets Revealed, a practical guide split into three phases: starting from scratch, scaling with a team, and managing consistent performance. Each section delivers field-tested advice grounded in real stories and repeatable tactics.
Prospect Like a Pro: The Gold-Mining Mindset
Prospecting, says Lazzari, is the foundation of all successful selling. “It’s like mining for gold,” he explains. “You’re going to sift through a lot of mud before you find something valuable.”
He recommends organizing prospecting efforts into three tiers:
- Blast outreach through platforms like LinkedIn
- Targeted outreach to companies that fit your ideal customer profile
- Hyper-personalized outreach for high-value leads using custom messages and tailored offers
Consistency is everything. “Rotate your lists, use different channels—calls, emails, even faxes in some industries—and always lead with value,” Lazzari says.
Qualify Early with BANT: Budget, Authority, Need, Timing
To prioritize high-potential leads, Lazzari urges salespeople to adopt the BANT method. It helps identify key deal qualifiers:
- Budget: Can they afford your solution?
- Authority: Are you speaking with a decision-maker?
- Need: Is there a real problem to solve?
- Timing: Are they ready to take action?
“BANT helps you avoid wasting time on people who aren’t ready, while nurturing the ones who might come back later,” he says.
The Long Game: Relationship-Building and Follow-Up
“A no today isn’t a no forever,” Lazzari reminds us. Many early-stage entrepreneurs overlook the value of nurturing lukewarm leads. Staying in touch, checking in periodically, and delivering small, ongoing value can convert cold leads into long-term clients.
“Some of my best clients were the ones who told me they weren’t interested initially,” he says. “But I kept the relationship alive, and when they were ready, I was the first call.”
Don’t Pitch—Solve Problems
One of the most common sales mistakes? Talking too much about yourself. “Start with the value you offer,” Lazzari says. “Instead of saying ‘I’m with XYZ company,’ say, ‘We help teams reduce churn by 25%.’ That opens the door.”
He also discourages entrepreneurs from relying on over-rehearsed pitches. “Treat it as a conversation. Lead with pain points and offer real-world solutions.”
Build Sales Muscles: Structure, Repetition, and Resilience
Lazzari emphasizes that success in sales comes from structured persistence. “It takes 6–8 touches to get a response. Most people give up after two. Don’t be one of them.”
He recommends segmenting prospect lists into waves and working through them methodically, while maintaining energy and consistency.
Power Mapping: Navigate Influence, Not Just Hierarchies
Understanding decision-making structures is critical. Lazzari breaks organizations down into three core roles:
- Approvers who validate the purchase
- Decision-makers who say yes or no
- Influencers who shape the conversation behind the scenes
Mapping these roles, he says, can be the difference between a stalled deal and a closed one. “I’ve seen deals with 24 stakeholders close because we understood who mattered and how to reach them.”
Use “Help Me Understand” and the STFU Rule
Two deceptively simple phrases have changed Lazzari’s career:
- “Help me understand” – This disarms people and invites honest, open dialogue. It shows humility and curiosity.
- The “STFU Rule” – When prospects start talking themselves into the sale, the best thing a salesperson can do is stay silent. “Let them ride that wave. Never interrupt the magic,” he says.
Leverage Testimonials and Customer Stories
Nothing builds credibility faster than hearing a peer’s success story. “Testimonials turn skepticism into trust instantly,” Lazzari notes. They also make your pitch more believable and relatable—especially when they come from companies similar to your prospect.
Myths and Mindsets: Redefining Sales
Lazzari is adamant that the best salespeople aren’t born extroverts or talkers—they’re problem solvers. “You don’t need to be slick. You need to be sincere,” he says.
Getting Started with Value-Based Sales: First Steps for New Sellers
If you’re new to prospecting, Lazzari recommends building three prospect lists of 50 to 100 names. Then choose varied outreach methods and begin with value-focused messaging. “Sales is a muscle—work it daily,” he says.
Final Takeaway: Always Sell Value
The message Lazzari wants every entrepreneur to remember? “It’s not about your product—it’s about solving the customer’s problem in a meaningful way. If you stay focused on that, everything else follows.”
Where to Learn More About Value-Based Sales
Don Lazzari’s book, Entrepreneur’s Sales Secrets Revealed, is available on Amazon and at deliveringvalue.com. He regularly shares advice, tools, and updates on LinkedIn and welcomes connections from growth-minded entrepreneurs and sales professionals.
