A new year has begun, full of challenges, obstacles, and, of course, goals to achieve in the realm of business and sales activities. Specialist Carlos Rosales, director and founder of Consultores Neurosales, with recognized expertise and an international reputation for his performance in this broad field, and more specifically in everything related to sales, begins his new cycle of contributions to our media group, making available to readers and users, and sparking their interest, a framework or path to consider. We will share these highly relevant and useful articles throughout 2026, illuminating the path to decision-making.

“Selling today is nothing like selling five years ago. Customers are better informed, cycles are longer, and old tactics no longer have an impact. Many experience it as an exhausting routine, a sequence of calls and presentations that no longer moves the needle. But this discomfort isn’t a problem; it’s an invitation to level up.”

– In my concept of the sales hero’s journey, I propose that every sales professional faces, sooner or later, the same twelve stages that heroes in their stories generally experience. It’s not a literary device, but a practical way to understand why we stagnate and how to move forward with greater clarity.

“Exactly, it all starts in the ordinary world: processes that run on autopilot, a lack of focus, and a market that demands more than we give. When the usual approach stops being enough, the call to adventure arises. The challenge lies in listening to it without falling into excuses like ‘my sector is different’ or ‘I don’t have time.’ These are comfortable barriers that prevent growth.”

From the product to value

– Real change comes when we accept the guidance of a mentor, whether it’s a book, a trainer, or a role model: someone who shakes us up, challenges us, and pushes us to try something different. Crossing the threshold isn’t planning, it’s deciding. It’s moving from intentions to action: implementing a CRM properly, personalizing messages, or transforming a product-centric presentation into a value-centric one.

“On the way, challenges, allies, and enemies appear. Customer rejections weigh heavily, but they sharpen our judgment. Ego and routine become dangerous rivals. Discipline and data become our compass. And sooner or later, we reach the deepest cave, that point where everything gets dirty: stagnation, doubt, lack of results. That’s where it’s determined who retreats and who is reborn.”

– The great test often takes the form of a difficult negotiation or a goal that seems out of reach. Overcoming it depends not only on techniques, but also on composure and vision. The reward isn’t just the contract, but the internal authority gained by demonstrating our ability to withstand pressure.

“Then comes the journey back, where we apply what we’ve learned with greater confidence. And there’s always one last challenge that reinforces our evolution before we return with the elixir: experience, conviction, and the ability to inspire others.”

– Each sales cycle is a journey. What changes everything is how you choose to experience it: from fear or from purpose. What stage are you at today?

 About the author

Carlos Rosales is a postgraduate professor at several universities in Colombia, Panama, Venezuela, and Guatemala. He is the author of the books “People Buy People,” “People Buy Leaders,” and “Epic Sales Blunders,” with over 90,000 copies sold. He trains sales professionals throughout Latin America and is a high-impact speaker and mentor.

Recognized by LinkedIn as one of the Top Voices in Latin America and by GOIntegro as one of the Top 12 HR Influencers in Colombia.

He is currently the director of Consultores Neurosales, a training and human development company with a presence throughout Latin America.

(Main reference image source: Alex Hudson on Unsplash)

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