If you can sell in federal, you can sell anywhere. That’s the theme of Episode 145 of Mastering Modern Selling, where Tom Burton, Brandon Lee , Carson V. Heady, and guest Jon Jumento —a 25-year veteran in aerospace, defense, and federal sales—delivered a playbook that every B2B seller can use to sharpen their craft.

Federal sales is often viewed as intimidating: complex contracts, endless approvals, risk-heavy decisions, and bureaucratic red tape. Yet as Jon emphasized, mastering this environment teaches you fundamentals that apply everywhere—enterprise, commercial, and beyond.

The Fundamentals That Never Change

Jon’s career spans project management, engineering, account management, and sales leadership. He’s turned underperforming teams into high-growth powerhouses, leading them with patience and a laser focus on what sellers can actually control.

The biggest shift he’s seen? Buyers today want outcomes, not product pitches. Features and facts don’t close deals—understanding problems, doing research, and showing how your solution impacts their mission does.

“Every conversation must come from a position of help.” – Jon Jumento

Partnership: Earned, Not Claimed

The word partnership gets thrown around carelessly in sales. But Jon stresses that true partnership is earned through research, preparation, and problem-solving—not declared in a pitch deck.

He shared an interaction with a CIO of a major military branch: “I’m looking for partnership. I want you researched, I want you to understand what I care about, and I want to see how you problem-solve against that.” That level of accountability extends beyond account managers—it’s expected from every member of the team.

Research as a Differentiator

One of Jon’s most prescriptive points was on doing the work. Too often sellers show up to meetings armed only with their own brochures. Federal customers, on the other hand, literally publish what they need—budgets, initiatives, industry days, and even live LinkedIn sessions where they take questions from vendors.

“If you’re not there, you’re not learning. If you’re not learning, you can’t show up intelligently.” – Jon Jumento

This applies far beyond government. Your buyers are signaling what they care about through annual reports, LinkedIn posts, media coverage, and industry events. Sellers who leverage this information to tailor conversations stand out immediately.

Humility as a Sales Superpower

A recurring theme in the conversation: sellers don’t have to be the smartest person in the room. Too often, reps show up eager to prove expertise, flooding meetings with facts. Jon flips this on its head:

Curiosity is more valuable than credentials.Inquisitiveness builds credibility faster than arrogance.Humility creates emotional connection—where decisions are really made.

“Decisions are based on emotions, justified with logic. If we miss that part, we’re missing out.” – Jon Jumento

Navigating Complexity

Jon illustrated how complex federal procurement can be—sometimes requiring 20 different sign-offs just to process a purchase order. His takeaway: you must understand how your customer buys. Whether federal or Fortune 500, each organization has hidden approval layers and landmines that can stall deals. Mapping the process, asking questions, and anticipating roadblocks is critical to setting accurate expectations.

The Small Business Opportunity

While selling to government can feel daunting, Jon underscored the growing opportunity for small and mid-sized businesses. Federal programs are now actively opening doors to smaller, more innovative partners. But he was candid: the investment is significant, the payback is long, and patience is essential.

“Public sector can act as an economic blanket—because even in downturns, government is still spending.” – Jon Jumento

Key Quotes to Remember“If you can sell in federal, you can sell anywhere.”“Every conversation must come from a position of help.”“Partnership isn’t declared—it’s earned.”“Do the work. If you’re not learning, you can’t show up intelligently.”“Decisions are based on emotions, justified with logic.”Prescriptive Takeaways for Every Seller

Whether you sell to government agencies, enterprises, or startups, here’s how to apply Jon’s playbook immediately:

Start with help, not hype. Make every conversation outcome-driven. Do the work. Research budgets, signals, and pain points before every call. Earn the right to partnership. Show up knowledgeable, humble, and ready to solve. Understand how they buy. Map approval processes and flag risks early. Coach through curiosity. Ask better questions instead of delivering longer monologues. Stay patient. Sales is a long game—especially when the stakes are high.

This episode reminded us of something Phil Jackson once said: “Chop wood, carry water.” Success comes back to the fundamentals. For Jon Jumento, that means helping first, researching deeply, staying humble, and focusing on controllables.

Sales leaders and sellers alike would do well to remember: the path to consistent, strategic wins isn’t about being the loudest voice in the room. It’s about being the most prepared, the most curious, and the most committed to your customer’s mission.

At the end of the day, sales isn’t about being the smartest person in the room or the flashiest presenter—it’s about doing the work, showing up prepared, and earning the right to be trusted. Partnership is never granted—it’s fought for, won through consistency, humility, and relentless focus on helping customers achieve outcomes.

What’s the most powerful way you’ve earned trust with a customer—and how did it change the trajectory of your relationship?