Sales Isn’t About Convincing People, It’s About Helping Them Make a Decision

Before you read this article, I’d encourage you to listen to my conversation with Rowan about “mastering the sale” and the strategies we believe will fix those sales issues.

Sales has a branding problem.

For a lot of small business owners, the word immediately brings up images of pushy tactics, awkward conversations, or people being talked into spending money they didn’t actually want to spend. It’s why so many people say, “They either want me or they don’t”, and then quietly avoid sales altogether.

I get it. I’ve always felt uncomfortable with the idea of “changing someone’s mind”. Even when I believe in what I’m offering. Even when it’s genuinely helpful, there’s this underlying fear of pushing too hard, saying the wrong thing, or becoming that salesperson.

But what Rowan keeps coming back to in the episode is this:

You're misunderstanding of what good sales actually is.

We talk about two very different approaches… hunting and farming.

Hunting and Farming

The hunting approach is what most people picture when they think about sales. Close the deal. Push past objections. Get the money in the bank. Move on. It works in some business models, but it’s also where most negative sales experiences come from. People feel pressured, misled, or forgotten the second the transaction is done.

The farming approach is slower. Relational. Long-term. It’s about understanding what someone actually needs, helping them make a decision that works for them, and being okay if that decision isn’t to buy right now, or even to buy from you at all.

That’s where sales stops being about persuasion and starts being about problem-solving.

When someone walks into a store, fills out a form, or books a call, they’re not asking to be convinced. They’re usually looking for clarity. They want help navigating a decision they already know they need to make, like budget, timing, trade-offs, and priorities.

Not Everyone Wants the Best Product

Rowan gives a simple retail example that cuts through a lot of the noise: not everyone wants “the best” product on the market. Some people want what fits their lifestyle. Some want what fits their budget. Some just want something that does the job. Helping someone choose what’s right for them, even if it’s not the most expensive option will build trust.

And trust is what actually grows a business.

Transparency plays a huge role here. Saying “We’re probably not the best fit for this, but here’s who might be” feels risky in the moment. But it’s exactly what people remember. They remember who helped them, not who pushed them.

Sales isn’t about changing someone’s mind. It’s about asking better questions, listening properly, and helping someone move forward with confidence.