“Sales cures all” is one of the simplest yet most valuable business insights that I heard from my favorite shark, Mark Cuban.

It has aligned with my 19 years of experience—that for as long as sales are strong, we can adjust the sails of everything else, no matter how overwhelming it can be.

A time of crisis

I was called into the family business during a time of crisis. Back then, we had only one development that was accessible to the town via a small one-lane bridge. It was the year 2007 and while the industry was booming, we were faced with many internal challenges.

Overnight, the access bridge to our lone development was destroyed by Typhoon Milenyo. Sales were slow, and that definitely made things worse. What used to be 5 minutes away from the town proper was now 45 minutes, due to the destroyed bridge.

We were forced to get creative as we had to work double, even triple, time to get that one sale. We tried many things: attention grabbing promos, freebies and a myriad of gimmicks. It was a lot of trial and error. We moved swiftly trying to find the most effective strategies.

During that time, my friends were starting out their new jobs in multinational companies, and they eagerly talked about the sales rallies that they would attend in 5-star hotels. I was inspired by the idea. And while we could not afford 5-star hotels, we did our best to still adapt the concept.

We held our sales trainings and rallies under tents, and sometimes, in fast food function rooms. I enjoyed every minute of it, grateful for the limited resources we had, but also determined that one day, we would find ourselves in fancy venues too.

Value creation

Almost two decades later, we have learned many lessons and realizations about sales and marketing, which all boils down to value creation.

This has been the inspiration for Ovialand’s mission of “Premier Family Living” and our “HousEasy” model—both of which focused on the ease and convenience of our homebuyers.

It is a lesson that I carry with me everyday—that as business leaders, our main challenge is to be able to create value for the whole ecosystem of our enterprise, whether it be our main customers, employees, suppliers and sales partners.

The author is the president and CEO of Ovialand Inc.