From Selling to Helping: Finding Your Place in the Revenue Zone
James Gilman
I’m a 6’8” dad and husband who thinks the office supply industry is awesome. Host of "Pushing the Envelope", a podcast that discusses business wins and challenges, leadership, teamwork, and industry innovation.
Lately, I’ve been reading The Revenue Zone by Tom Burton , and it got me thinking about how I approach sales and building connections.
It’s all about dropping those old sales tactics and focusing on making real connections—building trust long before anyone even thinks about buying.
Key Takeaways
The “Revenue Zone” Mindset
Tom Burton talks about guiding prospects into what he calls the "revenue zone"—a place where buying just feels natural. This idea made me see selling in a new way.
It’s not about pushing products anymore. It’s about helping real people with real problems. That change in thinking got me focused on how I can be more helpful to others.
When I started acting more like a guide, trust just grew naturally. Conversations felt smoother—not just for me, but for my clients too.
How I’m Using These Ideas
I’m starting to match my content to where people are in their journey. Are they just learning about their problem? Or are they ready to solve it? Understanding this makes a huge difference in how I approach conversations.
Now, I focus on teaching and guiding—not selling. It takes the pressure off and makes my interactions feel more genuine.
Switching to this approach has made me feel more in tune with what people really need. It’s not about closing the sale right away—it’s about being there when they’re ready.
Steps to Try for Yourself
Content Check: Take a look at your content—does it truly help people, or is it just trying to sell? This was a big “aha” moment for me, and I’ve been working to make sure everything I put out adds real value.
Nurturing Process: I’m creating a simple process that teaches and supports my audience, so when the time comes, they feel ready to take action. It feels better knowing I’m helping rather than pushing.
Creating More Real Connections
In the end, it’s all about building real connections. Providing value and being there for people beats those old sales tactics every time, and it’s made my work feel so much more rewarding.
Co-Founder, LeadSmart Technologies | Author - THE REVENUE ZONE | Podcast Host | Speaker | Marketing Veteran
2 周James Gilman you are right on the money. What we have learned is that you can’t control the buyer journey but you can influence it. Your content and “yellow brick road” give you a blueprint, roadmap and strategy on how to influence the buyer jiurney versus a spray and pray approach.
Executive VP at Competitive Solutions | Transforming Data into Actions | Business Performance Advocate | Family Man and Relationship Builder
3 周The idea of connecting before making a sale is so important. I'll definitely check out your newsletter.
Hands-On Fire Training Tools, LION SAFETY SOLUTIONS | Safe, Clean, Repeatable | Family man | Dog Lover | **My LinkedIn activities are personal and do not necessarily represent LION or its affiliates**
3 周Love this approach to professional selling, James Gilman! It’s not about gimmicks, manipulation, or closing techniques anymore. It’s being there when your customer needs you, and adding more value to them than your price. Less transaction. More human connection.