After five decades in the field, I’ve realized that the most vital sales lessons aren't found in textbooks. Success is built on human psychology and the resilience of the mind.
I’ve been in sales for a long time — long enough to see trends come and go, industries shift, and “new” sales advice repeat itself every decade with a different label. And if there’s one thing I’ve learned after 50 years, it’s this: the most important lessons in sales aren’t taught in school. Not because school is useless, but because sales is less about theory and more about people — how they think, how they feel, how they hesitate, and what makes them trust. This article is a reflection on the real lessons that shaped my results over the years — the ones learned through conversations, rejection, and experience, not textbooks.
School teaches you how to calculate margins, but it doesn't teach you how to look a customer in the eye when they say "No." Understanding the emotional weight of a transaction is what creates longevity in this career.
Markku says: "In 50 years, the tools have changed from landlines to AI, but the buyer's heart remains the same. They don't buy products; they buy trust."
Suitable for: B2B professionals and those struggling with sales anxiety. Not for: Those looking for "get rich quick" hacks.
Sales is a marathon of the mind, not a sprint of tactics. Longevity requires a focus on people over products. Evaluate your last three lost deals—was it the price, or was it a breakdown in trust?