From Spaun to Fleetwood, Trusting the Process Even When the Win Doesn’t Come Easy

In a previous blog, I explored the remarkable story of JJ Spaun at the U.S. Open—how bad bounces, cruel luck, and unpredictable setbacks didn’t derail him because his preparation and mindset were built for the moment. I compared that to what staffing and sales professionals go through daily: the calls that go unanswered, the deals lost to price, the setbacks that come when we do everything “right.”

But sometimes, it’s not just about bouncing back from a bad round.

Sometimes, it’s about staying the course through lots of near-misses.

Just ask Tommy Fleetwood.

For years, Fleetwood was the "most talented player to never win on the PGA Tour." That label followed him everywhere. Six runner-up finishes. Countless close calls. Pundits said he didn’t have the clutch gene. Fans doubted he could ever close.

And yet, he kept showing up.

He kept his swing. Kept his process. Kept practicing. And recently, Tommy Fleetwood finally broke through and captured his first PGA Tour victory AND the Tour Championship.

Not with flash. With discipline.

Not by changing everything. But by trusting what he knew would work over time.

And that’s exactly the kind of story every sales professional needs to hear right now.

When the Market Doubts You

There are times in sales when you feel like the economy is against you. When clients say, “We’re going with a cheaper option,” or ghost you after weeks of positive conversations. When your team’s behind goal and the noise creeps in:

• “The market’s soft.”

• “No one’s buying right now.”

• “We just can’t compete on price.”

That’s your version of the critics saying Fleetwood couldn’t close.

And like Tommy, you have a choice: you can listen to the noise—or you can go back to your process.

Because the process works.

Habits Don’t Care About Opinions

Fleetwood didn’t win by overhauling his game. He won because he never stopped doing the right things. He practiced. He worked with his coach. He stayed mentally sharp. He kept his habits intact, even when the scoreboard didn’t reflect it.

It’s no different in staffing or sales:

• When you consistently execute your 12-week Touch Plan, you stay top of mind.

• When you role-practice objection handling using LAER, your conversations improve.

• When you refine your value statements, you create more meaningful meetings.

• When you leverage tools like Butler Street’s AI coaching, you accelerate precision and build confidence.

The sales reps who win aren’t the ones who got “lucky.” They’re the ones who were still swinging when the moment came.

Ignore the Scoreboard, Win Your Play

One of our core beliefs at Butler Street is:

“Win your play.”

Don’t obsess over the scoreboard. Control your effort. Practice your skills. Improve faster than your competition. Because results follow discipline.

Fleetwood didn’t allow years of missed cuts, close losses, or media doubt to define him. He let his habits define him.

And when the time came, he was ready.

From Spaun to Fleetwood—A Reminder to Us All

JJ Spaun reminded us that setbacks are inevitable. Fleetwood reminded us that long droughts don’t mean you’re broken.

What matters is how you respond.

You keep calling. You keep refining. You keep practicing the habits that move you forward. Because when you trust the process—and build the skills that drive meaningful meetings and relationships—you win at a higher rate.

The scoreboard will take care of itself. Just like it did for Tommy.

Ready to turn insights into action? At Butler Street, we help organizations like yours build the sales, leadership, and client development skills that drive measurable growth. Whether you’re looking to upskill your team, strengthen client relationships, or gain a competitive edge, we can help.

Connect with us today to explore how our training and consulting solutions can accelerate your success.