People First The Human Side of Selling

“Picture this: You’re pitching to a company—a big one, one that could make your quarter, maybe even your year. You’ve got all the data, your value prop is air-tight, and your solution is objectively the perfect fit. But when you leave that meeting, the answer is... ‘We’ll think about it.’

Frustrating, right? Here’s the thing: You weren’t selling to a company. You were selling to a person—a person who didn’t feel understood, connected, or even truly seen.”

1. The Human Element in Sales

“Companies don’t make decisions. People do. And people don’t buy products or services—they buy trust, they buy solutions to their problems, and they buy a better version of their day-to-day lives.

When you’re selling to someone, you’re selling to their fears, hopes, and goals. Maybe they’re worried about looking bad to their boss if the solution fails. Maybe they want to be the hero who brings a game-changing idea to their team. If you don’t tap into their story, your pitch is just noise.”

2. The Power of Listening

“Here’s the irony: The best salespeople don’t sell; they listen. I’ve learned that when I stop talking and start listening—really listening—I find the real objections, the hidden motivations, and the personal stakes that the buyer is navigating.

Ask yourself: How can you serve this person before you even talk about your product? How can you solve their problems without forcing them into your agenda? When you lead with empathy, trust naturally follows.”

3. Stories vs. Statistics

“Let me tell you a quick story. A few years ago, I was working with a client—let’s call her Sarah. Her company was evaluating my solution, but Sarah was hesitant. She wasn’t worried about price or features; she was worried about whether this would make her team’s life easier.

Instead of focusing on ROI charts, I shared a story about another client, someone just like Sarah, who faced the same challenges. That story landed because it wasn’t about metrics—it was about people. We sealed the deal because she could see herself in the solution.”

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Conclusion:

1. Shift Your Mindset:

“Stop thinking of sales as ‘business-to-business.’ Think of it as human-to-human.

Your job is to meet people where they are. Understand their unique challenges, their personal motivations, and their dreams for what ‘better’ looks like. When you connect on that level, the business decision becomes secondary. They’ll want to buy from you because you’ve built a relationship—not just made a pitch.”

2. Closing Call to Action:

“As salespeople, we’re in the business of building trust. The next time you walk into a room, don’t sell to the company. Find the person behind the desk. See them, hear them, and solve for them.

Because at the end of the day, people don’t remember what you sold them. They remember how you made them feel.”