Sales Success Through Service
A Simple Guide
Yes, I am learning sales. After spending so much time across industries, I learnt that sales is a core life skill. We have a very negative understanding of sales in our society. People don’t like sales jobs, but if you see sales from the first principles perspective, it is only about helping others and telling them how you can help them with their problems.
Some core principles of sales are timeless. In the next few months, I am reading 2-3 very popular books on sales. I would love to share my learnings here regularly. Thank you so much for being with me till now.
Garvit Sahdev enjoys understanding the ideas that shape our world. The Thoughtful Tangle is an initiative to share this journey and experience with friends who love to do the same. He selects one idea and dives deep into it to understand its basics, relevance, impact, and opportunities around it.
Have you ever wondered why some people are great at selling things while others struggle? The secret isn't about being pushy or tricky. It's about helping others. Today, I'm going to share some simple but powerful ideas about selling that can change how you think about business and success.
People Buy Transformation, Not Products
When people shop, they aren't really buying "things." They're buying what those things will do for them. They want change in their lives.
Think about it: When someone buys a fitness program, they don't want the videos or equipment. They want to feel healthier, look better, and have more energy. When someone buys nice clothes, they're buying confidence and the good feeling of looking their best.
What this means for you: Don't just talk about what your product is. Talk about how it changes people's lives for the better. Show them the "after" picture of using your product or service.
Visual Proof Drives Decisions
People believe what they see. Words are good, but pictures and real examples are much better.
A weight loss coach who shows real before/after photos of clients will be more convincing than one who just describes results. A house painter who shows pictures of homes they've painted will get more business than one who just talks about their painting skills.
What this means for you: Collect photos, videos, or demonstrations that show your work in action. Real examples from real customers are gold. They speak louder than any sales pitch.
Risk-Free Offers Remove Barriers
Many people hesitate to buy because they worry about wasting money or making a mistake. When you take away that risk, you make it easier for them to say yes.
Think about it: If someone says, "Try it for 30 days, and if you don't love it, I'll give you all your money back," doesn't that make you more willing to try their product?
What this means for you: Look for ways to reduce or remove risk for your customers. Money-back guarantees, free trials, or "pay only if you're satisfied" offers show you believe in what you're selling.
Service-First Selling
Here's a powerful idea from Zig Ziglar: "You can have everything in life you want if you will just help enough other people get what they want."
This turns traditional thinking upside down. Instead of asking, "How can I make money?" ask, "How can I help people?" When you solve problems for others, the money follows naturally.
What this means for you: Focus first on being genuinely helpful. Success comes from adding value to others' lives, not from trying to get as much as possible from them.
Shift from "Me" to "We" Mindset
Poor salespeople think, "How can I close this deal?" Great salespeople think, "How does this improve their life?"
This small change in thinking makes a huge difference. When you truly care about the other person's needs and wants, they can feel it. You stop being "salesy" and start being helpful.
What this means for you: Before trying to sell anything, understand what the other person truly needs. Ask questions and listen carefully. Then show how what you offer can genuinely help them.
Trust Is Your Currency
You might have amazing products or skills, but without trust, you won't get far. People buy from those they trust.
Trust takes time to build but can be lost in an instant. Every promise kept builds it. Every promise broken damages it.
What this means for you: Be honest about what your product or service can and cannot do. Never promise what you can't deliver. Your reputation is worth more than any single sale.
Selling Is Problem-Solving
Good selling isn't about convincing people to buy things they don't need. It's about finding out what problems they have and showing how your product or service can solve those problems.
For example, someone selling driveway sealing isn't really selling tar in a bucket. They're selling home pride, protection from weather damage, and improved curb appeal.
What this means for you: Understand the problems your products or services solve. Then focus your conversations on those solutions rather than on features or specifications.
Prime the Pump Principle
There's an old saying about water pumps: "You have to put something in before you can get something out." You need to pour some water in to get the pump started before water flows out.
Business works the same way. You often need to give value first before you receive anything in return.
What this means for you: Look for ways to help people before asking for anything. Share useful information, offer free advice, or provide samples. When you give first, people are more likely to give back later.
People-First Approach
Traditional selling often feels pushy and focused on the transaction. A better approach puts relationships first and transactions second.
When you genuinely care about building relationships and helping others, they naturally want to do business with you. You don't have to chase deals; they come to you.
What this means for you: Don't rush to "close" every person you meet. Instead, focus on building genuine connections. Listen more than you talk. Remember details about people's lives and follow up about things that matter to them.
Authenticity Is Non-Negotiable
People can sense when you're being fake. If you see customers as walking wallets rather than as human beings with needs and feelings, they'll feel it—and they'll leave.
True service comes from a genuine desire to help, not just from saying the right words or following a script.
What this means for you: Make sure you truly believe in what you're selling. If you wouldn't recommend it to a family member, maybe you shouldn't be selling it at all. Your enthusiasm and belief will be contagious when it's real.
Human Connection Remains Essential
Even in our digital world with online shopping and AI tools, people still want to buy from people they connect with. Technology can help us work more efficiently, but it can't replace human trust and understanding.
What this means for you: Don't hide behind emails or automated systems. Make time for real conversations—whether in person, by video, or on the phone. The human touch still matters.
Focus on Legacy Over Short-Term Gains
It's tempting to focus on quick profits, but that approach rarely leads to lasting success. When you focus instead on creating value and building a positive reputation, your impact grows over time.
Think about Zig Ziglar, whose influence has reached over 250 million people. He focused on helping others, not just on making money, and his impact continues long after his lifetime.
What this means for you: Ask yourself, "How will people remember their experience with me or my business?" Make decisions that might earn you less today but will build your reputation for years to come.
Putting It All Together
These ideas might seem simple, but they're powerful when put into practice. Selling doesn't have to feel uncomfortable or pushy. When you approach it as service—genuinely trying to help others—it becomes rewarding both financially and personally.
Remember: You don't have to be slick or manipulative to be successful in business. You just need to care about people, solve real problems, and deliver on your promises. When you do that consistently, success follows naturally.
The next time you're trying to sell something—whether it's a product, a service, or even just an idea—ask yourself: "How does this help the other person?" When you focus on that question, everything else falls into place.
Key Words to Remember
Communication - Transformation, Visual Proof
Offers - Risk Free, Free Value
Mindset - Me to ‘We - Client and You’, Service First, Problem Solving
You - Trust, Authenticity, Human Touch, Genuine Care
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