By John Barrows | May 9, 2026 | 5 min read
Core values in sales are a built-in filter that cuts through noise when the pipeline tightens and pressure builds. When the pipeline tightens and pressure builds, the temptation to take whatever revenue is available gets loud. But the reps and leaders who know their core values have a built-in filter that cuts through the noise and makes better calls faster than any framework will.
I’m not going to lie. It’s been a rough couple of weeks.
I’ve taken a few Ls, both personally and professionally, and they’re starting to pile up. To start, I lost a few deals recently that I felt pretty good about. Well, I didn’t “lose” them per se, but was told, “other priorities have come up, and this needs to be pushed to Q3.” We all know what that means. With things moving as fast as they are right now, three months might as well be a lifetime.
Outside of the full-stop during COVID, I’ve never been in a selling environment like this, one where there’s so much indecision and constant reprioritization.
I’ve written about this before, referencing the book Jolt Effect, which talks about how the main issue isn’t necessarily “no decision,” it’s indecision based on how fast things are moving and how many options people have in front of them. We’re all selling against risk right now, and risk is high on everyone’s radar. Very few people get fired for not making decisions. Lots of people get fired for making bad ones.
The Temptation of Bad Revenue
With a Q2 pipeline that’s not where it needs to be, it’s very tempting to take revenue wherever you can find it. But I’ve learned that lesson the hard way.
I’ve taken “bad revenue” before and regretted it every time. It’s usually an opportunity that’s in the general range of what I do, which is how I justify it, but it ultimately takes me away from what I do best. The resulting service I provide is usually good but not great. And in this world of reviews, back-channel reference checks, and virality, doing mediocre work does more harm than good.
There were a few partner and client opportunities that came up recently that I could have closed. I turned them down because they didn’t align with my values.
Which brings me to the main point.
Core Values in Sales as a Decision Filter
Every time I do a coaching call or talk to someone who is struggling with a decision they have to make, I recommend the same starting point: get recentered on your core values first.
When I’m clear on my core values, they act as a filtering lens and a compass. Every decision gets easier.
For instance, I’ve had a few recent opportunities to partner with AI companies that are trying to replace the SDR/BDR role completely. That doesn’t align with my value of elevating the people and the profession of sales for those willing to put in the work. As tempting as it was to take that money for a few LinkedIn posts, I turned them down.
This applies at every level of a sales career:
- As an IC: Is this deal worth closing if the customer isn’t a good fit and I know it? My values say no. My quota says yes. Which one wins?
- As a manager: Am I building a team on values and sustainable performance, or just hitting a number this quarter?
- As a leader: Am I taking the revenue that’s right for the business, or the revenue that looks good in the next board deck?
How to Get Recentered
I decided to put together a prompt pack to help people define and refine their core values. The Core Values Prompt Pack is designed to be uploaded directly to whatever AI platform you’re using and walk you through the process of getting clear on what actually matters to you.
If you’re dealing with a bigger personal or career decision right now, not just a pipeline question, I covered exactly that in Before You Make Any Decisions. Start there first, then come back here.
Someone who went through it recently told me: “It was like therapy but without an uncomfortable, judgy person in front of me.”
Carve out some time soon to go through the process.
The Bigger Picture
Now that I’m recentered, it’s time to get to work. For those of you who’ve been with me a while, you know I’ve been through a lot worse. Back in 2023, I went from 20 employees and $6M in revenue to 2 employees and almost $0 in revenue in less than three months. My values kept me grounded. My effort, activity, skills, brand, and relationships got me back on track.
That’s the Iron Man suit I keep talking about. We all need to build one so we’re not dependent on any one channel, one skill, or one revenue source to survive.
If you’re looking for help building yours, I’m continuing to build out my membership for people willing to put in the work. And I’ve launched a new Sales Leadership Advisory offering for GTM leaders navigating this transition.
I live between the world of the Give a Shit Factor and Unconscious Competence. I can’t get you to care. But once you do, I’ll give you everything I’ve got.
Who’s coming with me?
Frequently Asked Questions
What are core values in sales and why do they matter?
Core values in sales are the principles that guide how you choose customers, take opportunities, and make decisions under pressure. They matter because they filter out bad revenue, bad partnerships, and short-term thinking that costs you long-term.
How do you know if a deal is “bad revenue”?
Bad revenue is any deal that falls outside your real area of expertise, misaligns with your values, or requires you to deliver work you can’t be proud of. The short-term cash rarely compensates for the damage to your reputation and focus.
How can AI help with defining core values?
AI tools can walk you through structured prompts that help you articulate and pressure-test your values faster and with more honesty than most people access on their own. The key is using AI as a thinking partner, not as someone to give you the “right” answers.
What do you do when your values conflict with your quota?
Get specific about the cost of each path. Taking the wrong deal has a cost: reputation damage, time away from the right work, and a precedent you’ll have to keep living. The quota miss also has a cost. Most of the time, when you do the math honestly, protecting your values is the better long-term bet.
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