Are We Making Sales Harder Than It Needs to Be?

I was reflecting on a comment Michael J. Dunlevy made in response to my question:

Why was a sales rep on a call with a prospect who had no clue what the company did—how does that even happen?

I read his response to say (correct me if I'm wrong, Michael) that if sales were too easy, we might be labeled as "order takers."

It does appear he was joking… BUT it got the ol' noggin turnin'...

Are We Making Sales Harder Just So We Can Feel Like We ‘Earned’ It?

Hear me out…

It feels like this industry has a built-in self-fulfilling struggle— where we EXPECT sales to be a battle, so we look for resistance, assume objections will come, and train sales teams to handle them…

Instead of asking: Why do these objections happen in the first place?

We don’t ask, "Why is this prospect hesitant?" We just assume hesitation is part of the game.

We don’t ask, "Should this prospect even be on this call?" (And no, I'm NOT talking about preemptively handling objections at the beginning of the call— I’m talking about BEFORE the call even happens.)

Instead of making the process smoother, do we gear up for combat— turning every sales call into a fight that maybe didn’t need to happen at all?

Which makes me wonder…

Do We Feel Like We Need to "Earn" the Sale?

Like… do we subconsciously create friction in sales conversations because we feel like we haven’t earned the deal if it closes too easily?

Somewhere along the way (likely a gooroo’s rise to fame), many of us were taught that "real sales" means:

?? Overcoming resistance ?? Battling objections ?? Pushing people past their hesitation and "limiting beliefs"

But what if the prospect isn’t actually resisting?

What if they just need more clarity, more reassurance, or just a SMIDGEN of time to let this big decision sink in— a good night's sleep, a quick conversation with their spouse— and they’d be ready to go?

And all you had to do was collect the funds tomorrow instead of right now?

Do we still try to 'handle' them just because we've been trained to believe an easy sale isn’t a real sale— and that if it happened too easily, we must not be doing something right?

Maybe the Hard Part Isn't What We Think It Is.

There’s a saying: ??? "When all you have is a hammer, everything looks like a nail."

If "real selling" is just overcoming objections, then every sales conversation starts looking like one.

And if we measure our skills as a sales pro by how well we battle resistance, we’re going to subconsciously look for resistance— even when it may not actually be there.

But what if the hardest part wasn’t "handling objections"?

What if the hardest part was actually learning to remove friction altogether so that resistance never even shows up?

What if sales mastery wasn’t about “winning” hard conversations, but about orchestrating smooth ones?

That’s a different skill entirely.

High-Ticket = High Resistance… Or Does It?

Here at the casino, there seems to be this unspoken rule that:

• If someone says yes too quickly, we didn’t "sell" them right.
• Or worse, they were a "lay-down," and we weren’t really that good at sales.

But is that true?

Or have we just convinced ourselves that sales must be a fight?

Because if you ask me, the majority of prospects SHOULD be what we call "lay-downs."

If the marketing is doing its job, people should be 90% sold before they even hit your calendar.

A sales call should not be a starting point— it’s where the sale ends.

Sales is not marketing, nor should a sales call be treated as such.

If you’re spending the first 30 minutes explaining who you are, what you do, and why it matters, that’s a marketing failure, not a sales challenge.

The right buyer should already be mostly ready— they just need to confirm they’re making the right decision.

So if a sale closes effortlessly and you DID feel like you just took someone’s order,

Isn’t that a sign that everything leading up to the call was done right?

The Real Question…

Are we actually overcoming real objections… or are we manufacturing them just to justify our role?

Because let’s be honest— bigger scars make for better stories, right?