Master Your Sales with Peter Frumenti

“If you want to be good at sales, you need empathy, and the ability to solve problems and listen. Those are the key components to a good salesperson.”
Peter Frumenti

Entrepreneurs often have mixed feelings about sales. On one hand, your ability to compel audiences to say “Yes” to your offer is essential to long-term success. On the other hand, many people have had negative experiences with sales, preventing them from learning the skills they need to grow their businesses.

Peter Frumenti teaches sales to online service-based entrepreneurs. By learning the best practices that get results, business owners can sell in a way that feels authentic and puts the needs of their clients first. Although many entrepreneurs start selling at an early age, others can learn the skills that make a good salesperson.


“People forget to qualify. They’re so desperate for the sale and just happy to have someone on the phone.” - Janelle Lara (23:11-23:21)

The ability to sell supports your professional and personal goals while teaching you to listen, empathize, and identify the solutions people want. Effective selling comes down to understanding who you’re talking to and giving them the clarity and support they need.

Why “Sales” is a Dirty Word for Some Entrepreneurs

The word “sales” conjures up images of pushy or sleazy salespeople looking to profit at the expense of others. Reframing your beliefs around sales makes it an enjoyable, fulfilling, and profitable part of your business. At its core, selling is giving service. It’s the process of identifying a problem and delivering the solution. When you do it right, the people you serve achieve the transformation they want and you receive compensation for your service.

“You don’t want someone who wants results in the shortest amount of time. You want someone who’s willing to do what it takes to get the result. That’s the qualifier.” - Peter Frumenti (24:07-24:12)


Best Practices to Master Your Sales

The following are some best practices you can use to get better sales results:


Uncover and diagnose the problem. The sales process starts when you ask the right questions and listen. What are your prospects currently doing to solve their problem? What results are they getting? If you’re working with other business owners, ask questions specific to their work. How many leads are they generating each month? Out of those leads, how many do they convert to paying clients?


Understand your prospect’s doubts. Your audience may have tried to solve their problem without success and believe they’ll never achieve their goal. Uncover the limiting beliefs, doubts, and fears of your prospect so you can better address their needs.


Help the prospect see what their problem is costing them. Your prospect’s problems may be getting in the way of their financial goals, family, intimate relationships, health, or other areas of life. Helping them see the true cost highlights the urgent need for your solution.


Get a clear vision of their motivation. Find out what motivates your prospect to take action. What would their life look like if they were to overcome their challenges? How would success show up in their life? The more clear they are on their motivation, the more likely they are to follow through on their commitment.


Qualify the prospect. Not everyone is coachable. Find out if the prospect is the right person for you. Will they turn to you for support when things get difficult? Do they believe your service or product will work? Qualifying your prospect increases their chances of success, while demonstrating that you won’t just work with anyone.


Connect the dots from their problem to your solution. Help your prospect see how your solution will solve their problem. Address their concerns, fears, and objections directly. Always bring the discussion back to their desired result so they see that your offer is exactly what they need.

Entrepreneurs need patience and emotional intelligence to listen to their prospects. They need the verbal IQ to lead conversations while being empathetic to their audience’s needs. If you just focus on making the sale, chances are you’ll end up working with the wrong clients who won’t get the results they want. This reflects poorly on your business. Having integrity in how you work and developing the skills for effective sales is the key to authentically growing your business.

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Janelle Lara