Sales Strategy That Actually Works: Clarity, Courage, Customer Value, and a Repeatable Process with Martin Spiller
If you cannot explain what you do in one sentence, you have a sales problem. Not a marketing problem, not a visibility problem, a sales problem. In this AwakenHub session, Martin Spiller brought the focus back to clarity, cutting through noise and showing what actually drives consistent revenue.
In February, the AwakenHub community was joined by Martin Spiller for a highly practical Sales Strategy session designed for ambitious founders and leaders who want growth that is real, measurable, and sustainable.
Drawing on decades of experience as a commercially minded CFO, entrepreneur, investor, and board-level advisor, Martin did exactly what he promised. He cut through the noise and focused on what genuinely drives revenue. This was not theory. It was a direct, honest look at the commercial fundamentals behind effective sales, and how to move from good ideas to consistent execution and results.
If you are building a business and want growth you can rely on, these are the key takeaways.
Key takeaways from the session
1) Clarity wins deals
“Can you define your value proposition in one sentence? And more importantly, can others do it for you?”
If you cannot explain what you do in one sentence, you will struggle to sell it consistently. Clarity is not just for marketing. It is for referrals, partnerships, your team, and your future self when you are tired and trying to close.
Martin challenged everyone with three simple questions:
Do you know who your core customer is?
Can you define your value proposition in one sentence?
Can other people repeat it accurately for you?
If the answer is no, your next sales problem is already waiting.
2) People buy with emotion first, then justify with logic
We often hear that B2C buying is emotional and B2B is rational. The reality is messier, and more useful. People buy from people, whether it is a consumer purchase or a procurement decision.
We make an initial judgement quickly, then go looking for evidence to support it. That means feelings, trust, confidence, and clarity matter in B2B just as much as B2C.
3) Customers do not always know what they want, and they are not always right
Customer insight is essential, but playing it too safe can be a trap. The Dyson example is a good reminder. People said they did not want to see the dust, until it became a feature that proved the product worked.
The bigger point is this. Customer feedback is guidance, not a steering wheel. Sometimes you have to lead.
4) Growth is not just about winning new customers
Winning customers is expensive. Sustainable growth comes when your lifecycle customer value is bigger than your cost of acquisition.
That means shifting focus towards retention, account management, and segmentation. Your best customers deserve a plan, otherwise they drift, and you often do not notice until the renewal is at risk.
5) Sales is a process, not a personality
The final message was blunt and useful. Stop relying on heroics. Build a system.
Track your conversion maths, know what drives your wins, and be able to see where the leaks are. That is what turns selling into something you can improve, not something you hope happens.
Want to go deeper?
This session is the starting point of a wider Sales Strategy and Growth series for AwakenHub members.
Awakenclub members can access the full video playback, along with five actionable steps to apply these insights directly to their business.
👉 Join AwakenClub to unlock the full session and start building a sales approach that actually works.
