In this episode of The Sales Hunter Podcast, Mark Hunter welcomes Ross Bernstein, prolific author of nearly 50 books and renowned professional speaker, to unpack the realities of selling, hustle, and building premium relationships.
Ross shares lessons learned from years on the road, the power of customization, and why phone calls still matter in a digital world.
Old School Hustle: Why Calls Still Win
Picking up the phone isn’t just a throwback—it’s a proven differentiator. Ross Bernstein doesn’t just respond to inquiries with emails; he goes the extra mile.
“I don’t return emails with emails. I return emails with phone calls.”
Speed is crucial. When prospects are looking, they’re ready, and often the first person to respond wins. Energy and authenticity come through in a conversation—not in a text or email. Ross leverages quick research to establish credibility, connects with past industry contacts, and uses creative call tactics to boost his chances. If people answer the phone, he’s got a 60-70% shot at closing quickly. If not, those odds drop fast.
Relationship First—Even When You Lose
Sales isn’t always about winning every deal. Sometimes, the right fit isn’t there—and top performers turn a “no” into a future opportunity or a referral. Ross puts it simply:
“No doesn’t mean no. No means let’s try next year.”
By being a resource and offering referrals, sales pros build relationships that pay off years later. Help buyers connect with someone better suited, and you earn a friend and future advocate.
Supply, Demand, and Scarcity
Ross operates with an abundance mindset, but he never lets clients think he’s desperate. Putting holds on the calendar (even “phantom” ones) creates urgency. It’s about projecting demand and premium value. Buyers are drawn to those who are in demand, not to those who are waiting around.
“If you’re just always available… that’s a bad message as well.”
Clients want premium experiences from people who are busy, successful, and invested in their needs.
The Customization Gap: How Sales Pros Stand Apart
Customization is more than a buzzword—it’s a competitive advantage. Ross does deep research, interviews clients, and creates presentations that feature their stories.
“To be an expert, to be a thought leader, you have to do research.”
Ross uses proprietary research and captures photos and stories from the client’s world. He makes buyers the hero of the narrative, positioning himself as a humble guide, not the star. Real customization is about listening, learning, and celebrating the client’s journey.
Humility and Abundant Generosity
Average or struggling sellers play by rules of scarcity, desperation, and self-promotion. The standout sales pros operate with humility, celebrating both wins and losses. Ross leans into stories of failure, connection, and real-world lessons. Karma matters: referring clients to others and supporting competitors grows the pie for everyone.
“If you’re not great in sales, you gotta have pretty thick skin. You’re gonna go through a lot of loss and failure, and that’s okay.”
LinkedIn That Honors, Not Sells
Ross leverages LinkedIn to acknowledge clients, highlight their successes, and build authentic connections. He never jumps straight into selling. By tagging and celebrating buyers in LinkedIn posts, he brings new prospects in through industry referrals and genuine engagement.
“I use LinkedIn to honor, acknowledge, and thank my clients. So I make it all about them.”
A rising tide lifts all boats. The best sales pros bring others up with them—and buyers notice.
The Takeaways: Sell with Speed, Substance, and Service
Ross Bernstein’s approach reminds all sales professionals to:
- Use speed and authenticity to differentiate in crowded markets.
- Customize relentlessly; don’t rely on canned pitches or assumptive knowledge.
- Treat every prospect and client as a future relationship, not a transaction.
- Leverage social platforms to elevate others, never to push.
- Stay humble, embrace losses, and use them to learn and connect.
The most significant differentiator isn’t your product, price, or even your pitch—it’s your integrity.
