Yes, sales can be an ethical process

I’ve been selling since the young age of 15, professionally, although most of us started our career in sales trying to convince our parents to buy us stuff or let us stay up and play.

Over the course of the years, I’ve been able to develop a sales process that constantly closes over 60% across ALL verticals, and it doesn’t require you to be a manipulate a**hat.

Thief to Guide

Most people treat sales like they’re sticking up a liquor store, aiming for the rush of the cash grab. The more they can put their prospect in a lose/lose situation, the more excited they get when they get the cash.

Good sales, though, especially to the modern educated customer, doesn’t involve any of that. Instead, you want to be a guide for your prospect.

A good sales process involves caring for your prospect just as you would for your best friend.

Imagine your friend has a problem. You’d likely start by asking them some questions to understand their situation better and see if you can help. After getting a clear picture of their issue, you might suggest a solution. Knowing that your idea could genuinely solve their problem and improve their life, you’d feel confident in offering it.

If your friend initially said “no” to your suggestion, would you just drop it? Not if you truly cared about helping them. You’d ask more questions and explain why your solution is a good fit for their specific issue.

This approach is about influencing others for their benefit, something you’ve done many times in your life. The challenge in a sales call is the pressure of “selling” and the prospect being aware that you’re trying to sell. This dynamic often makes you seem like you’re on the offense and them on the defense.

In contrast, when talking to a friend, your conversation naturally flows like, “Hey, based on what you’re telling me, I think you should consider this solution because it will really help you avoid this problem.”

This is why the first step of the sales process is …

Step 1 – Make a Friend

At the beginning of every sales call, the first step is to establish a human connection.

Number one is always building rapport.

It doesn’t matter if you’re not an extrovert or lack charisma. No matter who you are, you can find a way to build rapport. It could be as simple as asking about the weather where they are or commenting on something relevant to their business, an event, the time of day, or just life in general.

A helpful “trick” is to be genuinely curious about the person you’re speaking with. Pay attention to background noises or visual cues.

Do they have kids? A dog? Is there a guitar on their wall? These little details are parts of their life they’re open to sharing. Ask them about it.

Everyone appreciates connection, even the most cynical people.

That’s why you build rapport first.

Remove the transactional nature of the call and create a human connection. You don’t need scripted responses or special preparation for this. It’s like the small talk you naturally make with people in an elevator or a coffee shop. Do this at the start of every sales interaction.

You’re not just doing this for your prospects; you’re doing it for yourself too. It helps you see the person on the other side, turning the call into a meaningful conversation rather than a cold transaction. It can become a mutually beneficial exchange between two people.

Create a warm environment for the call and add a personal touch.

The rapport-building process doesn’t have to be long.

It could be a minute or ten minutes, depending on what feels natural.

Make a friend.

Don’t buy into the cliché that business is separate from personal. Everything we do is personal. Keep your humanity, and you’ll likely find more success. It’s not only beneficial for everyone involved but also just good manners.

Step 2 – Alleviate the Fear of Uncertainty

Once you’ve established a connection, the next step is to ease any uncertainty your prospect might have. Even though we’re civilized and self-aware, we still have a primal need to anticipate what’s coming to avoid danger. When we meet someone new, our senses are on high alert, almost on autopilot.

Your role is to reduce this anxiety by clearly outlining what to expect next.

Right after building rapport, explain how the call will proceed. Don’t leave anything out.

For example, when I’m selling my marketing or sales services, I say:

So, here’s what I’d like to do on this call:

1. Learn a bit more about you and what prompted this call.
2. Share some ideas on potential solutions.
3. Tell you a little more about us and answer any questions you have.
4. Determine if there’s any value I can provide for you.
5. Finally, explain our process and how we work.

How does that sound?

Always follow up a statement with a prompt for them to respond. Keep the conversation flowing and ensure the pressure to speak stays on you. Your prospect should feel like a hot knife gliding through butter – effortlessly at ease. Your goal is to make them comfortable with no moments of tension throughout the call.

I know this is different from traditional sales teachings, but you might need to let go of some of that “knowledge” if you want to be a happy salesperson.

This step is like taking their hand and reassuring them, “Come, it’s safe this way.”

Go on a Date

Effective sales are a lot like effective dating. If you want your first date to potentially lead to a healthy long-term relationship, you shouldn’t spend the entire time just trying to impress the other person. If you’re smart and confident in your worth, you’ll evaluate whether they’re a good fit for you, too. The key to doing this is asking the right questions at the right times.

You also need to let them evaluate you to see if you’re a good fit for them. This means answering their questions honestly, avoiding any false claims about your abilities, and clearly stating your boundaries about what you can’t do.

