Podcast Summary: The Sales Hunter Podcast

Episode: Make Your Client the Hero + Other Sales Strategies
Host: Mark Hunter
Guest: Ross Bernstein
Date: February 12, 2026

Main Theme / Purpose

This episode centers on practical, relationship-focused sales strategies, featuring insights from acclaimed author and speaker Ross Bernstein. Mark and Ross address how to stand out in a noisy, commoditized marketplace through authentic connection, customization, and genuinely making your clients the hero. The discussion is loaded with actionable advice on prospecting, follow-up, differentiation, relationship-building, and using humility as a superpower in sales.

Key Discussion Points and Insights

1. The Power of the Phone (01:36–04:09)

• Ross’s Rule: Never reply to an email inquiry with another email—call instead.
  • “I don’t return emails with emails. I return emails with phone calls.” — Ross Bernstein (01:52)
• Speed Matters: Being the first responder often wins the deal, not necessarily being the best.
  • “A lot of this business is speed...You don’t have to be the best, you just gotta be the speediest.” — Ross (02:00)
• Tricks for Reaching Prospects: Utilize call-blocking, call at strategic times (like two minutes before the hour), call from different lines to increase your chance to connect.

2. Differentiation via Human Connection (02:00–03:54)

• Emotion as a Differentiator: Prospects should hear your excitement and passion; this personal touch is hard to convey via email.
• If Not a Fit, Be a Resource: Even if the deal isn’t won, try to help the prospect by referring others; relationship over transaction.
  • “If that’s the case, I want to be a resource for them...I love to follow up next year. You know, no doesn’t mean no. No means let’s try next year.” — Ross (05:16)

3. Professional Persistence, Not Pestering (04:23–06:59)

• Creative Touches for Follow-Up: Use texts, LinkedIn messages, or even video if you can’t get a response—especially to relate to younger buyers.
• Patience Pays: Sometimes, opportunities fall through the cracks only to re-emerge months or years later. Stay positive and keep a long-term outlook.

4. Creating Scarcity and Premium Value (07:33–08:31)

• Scarcity Sells: Demonstrate a busy schedule to create urgency and signal value; don’t appear overly available.
  • “I love putting holds on my calendar, and I’ll put my own hold on my calendar...you’ve got to be able to create that aura of ‘we need to either do business or we need to move on.’” — Ross (07:37)

5. Customization: The Key Ingredient (09:05–12:00)

• Do the Work: Deep research and customization are what separate true thought leaders and experts from average salespeople.
• Make the Client the Hero: In every presentation or interaction, lift up the prospect, share their stories, and let them shine.
  • “I’ll try and always make the people the champion of my speech...and try and make them look like the hero.” — Ross (10:48)

6. Storytelling & Humility (14:18–16:22)

• Relatable Narratives: Tell client-centric stories and be unafraid to share your own failures; people relate to setbacks over repeated self-promotion.
  • “If you want to connect with someone, don’t tell them how great you are. Tell them how bad you bombed.” — Ross (14:56)
• Abundant Generosity: Top performers help each other and believe in growing the whole pie, not fighting over slices.

7. Practical Tips and Social Selling (17:21–18:58)

• Use LinkedIn to Build, Not Sell: Employ LinkedIn to honor and thank your clients, not to hard-sell.
  • “So many people send out garbage on LinkedIn or they send you a connection, then they try and immediately try and jump on and sell you something. I unfriend you immediately. I hate that.” — Ross (17:23)
• Gentle Outreach: When following up with prospects or previous clients on LinkedIn, keep the tone light, relevant, and non-salesy.
• Stay Top of Mind: Consistently honor and acknowledge clients publicly; this raises your visibility and strengthens your network.

Memorable Quotes and Moments

• On Using the Phone:
  • “You don’t return emails with emails. You return emails with phone calls. That is a game changer.” — Mark Hunter (01:52)
• On Speed in Selling:
  • “You don’t have to be the best, you just gotta be the speediest.” — Ross Bernstein (02:00)
• On Client Focus:
  • “If you can differentiate yourself that way by having that [human connection], then I think that’s a huge differentiator.” — Ross (03:51)
• On Scarcity:
  • “If you’re just always available...that’s a bad message as well.” — Mark (08:31)
• On Customization:
  • “You’ve got to judge it up. You gotta mix things up. And, you know, sometimes I tell people, if you’ve learned nothing from this presentation, it’s just how to run a clean PowerPoint, right?” — Ross (11:18)
• On Making Others the Hero:
  • “I’ll try and always make the people the champion of my speech...try and make them look like the hero. And I think people love that.” — Ross (10:48)
• On Humility in Sales:
  • “Not everyone connects to greatness, but they can connect to those people who go through adversity.” — Ross (15:03)
• On Abundance Mindset:
  • “We’re not frightened of a little piece of pie. We want to work together to make the whole damn pie bigger.” — Ross (16:15)
• On LinkedIn Strategy:
  • “I make it all about them...and then I might go through afterwards...and say, hey, I saw your face pop up on my LinkedIn. I’d love to connect. Nothing salesy.” — Ross (17:35)

Important Timestamps

• 01:36: Ross shares his philosophy on phone follow-ups over email
• 02:00: Discussion of speed-to-contact and its impact on closing rates
• 03:54: Differentiating yourself by being authentic on the phone
• 04:23: Handling ghosting, creative outreach tactics, patience in follow-ups
• 05:16: Turning “no” into a future opportunity, being a resource
• 07:33: The importance of scarcity and premium positioning
• 09:21: Ross’s approach to research and customization for every client
• 10:48: Making the client the hero in stories
• 14:56: The value of sharing failures and connecting through vulnerability
• 17:21: Ross’s LinkedIn strategy: Build relationships, don’t pitch
• 18:58: Mark summarizes Ross’s client-elevating philosophy

Takeaways & Actionable Strategies

• Respond to leads with calls, not emails—connect with your actual voice and energy.
• Prioritize speed; being the first to respond can be as powerful as being the most qualified.
• Customize every interaction and presentation to the client; research like a journalist.
• Make the client the hero: highlight their stories, achievements, and strengths.
• Use stories of your own failures to connect authentically, not just braggadocio.
• Foster an abundance mentality—collaborate generously, and referrals will follow.
• On LinkedIn, honor and acknowledge others publicly; avoid transactional messaging.
• Stay persistent without being pushy—patience leads to long-term relationships and future business.

Episode Tone

The conversation is energetic, open, and authentic, balancing practical tactics with a positive, generous mindset. Both Mark and Ross emphasize humility, professionalism, and a genuine passion for helping others succeed in sales.

Connect with the Guest

• Ross Bernstein’s website: rossbernstein.com
• LinkedIn: Ross Bernstein

Great selling!