I've been mentoring this sharp young guy who just started in sales, and he keeps asking me the same question:
"What do customers actually want from a salesperson?"
It's funny — most of us in sales think we already know. We polish our pitch, memorize comebacks for every objection, and work on our “consultative” tone. But we’re missing something big.
After a lot of thinking (and a few bad analogies), I finally found the perfect way to explain it.
You know those memes where someone orders something online and it looks amazing in the picture, but what shows up is… well, not quite what they expected?
Wish app: promised vs. received.
That’s exactly what happens in sales. What your customer thinks they want isn't always what they actually need. And the space between those two things?
That’s where good salespeople make their money. That’s what customers really want from you — to help close that gap.
What’s Really Going On
Your customer isn’t looking for a salesperson. They’re looking for someone to help them figure things out.
They don’t want you rattling off specs or faking urgency with “limited stock.” They want to feel confident they’re not about to screw up.
Because that’s the fear that keeps people up at night — the fear of making a mistake.
If it’s a small purchase, no big deal. But if real money’s involved, or their reputation’s on the line, or their boss is going to ask questions?
Now we’re talking real anxiety. They're worried about looking stupid at home, damaging their credibility at work — maybe even risking their job.
That’s why pushy salespeople fail. Nobody wants pressure when they’re already nervous. What they want is someone who’s been down this road before — someone who asks the right questions and actually listens to the answers.
The best salespeople don’t even feel like salespeople. They’re more like guides — people who’ve helped others navigate this same decision.
Selling the Experience, Not the Product
I’ll never forget shopping for a car a few years back.
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First dealer: spent 30 minutes explaining every button on the dashboard.
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Second dealer: tossed me the keys and disappeared — probably to make calls.
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Third dealer: asked me about my commute, what kind of music I liked, where I’d want to take the car on weekends. Then he got behind the wheel himself, put the top down, and drove me out along this winding road. Talked about how it felt to own, not just drive. Only then did he hand me the keys.
Guess who I bought from?
He wasn’t selling me a car — he was selling me the life that came with it.
That’s the difference between good and great in sales.
What Customers Actually Want from a salesperson
Here’s the thing: customers don’t want more information. They want understanding. They don’t want to be rushed. They want to know why this solution makes sense for them.
Most of all, they want help making a decision they won’t regret.
Because if it goes wrong, they’re not blaming themselves — they’re blaming you.
So don’t push. Guide. Ask questions they haven’t thought of. Listen more than you talk.
Do that, and they won’t just buy from you once. They’ll send their friends, too.
The Real Secret
Great selling isn’t about closing fast or talking smooth. It’s about understanding what someone really needs — and helping them see it clearly.
It’s about making people feel supported, not pressured. It’s about connecting their problem to your solution in a way that actually makes sense to them.
When you get that right, you’re not just making a sale. You’re building trust. You’re building relationships that last.
So here’s my question:
Are you helping your customers make decisions they’ll feel good about six months from now — or just trying to get them to sign today?
That’s the only difference that matters.
If this resonated with you, drop a comment. That’s the only “payment” I’m asking for.
And if you know someone who needs this kind of perspective shift, share it with them. It helps me. It helps them. Win-win.
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