The Power of Selling Value: Insights from Sales Strategist and Author Don Lazzari

In the ever-evolving world of sales, entrepreneurs often find themselves overwhelmed with outdated tactics, unclear strategies, and an endless stream of noise about what works. But what if the real secret to success isn’t about pitching harder—it’s about delivering more value? Don Lazzari, President of Delivering Value and author of Entrepreneur’s Sales Secrets Revealed, is on a mission to transform how solopreneurs and growing businesses approach sales. With more than a decade of experience coaching teams and individuals, Don brings a refreshing, no-fluff perspective grounded in actionable advice, compelling storytelling, and a deep understanding of the psychology behind effective selling.

In this exclusive interview with Stacey Chillemi for Authority Magazine, Don shares his most powerful insights—from mastering the art of prospecting to understanding the magic of phrases like “Help me understand.” With clarity, humor, and a dose of tough love, Don walks us through his signature strategies, including the STFU rule, power mapping, and how to turn customer needs into closing opportunities. Whether you’re an early-stage solopreneur or managing a seasoned sales team, Don’s wisdom will challenge your assumptions and inspire you to reframe how you think about sales—putting the spotlight where it belongs: on the value you deliver.

Thank you so much for joining us, Don! Our readers would love to get to know you a bit better. Can you tell us a bit about your backstory?

Thanks, Stacey. I’ve been in the sales world for quite some time now, but the game changed for me around 2010 when I launched Delivering Value. That’s not just a company name—it’s a philosophy I live by. I’ve always believed that sales should be rooted in truly understanding customer needs and offering real value in return. That belief led me to coaching, speaking, and eventually writing Entrepreneur’s Sales Secrets Revealed, a book I wrote to help solopreneurs and sales teams master the art of value-based selling.

What inspired you to write Entrepreneur’s Sales Secrets Revealed?

I saw too many entrepreneurs struggling with sales—not because they lacked good products or services, but because they didn’t have a structured approach to selling. I wanted to change that. The book is broken into three sections: the first is for solopreneurs just getting started, the second is for those scaling and building a team, and the third is for those managing sales teams and trying to drive consistent performance. Everything in the book is based on real experiences and field-tested strategies that work. I didn’t want to write fluff—I wanted it to be a practical guide that people could actually use.

In your book, you highlight the concept of “prospecting like a pro.” What does that entail?

Great question. Prospecting is where it all begins. But people often forget—it’s a grind. That’s why I compare it to mining for gold. You’re going to pull up a lot of mud, but if you don’t dig, you’ll never find those golden opportunities. There are three levels to prospecting: the blast level, where you’re sending messages to a large audience through platforms like LinkedIn; the targeted level, where you’re identifying specific companies you want to do business with; and then the hyper-personalized level, where you’re crafting a customized approach for high-value prospects. It’s all about being strategic, disciplined, and consistent. Build your lists, rotate through them, vary your outreach methods—emails, phone calls, even faxes in some industries—and always lead with value.

You mentioned something called “BANT.” What does that mean, and why is it important?

BANT is an acronym that stands for Budget, Authority, Need, and Timing. It’s a framework to help qualify leads and determine whether you’re dealing with genuine opportunities or just surface-level interest. For example, someone might love what you’re offering but not have the budget, or they might not be the decision-maker. You need to qualify those things early. You also need to understand their timing—are they ready to make a decision, or are they still in research mode? BANT helps you prioritize and pursue the leads that are most likely to convert while continuing to nurture the others.

How does relationship-building fit into that?

Relationships are the foundation of every sale, whether it’s happening today or six months from now. Just because someone doesn’t have the budget or need today doesn’t mean they won’t become a client down the road. That “skinny rabbit” might grow into a big opportunity. So, nurture those relationships. Check in. Stay on their radar. I’ve had prospects tell me outright, “I’m not buying anything,” and then months later, they circle back because I kept the relationship alive.

What’s a common mistake you see when entrepreneurs first reach out to prospects?

Leading with themselves instead of the value they can provide. Saying, “Hi, I’m from XYZ Company,” before establishing any reason for the prospect to care, is a sure way to get tuned out. Instead, lead with a result: “We’ve helped companies like yours reduce support response times by 30%.” That grabs attention. Then, introduce yourself. Show how you’ve helped others succeed, and then explain how you can potentially help them.

You stress the importance of “rinsing and repeating.” Can you elaborate?

Absolutely. Sales is a numbers game. Research shows that most salespeople give up after two contact attempts, but it often takes six to eight for someone to respond. You’ve got to keep going—even when you’re getting silence. Build multiple lists and rotate through them in waves. Keep your process structured, and don’t take rejection personally. It’s not about you; it’s about where that person is at the moment. Keep showing up.

What does “power mapping” mean in the context of sales?

