This week, I experienced the full spectrum of sales—one great interaction that made me excited to spend my money, and one that left me frustrated and ready to walk out the door. These moments weren’t just random; they were lessons in what makes a sale feel right and what makes it feel all wrong.

Here’s the thing: we all love to buy. Whether it’s a car, a house, or even a service like coaching, the act of buying is exciting when done right. But the experience hinges on how we’re sold to. And as someone who has built businesses on serving others, I know this: a great sales experience isn’t just about closing the deal—it’s about connection, trust, and clarity.

So, let’s dive into what happened this week and unpack what we can learn from it.

The Bad: A Case Study in Frustration

Tuesday morning, I was ready to replace my son’s car. After losing several vehicles during a storm, we’d been waiting for the right time to handle this, and I wanted the process to be quick and seamless. My wife called ahead, specified the exact car and deal we wanted, and got everything lined up. Or so we thought.

When we arrived, things started to unravel. The car we were promised was “suddenly unavailable.” Instead, they showed us options we hadn’t asked for, pushing deals that didn’t align with our budget or needs. The salesperson seemed more interested in squeezing out an extra dollar than solving our problem.

I felt my frustration building. They weren’t listening. They weren’t honoring what we’d discussed. Worst of all, they treated us like a number—not a family who needed their help.

The Good: Trust Earned Through Service

Later that day, I had the opposite experience. I was finally getting my GT mobile fixed—a process I’d been putting off for months. The team handling the repair made me feel like a priority. They listened to my needs, clearly explained the process, and even showed excitement about solving my problem.

When it came time to pay, I didn’t hesitate. Why? Because they made me feel seen, heard, and cared for. I was happy to hand over my money, knowing they delivered value.

The Lesson: Serve First, Sell Second

Here’s the biggest takeaway: great sales come from great service. People don’t mind being sold to when they feel like you’re solving their problem and genuinely care about their needs.

If you’re in business—or really, in any profession—this lesson applies to you. Whether you’re pitching a product, a service, or even an idea, the goal should never be “just close the deal.” Instead, focus on:

1. Listening Intently: Understand what your customer actually needs, not what you think they should want.

2. Building Trust: Be honest and transparent about what you’re offering. If something isn’t a good fit, say so.

3. Adding Value: Make the experience about them, not you. Show them you care about their success more than your bottom line.

The Shift You Need to Make

Here’s what I believe: selling is serving. It’s a chance to make someone’s life easier, better, or more fulfilled. When you approach it with this mindset, it’s no longer about persuasion—it’s about partnership.

And if you’re not comfortable with sales, start by changing your perspective. Realize that selling isn’t about manipulation; it’s about helping someone solve a problem.

Your Turn

As we close out 2024 and look to the opportunities in 2025, ask yourself:

• How can I serve my customers better?

• Am I truly listening to what they need?

• Do I make it easy for them to trust me and say yes?

Whether you’re selling a car, coaching, or any other product, remember: it’s not just about the sale—it’s about the relationship.

Much love,
Greg

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