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Is Rapport Really the #1 Predictor of Sales Performance?

By / / Communication, Emotional Intelligence, Life Skills, Sales Psychology, Value Based Selling

In 30 seconds

While rapport plays a valuable role in building trust and connection, it’s far from the sole driver of sales performance. Reducing sales success to “being likeable” oversimplifies a complex, multifaceted discipline. Effective salespeople don’t just charm—they listen, solve problems, communicate value, and follow through. In fact, some of the best performers aren’t especially sociable but consistently build credibility, trust, and results. At Barrett, our decades of experience and research show that true sales success stems from a cluster of traits: mindset, planning, value creation, problem-solving, trust, and yes, relationship building. Rapport is one important thread—but overemphasising it can …

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Top 5 Articles for Q1, 2025

By / / Uncategorized

In 30 Seconds

In Q1 2025, what’s been turning heads is a shift back to the human fundamentals—how we engage, communicate, lead, and sell in ways that create real connection and trust. With so much noise, automation, and uncertainty swirling around us, people are craving clarity, authenticity, and purpose. Whether it’s the subtle power of micro moments of humanity or the deeper strategic insights from Sun Tzu, our most-read articles this quarter reflect a growing demand for sales cultures rooted in psychological safety, emotional intelligence, and meaningful relationships. Here’s what resonated most with our readers.

In 2 minutes

In Q1 2025, what’s been …

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Growth Stalled? The Absence of a Sales System in Founder-Led Businesses

By / / Business Growth, Entrepreneurship, Sales Methodology, Sales Strategy, Sales System

In 30 seconds

Founder-led businesses often start with the founder driving sales through vision and hustle. Early success comes quickly but scaling stalls due to the absence of a sales system inside the business. Sales rely on the founder’s instincts and relationships, hard for others to replicate. Telling the team to “be like them” fails—new hires lack guidance, and the founder bears too much. Growth demands more than one person’s effort; it needs a process-driven system. Over many years we have been implementing Barrett’s Sales Operating System, auditing the founder’s approach, defining processes, and training teams to engage, communicate and …

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Digital Stagecraft: Engage, Communicate & Sell Better in the Digital Age

By / / AI & Data, Brand & Reputation, Sales Presentation & Grooming, Soft skills

In 30 seconds

With Gartner predicting in the near future that 80% of B2B sales interactions between suppliers and buyers will occur in digital channels, reflecting a substantial move towards digital-first engagement, Digital Stagecraft is an essential skill set combined with critical soft skills we need to master if we want to sell effectively in a hybrid world. Digital Stagecraft, a term I developed to describe this vital skill set, is about commanding your online and virtual presence with finesse—grabbing attention with polished pitches, building trust through clear messaging, and converting interest into action with seamless virtual tours or demos. …

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Sales Culture = Safety Culture: The Key to Business Growth

By / / Attitudes & Behaviours, Emotional Intelligence, Everybody Lives By Selling Something, Sales Culture, Sales Growth

In 30 seconds

Just like safety, sales should be a shared responsibility across all teams—not just the sales department. When organisations embed a sales culture the way they do safety, every employee understands how to spot opportunities, communicate value, and contribute to growth. Research shows that effective communication training boosts productivity by 25% and companies with strong internal alignment see a 20% performance increase. Additionally, businesses investing in training see up to $33 ROI for every $1 spent. By equipping all employees with critical communication, collaboration, and commercial skills, organisations improve client retention, operational efficiency, and long-term success. Just as safety …

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The Most Human Wins: Lessons from Sun Tzu Part 5

By / / Business Growth, Emotional Intelligence, Ethics & Values, Sales Psychology, Value Based Selling

In 30 seconds

In an AI-driven world, businesses that prioritise trust, emotional intelligence, and genuine relationships will thrive. Sun Tzu teaches that “The greatest victory is that which requires no battle.” The most effective sales strategies win through credibility, not force.

Buyers seek insight and connection, not just efficiency. A motivated sales team that values relationships over transactions will always outperform automation alone. AI should enhance, not replace human interactions. Success lies in balancing technology with meaningful engagement.

The businesses that will flourish are those that embrace human connection as their greatest competitive advantage. If you’re ready to build a trust-driven, strategic sales …

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Winning Hearts & Minds: Lessons from Sun Tzu Part 4

By / / Sales Culture, Sales Leadership, Sales Planning, Sales Strategy

In 30 seconds

As AI reshapes sales and customer engagement, adaptability has become essential for success. Sun Tzu’s wisdom reminds us that “In the midst of chaos, there is also opportunity.” Businesses that embrace change, remain agile, and refine their strategies will seize new opportunities, while those that resist will fall behind.

To thrive, businesses must sell the way buyers want to buy, using multi-channel engagement and personalised interactions. AI should be used as a support, not a substitute, enhancing insights and efficiency while keeping human relationships at the core. Continuous refinement of sales strategies is vital—what worked yesterday may not work …

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Winning Smart, Not Spending Big: Lessons from Sun Tzu Part 3

By / / Sales Planning, Sales Strategy

In 30 seconds

SMEs don’t need massive ad budgets to succeed—they need strategy, adaptability, and relationships. Sun Tzu teaches that victory comes from knowing the terrain, and in business, that means leveraging trust, partnerships, and precision over brute force marketing.

Rather than competing head-on, SMEs can take an indirect approach, using referrals and targeted outreach to win without overspending. Creating a strong market presence through thought leadership and strategic alliances allows businesses to compete effectively without massive costs.

Success isn’t about spending more—it’s about playing smarter. If you’re looking to refine your strategy and maximise impact without overspending, let’s start the conversation.

In 2 …

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Winning the Right Customers: Lessons from Sun Tzu Part 2

By / / Business Growth, Sales Market Segmentation, Sales Strategy

In 45 seconds

Success in sales isn’t about reaching everyone – it’s about reaching the right people. Many businesses waste time chasing any potential lead, only to have their message lost in the noise. Sun Tzu reminds us that “Victorious warriors win first and then go to war.” The same applies to sales – those who position themselves strategically win before they even compete.

SMEs must occupy the right ground, understanding who they serve best and where competitors fall short. Instead of fighting on price or scale, they should compete with expertise, personalisation, and storytelling. A strong positioning strategy ensures businesses stand …

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Winning Smart, Not Hard: Lessons from Sun Tzu Part 1

By / / Business Growth, Sales Strategy

In 45 seconds

In today’s AI-driven marketplace, SMEs can’t compete on sheer volume like large corporations. Instead, success comes from strategic positioning, adaptability, and human connection. As Sun Tzu said, “Know yourself and your enemy and you need not fear the result of a hundred battles.” Understanding AI’s impact on sales—how it filters information and blocks traditional tactics—is essential.

SMEs must use AI as a tool, not a replacement, prioritise authenticity over automation, and focus on depth, not breadth. A clear go-to-market strategy ensures businesses reach the right audience with compelling messaging. Success isn’t about doing more—it’s about doing the right things …

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