6 minute read
Luck of the Draw: The Myth of Sales Success
[ SALES CONNECTION ]
By Zach Arend
Sales has a reputation for being a game of chance. Some reps seem to catch all the breaks – prime territories, easy customers and perfectly timed opportunities. Others feel like they’re always drawing the short straw. But if you’ve been in sales long enough, you know the truth: luck may get you a quick win, but it won’t sustain a career.
The professionals who consistently rise to the top don’t rely on chance. They rely on preparation, mindset and the ability to perform when the stakes are high. And that’s a skillset every salesperson can learn.
In the lumber and building supply industry, especially, salespeople face forces outside their control every day – housing starts, commodity prices, supply chain issues, even the weather. Those realities aren’t going away. What separates the sales reps who thrive from those who struggle is not what happens to them, but how they respond.
Why Mindset Matters More Than Hustle
When markets tighten, the instinct is to push harder – make more calls, knock on more doors, chase every opportunity. Hustle has its place. But hustle without the right mindset often leads to burnout.
Even though reps log the hours, put in the miles and seem to “do everything right,” they still spin their wheels. What’s missing? Their mindset. If every rejection feels like a verdict or every stalled deal feels like a personal failure, it shows up in how they carry themselves. Customers notice.
By contrast, the best salespeople see rejection and setbacks as part of the process. They coach themselves to reset, stay engaged, and move forward with confidence. That shift – from reactive to resilient – is where real success begins.
From what I’ve observed, there are three daily practices top performers lean on.
Practice 1: Coach Yourself in the Moment
In sales, things rarely go according to plan. A deal stalls, a customer ghosts you or a competitor undercuts your price. The question isn’t if these things happen – it’s how you respond when they do.
Practical tip: Next time you feel stuck, ask yourself, “What’s the next best action I can take right now?” Not three steps ahead, not the perfect closing line – just the very next move. This question keeps you forward-focused and breaks the cycle of frustration.
Industry example: When accounts shift business to competitors, the natural reaction is frustration or blame. But the most effective reps step back and ask, “What can I learn here, and what step can I take to stay in the game?” Sometimes that’s scheduling a candid conversation with the customer. Sometimes it’s identifying a new opportunity in the pipeline. The key is refusing to get stuck.
Practice 2: Make Conversations Count
We’ve all been on the receiving end of a “salesy” pitch. It feels rehearsed, mechanical and more about the rep than the customer. Customers today don’t want polished scripts – they want real conversations.
Practical tip: Before your next meeting, jot down two genuine questions you’d like to ask that would help you understand their world better. Questions like, “What’s been the toughest challenge for your business this quarter?” or “When you think about your biggest customers, what keeps you up at night?” These kinds of questions create dialogue, not defensiveness.
Industry example: In competitive markets like building supply, it’s rarely the lowest price alone that wins. Often it’s the rep who uncovers a hidden pain point – delivery delays, inventory gaps, inconsistent communication. Those insights only come from authentic conversations. And once uncovered, they give you the chance to provide value in ways competitors aren’t.
Practice 3: Perform Through the Tough Stuff
Rejection is baked into sales. Every “no” carries the potential to knock you off center, unless you learn to perform through it. The best reps don’t avoid tough moments. They prepare for them.
Practical tip: After every rejection, pause and ask, “What can I learn from this?” Then write down one improvement for the next call. This turns losses into practice reps – and practice is how professionals get better.
Industry example: Many supplier reps talk about the sting of losing a multi-year account. But when they analyze the loss, patterns emerge –relationships too dependent on one contact or too much focus on price instead of service. The most successful take those lessons and retool their approach. That reflection often pays off when the next opportunity arises.
The Takeaway: Sales Is a Performance Profession
The myth is that sales success comes down to luck or hustle. The reality is that sales is a performance profession. Just like athletes, top salespeople learn to manage their mindset, adjust their approach and show up at their best –even when circumstances are tough.
Independent retailers and suppliers don’t have the luxury of wasted time or effort. Margins are tight, competition fierce and customers more demanding than ever. To thrive, we need salespeople who bring more than just hard work. We need professionals who can think clearly, connect deeply and perform consistently under pressure.
Looking Ahead
These shifts –coaching yourself, making conversations count and performing through adversity – aren’t complicated, but they require practice. They require intention. And they can completely transform how your team shows up in the marketplace.
At this year’s Mid-America Connection Conference, I’ll be unpacking these principles further in my session, Luck of the Draw: The Myth of Sales Success. My hope is that you’ll walk away with not just ideas, but practical tools you can use immediately – whether you’re managing a team, calling on builders, or navigating supplier relationships.
Because in sales, luck may open a door now and then. But true success? That comes from how you choose to ride.
Zach Arend will lead the sales seminar, Luck of the Draw: The Myth of Sales Success at the Mid-America Connection Conference on Dec. 9, 2025.
Zach’s journey from the rodeo arena to the boardroom is packed with grit, growth, and the kind of no-b.s. leadership wisdom we all need. He’s spent the past 20 years helping entrepreneurs, executives, and sales pros “Saddle Their Own Horse,” a modern leadership mindset built on clarity, confidence and purpose. If you’re ready for fresh ideas, real connection, and the kind of energy that’ll fuel your next big move, you’re going to love Zach.
