It’s Your Duty to Fight for the Business
Why True Sales Professionals Never Back Down
In the competitive world of sales, winning business often requires more than just a good pitch—it requires grit, determination, and a willingness to fight for your prospects. I call this approach Fight Club—a place where sales professionals go to battle, not with their prospects, but for them. If you believe you are the best solution for your client’s needs, then it’s not just your opportunity but your obligation to fight for their business.
Why Salespeople Don’t Fight
The reality is, most salespeople don’t fight hard enough. Many are too afraid of being perceived as pushy or too focused on avoiding rejection. But when you shy away from the battle, you leave your prospects vulnerable to amateurs and transactional salespeople who simply don’t have their best interests at heart. Here’s the truth: If you truly believe you are the best at what you do, you have a duty to protect your prospects from mediocrity.
The 3-Question Filter
To decide whether a prospect deserves a spot in your Fight Club, you need to answer three critical questions:
- Are they a motivated buyer?
If they’re not ready to buy, then fighting for them only drains your time and energy. Focus your efforts on those who are ready and willing. - Do they fit your ideal client filter?
Not every buyer is your buyer. They need to align with your values, expectations, and goals. If they don’t, they’re not worth the battle. - Can you help them better than anyone else?
If you truly believe you can serve them at a higher level than anyone else, then it’s your responsibility to make sure they don’t fall into the hands of lesser service providers.
If you answer yes to all three questions, then it’s time to step into the ring. It’s time to fight for their business—not just for you, but for them.
Building Your Fight Club
When a prospect enters your Fight Club, you are committing to:
- Follow up when others give up
- Stay top of mind when others fade away
- Show up, every single time, with value and solutions
This isn’t a soft approach; it’s assertive, direct, and relentlessly helpful. Most salespeople drift away after the initial pitch, but the Fight Club mindset keeps you coming back with value until the deal is closed.
Call to Action
Who’s in your Fight Club right now? Who are you fighting for? If you don’t have a list, then you have work to do. Because if you truly believe you’re the best at what you do, there should be a roster of prospects you’re fighting for every single day. It’s time to step up, show up, and fight for the business.
About the Author
Dr. Bruce Lund is the founder and CEO of Accountable CRM, the first mortgage CRM with built-in coaching and accountability software specifically designed for credit unions and community banks. Dr. Lund is also a nationally recognized speaker and coach, empowering sales professionals to achieve peak performance through disciplined sales practices and relentless follow-up.
This article is brought to you by Accountable CRM, the only CRM that combines mortgage marketing, coaching, and accountability under one platform. Learn more at AccountableCRM
