For years, I carried around a belief that I wasn’t a “sales guy.” To me, that phrase conjured up images of someone pushy, insistent, and maybe even disingenuous. This was someone more focused on landing the deal rather than actually helping the person in front of them.
And sure, those salespeople exist. I’m sure you’ve experienced them. I’ve even hired a few over the years. (They didn’t last long.) But that approach never felt like me. My style has always been built around something much simpler: authentic conversation.
Listening First
When someone reaches out to J Street, I start by listening more than I talk. I’m curious about their business. I want to understand what they’re trying to accomplish, what’s getting in their way, and what prompted them to contact us. I want to know where things aren’t running as smoothly as they could be. I ask about what they wish worked better, how inefficiencies affect their daily operations, and what kind of financial improvements they might achieve.
Clarity Before the Pitch
Those early conversations aren’t about pitching. They’re about clarity. Because once I understand what’s happening, I can answer the first important question: Are we the right fit?
And I’m very direct when the answer is no. I tell them right away and point them toward a better option if I know one. Being transparent earns more trust than trying to force ourselves into a project that doesn’t suit us.
But when I know we can help, the next step is simply explaining what working with us looks like. Not convincing, not persuading, but confidently describing the path forward. My job is to tell them what we can do and what it might cost. Their job is to decide whether that investment makes sense.
Redefining Sales
Of course, I try to make people feel comfortable with our experience, how we work, and our ability to deliver. But pushiness has never been a part of the equation. I’m not here to pressure anyone into signing a proposal. I’m here to help them make an informed choice.
And regardless of whether we work together, I want them to walk away with something of value. That might be a recommendation, a technical insight, or a small next step they can take on their own. I don’t want anyone to leave a conversation with us feeling like they wasted their time.
It took me a while to realize what now seems obvious: the listening, the honesty, and the desire to help is actually what many people call “sales”.
So yes, turns out I am a “sales guy.” Just not the kind I used to picture. And that works for me.
