Guiding Principle: Assertiveness
The energy before the action Let’s talk about one of the most misunderstood traits in sales: Assertiveness. At Blind Zebra, we define assertiveness as the energy before the action. It’s what powers the clean, honest moves that move your sales process forward. Or stop it in its tracks when needed. But here's the kicker: assertiveness isn't about being pushy. It's not about being the loudest voice in the room, or plowing through objections, or closing hard. That’s outdated, uncomfortable, and frankly ineffective. Real assertiveness is nuanced. It’s a confident energy rooted in clarity, timing, and intention. And it’s foundational to how we coach sales teams to operate inside our Sales Operating System (BZSOS) - the structured yet human way to run every part of your revenue process.
“I wanted to ask this but…”
That’s the line we hear all the time. A rep finishes a call. It went pretty well, but something's gnawing at them. They’re debriefing with their manager, or thinking it through on the drive home, and say: “I wanted to ask about [budget / timeline / decision process] but... I didn’t.” Why? Usually, it “didn’t feel like the right time.” Or they didn’t want to make it weird. Or they weren’t sure they had enough “credibility” to push. This is where assertiveness comes in. It’s not about pressing people. It’s about trusting yourself enough to say what needs to be said, in the moment.
Assertiveness is a form of care
When you're assertive, you show your prospects respect. You treat their time (and yours) as valuable. You’re willing to surface the uncomfortable or address the obvious. You create clarity, which builds trust. And when you’re operating inside a structured Sales Operating System, assertiveness gives you the freedom to stay human while still driving the process forward. It helps you:
- Interrupt when a convo goes off-track: “Can I pause you there? What you just said seems important and I don’t want to skip past it.”
- Draw boundaries and keep momentum: “We’ve gone through the right steps together. We think this could be a great fit. Can we align on a decision date?”
- Say no when it’s not the right time: “Honestly, I don’t think your team is ready for this. Let’s regroup in a few months when it makes more sense.”
That’s clean assertiveness. You’re not forcing outcomes. You’re naming reality. And people feel that.
When assertiveness is missing...
The absence of assertiveness creates murky sales cycles. Conversations drag on. Real concerns go unspoken. Objections pile up unaddressed. You end up in “maybe-land” - the land of soft maybes, endless follow-ups, and ghosting. The problem isn't lack of skill. It’s usually an energy issue. A rep knows what to say, but doesn’t act on it in the moment. That pause, that hesitation is where momentum gets lost. We coach our clients to recognize this early. Because when you consistently bring assertiveness into your sales conversations, you protect your time, your process, and your emotional energy. And in a well-run sales operating system, that’s everything.
Assertiveness ≠ Aggression
Let’s make one thing very clear: Assertiveness is not aggression. It’s not ego. It’s not dominance. It’s not “controlling the room.” It’s simply the courage to take helpful action when it matters, with good intent behind it. It’s a calm kind of leadership. One that helps your buyer feel confident too. At Blind Zebra, we help sales teams get fluent in this kind of energy. Not by scripting “what to say” - but by teaching when to say it and how to feel clean doing it. Assertiveness is a muscle. And when it’s aligned with belief and intention, it’s one of your most powerful tools.
What this principle unlocks
When salespeople practice assertiveness consistently, they:
- Reduce ghosting and delays
- Navigate hard conversations with confidence
- Protect their energy and time
- Create mutual respect with buyers
- Shorten sales cycles ...all while staying human and helpful.
Assertiveness isn’t a hack. It’s a Guiding Principle in the Blind Zebra Sales Operating System. It makes every other part of the process smoother, simpler, and more effective. Let’s chat. Book a Coin Toss Convo. A no-pressure first step to see if Blind Zebra and our BZSOS are a fit for your team. No fluff. Just real talk.
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