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Why Treating Customers with Respect Should Be Your Top Priority in Sales




In the world of sales, the idea of putting customers' wishes before profits might seem like a romantic concept. Some may even dismiss it as unrealistic. But it's time for a change in an era where the sales profession is often met with skepticism.


Salespeople don't need to emulate aggressive stereotypes to succeed. Let's redefine how we approach sales as salespeople and customers.


For Salespeople:

  1. Authenticity Over Cheesiness: Ditch the insincere, unnatural sales tactics. Building a genuine connection with a stranger is challenging, but authenticity goes a long way. Say what needs to be said and ask what needs to be asked.

  2. No More Claims of Being #1: Everyone claims to be the best in the market, but it's time to move away from this tired narrative. Being number one in the market doesn't necessarily mean you're the best fit for a particular customer. Focus on what truly matters to them.

  3. Target Your Ideal Customers: Not every prospect is your ideal customer. Stop trying to fit square pegs into round holes. Concentrate on those who align with your target market and ideal customer profile.

  4. Listen Intently: You may know your product inside out but don't know your customer's needs until you ask and listen. Instead of making assumptions, try asking questions and listening to the answers.

  5. Practice Honesty: If you don't know something, admit it. If your priorities conflict with the customer's, be transparent about it. If there might be delays or issues, inform your customer upfront. Honesty builds trust.

For Customers:

  1. Open Communication: Don't let salespeople dive into their product pitch without understanding your issues, concerns, and needs. Be open and honest from the start so the salesperson can provide tailored solutions.

  2. Respect Their Time: If you've already chosen another vendor, let the salesperson know. Give them constructive feedback about why you made that choice. Don't waste their time when they could be helping others.

  3. Keep an Open Mind: Not all salespeople have ulterior motives. Give them the benefit of the doubt before assuming they don't have your best interests at heart. Approach the interaction with an open mind and park your cynicism.


In the end, sales should be a collaborative effort. Salespeople need the whole picture from customers to offer the best solutions, and customers need honesty and genuine interest from salespeople to trust their intentions. Let's change the perception of salespeople together.


Share your thoughts and tips in the comments section. It's time to usher in a new era of sales built on respect and decency.



Bernard Kuhn

Sales Strategist | Solopreneur and SMB Catalyst | Fractional Sales Leadership

Honest and informed sales advice that speaks to your gut, aligns with your principles, and reflects what I stand for.

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