Carlos Garrido

I write for Founders, Sellers, and Sales Leaders - I’m on a mission to help Sell More : Sell More Easily : Sell For More : Sell Faster : Sell Better... SCALE

[Carlos Garrido @GarridoCsg]

Sales: The most impactful meta skill of business and life. The power of influence without authority.

Here is everything you need to:

- Become a High Performance Seller
- Build a team of elite performers
- Install systems that scale into your business

[Carlos Garrido @GarridoCsg]

A 5% discount feels like nothing to give. It's nothing to get either. On a 16% margin, 5% off price is 31% off profit. You gave away a third of the deal so a buyer could feel like a rock star when they look in the mirror.

[Carlos Garrido @GarridoCsg]

Every deal needs energy to reach a decision. It comes from one of three places: pain, relationship, or economics so compelling they can't say no. That last one almost never shows up. Your deal is moving on pain or trust, or it isn't moving.

[Carlos Garrido @GarridoCsg]

The CRM guy says fix your CRM. The recruiter says fix your talent. The sales trainer says fix your methodology. Every vendor's silver bullet is the thing they sell. There isn't one. There are nine golden BBs.

[Carlos Garrido @GarridoCsg]

Cost synergies are easy to see, so acquirers chase them. The revenue synergies are where the value hides, and nobody models them. Buy companies and never learn to grow them, and the math falls apart. Acquisitive growth without organic growth always fails.

[Carlos Garrido @GarridoCsg]

By the time your deal is an RFP in procurement, you've lost. It's a scorecard now, and the cheapest column wins.

The decision got made months earlier, with the commercial lead whose career rides on the decision.

Get there first, or skip the bid.

[Carlos Garrido @GarridoCsg]

You can't argue a prospect out of 'you're all the same.' Every proof point you fire bounces off like bullets on a tank. Beliefs only break from the inside. Your job is to ask the question that makes them break their own.
e.g. "Does everything get approved by purchasing?"

[Carlos Garrido @GarridoCsg]

Sell someone a cheap offer with no money up front and they won't vanish. They'll crawl onto your calendar. Into your inbox. You become their big brother in the playground, and they pay you nothing for it. Get the money up front or pass.

[Carlos Garrido @GarridoCsg]

A prospect says the decision is three months out. Most sellers write it down and call it nurture. A timeline is a negotiated step, not a fact. Ask them: imagine it had to happen in two weeks. What would we do?

[Carlos Garrido @GarridoCsg]

A CRM company says your problem is your CRM. A recruiter says it's your talent. A trainer says it's training. Everyone's silver bullet happens to be the exact thing they sell.

[Carlos Garrido @GarridoCsg]

I was annoyed that my son turned up late, then remembered I never told him when to be there.
Most underperformance is just an expectation nobody ever set.

[Carlos Garrido @GarridoCsg]

How to grow Enterprise Value:
1. More revenue lifts your profit.
2. Growth lifts your multiple.
3. Predictable growth lifts it further.
4. Getting out of sales removes the key man discount (transferable value).
5. Prove scalability.
These levers don't add. They multiply.

[Carlos Garrido @GarridoCsg]

The client who grinds hardest on price ends up least happy with the work. The one who pays without a fight stays for years.

[Carlos Garrido @GarridoCsg]

The CRM guy says you need a CRM. The recruiter says you need a VP of sales. The lead gen guy says you need more leads.
They're all right. That's the problem.
Answer = No silver bullet. Just a handful of golden BBs, all fired at once.

[Carlos Garrido @GarridoCsg]

The salary is the cheapest part of a bad sales hire.
The recruiter fee. Your time. The leads they burn before you admit they can't sell.
The reputation they spend in your market.
And what your team learns watching you tolerate it.

[Carlos Garrido @GarridoCsg]

A team that needs 5 sellers and has 2, doesn't shop around. That gets fixed tomorrow, and someone gets paid to fix it.
A software they might want someday? You'll push that rope uphill for a year.
Sell what you buyer needs NOW.

[Carlos Garrido @GarridoCsg]

Co-create a one-page business case with the buyer and the win rate jumps 25%. It's hard to say no to a solution you helped design.

[Carlos Garrido @GarridoCsg]

Sellers villainize buyers who stall. Try building consensus across a board without getting politically exposed yourself. The seller's job is to help them survive that, not resent them for it.

[Carlos Garrido @GarridoCsg]

Building the AI skill takes a day. Writing the SOP and training the team to use it takes a month. Everyone's shipping tools nobody adopts and calling it transformation.

[Carlos Garrido @GarridoCsg]

You pull in a $10M CEO, then hand him a case study about a founder going $400k to $2M. He thinks 'not for me.' The proof that lands at one revenue stage repels the next. Match the story to their demographic.

[Carlos Garrido @GarridoCsg]

Send a nervous new seller into 100 conversations about what he sells. The deals he closes barely matter. He comes out able to sell, and that is worth more than any of them.