The Real ABCs of a 5-Star Sales Program

“The Customer is the ONLY source of security.” — Price Pritchett

Over the course of building, growing, and selling three companies—and now leading John M. Ruh and Associates—I’ve learned that one factor consistently separates sustainable, growth-oriented businesses from those that stall: a well-designed, culture-based sales program. Sales is not just a department; it’s a structural cornerstone of your company. Our JMR Culture-Based Sales Model identifies three essential components—the “ real” ABCs—that align with your culture and ensure every employee understands, supports, and strengthens the sales process.

A. Inside Sales & Customer Service: The Frontline Experience
Your inside sales and customer service team often has more impact on client retention than any other function in your business. These are your “A-players”—responsive, insightful professionals who make every customer interaction effortless and positive. Handled well, they become the department clients value most. Handled poorly, they create friction, frustration, and lost business. The good news: this is one of the easiest fixes you can make.

Key Question:
On a scale of 1–10, how would you grade your company on responsiveness and customer treatment?

B. Need-Based Relationship Selling: Nurture What You Have
For most B2B companies, long-term success hinges on repeat business. That means your existing clients need regular, intentional attention. This is where your “B-team”—consultative sales professionals—shine. They don’t just sell; they listen, diagnose, and solve. They build enduring client partnerships by identifying needs and presenting solutions. With consistent nurturing and fresh offerings, these relationships become a stable, growing revenue base.

Key Question:
On a scale of 1–10, how effective is your company at systematically nurturing and developing existing clients?

C. New Business Development: The Rainmakers
If you’re not generating a steady flow of qualified leads online—or if networking alone isn’t enough—you need true Rainmakers. These are your hunters, your “C-team,” and they’re worth their weight in gold.
Rainmakers know how to bypass gatekeepers, reach decision-makers, uncover opportunities before competitors, and close deals. They thrive on creating possibilities others miss. Every successful sales program needs at least one.

Key Question:
Do you have at least one Rainmaker in your organization—or do you know how to find one?

Next Steps

1. Schedule a one-on-one session with us to evaluate and grade your existing sales program.
2. Request a free DISC and Sales Profile to see how prospects and clients perceive you.
3. Ask for an introduction to Morrie Elstien, whose 5-Star networking model makes him the most connected—and effective—business connector I have ever met!
   773-775-6636
   john@johnruh.com