Falling in Love with Standout Sales and Learning from the PSA Summit

Last week at the Professional Speaking Association Summit, I was honoured to deliver my keynote, Falling in Love with Standout Sales. This theme goes beyond the “Stand Out” event theme created by Chantal Cornelius or traditional metrics. It is the mindset of sales and dives into the heart of creating unforgettable customer experiences—where each touchpoint, from first contact to follow-up, defines our brand and business relationships that sales.

In my keynote, I shared the story of redefining my journey, marking the milestone with what I call “6.0.” From celebrating under the Northern Lights to indulging in Caribbean-inspired cuisine by Michelin-star chef Kerth Gumbs, I learned the importance of creating memorable experiences. Much like my 6.0 birthday celebrations, our journey with customers must focus on the quality of experience throughout all stages.

Here’s a glimpse into what I covered:

The three stages are shared from my keynote on how to create your own standout sales success customer experiences.

• Before – It’s about first impressions. Imagine a B2B scenario where repeated emails for dietary needs or lack of communication from staff can leave customers feeling frustrated. How often do we unintentionally place similar barriers in our own sales process? Streamlining this first contact is essential.
• During – Whether managing an event or handling a customer interaction, clarity in communication and attentive service experiences set the stage. It’s a reminder that while stunning visuals can impress, service excellence is what truly resonates.
• After – From ensuring promises are kept to follow-up and through on expectations, we all must strive to meet, if not exceed, customer expectations, just as we would for a close friend. The art of sales is not about the ‘hard sell’; it’s about building a journey that continues even after the sale is made.

Three Takeaways Shared with the PSA Audience

1. Customer-Centric Sales Creates Long-Term Loyalty
   sales aren’t just about landing a deal—it’s about securing a lasting relationship. Whether you’re selling a product, a service, or your own expertise, aim to leave a memorable experience that translates into referrals, recommendations, and long-term loyalty.
2. Experimentation Breeds Innovation
   A great reminder from the summit was the importance of experimenting with new methods and ideas. Transforming a process or approach can start with a pilot program, testing small changes and tracking customer responses. This approach can lead to remarkable results in sales—like my pharmacy example, where a pilot store’s transformation doubled its revenue in just one week.
3. Feedback and Listening is a Sales Superpower
   Listening over talking can significantly impact sales success, yet only 62% of top-performing salespeople are introverts, and 77% of salespeople end up in roles not suited to their strengths. Ensuring the right fit for sales roles and cultivating active listening skills is crucial for success.

Event Highlights: A One-Line Recap of Top Speakers

• Lee Warren kicked off the summit, inspiring us to “be a diva onstage and delight offstage.”
• Graeme Codrington challenged us to future-proof our speaking businesses.
• Monique Blokzyl reminded us to create value with impact.
• Steve Bustin showed ten ways to stand out on stage.
• Ross Bernstein brought contagious energy and creativity to grow our businesses.
• Simon Raybould shared the power of accessible “hope so” stories.
• Antoinette Dale Henderson invited us to unlock our gravitas.
• Julia Grace was rocking the stage. Oh, what a voice.
• Sam Warner offered tips on making talks more accessible for neurodivergent audiences.
• Ruby Newell-Legner, on standing our long-term

I missed most of the excellent workshops and Fringe, except for how to have a grand opening line and make it memorable. I did not Meet the Maestros. Thank you to the comperes that held the stage together, Olga Geidane, James Perryman and @Edmee Mendonca and the Professional Speaking Association team led by SaraBeth.

Building Lasting Connections in a Community that Inspires

Beyond the speakers, the power of connection makes the PSA Summit uniquely valuable. The summit thoughtfully included quiet areas, and I often took time to have one-on-one conversations with familiar faces and new ones. These moments of connection were truly enriching, where sharing stories and insights deepened the experience. Getting lost in a packed agenda is easy, but stepping back to focus on meaningful interactions was refreshing and grounding.

The cabaret event exemplified this inclusive atmosphere—it encouraged everyone to connect without the pressure of “being funny,” creating an environment where everyone could be themselves. I loved this relaxed energy and the camaraderie it fostered.

I’ve already booked for next year and am eager to return to this vibrant community. While I relished the opportunity to keynote, the feedback from my peers was invaluable. Next time, I plan to spend even more time in conversation, soaking in the wisdom of this generous network.

Congratulations to Michelle Mills-Porter The People Reader 🌈 on her presidency of the PSAUKI.

Lessons Learned on the Power of Connection and Pacing

I’ve learned the importance of pacing myself over the years of attending PSA Speaking Business Summits. With so much on offer, it’s tempting to participate in every session and event, but sometimes less is more. Here are some personal lessons from this year’s summit:

• Be selective with what you need and want – You don’t have to do everything. Sometimes, the bits you’re not ready for will be there when you are.
• Balance familiarity with novelty – For every person you know and speak to, connect with someone new. Fresh perspectives keep us growing.
• Listen to your energy and body – Don’t just follow the crowd; follow where your energy and curiosity lead. Trust your intuition and take breaks when you need them.

I ended my time at the summit in the spa, discovering that 20 minutes of floating can be as rejuvenating as three hours of sleep! By taking these moments of downtime, I managed the sensory overload and enjoyed every second without feeling drained.

The PSA Summit is more than a series of keynotes; it’s a community, an ecosystem of like-minded professionals committed to elevating each other. I left the event inspired and connected to incredible speakers and innovators. If you are an aspiring speaker or a professional who wants to amplify your influence, consider joining us next year.

#ScaleYourSales #PSASummit #CustomerCentricSales #Connection