Power mapping is about understanding not just the organizational chart, but the actual power dynamics in a company. Who influences decisions? Who makes them? Who has veto power? I break it down into three roles: the approver, the decision-maker, and the influencers. You map them out, assess their level of support for you, your access to them, and their organizational power. It’s a strategic way to identify where you need to build more influence or gain support. I had a client use power mapping to close a massive deal by mapping out 24 people involved in the decision. That’s the kind of focus it takes.

Why is the phrase “Help me understand” so impactful?

There’s a subtle magic in those words. When you say, “Help me understand,” you’re inviting the other person to open up in a non-confrontational way. It’s a lot softer than “Why are you doing it that way?” which can come off as accusatory. Most people want to be helpful—they want you to understand them. I learned this phrase from a brilliant woman who worked for me years ago, and I’ve been teaching it ever since. It breaks down barriers and encourages collaboration.

What role does compelling reason to buy play in effective sales?

It’s the heartbeat of the sale. Without a compelling reason to buy—whether it’s a pain point, an urgent business challenge, or a critical goal—you don’t really have a deal. It’s not enough for someone to be interested; they need to be driven to act. That’s why it’s crucial to ask questions like, “What happens if you don’t solve this problem?” or “How does this impact your business?” The more you can uncover and clarify that reason, the more focused and effective your sales conversations become.

And what about decision criteria? How does that evolve?

Decision criteria is the set of factors your prospect uses to evaluate their options. At first, style or brand reputation might be important, but as they gather more information, performance or integration might take the lead. That’s why it’s important to keep checking in. Ask, “What’s most important to you right now?” and revisit that as the conversation progresses. If you’re not paying attention to shifting priorities, you could end up selling the wrong thing—or losing the deal altogether.

What’s your advice for crafting an effective sales pitch?

First, stop thinking of it as a pitch. Think of it as a conversation about solving a problem. Re-anchor the discussion in the client’s pain points—remind them why they’re here. Then share real-world examples of how you’ve solved similar issues for others. Stay concise, interactive, and relevant. Don’t bombard them with ten slides about your company history. Use their name, ask for feedback, and invite objections. That’s when real selling starts. And when they start talking about how your solution fits into their world—shut up and listen. That’s the STFU rule.

Let’s talk more about the STFU rule. What’s the story behind that?

Ha! STFU stands for “Shut the F*** Up,” and yes, I mean it literally. If your prospect starts imagining out loud how your solution can work for them—just listen. Don’t jump in. Let that wave ride itself out. One of the best lessons I ever learned was when a more seasoned rep kicked me under the table for interrupting a buyer who was opening up. After the meeting, he told me, “Never interrupt the magic.” And he was right. When people start selling themselves on your product, just stay quiet and let them go.

How does voice-of-customer or testimonial-based selling help?

Testimonials are gold. They’re third-party validation that builds trust and credibility instantly. If someone hears, “This helped another company just like mine solve a similar problem,” their resistance drops. At trade shows, I’ve seen how quickly people convert when they hear others talking positively about a product or service. Let your satisfied customers be your best salespeople.

What’s the biggest myth about sales that you want to debunk?

That sales is about being a smooth talker. It’s not. Real sales is about listening, understanding, and delivering value. You’re not trying to manipulate someone into buying something—they’re coming to you with a need, and you’re helping them solve it. If you focus on being helpful instead of being clever, you’ll win more often.

For those starting out and unsure how to prospect—what’s step one?

Build three prospect lists with 50 to 100 names on each. Think about your ideal customer profile, and start organizing outreach based on those targets. Vary your methods—calls, emails, social, even fax if you’re in healthcare—and be consistent. Outreach is not a one-time thing; it’s a muscle you have to keep working.

What’s the one thing you hope readers take away from your book?

That it’s not about your product. It’s about the customer’s need and the value you provide in solving it. If you keep that as your North Star, everything else becomes easier—prospecting, pitching, closing. Always sell value.

Where can people buy your book and learn more?

My book is Entrepreneur’s Sales Secrets Revealed. It’s available on Amazon and also through my website, deliveringvalue.com. Everything we’ve talked about today is in there, along with tools and strategies for building, scaling, and optimizing your sales efforts.

How can our readers further follow your work online?

You can follow me at deliveringvalue.com, where I share resources, sales tips, and updates. I’m also active on LinkedIn—just search for Don Lazzari. I love connecting with entrepreneurs, salespeople, and business leaders who are committed to doing sales the right way—by delivering value.

Thank you so much for your time, your insights, and your honesty. This was an incredible conversation packed with value that our readers are going to appreciate.

Thanks again, Stacey. I really enjoyed the conversation—it’s always a pleasure talking with someone who understands the importance of authentic sales. Looking forward to doing it again soon!