The Sales Fix—Better Decisions, Better Results

The Game of Decisions
My friend and mentor, Bryan Lilly, is a professor at the University of Wisconsin-Oshkosh’s College of Business — and also a competitive chess player. Some of his tournament games last for hours, while his online “bullet” games give him only two minutes to make every move. The games couldn’t look more different, yet both hinge on decision making.

Bryan explained it this way: in slow games, he can calculate deeply and explore complications; in fast games, he relies more on intuition, keeps things simple, and even sets traps to pressure his opponent. In short, slow chess allows for careful analysis, while fast chess forces rapid decisions with limited information. Not surprisingly, his accuracy ratings are always higher in the slow games.

Sales is no different. Some situations give you time to plan and anticipate. Others demand instant judgment with no room to pause. And just like in chess, hesitation or the wrong move doesn’t just cost you position — it can cost you the entire deal.

The Fast Play of Sales
For both the seasoned professional and the brand-new salesperson, the best way to handle a fast decision and still get it right is to ask a question.

Not long ago, I was in a first meeting with a referral prospect. Time was running short, and I could sense she was interested. The problem was, I didn’t know how interested — or in what exactly. If I went for the close and misjudged, it would have been tough to recover. If I did nothing and let the meeting end, we’d both walk away unsatisfied.

So, I asked one simple question: “What’s next?”

That was it. Wide open. No pressure. And it worked. She answered with a specific action and a clear timeline. I agreed, and now we have our next meeting — where she’ll choose which coaching alternative she wants to move forward with. The key was knowing, in that moment, that the right decision was not to push, but to give her space.

The Slow Play of Sales
Not every sales situation demands speed. Some play out over years, with layers of complexity that make every decision count.

When I was Vice President of Sales for Sony Government Sales, I was involved in a project that stretched over five years from the initial pursuit to a $17 million win and ultimately to a successful project completion. Hundreds of decisions had to be made along the way. Each one carried a profound impact on what came next.

This wasn’t just one salesperson and a prospect. It involved multiple departments, several subcontractors, and dozens of people. The difference between success and failure wasn’t simply making decisions quickly — it was making them in alignment. The only way to achieve that was through continuous, comprehensive, and timely communication with all relevant parties.

It wasn’t perfect, but it worked. And it proved a critical lesson: in the long game, without quality communication, decisions collide with one another, create conflict, and can quickly spiral into a bad ending. With disciplined communication, those same decisions build toward a shared success.

Decision Making Isn’t a Gift — It’s Earned
None of the skills required for quality decision making in sales are gifts people are born with. They come from experience — hard-won, battle-tested experience that shapes instincts, sharpens judgment, and builds confidence.

That’s what I bring to your business. When you look at your sales organization, ask yourself: How could Phil help my sales teams make better decisions — the kind that consistently create wins?

Your Best Decision Starts Now
If you’ve read this far, you already know your sales team’s success comes down to
better decision making. The question is: will you decide to fix it?

Here’s the truth — the cost of indecision is measured in lost deals, unreliable forecasts,
and missed opportunities. One conversation can change that.

📆 Book your 15-minute session now Schedule a meeting with Phil.

It could be the most valuable conversation you’ve had all year. And it just might be the
decision that creates your next win.