028 – A Full Day of Open-Ended Discovery | Jonathan Parrott

028 – A Full Day of Open-Ended Discovery | Jonathan Parrott

It could be parkas. Or professional painting services.

It could be the latest time-saving app or a marketing analytics platform.

As far as Jonathan Parrott (@TheRealParrott) is concerned, it could be anything. Because to him, it really doesn’t matter what you’re selling. What matters is the steps you take to make the sale.

The valuable lesson is one that the now-Senior Sales Manager of TrackMaven said he learned early in his sales career, yet it continues to resonate with him to this day.

At 21 years old, Jonathan spent the majority of his time meeting with homeowners and commercial property owners to discuss everything but the products he was selling. Sure, he was the sales and marketing director for a professional painting company, but that was never the focus of the conversations he had.

Instead, he asked questions. He made a point to learn about their prior experiences with contractors. He listened. Instead, Jonathan established a rapport, earned trust and closed the sale.

That strategy continues to serve Jonathan well in his role at TrackMaven, a marketing analytics platform that gives you the ability to prove your value and return on investment across more than 20 digital channels.

He believes in everything TrackMaven offers, but, above all, Jonathan emphasizes the importance of connecting people with what they need.


  1. Focus on Discovery: It’s not in the end zone that sales are lost, but rather at the start of the game. Your goal as a salesperson at the simplest level is to connect what you have with what a person is trying to accomplish. A lot of that starts early in the relationship as you seek to discover what it is that is driving that person. What is it they want to do? How can you help them do it? Learning as much as possible about a potential client on the front end pays dividends as you work toward closing the sale.
  2. Engage Where Your Prospect Is: E-mail has its place, but anyone who has ever accidentally hit “reply all” or inaccurately interpreted someone’s written tone can testify. E-mail is not the most conducive setting for building a strong, lasting relationship with someone. Since sales is rooted in working with humans, finding ways to engage with prospects is often more successful using other methods than e-mail. Whether that means picking up the phone, scheduling an in-person meeting or even striking up a conversation online about a relevant blog post, finding ways to personalize and humanize yourself will set you apart from the crowd. The best thing to keep in mind is to engage in real conversations with real people despite the platform you use to do it.
  3. Stay the Course: Everyone loses a sale from time to time. What matters is that you get back on the horse. What matters is what you learn from that experience. Instead of feeling stuck in a rut, try to focus on how it feels to be successful. Try to keep your eyes on the prize by staying level-headed amid the stressful times and you will persevere. Because there will be mountains and hurdles. There will be tough quarters or months. Staying the course amid those trying times will make you a stronger, wiser salesperson in the long run.

Book Recommendations


  • Octiv – Transform the way your sales assets are created, distributed and tracked around the world. Because a better sales process is a better buying experience.

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