Why True Sales Professionals Stand Out: Five Key Differences That Go Beyond the Pitch

What's This Post About?
Listening to Bob Newhart on Marc Maron's WTF Podcast recently brought back some great memories. For those who didn't grow up with him, Bob Newhart was a master of deadpan delivery. He starred in two hit sitcoms—The Bob Newhart Show (where he played a psychologist) and Newhart (as an innkeeper in Vermont). His understated humour was legendary, with one of my favourite bits being the classic "I'm Larry, this is my brother Darryl, and this is my other brother Darryl." It's worth a Google.
During the interview, Bob quoted the iconic comedian Jack Benny: "A comic says funny things. A comedian says things funny."
That line got me thinking about sales. It's not just what you say; it's how you say it. This rings especially true in sales
A salesperson talks about products. A sales professional connects with people
Let's be honest—anyone can pitch features, list benefits, and follow a script. They say all the "right" things but often sound like they're just going through the motions. A true sales professional, on the other hand, engages, listens, and adapts their approach based on who's in front of them. It's not just about delivering information; it's about creating an experience. It's not just a pitch—a conversation that feels authentic and relevant.
Hence, it takes years to become a sales professional. You may not need a degree, but anyone can feel and see the difference between an amateur sales rep and a true professional. You know the saying, "Don't try this at home." Well, many should not be trying sales. My brutal recommendation is to get help or get out (for your own good).
In sales, as in comedy, the magic isn't in the message—it's in the delivery. Just ask my buddy Greg Kettner: https://www.gregkettner.com/ (he's hilarious and knows a thing or two about sales, too).
Here's a deeper dive into what sets a basic salesperson apart from a true sales professional:
Mindset: Transactional vs. Relational
Salesperson: They see every interaction as a quick win—a transaction to close and move on from. Prospects are just another number, another deal. It's all about the short game.
Sales Professional: They play the long game. It's not about closing a sale; it's about opening a relationship. They genuinely invest in understanding their clients and valuing trust and connections over making a sale. That leads to referrals, repeat business and the kind of relationships that make this job fun.
Approach: Scripted vs. Adaptive
Salesperson: They stick to the script, delivering the same canned pitch to everyone. Features, benefits, and more features—rinse and repeat. It's one-size-fits-all, and it shows.
Sales Professional: They know every prospect is different, so they adapt. They ask great questions, listen actively, and tailor their conversation to fit the unique needs of the person they speak with. It's a genuine dialogue, not a rehearsed monologue.
Focus: Product-Centric vs. Solution-Oriented
Salesperson: It's all about the product. They dive into details, features, and jargon, often losing sight of why any of it matters to the prospect. They're focused on what they're selling, not who they're selling to.
Sales Professional: They flip the script by focusing on the problems their product solves. They dig deep to understand the challenges and needs of the prospect and position their solution as the answer. It's not about the product; it's about the outcome.
Listening: Selective vs. Empathetic
Salesperson: They listen just enough to get a cue and then jump in with their pitch. It's surface-level, and the prospect can tell.
Sales Professional: They practice empathetic listening. They're fully present, picking up on what's said—and what isn't. They read between the lines, paying attention to tone and body language, and use that insight to guide the conversation. This kind of listening builds trust and makes the prospect feel understood.
Follow-Up: Standard vs. Personalized
Salesperson: If they follow up at all, it's usually a generic message that feels impersonal and disconnected. It's a checkbox on their task list.
Sales Professional: Follow-up is where the magic happens. They make it personal, referencing past conversations, sharing relevant insights, or sending over resources that add value. Their follow-up isn't just a reminder—it's a continuation of the relationship.
The Bottom Line
Anyone can be a salesperson by pushing products. Still, being an actual sales professional takes a dedicated, empathetic, and thoughtful approach. It's all about intent, execution, and genuinely caring about the client's success. So, let's ditch the scripts, stop focusing on the sale, and start connecting with people in a way that feels real and leaves a lasting impact.
Self-serving recommendation: Get help! Hire a Coach, get trustworthy training from reputable sources that focus on customers and not your own bottom line, and read Daniel Pink, Simon Sinek, Adam Grant, Jonah Berger, David Priemer, etc.
Sales, like comedy, isn't just about the lines you deliver—it's about how you make people feel.
Thanks for reading. If you like what you read, please share and spread the word. If you want to implement the strategies mentioned in this or any other blog post, reach out, and let's talk.
Bernard Kuhn
Sales Strategist
Are you tired of the same old sales talk? Me too. That's why I'm here to share what it's like to navigate the world of selling. Join me on a journey of self-discovery and lifelong learning as I confess my sales sins and share insights beyond the typical sales playbook.
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