I’m Wafi Asgar, an enterprise sales professional based in Toronto. Over the past eight years, I’ve worked across technology, SaaS and commerce, selling to organizations ranging from growing businesses to large enterprise accounts.
My experience has taught me that successful selling is not simply about persuasion. It is a discipline built on research, communication, judgment, process and a genuine understanding of how people make decisions.
I created WafiAsgar.com to document what I have learned about the science, systems and art of sales. This is an evolving collection of field notes, frameworks, playbooks and lessons drawn from real selling situations. It is a place to examine not only what works, but why it works and when it should be applied.
In my deep-dives, I bring together academic studies, buyer research, and analysis of sales conversations to examine what the evidence supports and what it means for a seller.
My aim is to make the reasoning visible: what was studied, what the findings establish, and where applying them requires judgment. My field experience provides context for those findings, while research helps me test whether an approach that worked in one situation is likely to hold in another.
I write about prospecting, discovery, deal strategy, negotiation, account growth, sales leadership and the changing role of AI in sales.
New here? Start with “What Is Selling?”
I welcome questions about the research, suggestions for future articles, and conversations about collaboration or professional opportunities.