Relentless: The Only Path to Winning in Sales

Tim Grover doesn't care if you're "great." Great is for people who perform well when things are easy. Great is for those who are good at what they do, but only when given a clear directive. As sales professionals, we don't have the luxury of waiting for ideal conditions. We face tight deadlines, demanding clients, and the constant threat of rejection. To win, you have to be relentless.

Grover's philosophy, as shared at OSP’s 2025 Nat Con, isn't some feel-good motivational speech. It's a no-nonsense guide for people who want to be the best. It’s a framework that separates the good from the truly unstoppable: the "Coolers," the "Closers," and the "Cleaners".

The "Cooler" is good, but easily replaceable. They follow the linear path, avoid risk, and stay within their comfort zone. If you're only doing what's asked of you, you're a Cooler. You'll get by, but you won't thrive.

The "Closer" is great. They perform under pressure and get the job done. But they are uncomfortable with the unexpected and often do it for the recognition. They wait for the opportunity to come to them.

The "Cleaner" is a different breed. They don't wait to be told what to do; they make things happen. They are fueled by internal pressure and see winning as their job. A Cleaner takes full ownership of the entire process, good or bad. They thrive under immense pressure and embrace discomfort as a privilege, knowing that growth happens outside the comfort zone.

This isn't just theory; it's a playbook for your sales team.

From "Cooler" to "Cleaner": The Sales Team's Journey

Where do you and your team fall on this spectrum? Are you simply doing what's asked, or are you excelling when given instructions? The relentless salesperson is proactive, taking full ownership and seeking out challenges. They don't just manage their sales pipeline; they dominate it.

A Cleaner's mindset also reframes rejection. Rejection is not a roadblock; it's fuel. Grover's message about embracing discomfort is a powerful tool for a team that constantly faces rejection. A Cleaner views it as a chance to refine their approach and get better. This is a key part of how to succeed in sales.

In a sales context, being "relentless" means you don't just manage accounts—you relentlessly pursue new ones. You don't just follow up; you create opportunities. It’s the difference between waiting for the phone to ring and making it ring yourself.

Don't Think, Just Do

Grover's "Don't Think" philosophy is about preparation. It’s about preparing so thoroughly that when a crucial sales call or negotiation happens, you act on instinct without hesitation. Overthinking leads to self-doubt; a relentless mindset is built on preparation and confidence.

At our company, we saw this mindset in action when our team got the opportunity to attend the 2025 OSP NatCon and see Tim Grover speak live. We learned that success isn’t just a fluke; it’s the result of relentless commitment and a team that thrives under pressure. They don't just get the job done; they own the process from start to finish.

This is the standard. This is the expectation. The question you have to ask yourself is: are you prepared to be relentless?