Fast vs. Right: Finding the Balance in Sales

28 years ago, I had the chance to work with a race team that fielded two drivers in the Indianapolis 500. With the “Big Race” coming up again this weekend, I’ve been thinking back to something one of those drivers told our crew just days before the green flag dropped.

He said, “There’s a fine line between control and chaos. Between going fast and crashing.”

That idea has stayed with me ever since.

And now, after 30 years in the technology sales business, it feels more relevant than ever. These days, we’re constantly being pushed to close deals right away—often at the expense of doing things the right way. The sales cycle itself hasn’t gotten much shorter. But the expectations certainly have.

As sellers, we’re under pressure to go fast—but we’re also the ones who have to keep the car on the track. That means knowing when to hit the gas—and when to ease off just enough to stay in control.

If that rings true for you, here are some thoughts on what happens when we prioritize “right away” vs. “doing it right.”

The Allure and Risk of "Right Away"

Going fast can be a competitive advantage.

• You seize opportunities before they disappear
• You beat competitors to the punch
• You create energy and momentum in your pipeline

But it comes with real risks:

• Rushed decisions that lead to poor implementation
• Promises that outpace product readiness
• Damaged trust—both inside and outside your organization

The most important thing to remember? Don’t go faster than your customer is ready to move.

The Value of "Doing It Right"

Slowing down to do things right may feel counterintuitive in a high-pressure environment. But it pays off.

• You build credibility with buyers who know you’re not cutting corners
• You deliver reliable outcomes
• You create stronger, longer-lasting relationships
• You create space for real innovation, not just incremental wins

And here’s a rule of thumb: If the customer isn’t asking you to go faster, you probably shouldn’t.

Striking the Balance

Here’s how seasoned sellers stay fast—without crashing:

• Prioritize the next step, not every step. You can’t jam a full sales cycle into a single meeting.
• Hold the line on quality. If something isn’t right, stop and fix it before moving forward.
• Make the customer your co-pilot. Their feedback and pacing are just as important as your own drive.
• Test, learn, and improve. Move fast on what works. Let go of what doesn’t.

Ricky Bobby famously said, “If you ain’t first, you’re last.”

But in sales—just like in racing—you can’t be first if you crash.

Success comes from mastering that fine line between speed and control. Find that balance, and you won’t just finish the race—you’ll win it.

Oh—and that driver who gave us the advice back in 1997?

He won the Indianapolis 500 that year. His name was Arie Luyendyk and they called him The Flying Dutchman.

And on that day, he truly was the fastest man on the track. 

Enjoy your Memorial Day weekend!

- Mike F.