Many salespeople make the mistake of putting their prospects on a pedestal, doing anything to win their favor.

This undermines your authority and puts you in the position of a beggar, causing them to lose confidence in you as a guide. They need to trust your judgment, but they can’t do so if your only aim is to please them by saying what they want to hear.

You’re not just trying to “wow” them. You’re trying to determine if you can be of value to them, and if they are to be of any value to you.

Not every customer is the right customer.

This is what steps 3 and 4 help you accomplish.

Step 3 – Discovery

This is where you determine if the prospect is a good fit. While you can take some qualifying steps before the sales call, much of this evaluation happens during the call itself.

You can start the qualification process during prospecting, through lead forms, or by working with the outreach team. These early steps are essential for making your life easier.

However, these methods can’t replace the needs analysis and discovery process that you, as the salesperson, must perform during each call. There are insights you can gather in a conversation that a cold call or lead form simply can’t provide.

During discovery and needs analysis, you identify their hot buttons and pain points.

If you’re new to sales, “hot buttons” are the solutions they’re looking for or the specific features and benefits they want from your product. “Pain points” are the problems they’re facing in their business or life that they need to solve.

Understanding these aspects allows you to tailor your presentation to their needs. That’s why discovery must come before your presentation. You can’t propose a solution without fully understanding the problem.

To transition from building rapport to discovery, start with a question:

When I sell my services, I usually ask:

“Tell me more about your business, the challenges you’re facing, and what prompted you to schedule this call?”

If you already have some information, incorporate it into your question and ask them to expand or provide more details. This way, you avoid making them repeat themselves and show that you’ve been listening.

Let them talk freely and avoid interrupting their flow. If they miss answering any of the points, gently prompt them again. After they’ve spoken, summarize what they’ve told you. This confirms your understanding and ensures they feel heard.

In a good sales process, everything benefits both you and the prospect. A successful business transaction involves a near-equal exchange of value, leaving both parties satisfied.

Keep the conversation natural and ask as many questions as needed to gather enough knowledge to present a solution effectively.

Some effective questions include:

• What has worked for you in addressing these issues?
• What have you tried that hasn’t worked?
• What was the tipping point that made you seek a solution?

These questions remind them that they have a problem and are actively seeking a solution. You’re not there to force a sale but to help them find the right one.

Remember, the prospect is already on the call, meaning they need a solution. Your job isn’t to convince them they need you; it’s to remind them why they do.

The best way to influence someone’s decision is to ensure it aligns with their best interests.

No, this isn’t the moment to talk about yourself, your accolades, or why you’re so amazing, that comes later. This step is all about taking everything you’ve learned about your prospect and connecting it to your product or service as their solution. This is where you build value for them.

Each of these steps is crucial because they collectively help guide your prospect comfortably to the finish line, achieving the goal for both of you.

The next step is one of the most critical, where your product and industry knowledge must truly shine.

Step 4 – Build Value

For Products

If you have a product, this is where you demo it. You have to make sure that as you go through your typical demo process, you’re catering this demo specifically to their hot buttons and pain points. As you go through each feature, communicate what it does for them.

This is a multi-step formula:

1. The feature and what it does
2. What the feature does for them
3. How it solves their specific problem
4. There personal benefits that they can derive from it in their life/business

Here is a simple worksheet you can use to practice including this in your product demonstrations. This works for digital and physical products and can easily be plugged into an AI prompt to generate this for your specific product or service:

Value Building Worksheet

Product/Feature:

Describe What It Is

Feature Description:(Provide a brief description of the product or feature)

Describe Its Function for Them

Function Description:(Explain what the product/feature does)

Describe How It Solves Their Problem

Problem-Solution Description:(Detail how the product/feature addresses a specific problem)

Discover the Practical Benefit

Practical Benefit:(Identify and describe the practical benefits, such as increased revenue, time-saving, cost reduction, etc.)

Describe the Emotional Benefit

Emotional Benefit:(Describe the emotional impact or benefit, such as feeling more secure, confident, happy, etc.)

Take the time to fill this out and you will see a huge difference in how people respond to you during your demos.

Here is an example using headphones as a product:

Describe What It Is

Feature Description: These are our latest noise-canceling headphones.

Describe Its Function for Them

Function Description: These headphones actively block external noise, allowing you to enjoy clear, uninterrupted sound.

Describe How It Solves Their Problem

Problem-Solution Description: If you frequently work in noisy environments or travel often, these headphones will eliminate distractions and help you focus.

Discover the Practical Benefit

Practical Benefit: By using these headphones, you can increase productivity and improve your listening experience, whether at work or leisure.

