In my early days as a sales rep, I thought I knew it all. I was the go-getter, the one who always hit the phones hard, cranked out emails, and chased every single lead. My strategy was simple: cast a wide net and hope something sticks. I prided myself on my work ethic and hustle, convinced that sheer volume would carry me to success.

Then, I got some advice from a mentor that threw me off.

“Slow down. Stop selling to everyone and start selling to the right ones.”

I remember hearing that and thinking, “Slow down? In sales? Isn’t this all about speed, volume, and hitting your targets?” It seemed counterintuitive at the time. So, what did I do? I ignored it.

And for a while, things were fine. I was closing deals here and there, pushing the needle forward, but there was always this nagging feeling that I was just treading water. I’d hit my numbers some months, and others, I’d fall short. The grind was exhausting, and the inconsistency was frustrating.

It wasn’t until I hit a wall—burnt out, watching my results plateau—that I decided to take my mentor’s advice seriously.

Stop selling to everyone and start selling to the right ones.

It’s not about how many emails you send or how many cold calls you make. It’s about targeting the right prospects, qualifying leads properly, and nurturing meaningful relationships.

I shifted my focus.

I began spending more time researching my prospects, understanding their needs, and personalizing my outreach. I invested in learning more about my ideal customers and their pain points. Instead of blasting out generic pitches, I tailored every conversation to be relevant, valuable, and authentic.

The results were almost immediate. Fewer leads, yes, but way more quality. And guess what? Those leads converted faster and stayed with us longer. The sales process felt smoother. My stress levels dropped.

What did I learn?

• Quality beats quantity every single time.
• Your pipeline doesn’t have to be huge to be effective; it just needs to be filled with the right people.
• Time spent researching is never wasted. The more you know about your prospect, the more you can offer them.

Why didn’t I follow this advice from the start?

I think, like many new sales reps, I equated hard work with constant activity. If you’re not sending emails or making calls, are you even working? But what I learned is that smart work beats hard work.

That one shift in mindset turned everything around for me.

What about you? What’s the best sales advice you ever got (that you may have ignored at first)?