Part 1: Building Genuine Connections

You know what I’ve learned after spending over 40 years in sales? It’s not about the fancy pitch or closing techniques—it’s about making real connections with people. I started learning this lesson pretty early, believe it or not, as a twelve-year-old paperboy delivering the evening news to my neighbors. In this Selling 101 series, I’m going to share how those early experiences, along with decades of working with clients, taught me that success in sales comes down to being genuine, building trust, and truly caring about the people you serve. Whether it’s remembering to bring an extra paper to a new neighbor (like I did back then) or going the extra mile to solve a client’s problem today, it’s these authentic moments that turn regular business relationships into lasting partnerships. Let me show you how simple, honest connections can transform the way you approach sales.

• The Art of Making a Lasting First Impression: A firm handshake, eye contact, and a warm smile can set the tone for trust and respect. Pay attention to your appearance and body language to convey confidence and professionalism. At the age of 12, I was offered an opportunity to deliver the newspaper. Each day, rain or shine, I walked the neighborhood after school and delivered the evening journal and, on weekends, the Sunday paper. I had no idea how much people counted on that news each day, but they did, and they appreciated my service. I occasionally had a spare paper to gift to a new neighbor who had recently moved in. Keeping an eye out for the “for sale” signs became an art form for me. After a few days of free news, I’d knock on the door and introduce myself. “Oh, you’re the paperboy who has been giving me the paper for the last few days – nice to meet you,” said one neighbor. “Come on in.” I explained where I lived, the school I attended, and eventually, we got down to pricing. I had a set price, shared it, and they often agreed to start paying for the newspaper. Sometimes a small gift or sample makes a big difference, and I was rarely declined. While I may not have been the most well-known or well-dressed kid in the neighborhood, I steadily increased my client list and eventually expanded my route to other neighborhoods. I did that job for five years and loved providing a service to my clients. Even today, I still love taking care of my clients and hope they continue to recognize that dedication.
• Establishing Trust and Rapport with Clients: People buy from those they like and trust. Be honest, transparent, and approachable. Being there for my clients is one of the most important aspects of selling. Saying what you will do and then delivering is critical to earning trust. There is an innate fear among some salespeople to avoid following up for fear of facing a challenge or complaint from the client. Don’t do that. I recall selling a big-ticket software service, and a client had all kinds of unattainable expectations. I had to explain that what they were hoping for and what the product was capable of didn’t align – there was a gap. Once you honestly share what is to be expected and what you can and cannot do, there may be some initial disappointment, but there will also be mutual respect. Building rapport is key. For example, one day, a client had a challenge with a product. I went in, discussed the issue, and together we came up with an alternative solution. As a result, they tripled their business with me. I realized that hearing a complaint or identifying a product deficiency isn’t a bad thing; it’s often a good thing. It can lead to creative solutions and end up earning the client’s trust, friendship, and additional business. Never fear reaching out, establishing trust, and building a bond with a client. Always tell the truth and let them know you’re here to help.
• Practical Tips on Active Listening and Showing Genuine Interest in Others: Listen more than you speak. Use verbal and non-verbal cues to show you’re engaged. Repeat back key points to confirm understanding, and ask thoughtful questions to demonstrate genuine curiosity. Active listening is more than just hearing words; it’s about understanding the emotions and motivations behind them. When you show genuine interest in your clients, you build stronger, more meaningful relationships.