Describe the Emotional Benefit

Emotional Benefit: You will feel more relaxed and focused, enjoying a sense of peace in noisy environments. Your ability to get things done will also mean peace of mind when you’re at rest.

We’re taught to communicate features and benefits, but the benefits of a product are multi-layered. You have to cater to different mindsets. Some people are more emotional, some people are logical, and some are a blend of creative and analytical. Your job as a happy salesperson is to make sure every single type of person can understand what your product does for them.

For Services

If you offer a service, this is your chance to showcase how well you understand their problem and how you would address it. Selling services requires quick thinking because your approach may vary depending on the different challenges your prospects face.

When I sell my services, I draw on my extensive experience in growing businesses and past successful projects. I relate directly to the client’s challenges and discuss the specific strategies I would use to drive their growth.

This is no time to talk about your team or your company. Instead, focus on demonstrating your expertise as it pertains to their needs.

Think of it like the “Try Me” button on a children’s toy—it gives a glimpse of what the toy can do before you buy it.

In service sales, your knowledge and expertise are your “Try Me” button. Showcase this knowledge boldly. Build your value and stand out from the competition.

While other salespeople might be talking about their company and why they’re great, you should focus on their problem, the solution, and how you would tackle it. By now, you’ve spent the entire call focused on them. You’ve made a connection, learned about their needs, and now you’re demonstrating how you can help. You’re making them feel heard and valued, something many of us lack in our daily lives.

This is what 99% of salespeople don’t do.

When selling services, use a similar approach to the product “features/benefits” pitch, but highlight what makes you unique for each benefit.

Explain how your service stands out from the competition.

To do this effectively, you need to understand what others in your industry often get wrong.

For instance, when I sell digital marketing services, I emphasize areas where many marketing agencies fall short:

• Most marketing agencies focus on vanity metrics; we prioritize the bottom line.
• Many agencies have poor communication; we provide bi-weekly reports, even when there’s nothing new to report.
• Others ask for long-term commitments; we believe you should stay with us because we deliver great results, not because you’re locked into a contract.

This is why the research phase is crucial. It helps you uncover what makes you different from others, which could be your biggest value proposition.

Here’s an updated worksheet designed for companies selling services, including a section on how your service is distinct from other providers.

Value Implementation Worksheet for Services

Describe What It Is:

Service Description: (Provide a brief description of the service)

Describe Its Function for Them

Function Description: (Explain what the service does for the customer)

Describe How It Solves Their Problem

Problem-Solution Description: (Detail how the service addresses a specific problem)

Discover the Practical Benefit:

Practical Benefit (Identify and describe the practical benefits, such as increased efficiency, cost-saving, enhanced performance, etc.)

Differentiation:

(Explain how your service is different and better compared to other providers)

Describe the Emotional Benefit

Emotional Benefit:(Describe the emotional impact or benefit, such as feeling more secure, confident, happy, etc.)

Selling services differs from selling products because your approach must be tailored to the unique problems or benefits each prospect seeks. Every call will require a customized strategy to address their specific needs.

In service sales, knowledge is truly power. The more you know, the better you can educate your prospects. When you educate them, you build trust—and trust leads to business.

At the end of this step, always pause to invite questions. Prospects will have queries, and you’ll need to clarify or expand on certain points.

Step 5 – Build Trust

Now comes your favorite part: talking about how amazing you are.

After building value, it’s time to build trust. Explain to the prospect why you’re the go-to choice, and what sets you apart, and share examples of how you’ve delighted other customers.

Transition into this phase by “breaking the fourth wall.”

In entertainment, the “fourth wall” refers to the imaginary barrier between the audience and the performers in a play or film. It’s the boundary that separates the characters’ fictional world from the audience’s reality.

When performers acknowledge the audience or speak directly to them, they are “breaking the fourth wall.” This technique can create humor, offer commentary, or strengthen the audience’s connection with the characters.

Sales calls are similar. Everyone knows it’s a sales call, but they often play along as if it’s just a conversation. You can break the fourth wall by saying something like:

“Now that I’ve learned more about you and discussed some potential solutions, I’m going to switch into my sales mode and give you a quick elevator pitch. Well…maybe it’s more like a ride up a few floors.”

This reduces the tension around the inevitable offer that will be made, accepted, rejected, or questioned.

In this step, focus on building trust by sharing key points:

• How long the company has been around.
• How long you’ve been in this field.
• What you excel at compared to where others might compete with you.
• A summary of your key value propositions.
• Examples of satisfied clients, case studies, or any social proof.
• Awards, accreditations, licenses, or notable mentions.
• Your key differentiators.

