5 Business Lessons to Live By

There’s a saying: “Your biggest lessons come from your toughest challenges.” Well, if that’s true, then my time in direct sales was a masterclass in resilience, growth, and how to navigate the rollercoaster of running a business. Those years were more than just about selling—they were a crash course in strategy, mindset, and the art of building meaningful connections.

The lessons I learned during that time still guide me every day. These lessons aren’t just for people in sales—they’re foundational for anyone running a business or looking to grow their impact.

Today, I’m sharing five of the most transformative lessons that helped shape not only my business but also how I approach challenges, setbacks, and success.

1. The Customer Is King

Let’s start with the golden rule: your customers are everything.

During my time in direct sales, I quickly realised that the secret wasn’t just about having a fantastic product or service. It was about understanding and valuing the people buying it.

Your customers are the heartbeat of your business. When they feel seen, heard, and valued, they become more than just buyers—they become advocates. Word-of-mouth referrals, glowing testimonials, and repeat purchases all stem from how well you treat your customers.

Here are a few specifics:

- Listen more than you talk. The best sales conversations are the ones where questions are asked and needs are genuinely listened to.

- Overdeliver whenever possible. People don’t forget when you exceed their expectations, whether it’s a handwritten thank-you note or going the extra mile to solve a problem.

- Create an experience, not just a transaction. Think about how your customer feels before, during, and after working with you. Are you leaving a lasting impression?

If you’re running a business, make it your mission to treat every customer like they’re your most important one. Because, honestly? They are.

2. Follow-Up Is Everything

This might be the most overlooked and underrated part of running a business.

Most people don’t buy the first time they hear about a product or service. Life gets busy, priorities shift, or they simply need more time to decide. That’s where follow-up comes in.

In direct sales, I learned that following up wasn’t about being pushy—it was about being present and helpful. A simple, genuine check-in could often turn a “maybe” into a “yes.”

But follow-up requires a system. You can’t rely on your memory alone (trust me, I tried).

Here are some tips:

- Keep it simple. Whether it’s a spreadsheet, a CRM tool, or even sticky notes on your desk, have a way to track who you’ve reached out to and when. (Don't rely on the sticky notes)

- Be consistent. Set aside time each week specifically for follow-ups. It’s amazing what even 30 minutes can accomplish.

- Make it about them. Instead of focusing on your agenda, focus on how you can help. Ask questions like, “How are you feeling about [product/service]?” or “Is there anything else you need from me?”

Follow-up isn’t just a task—it’s a bridge between interest and action. And when done right, it’s also a way to build trust and deepen relationships.

3. Rejection Is Part of the Game

If you’re afraid of hearing the word “no,” running a business is going to be tough.

In direct sales, rejection was a daily occurrence. At first, it stung. Every no felt personal, like I wasn’t good enough or didn’t have what it took.

But over time, I learned to reframe rejection. Instead of seeing it as failure, I started seeing it as feedback. A no wasn’t about me—it was about timing, priorities, or fit. And every no brought me closer to the right yes.

Here’s what helped me embrace rejection:

- Separate your self-worth from the outcome. A no doesn’t define your value or ability.

- Learn from it. Ask yourself, “What can I take away from this experience?” Maybe it’s adjusting your pitch, targeting a different audience, or simply recognising that this person wasn’t your ideal client.

- Celebrate the courage to ask. Every time you put yourself out there, you’re building resilience and growing as a business owner.

Rejection is inevitable, but it’s also where growth happens. The more you lean into it, the stronger you become.

4. Your Business Will Rise or Fall on Recruitment

In direct sales, one of the biggest lessons I learned was the importance of building a strong team. Success wasn’t just about how well I performed—it was about the people I brought together. And here’s the thing: recruitment wasn’t about finding just anyone. It was about finding the right people.

The same is true for any business. Whether you’re hiring employees, collaborating with freelancers, or forming partnerships, the people you surround yourself with will make or break your success.

Here’s what I learned about building a strong team:

- Hire for attitude and values, not just skills. Skills can be taught, but things like drive, integrity, and alignment with your mission are harder to find.

- Create a culture, not just a team. People want to feel like they’re part of something bigger than themselves. Communicate your vision and make them feel invested in the journey.

- Don’t rush the process. It’s better to take your time and find the right fit than to bring someone on board who isn’t aligned.

Your business is only as strong as the people in it. Surround yourself with those who lift you up, share your vision, and are ready to grow alongside you.

5. Consistency Builds Trust

If I had to pick one lesson that’s been the most transformative, it’s this: consistency is everything. Showing up regularly—for your customers, your team, and yourself—is what builds trust. And trust is the foundation of every successful business.

In direct sales, consistency looked like routine, structure and discipline, following up, and being present for my team and customers. It wasn’t always glamorous or exciting, but it worked.

Here’s why consistency matters:

- It builds credibility. When people see you showing up again and again, they know you’re reliable.

- It creates momentum. Small, consistent actions compound over time into big results.

- It sets you apart. Many people give up too soon. By staying consistent, you’re already ahead of the game.

Whatever you’re doing in your business, commit to showing up. Even on the days when it feels like no one’s watching, I promise you—people notice.

Final Thoughts

My time in direct sales taught me more than I ever expected. It was challenging, yes, but it was also one of the most rewarding experiences of my life.

The lessons I learned—putting the customer first, mastering follow-ups, embracing rejection, prioritising recruitment, and staying consistent—have shaped not only my business but also how I approach life.

If there’s one thing I want you to take away from this, it’s that growth comes from leaning into the hard stuff. Whether it’s a tough conversation, a rejection, or a moment where you’re doubting yourself, those challenges are where the magic happens.

So, which of these lessons resonates most with you?

Are there any that you’re ready to implement in your business? I’d love to hear your thoughts—send me a message.

And remember: every step forward, no matter how small, is progress. Keep going. You’ve got this.

This blog post was inspired by my podcast episode 'I was triggered by an email here is my response' which was inspired by an email that was unintentionally personal but triggering all the same.

Listen to the podcast episode here