Progress Over Perfection: Building the Skills to Sell with Chaz Horn

What if being good at sales has less to do with personality and more to do with practice?

Chaz Horn didn't start his career as a natural salesperson. In his first commission-only sales job, he went months without making a sale. Then a mentor helped him change what he believed was possible, gave him a process to follow, and challenged him to practice it. Within 45 days, Chaz had become the number-three salesperson out of a team of 119. That experience eventually shaped the way he now teaches sales to B2B founders and teams.

In this episode, Chaz and I talk about what actually makes someone better at sales. We get into his TTABS framework—tactic, technique, attitude, behavior, and strategy—but we also spend a lot of time on something even more fundamental: taking action before you feel completely ready, learning from what happens, and treating sales as a way to help someone move toward a goal rather than convincing them to buy something.

In this episode, we talk about:

• Why salespeople are developed, not born
• How belief in yourself and what you sell affects the entire sales conversation
• Chaz's TTABS framework for diagnosing where a sales process is breaking down
• Why execution—not access to more information—is often the real challenge
• How to use LinkedIn conversations, content, and your existing network without jumping straight into a pitch
• Why rejected prospects can become one of your best sources of sales feedback
• How founders can turn what works for them into a repeatable process a sales team can actually follow

Find the complete show notes here: https://studiothree49.com/podcast/

Sales as Service Challenge — Start Now!

Before your next sales or prospecting conversation, take a minute to notice the thought you're bringing into it. Are you worried about sounding salesy? Feeling like you need to prove your value? Already thinking about whether they'll say yes?

I do this exercise myself because when I get too focused on serving, solving, or proving I can help, I can end up talking too much and oversharing—the exact behavior I'm trying to avoid.

Write down that thought, then ask yourself: If I believe this, how am I likely to show up?

Replace it with a simpler reminder: My job is to show up, ask good questions, listen, and help this person make the best decision for themselves and their business—whether that's me, someone else, or something else entirely.

Take that mindset into the conversation and notice what changes.

Links & Resources:

• Learn more about Chaz Horn: https://chazhorn.com
• Connect with Chaz on LinkedIn: https://www.linkedin.com/in/chaz-horn and YouTube: https://youtube.com/@chazhorn547
• Download the B2B Blueprint to Predictable Sales: https://chazhorn.com/the-b2b-blueprint-to-predictable-sales

Tam Smith is the founder of Studio Three 49 and a professional conversation starter. She helps service-based founders stop waiting for referrals and start creating opportunities through genuine conversations.

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Produced by KNWN Media. Executive Producer: Jess Milanes.