In this episode of the Power to Sell podcast, students sat down with Don Masters, Executive Vice President of Sales and Marketing at Border States, to discuss why time is one of the most valuable assets in professional sales. Masters shares the best advice he ever received: treat time like money by breaking annual quotas into daily goals to maximize productivity and consistency.

One area of focus was the idea that trust is built by consistently honoring small commitments, whether that’s showing up early, following through on promises, or meeting deadlines. Over time, those moments compound, helping sales professionals evolve from vendors into trusted partners.

The episode also explores how Border States is leveraging AI to accelerate “time to solution” by automating manual tasks and creating more time for meaningful customer interactions. Masters also cautions students against impatience, emphasizing that strong B2B relationships are built incrementally over time. Finally, he discusses the transition from working “in” the business to working “on” the business, highlighting the importance of disciplined decision-making, data, and long-term thinking.