Sales Isn’t a Script—It’s about Relationships

1. The Sales Industry’s Biggest Mistake

At some point, sales stopped being about people and started being about numbers. We optimized, automated, and templatized so aggressively that we turned sales reps into human spam bots.

The result? Everyone is exhausted—buyers, sellers, and even the algorithms we try to game. The inboxes are flooded with generic pitches, LinkedIn DMs feel like an ad roll, and trust is at an all-time low.

But here’s the reality: Nobody wakes up thinking, “I hope I get pitched today.” People want real conversations, not transactions.

So, if you’re still treating sales as a game of scripts and tricks, you’re already losing.

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2. Sales is Human, Not Robotic

Imagine walking into a party and immediately shouting, “Hey everyone! Want to buy my product?”

Sounds absurd, right? Yet, this is exactly how most sales teams approach social selling.

True sales isn’t about throwing your pitch at as many people as possible. It’s about opening doors through trust, curiosity, and connection. Instead of treating people like leads, treat them like… well, people.

The question is: How do you shift from sales-y to human?

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3. Crafting Unique Connections

Here’s the hard truth: If you’re sending the same message to everyone, you’re sending it to no one.

• Stop using generic connection requests. No one likes a cold, robotic intro.
• Do your homework. Before you reach out, learn about the person. What do they care about? What are they talking about?
• Personalize with intention. Not in a creepy, “I saw your dog’s name is Max” way—but in a way that shows genuine interest.

People don’t respond to spam. They respond to sincerity.

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4. Mastering Social Listening

The best salespeople aren’t just great talkers—they’re elite listeners.

Before you ever pitch, take time to:

• Observe what your prospects are posting. Are they celebrating a company milestone? Struggling with a pain point?
• Listen to their problems before offering solutions. Nobody trusts a salesperson who doesn’t understand their struggles.
• Engage meaningfully. Comment, ask thoughtful questions, and add value before sliding into their inbox.

Think of sales like dating: Would you propose marriage before the first conversation? Exactly.

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5. Becoming a Resource, Not a Salesperson

People don’t buy from pushy salespeople. They buy from trusted advisors.

If your only interactions involve “Hey, interested in my product?” then you’re doing it wrong. Instead:

• Share industry insights.
• Offer helpful advice.
• Be the go-to person people turn to when they need expertise.

The goal? When the time comes for them to buy, they’ll come to you—not the other way around.

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6. Curating an Irresistible Profile

Most LinkedIn profiles read like a résumé: “Award-winning sales executive with 10+ years of experience.”

Great. But what does that mean for me as a potential buyer?

Instead of listing achievements, make your profile a promise of value:

✅ Who you help
✅ How you help them
✅ Why people trust you

Your profile should make people say, “This is someone worth connecting with.”

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7. Honoring Personal Space

You wouldn’t barge into someone’s home and start selling, so why do it in their inbox?

Sales is about timing and trust. If someone isn’t ready, respect that. Instead of forcing the conversation:

• Stay visible. Keep providing value so they remember you.
• Be patient. The right time will come—when they trust you.
• Know when to walk away. Desperation is never a good look.

When you respect boundaries, people are more likely to reach out when they’re ready.

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8. Cultivating Long-Term Relationships

Sales isn’t about making a sale—it’s about building a network of people who trust you.

Think of it as an endurance race, not a sprint. The strongest salespeople:

✔️ Stay in touch long after the first conversation
✔️ Follow up with genuine check-ins (not “just following up” emails)
✔️ Treat customers as lifelong partners, not one-time deals

When you prioritize relationships, the sales follow naturally.

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9. The Future of Sales: Authenticity Over Algorithms

Sales today is flooded with automation hacks, algorithm tricks, and growth-hacking gimmicks. But here’s the secret:

Trust beats the algorithm. Every. Single. Time.

• People can tell when they’re being gamed.
• Relationships outlast LinkedIn’s algorithm changes.
• Authenticity builds a network that lasts beyond a single transaction.

So instead of looking for the next hack, be human, be helpful, and be real.

That’s how you win in sales—today, tomorrow, and always.