The aim is to make them understand why the solutions you discussed in Step 4 are backed by solid evidence.

Highlight your strengths and what makes you unique.

Once you’ve covered these points, pause for questions.

Steps 4 and 5 involve a lot of you presenting. It’s crucial to stop for questions to ensure clarity, address any concerns, and keep the prospect engaged.

This approach shows that you value their input throughout the discussion, encouraging them to listen more attentively.

This part of the sales call is about proving why you are who you say you are. Next, we move to what many call “the close,” which varies depending on the product, service, or niche.

During the close, aim to alleviate any anxiety about the next steps, just as we did in step 2, by clearly outlining the path forward.

Step 6 – Light the Path Forward

During the close, your goal is to ease any anxiety about the next steps by clearly outlining what comes next, similar to what we did in step 2.

If you’re selling a product, this is the moment to present your pricing. By now, you’ve built enough value and trust to confidently share the offer.

When you present the price, don’t just say, “Our product/service costs $XXXX.” Instead, use the Happy Formula to connect the price to the value you’ve built:

1. State the price.
2. Highlight the feature and what it does.
3. Explain how this feature benefits the prospect.
4. Describe how it solves their specific problem.
5. Illustrate the personal or business benefits they’ll gain.

For example, instead of simply stating the price, you could say, “Our service is $XXXX. With that, you get [feature], which helps you [specific benefit]. This directly addresses your [problem] by [solution], ultimately providing you [personal/business benefit].”

There are a few possible reactions to presenting the price. They might agree and proceed, need time to consider or find the price too high. In any scenario, avoid pressuring them into an immediate decision. Some sales coaches advocate for a one-call close, but significant decisions often require more thought. Plus, your prospects have plenty of options and won’t appreciate feeling pressured.

The Happy Sales System is designed for genuine interactions. Genuine people don’t make others uncomfortable for their own gain.

After presenting the price, acknowledge the tension by saying:

“If you’re ready to decide, just let me know. But for now, I’d like to explain our process.”

This approach lets them think about their choice without feeling pressured to make a snap decision.

If you want to encourage them to act immediately, offer an incentive and explain why it benefits you both. For example, you might reduce the rate because acting now saves you money on follow-ups and communication. It’s not about pressuring them; it’s about presenting a practical reason for deciding sooner if they have all the information they need. Make it clear that there’s no pressure, and the offer will remain available if they need more time.

Now, outline the next steps:

1. What happens after the call? Will you email them, call again, or follow up in another way? What’s the timeline?
2. Explain how to start doing business with you. Do they pay an invoice, check out online, or need to call or visit you?
3. Describe what it’s like to do business with you. How will they engage with your service or use your product in the first month?

This is an old sales technique called “assuming the sale,” but done more gently here. You’re helping them visualize what it’s like to work with you. You might say:

“I’d like to help you visualize what it’s like to work with us. Here’s how we operate…”

If you’re selling a product, explain what using it will be like.

By now, if you’ve followed each step, they should see you more as a guide than a salesperson. You’re communicating, “This is the road ahead, and I’m here to walk you through it.”

People deal with a lot of uncertainty in their lives, so it’s comforting to have someone clearly outline the next steps.

Be that guide for your prospect.

When I sell my marketing services, I don’t share pricing on the call because I’m in an ultra-competitive industry. Instead, I explain our process, what the next steps are, and how we engage. I also highlight what makes us different. Most of the call focuses on discovery.

One of my key next steps is to send a free preliminary marketing strategy along with our pricing.

This allows me to:

1. Provide something of value that competitors typically charge around $5,000 for. This sets me apart because I’m offering valuable insights at no cost.
2. Alleviate anxiety about costs by showing how I plan to scale their business, demonstrating my approach before they commit. This helps them see exactly how I think and ensures they’re confident in my direction.
3. Tap into the “Law of Reciprocity.” As described in Robert Cialdini’s book “Influence: The Psychology of Persuasion,” this principle suggests people feel compelled to return favors. By offering something valuable upfront, I create a sense of obligation that encourages them to choose my services.

I make it clear to the client why I’m providing the free strategy: there’s no catch. They’re getting strong value because I believe we’re the best choice and I’m willing to prove it. I might forgo $5,000 upfront, but this strategy can lead to earning $50,000+ from a long-term client relationship.

If you have something additional to provide that will add value after the call, like a special offer or a freebie, provide it.

High-pressure salespeople often underestimate their prospects, especially in B2B settings. Your prospects have likely read the same books, watched the same videos, and taken similar courses. Even in B2C, Gen Z customers can see insincerity. The best approach is to be genuine—not only because it’s right but because it works better.

