Back to Basics in Sales — Blocking, Tackling, and Building Trust

Sales is exhausting. Whether the year begins in January or April, salespeople often see it as a “new start.” The challenge is to get back in the saddle and return to the basics that sustain long-term success. In Japan, with base salaries and strong employee protections, sales pressure may feel less intense — but this can also lead to complacency.

Summary: Each year is an opportunity to reset, refocus, and recommit to sales fundamentals.

Legendary coach Vince Lombardi called it “blocking and tackling” in football. In sales, the equivalents are prospecting and closing:

• Prospect like a farmer — nurture relationships and look for reorders.

• Hunt like a hunter — constantly seek new clients.

• Focus on the triad: Know, Like, Trust.

If buyers don’t know you, they won’t buy. If they don’t like or trust you, they’ll walk away.

Summary: Prospecting, closing, and earning “know-like-trust” are non-negotiable basics.

• Know: Buyers must first know who you are. Marketing creates visibility, but the salesperson builds personal awareness.

• Like: First impressions are crucial. Every interaction — phone calls, emails, meetings — shapes whether the buyer likes you.

• Trust: Inconsistent communication kills trust immediately. If different team members give different stories, buyers won’t proceed.

Summary: Like and trust are fragile — one misstep can undo months of sales effort.

Jan Carlzon’s Moments of Truth highlights that every touchpoint with a buyer matters. In Japan, however:

• Salespeople may take full accountability, but support staff often do not.

• A poorly handled phone call (e.g., “They’re not at their desk” and nothing more) damages the buyer’s impression.

• Inconsistent communication across local reps and headquarters erodes trust.

Summary: Building trust requires organizational consistency, not just individual effort.

• Train all staff (not just sales) in customer accountability.

• Ensure messages across the organization are consistent, truthful, and reliable.

• Practice communication skills to project competence and credibility at every stage.

Summary: Trust is built by the whole company, not just the salesperson.

• Sales success depends on blocking and tackling: prospecting and closing.

• The buyer journey is built on “know, like, trust.”

• Every team member must embrace accountability for customer interactions.

• Inconsistency destroys trust faster than any competitor can.

Is your organization reinforcing “know-like-trust” across every touchpoint? Dale Carnegie Tokyo helps teams embed accountability, communication, and sales fundamentals for stronger results.

Founded in the U.S. in 1912, Dale Carnegie Training has supported individuals and companies worldwide for over a century in leadership, sales, presentation, executive coaching, and DEI. Our Tokyo office, established in 1963, has been empowering both Japanese and multinational corporate clients ever since.