See It for What It Is: The Sales Principle of Objectivity

Guiding Principle: Objectivity

Let’s rip the Band-Aid off: Salespeople - we love you, we are you - but we are some of the least objective people on the planet. We’re built for optimism. It’s in the job description. We get excited, we believe in possibility, we hold out hope until the very end. That’s all great… Until it isn’t. Because if we don’t check that optimism - if we don’t balance it with objectivity - we start making bad decisions. We waste time. We drag deals out that were dead two months ago. We misread signals. We confuse “activity” with “progress.” That’s why objectivity is a core Guiding Principle in the Blind Zebra Sales Operating System. It’s one of the first lenses we teach reps to use - not just to see their deals clearly, but to see themselves clearly too.

What is Objectivity?

At its core, objectivity means: “See it for what it is, not what you hope it is.” If that feels overly simple… good. We like it that way. Objectivity is one of those things that’s easy to understand and hard as hell to practice - especially when you’re emotionally invested in a deal. We tell our clients: “It’s nothing till it’s something.” And you get to define what “something” means. At Blind Zebra, our “something” is when a client’s money is irrevocably in the checking account. Not when the verbal agreement is made. Not when the contract is signed. Not when onboarding starts. Money. In. The. Bank. Until then? Anything can happen. And usually does.

Sales optimism vs. sales reality

Here’s how this shows up in real life:

• You have a “great meeting” scheduled for next week? You have a meeting scheduled. We’ll see how it goes.
• You just had “the best discovery call ever”? Maybe. Or maybe you had a discovery call where they were polite.
• You’ve got a “verbal yes”? Cool. That’s progress. But it’s not a deal. Not yet.

Objectivity keeps us grounded. It says: “I’ll celebrate when it’s real. Until then, I’m neutral.” Not cold. Not robotic. Not pessimistic. Neutral. Because objectivity isn’t about being negative. It’s about being clear-eyed. It’s about protecting your pipeline, your calendar, and your mental energy from deals that aren’t going anywhere.

Why it matters inside a Sales Operating System

When you’re operating inside a structured, intentional Sales Operating System like the one we teach at Blind Zebra, objectivity does a lot of heavy lifting. It:

• Helps you prioritize real opportunities over hopeful ones
• Keeps your pipeline honest (not bloated with wishful thinking)
• Makes forecasting actually accurate (and not just aspirational)
• Gives your manager something to coach from
• Protects your confidence when deals fall through (because you saw it coming)

Objectivity also sets the tone for how you show up with buyers. You’re not overly eager, and you’re not checked out. You’re just... real. And people feel that.

This principle is very human

We’re not trying to turn reps into robots. We’re just trying to make sales simpler, cleaner, and more honest. Objectivity is a way to do that. It’s a mindset that helps you make better calls, avoid drama, and stop chasing things that aren’t real. It keeps your heart in the game without letting your emotions run the show. And when sales is more honest? It’s more human. It’s more fun. And it works better. For everyone.

Want to see what it looks like to run a team with objectivity at the center?

We coach sales teams to make objectivity a daily behavior - inside a fully built Sales Operating System that makes it easier to sell and lead. If you’re tired of pipeline drama and hoping things close, and you want a system that helps your team see things clearly and move with purpose… Let’s talk. Book a Coin Toss Convo We’ll keep it objective. Promise.