Offense Sells Tickets, Defense wins Championships.
But how true is it? Is it the case that the best defenses win championships, or do you need that superstar X-factor to lift the Vince Lombardi Trophy?
Ahead of Super Bowl LIX, with the Kansas City Chiefs and Philadelphia Eagles facing in a rematch of Super Bowl LVII, Bet365 looked at the numbers behind the last 10 Super Bowl winners and runners-up to see whether offense or defense is more important on the big stage.
The answer may just surprise some of you.
We’re bringing sports and sales together. With the Super Bowl this weekend, I want to discuss one of the most essential parts of any game—offense. Specifically, why offense is such a successful strategy in football and how sales professionals like you can adopt the same mindset to gain a massive edge in your field.
Because in sales, just like in sports, the best offense is playing to win.
Why Offense is the Best Strategy
Think about the Super Bowl. The teams that steal the show and lift that championship trophy don’t win by playing passive, conservative, wait-and-see ball. They win by leading; they win by dictating the game’s pace. Offense creates opportunities. It puts the other team on their heels, forces them to react, and keeps you in control.
The same is true in sales. Playing offense means you’re proactive, not reactive. You’re controlling your earning potential rather than just waiting to see how the market moves. You’re creating opportunities instead of waiting for leads to come to you.
When you play defense in sales—when you wait for prospects to call you or hesitate to send that follow-up email—you’re letting someone else determine your future. Playing offense? That’s how you control your pipeline, your success, and ultimately, your income.
Super Bowl Tactics Applied to Sales
How does this play out? How do you adopt an offensive strategy in your sales career? Look no further than the Super Bowl. Here are three offensive tactics from the football field and how to use them in your sales playbook today. For instance, having a clear game plan, playing aggressively, and making adjustments are all key components of an offensive sales strategy.
- Have a Game Plan (AKA Your Sales Strategy)
No offense succeeds without a clear plan. Before that quarterback steps onto the field, they’ve spent hours perfecting the game plan. They know what plays they’re running, which players they’re targeting, and how they will adjust if the defense shifts.
For sales pros, your game plan is your strategy. Who are you targeting? Do you know your prospects’ pain points and how your product solves them? What’s your approach for turning a “maybe” into a “yes”? Without a plan, you’re reacting.
Offensive Tip: Block out time at the start of each week to create your sales game plan. Identify your top leads, plan your follow-up strategy, and prepare for potential objections. You only win when you’re prepared.
- Play Aggressively (AKA Make the First Move)
The best offenses don’t wait—they attack. They make bold plays and put points on the board early. Think about Patrick Mahomes or Tom Brady commanding their teams with confidence and intention. They don’t sit back; they take the game to their opponents.
Sales are no different. Don’t wait for the prospect to call you. Be the one to initiate the conversation. Don’t hesitate to send that second email or call to follow up. Aggression in sales doesn’t mean being pushy; it means being persistent, confident, and timely.
Offensive Tip: Follow the “3x3x3 rule.” When targeting a lead, follow up three times in three different ways (phone, email, LinkedIn) within the first three days. The faster and more present you are, the more likely you’ll stay at the top of their mind to set the meeting.
- Make Adjustments (AKA Read the Field)
Here’s the thing about football—no game plan survives contact with the opponent. That’s why great offenses are adaptable. A quarterback reads the defense, makes adjustments at the line, and calls an audible to move the ball forward.
Great salespeople do the same thing. Your pitch may have landed flat, you hit an objection you weren’t expecting, or the decision-maker has shifted. It’s your job to adjust on the fly. Listen to your prospects, understand their changing needs, and adjust your strategy to keep the deal alive.
Offensive Tip: Ask yourself, “What went well after every sales call or meeting? What didn’t? What could I do differently?” Use these reflections to course-correct for the next interaction.
Why Offense Changes the Game in Sales
Here’s the bottom line. Playing offense in sales is about taking ownership of your success. It’s about showing up every day with a plan, the energy to execute it, and the flexibility to adapt when the situation calls for it.
You hold the power to control your future. Just like in the Super Bowl, the team that takes the initiative controls the field, and stays bold in their decisions is the one that claims victory.
To all the sales pros, sports fans, and business owners —remember, playing offense in sales is about taking ownership of your success. What’s one offensive strategy you can implement today? Whether it’s reworking your pipeline, setting a bold new goal, or reaching out to that lead you’ve been hesitant about—it’s time to play to win.
Your thoughts and experiences matter! Share your favorite sales moves or offensive strategies in the comments, or tag me on social media.
And by the way, your support means the world to me! If you find value in this, leave a review and share this with a colleague who needs to start playing more offense in their sales approach or use it a topic in your next sales meeting.
Offense sells tickets and, it appears, also wins championships.
I encourage you to take control, stay proactive, and always bring that championship mindset daily. Until next time, keep playing offense and keep winning.
Connect with Lisa:
https://www.linkedin.com/in/lisathal/
http://threewordmeetings.com
http://threewordpodcast