Nothing Happens in Business Until a Sale Is Made
Sales are the lifeblood of your business. Without them, nothing moves forward—no growth, no success, and no paycheck. But here’s the problem: Too many entrepreneurs are either too pushy or too passive. Both of these approaches can quietly kill your business.
Let’s break it down.
The Danger of Coming on Too Strong
We’ve all felt it. That car salesperson who marches toward you like you’re a target. The over-the-top energy. The rehearsed pitch. Within seconds, your guard goes up, and all you want to do is get out of there.
Why does this happen? Because no one trusts someone who’s desperate for the sale. When you come on too strong, people wonder:
- Are they just after my money?
- Can I trust their promises?
- Why are they trying so hard?
It doesn’t matter how great your product or service is—if you’re overly aggressive, customers back away.
The Problem With Being Too Passive
Now, on the other end of the spectrum are those who are so afraid of being “salesy” that they barely ask for the sale at all. They hide behind vague suggestions and hope the customer will make a decision on their own.
Here’s the truth:
- People want guidance—they’re looking to you for confidence and direction.
- Being passive doesn’t build trust; it creates doubt.
- If you don’t ask for the sale, someone else will.
In the end, customers walk away because they’re unsure, confused, or unimpressed.
So What’s the Secret? Balance + Trust.
After running a highly successful business for over 30 years, I’ve learned this:
Trust is the key to closing sales, and trust starts with how you approach people.
Here’s what works:
- Stop Trying to Be “Overly Likable.”
Being likable isn’t about telling cute jokes or being excessively friendly. It’s about being honest, direct, and showing people you’ll get the job done. Customers respect someone who tells it like it is. - Be Direct—But Do It With Care.
People don’t need long-winded explanations or flashy pitches. They want clarity and confidence.- Say, “Here’s the deal, I can help you solve this problem—no fluff.”
- Cut through the noise and show them you’re there to help, not to push.
- Show That You’re Looking Out for Them.
This is the game-changer. Find ways to prove—right away—that you care about their needs, not just the sale.- Skip unnecessary steps when you can.
- Give honest recommendations, even if it doesn’t benefit your bottom line today.
- Never fake it—customers can spot inauthenticity a mile away.
Example: Instead of dragging a customer through an unnecessary “corporate process,” say:
“Look, I’m supposed to ask you X because of company policy, but I won’t waste your time with that. Here’s what you really need to know…”
This approach immediately shows you’re on their side—and that’s where trust begins.
Trust + Confidence = Sales That Stick
The right balance between too aggressive and too passive is simple:
- Be confident enough to ask for the sale.
- Be honest and direct enough to earn their trust.
When you get this right, you won’t just close deals—you’ll build long-term relationships and a reputation that keeps customers coming back.
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