In sales, there are things you can and cannot control. Success hinges on understanding what’s within your control and focusing your efforts there. The best sales plans and business coaching emphasize a straightforward principle: control the controllable and maximize your results by focusing on these areas.

Every word you choose, every question you ask, and every response you give is within your control. You decide how you present yourself, from your tone of voice to the confidence in your body language. This extends to the questions you ask: thoughtful questions help steer conversations and reveal valuable insights about your prospect’s needs and concerns. When you control the conversation with intention, you influence outcomes in your favor.

You have full control over being reliable and punctual—two simple but powerful factors in building trust with clients. Dependability speaks volumes and, paired with a likable personality, significantly impacts how prospects view you. Sales coaching frequently highlights these traits as fundamental to building strong client relationships. Likeability isn’t about changing who you are; it’s about connecting authentically, showing empathy, and genuinely caring about your prospect’s needs.

Approaching the sales process with a “wait and see” attitude isn’t a strategy—it’s a missed opportunity.

Embrace a proactive approach by planning each interaction, preparing for objections, and refining your pitch. Make a list today of everything within your control and focus your efforts there. Crafting a sales plan that capitalizes on controllable factors ensures you’re doing all you can to drive results, instead of leaving success up to luck.

Taking control doesn’t mean obsessing over every detail; it means directing your energy toward what truly matters. By putting in the effort where it counts, you’ll make strides toward greater sales success. And remember, in sales, all you can do is all you can do—so make sure you’re doing everything you can to make each interaction count.