The Salesperson’s Time, Treasure and Talent

Sales is a rollercoaster. You can have a great month, then hit a wall—clients change their mind, supply chains break, or someone else in the organisation drops the ball and you wear the result. The good news is there are three things you docontrol completely: your time, your

Dr. Greg Story, Ph.D. in Japanese Decision-Making, is President of Dale Carnegie Tokyo Training and Adjunct Professor at Griffith University. He is a two-time winner of the Dale Carnegie “One Carnegie Award” (2018, 2021) and recipient of the Griffith University Business School Outstanding Alumnus Award (2012). As a Dale Carnegie Master Trainer, Greg is certified to deliver globally across leadership, communication, sales, and presentation programs, including Leadership Training for Results.

Why is a salesperson’s time the most expensive asset?

Time is the most expensive asset for any salesperson because where you spend it determines everything. If you’re busy but not building relationships, you’re burning your biggest competitive advantage.

As a buyer, one thing stands out: very few firms are good at follow-up. That’s strange, because we already know two truths—winning new clients is harder than expanding existing clients, and most salespeople quit after three rejections when cold calling. If you know that, then a significant chunk of your week should be allocated to staying in touch with buyers.

Mini-summary: Protect time for follow-up the way you protect time for client meetings.

Do now: Block a weekly follow-up session in your calendar and treat it as non-negotiable.

How do you stay top of mind without annoying buyers?

You stay top of mind by investing consistent, personal follow-up—not by hoping a weekly email blast does the job. Staying visible takes effort, but if your competitor isn’t doing it, you’re far more likely to win.

A simple reality: clients are time-poor, so they make decisions that reduce mental effort. If they already know you, trust you, and don’t have to “drink from the firehose” of alternatives, choosing you becomes the easy option.

Mini-summary: “Easy decision” beats “best brochure.”

Do now: Replace generic blasts with a monthly cadence: one useful insight, one relevant example, one human check-in.

What does a good follow-up system actually look like?

A good follow-up system is trackable, repeatable, and still runs when you’re busy. If your follow-up relies on memory, it will fail the moment your week gets

Ask yourself: can you keep track of every potential client, automate reminders, and make sure follow-up happens no matter what? And beware the illusion of “top of mind” from mass email—your message may be in junk mail, in clutter, or they may have unsubscribed and you never even heard about it. Consistent contact with potential buyers, lapsed buyers, and existing buyers has to be a priority.

Quick checklist:

• A single place to track every prospect and customer (CRM or a simple pipeline sheet).

• A clear next step for every relationship (with a date).

• A follow-up cadence that doesn’t depend on motivation.

Mini-summary: Systems beat good intentions.

Do now: After every meeting or call, set the next follow-up date immediately—before you move to the next task.

Why does sales talent expire so quickly?

Talent is time-bound—if your selling skills don’t evolve, your results won’t either. Being brilliant at fax-machine selling won’t help much in a world that moved on.

Modern sales rewards content marketing, social media credibility, and a “breadcrumb trail” of proof that you know what you’re doing. Are you comfortable creating value through posts, insights, and video? The upside is that getting known has never been easier than it was twenty years ago—these tools now let you project yourself both globally and locally.

Mini-summary: Your skills must match the current market, not the last one.

Do now: Pick one modern skill (LinkedIn prospecting, video, content, discovery questions) and practise it weekly for 30 days.

Is investing “treasure” in sales training still worth it when information is free?

Yes—because free information doesn’t create behaviour change unless you apply it. Training pays off when it becomes action in front of customers.

This isn’t new. Back in 1939, Dale Carnegie opened public classes so salespeople could access high-level training by spending a “microscopic part” of their treasure. Fast forward to today and the same principle applies: if your company doesn’t provide good sales training, invest in yourself and go access it.

Mini-summary: Spend money where it changes what you do, not just what you know.

Do now: Invest in one learning asset you will practise (coaching, role-plays, a course) and schedule application sessions on your calendar.

What do top salespeople do differently over the long run?

Top salespeople never stop investing in themselves—and they apply what they learn, then customise and refine it. That’s how they stay current when markets shift or technology upsets the apple cart.

They keep learning (books, podcasts, programs), but the key difference is they don’t stop at consumption. They implement, adjust to their context, and keep improving. That’s how “treasure” turns into results.

Mini-summary: Learning compounds only when it becomes disciplined practice.

Do now: After every learning session, write down one behaviour change and use it in the next customer conversation.

Conclusion

Time is your greatest asset—maximise it. Talent needs constant upgrading because the world keeps changing. Treasure is plentiful in the form of accessible learning, but you have to invest (and apply) to benefit. There has never been a better time to be in sales—seize the opportunity and go for it.

Optional FAQs

Is cold calling still worth doing?

Yes—if you treat it as part of a broader follow-up system and don’t quit after a few rejections.

Why don’t weekly email blasts keep you top of mind?

Because your email may be in junk/clutter—or the buyer may have unsubscribed without you knowing.

What’s the simplest follow-up habit to start with?

After every interaction, set the next follow-up date immediately so it happens even when you’re busy.

Next steps for sales leaders and salespeople

• Audit your week: identify where time is leaking and reallocate to follow-up.

• Build a simple cadence for prospects, lapsed clients, and existing buyers.

• Choose one modern selling skill to upgrade (content, social, video) and practise weekly.

• Invest in training, then apply and refine it in live customer conversations.

Author bio

Dr. Greg Story, Ph.D. in Japanese Decision-Making, is President of Dale Carnegie Tokyo Training and Adjunct Professor at Griffith University. He is a two-time winner of the Dale Carnegie “One Carnegie Award” (2018, 2021) and recipient of the Griffith University Business School Outstanding Alumnus Award (2012). As a Dale Carnegie Master Trainer, Greg is certified to deliver globally across leadership, communication, sales, and presentation programs, including Leadership Training for Results.

He has written several books, including three best-sellers—Japan Business Mastery, Japan Sales Mastery, and Japan Presentations Mastery—along with Japan Leadership Mastery and How to Stop Wasting Money on Training. His works have been translated into Japanese, including Za Eigyō (ザ営業) and Purezen no Tatsujin (プレゼンの達人).

Greg also publishes daily business insights on LinkedIn, Facebook, and Twitter, and hosts six weekly podcasts. On YouTube, he produces The Cutting Edge Japan Business Show, Japan Business Mastery, and Japan’s Top Business Interviews.