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You Have Four Minutes Left – Make Them Count


colorful stopwatch image with upward movement

I was recently in spin class—a place where, for 60 minutes, I can unwind and let the music carry me to a good place, surrounded by people with the same goal: to be healthier and have fun at the same time. Sometimes, I tune out everything but the rhythm of my pedal strokes, my form, and transitions from sitting to standing and vice versa. On this night, though, my focus shifted by my spin instructor’s words throughout class. She shouted words of encouragement and advice that felt immediately applicable to sales training:


  • Speed is a skill everyone can learn—you just need to practice!

  • Use the energy of the room to motivate you!

  • Give yourself a little more resistance—a small challenge to see how your brain and body respond!

  • You have four minutes left—make them count!


Hearing these words, I couldn’t help but connect them to core principles of sales success.

1. Speed is a Skill Everyone Can Learn—You Just Need to Practice


In spin class, speed doesn’t come automatically. The more you work at it, building leg strength and control, the faster you become. Similarly, in sales, confidence, and skill develop through dedicated practice—what Butler Street calls “role practice.”

Just as cyclists push their limits each time they ride, sales professionals become more effective with each practice session. Focus on skills like asking effective questions, actively listening, and handling objections. Practice sessions refine these abilities so when you’re in a real client meeting, they become second nature.

Progressive Improvement is better than Postponed Perfection

The best salespeople put in the work and built a foundation of skills they can rely on. In short, practice makes you faster—and better—whether on the bike or in front of a client.


  1. Use the Energy of the Room to Motivate You


One of the biggest motivators in spin class is the energy of the room—the feeling of collective effort pushing everyone to perform better.

“Winning Breeds Winning”

When sales teams share wins, support each other, and celebrate progress, they create a culture of achievement that fuels future success.


Encourage teams to create a positive, high-energy environment where victories are celebrated, and challenges are faced together. Research shows that team-based motivation can increase productivity by as much as 21%, and the same dynamic exists in spinning: the more effort you see others put in, the more motivated you become to push yourself. In sales, seeing others succeed and learning from their strategies helps build momentum and can drive everyone to perform better. Being part of a team where “winning is the norm” provides a powerful motivator, much like the positive, contagious energy of a spin class.


  1. Give Yourself a Little More Resistance—A Small Challenge to See How Your Brain and Body Respond


When the instructor encourages you to “turn up the dial,” it’s a push to face a small challenge, to break through what feels comfortable, and test your endurance. In sales, this mirrors one of our Four Cornerstones of Success® - Perseverance. It’s the steady persistence toward improvement, especially when encountering challenges or setbacks. Personal growth is often about stepping slightly beyond what feels easy and accepting new challenges.


Growth doesn’t come from doing the same thing every day. The same way a cyclist improves by adding resistance, a salesperson improves by taking on more complex client interactions, addressing objections more adeptly, and refining their messaging to better meet client needs. Over time, these incremental challenges add up to significant gains, just as a slight turn on the bike’s resistance knob can lead to a substantial boost in strength.


  1. You Have Four Minutes Left—Make Them Count


When the instructor shouted, “You have four minutes left—make them count!” I couldn’t help but think about how, in sales, we face similar moments, especially as we approach year-end. Right now, we have six weeks left until the end of 2024—a perfect reminder to “make them count.”


In both spin class and sales, there’s a unique intensity that comes with being near the finish line. In the final push to close deals, reconnect with leads, and hit our targets, every minute counts. In these critical last weeks, it's essential to focus on what will make the most impact. We need to leverage all the skills we’ve developed throughout the year—asking incisive questions, listening to client needs, and creating solutions that solve real problems. It’s the same in spin class: when the finish line is in sight, that’s when you give your best.


I encourage you to push your sales team to stay focused, dig deep, and make the most of the time we have left to finish strong. Whether on a bike or in sales, when you give your all in those last moments, you often surprise yourself with what you can accomplish.


As we wrap up 2024, let’s channel the “last four minutes” mindset to finish strong. Whether your goal is a final sales push or setting up for an exceptional 2025, remember that Butler Street has the tools to support your journey. With our Sales Coach AI and skills-based training, your team can hone essential techniques, boost confidence, and achieve more. Butler Street is your partner in client and talent development.  We’re here to help you tap into your potential, keep your team motivated, and drive results. Embrace continuous improvement, stay connected to your team’s energy, and enjoy the ride to the finish line!

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