Before ending the call, ask a few key questions:

1. What is your timeline for a decision? Knowing this helps you plan follow-ups, manage your sales pipeline, and understand their commitment to a decision deadline. It also helps them mentally commit to a timeframe, preventing them from dragging out the decision.
2. What is your budget? This question is crucial when relevant. If you’ve already disclosed pricing, explain why you need to know their budget. If you haven’t, you can handle it in two ways:
   • Explain that your rates are fixed and their budget won’t affect the price. Let them know they can share their budget after seeing the proposal.
   • Clarify why you need to know. For instance, in marketing services, the budget determines which channels to pursue and the level of testing possible. It’s difficult to create a strategy and set goals without knowing the budget.

Finally, thank them for their time, mention something you enjoyed or admired from the conversation, summarize the next steps, and say goodbye.

If possible, get their consent to receive text messages from you, as these have the highest response rates. Just ensure you’re not using your personal number for this.

Step 7 – Follow up

I once read a pest control brochure that said if you see one roach in your house, it likely means there are hundreds, if not thousands, hidden out of sight. The one you see is just the tip of the iceberg, pushed out because the others have taken over.

I apply this philosophy to personal and business relationships. If you notice a “cockroach” early in a relationship,when people are typically on their best behavior, it’s a sign there could be many more problems lurking beneath the surface. This applies to dating, job interviews, and sales calls.

Spotting red flags early can save you a lot of trouble later.

Why am I bringing this up in the follow-up step? Because this is your first opportunity to prove to your prospect that you do what you say you’re going to do.

They’ll be watching to see if you stand by your word. If you promise to deliver something within 24 hours, ensure it arrives within 23 hours.

Always over-deliver, even if just by a small margin. If you don’t, you’ll only attract clients who also don’t keep their promises, and those aren’t the clients you want.

People tend to be more forgiving of faults they themselves possess. If you don’t want to end up with procrastinators and clients who are unreliable, make sure you’re not one of them.

The clients you want are punctual and dependable. They expect you to be as committed as they are.

This is the most crucial aspect of the follow-up.

You determine the timing and method of your follow-up, but here are some best practices:

1. Send a Recap Email Immediately
   After the call, send a thank-you email recapping your discussion. This is a powerful gesture that shows appreciation and professionalism. It helps reinforce what was discussed, serves as a reminder for both of you, and shows you respect their time.
2. Document Call Notes in Your CRM
   Always record your notes in a Customer Relationship Management (CRM) system. This is essential for staying organized and ensuring that nothing slips through the cracks.
3. Include a Task List
   End your recap with a clear task list for both parties. For example, “(Prospect’s name) to reach out with a decision by (date).” This keeps everything organized and clear, reducing the prospect’s mental load. The easier you make it for them, the more likely they are to choose you.
4. Fulfill Your Promises
   As discussed, this is your chance to demonstrate that you keep your word. Many salespeople miss deadlines or fail to follow up because they are burnt out. Don’t be one of them. A significant portion of deals are lost at this stage.
5. Follow Up Through Multiple Channels
   If you don’t hear back within the agreed timeline, follow up in this order: call, text, email.
   • Call: Tim Ferriss mentioned on his podcast that he prefers operating in less crowded spaces because it’s easier to capture attention. Most salespeople don’t follow up with a call anymore, making this a valuable opportunity. Even if they don’t answer, leaving a voicemail adds a personal touch and has a greater impact than an email.
   • Text: If calling doesn’t work, send a text the next day. It’s more direct and often gets quicker responses.
   • Email: If they don’t reply to your text, follow up with an email. End each email with a note on when they can expect your next follow-up if you don’t hear back. This sets a mental trigger for them and keeps your follow-ups organized and predictable.

Most salespeople rely heavily on email, which can be easily ignored. By following up with calls and texts first, you’re more likely to get a response.

If email is your only option, make sure each one is well-crafted and always communicate when you will follow up next. This approach helps keep you on their radar without being intrusive.

In essence, be the guide your prospects can trust by showing them you follow through on your promises. Consistently demonstrate reliability and professionalism, and you’ll win their business by becoming a source of relief in their busy lives.

Care

In the end, if you give a care about your customers, you will do your absoulte best to:

1. Know your product in an out
2. Know who your product is for

And as a result

3. Know if there is any actual benefit for the person you’re talking to
4. Do everything possible to communicate it effectively enough to make sure they can benefit from it.

If you adopt the above process, you will be able to do 3 and 4, but 1 and 2 is on you.

Genuinely care about the people you’re serving, and you will find success in sales.