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Tom Richard May 18, 2022 8:30:00 AM 5 min read

Flow through the sales process with ease with this one rule

We’ve all heard the golden rule of life, “Treat others as you would like to be treated.” Well, the golden rule of sales isn’t too far from it.

There are far too many salespeople that try to sell with an approach that is not truly theirs…and it shows.

They attempt to mimic another person's style or mechanically follow a step-by-step process.

This just isn’t how it works.

There isn’t always a rhyme or reason to why people do the things they do – life and business require you to FLOW. You can’t flow if you're obsessing over a static list of tips and tricks you got from some weekend sales guru.

You find your flow when you learn about yourself. When you learn about yourself, your personality, what makes you tick, what excites you, and what motivates you, you develop the capacity to learn about others – to really become a student of human nature.

When you become genuinely interested in learning about yourself, you become genuinely interested in everybody around you.



Not because you’re trying to be natural or authentic, but because you ARE these things.

Big difference.

By contrast, those who try to manipulate others or attempt to follow some “secret formula” to success come across as rigid, mechanical, or cold. Almost as if they’re a ‘personality chameleon’ who desperately tries to change themself into what they believe the situation requires of them.

There is a difference between being in the flow and being a chameleon.

The customers you serve have their own experiences, thoughts, and feelings.

Don’t over-simplify your customers by assuming you know exactly what they want to hear or experience during the sales process. Remember – if you assume, you make an ass out of u and me, but mostly you just make an ass out of yourself.

So, the golden rule of selling isn’t "Sell to others as you think they want to be sold." It's, "Create the sales experience you would want to experience and then relentlessly deliver that experience to whom you serve.”

In order to achieve this, you need to fully understand yourself – not as a salesperson, but as a person and as a customer.

Think about the following questions:

  1. Do I prefer simple explanations or do I need more details to feel comfortable?
  2. Do I prefer to be spoken to very directly? Or do I prefer it when people sugarcoat things for me?
  3. Do I want help throughout the entire sales process, or do I want to be left alone to ponder the details?
  4. What kind of visuals would help me understand the offer I’m presented?
  5. What am I missing here that would help me communicate more clearly?

Luckily, this isn’t a ‘test’ you can fail as there are no right or wrong answers, and once you discover these things about yourself, you’ll unlock a natural and successful style of selling.

Okay, so now you know yourself, but what about the customer – what about what they want?

Customers want to do business with someone they can trust and relate to; someone who understands their needs; someone who has a true desire to help them.

If you show signs of insecurities, your customers will pick up on these and feel apprehension in trusting you – it’s just human nature.

By being yourself and selling how you would like to be sold, you create a genuine approach to truly connect with your customer.

As cliché as this sounds, all of this is only possible if you believe in yourself and your product. This unwavering belief can’t be forged or replicated – it comes about by being yourself.

Surely you’ve heard some sales pitch and thought, “Wow, this guy’s full of shit and he’s just memorized a script.” Well, when you bullshit yourself as to who you are as a salesperson, your customers will smell it and will look elsewhere.


“Create the sales experience you would want to experience and then relentlessly deliver that experience to those whom you serve.”


Tom Richard

Tom Richard is your main marketing and sales strategist in the program. In the past 20 years, Tom has run businesses, owned a business, built & managed large and small teams, experienced many successes, and learned from making and witnessing failures.