Bob Kocis, a longtime sales leader and author, says sustainable growth for small businesses often comes down to consistency, clarity, and a disciplined focus on customer needs.
Joining us on the latest episode of The Small Business Show, Kocis discussed lessons from his book, The President’s Club Mindset, which explores the habits of top-performing sales professionals and how those principles can be applied beyond tech sales to entrepreneurs and small business owners.
Kocis notes that the book was written as a way to give back after a career shaped by strong mentorship. It draws on interviews with elite sellers who consistently perform at the highest levels, identifying behaviors that business owners and sales teams of any size can replicate.
At the center of Kocis’ message is consistency. He said top performers execute daily fundamentals with discipline, maintain strong preparation habits, and follow through reliably. For small businesses, that consistency can translate into more predictable revenue and stronger customer relationships.
Rather than focusing solely on closing deals, Kocis encouraged business owners to think in terms of customer outcomes. Businesses that prioritize helping customers succeed after a purchase are more likely to earn repeat business, referrals, and long-term loyalty.
To simplify the sales process, Kocis highlighted a framework built around three core questions:
- Why the customer is buying
- Why they should buy from a particular business,
- Why they should act now.
He notes that by clearly answering those questions, small businesses can refine their messaging, optimize timing, and boost conversion rates.
“If you can look through the close, look to the outcome, look to where the customer is going to be… look to make them a raving fan.”
Kocis also stresses the importance of clearly defining a company’s value proposition. Small business owners, he said, should ensure their sales conversations focus on solving real problems rather than listing features that may not be relevant to a customer’s needs.
A common pitfall for sellers, he observed, is the failure to inquire deeply about a customer’s business. Lacking this essential understanding, sales interactions often prove ineffective and cannot foster the necessary trust.
According to Kocis, consistent overachievers tend to embrace new tools, seek out collaboration, and approach customers with curiosity and empathy. Those traits, he said, have become increasingly important as buyers expect more consultative relationships.
The main takeaway for small business owners is to simplify. By focusing on consistency, understanding customer motivations, and controlling daily effort and attitude, Kocis said businesses can improve sales performance and build a stronger foundation for long-term growth.
ASBN, from startup to success, we are your go-to resource for small business news, expert advice, information, and event coverage.
