---
title: Knowledge and patience key to winning customers (and catching fish!)
description: Like a fisherman, a good salesperson studies the behaviour and environment of their target, and understands how best to locate and present their ‘bait’.
image: https://blog.jpabusiness.com.au/hubfs/Fishing.jpg
---

 28 November 2023

# Knowledge and patience key to winning customers (and catching fish!)

WRITTEN BYJames Price | JPAbusiness

![Fishing](https://blog.jpabusiness.com.au/hs-fs/hubfs/Fishing.jpg?width=1000&height=667&name=Fishing.jpg)

I don’t know about you guys, but I really need to take more time to go fishing.

I’m certainly not an expert, but one thing I do know is that knowledge and patience is more important to being a successful fisherman than size of the bait.

A knowledgeable fisherman – or woman – studies the weather, tides and currents, time of day and locations where fish are best found.

That fisher also understands how to present and position a bait so it will be in a location and form that is appetising to their target.

So, too, a good salesperson studies the behaviours and environment of their target customer.

They are knowledgeable about what is appealing and how best to present that ‘bait’.

Most of all, like fishing, the sales process is governed by patience and attentive observation and engagement, to guide the journey from prospect to satisfied buyer – or from rod cast to catch, in the case of fishing.

And finally, there’s always an opportunity to brag about the size of the fish, or the one that got away!

It’s worth remembering that, like a large customer, a large fish can have a low probability of being caught – just like large customers, there can be heavy competition and, for large fish, overfishing.

Sometimes a smaller fish/customer can be sweeter and more in line with your [value proposition and delivery model](https://blog.jpabusiness.com.au/blog/sales-drop-if-you-sell-something-you-cant-confidently-deliver). It’s important to match things up when you’re on the hunt!

If you need advice on developing and executing your sales strategy, we'd love to help. Visit the JPAbusiness website for more information, or call our team on 02 6360 0360 or 02 9893 1803 for a confidential, obligation-free discussion.

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Topics

- [sales advice ](https://blog.jpabusiness.com.au/blog/topic/sales-advice)
- [sales ](https://blog.jpabusiness.com.au/blog/topic/sales)
- [sales strategy ](https://blog.jpabusiness.com.au/blog/topic/sales-strategy)

About James Price | JPAbusiness James Price has over 30 years’ experience in providing strategic, commercial and valuation advice to Australian and international business clients. James’ blogs provide business advice for aspiring and current small to mid-sized business owners, operators and managers.

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