🎙️E26: To Sell is to SERVE

Today’s episode is for you if you’re experiencing these problems:

• You’re struggling to get new connections to open up to you.

• You’re uncertain how to follow up with new connections without annoying them.

• You feel like you're "chasing" prospects instead of drawing them to you.

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Sales isn’t about convincing people to buy.

It’s about finding or creating alignment between your prospect’s problem and your solution.

Too many founders and salespeople—especially those new to the game—think their job is to persuade, pitch, or pressure. But the reality is that sales isn’t about pushing; it’s about serving.

Recently, I had the opportunity to share this perspective with the East Orlando Chamber of Commerce Ambassadors in a talk titled “How to Sell the Chamber (Without Being Salesy).”

While the discussion focused on how to effectively sell the Chamber and its benefits, the 5-point framework I shared applies to selling ANYTHING—whether you're a business owner, sales professional, or simply someone looking to build stronger professional relationships.

So, how do you sell in a way that feels natural, builds trust, and creates long-term success?

It all comes down to one simple word: SERVE.

1. S – Set 1:1 Meetings

2. E – Earn Trust

3. R – Relate Benefits to Goals

4. V – Value Everyone

5. E – Engage Consistently

Let’s break down each point.

1. S – Set 1:1 Meetings (00:01:16)

One-on-one meetings are where the magic happens.

That’s because there’s a direct correlation between the number of quality one-on-one conversations you have and the number of qualified prospects that come out on the other end.

Why? Because trust is built through genuine, focused conversations. These meetings allow you to:

✔ Learn about the other person’s challenges, goals, and needs.
✔ Ask meaningful questions that uncover opportunities.
✔ Establish credibility by showing you’re there to help—not just sell.

💡 Pro Tip:
A good one-on-one meeting follows the 70/30 rule—let the other person talk 70% of the time. Why? Because the more they talk, the more they like and trust you.

Example: I once met with a landscaping business owner. He talked for 90% of our meeting, and at the end, he realized he needed help hiring sales reps—exactly where I could help. That meeting turned into a sales opportunity, not because I pitched, but because I listened.

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2. E – Earn Trust (00:04:00)

Trust is the foundation of sales. Without it, you have nothing.

I like to think of sales relationships (or any relationships for that matter) on what we call “The Trust Continuum” from 0 to 10:

• 0 = I don’t know you, I don’t trust you.

• 10 = Impeccable trust = I want to buy whatever you’re willing to sell me.

Your goal in every interaction is to nudge people along that continuum.

How?

✔ Be authentic. People can sense when you’re being fake.
✔ Do what you say you’re going to do. If you promise to follow up, do it.
✔ Set clear expectations. If you offer to make an introduction, let both parties know what to expect.👇

The bottom line:
One of the fastest ways to destroy trust is to overpromise and underdeliver. Instead, be upfront, be reliable, and follow through.

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3. R – Relate Benefits to Goals (00:07:15)

If you want to sell more effectively, stop pushing products and start connecting solutions to the customer’s specific goals.

Here’s where most salespeople go wrong:

They overload prospects with too many options, thinking they’re being helpful. But research shows that when people face too many choices, they freeze. It’s called the ambiguity effect.

What is the Ambiguity Effect?

The ambiguity effect is a cognitive bias where people tend to avoid options or choices when they lack complete information about them. In sales, this means that when you overwhelm prospects with too many choices or vague benefits, they hesitate and procrastinate on making a decision.

Here’s a deeper explanation with an example👇

How to Overcome the Ambiguity Effect

Simplify the decision-making process by focusing on:

✔ Asking, not telling. Instead of saying, “You need this,” ask, “Would this help you achieve your goal?”
✔ Offering fewer options. Instead of listing every feature, recommend the one, two, or (at most) three options for solving their problem/ achieving their goal.

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4. V – Value Everyone (00:10:18)

Want to build strong relationships that lead to sales? Make people feel valued.

Whether it’s a prospect, a customer, or a networking contact, approach every interaction with the question:

👉 "How can I add value to this person?"

Example: Networking Connections Create Chain Reactions

Before I joined the East Orlando Chamber of Commerce, I attended a networking event alone. I was standing there, feeling like an outsider, when a Chamber Ambassador approached me, introduced herself, and started introducing me to others.

That one small act of making me feel valued led to new relationships, new opportunities, and ultimately, me becoming a chamber member.

Here’s the full story 👇

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5. E – Engage Consistently (00:14:00)

The money is in the follow-up.

If you’re not staying in touch, you’re losing opportunities. But engagement isn’t just about sales follow-ups—it’s about building authentic relationships.

Ways to stay engaged:

✔ Connect on LinkedIn. And don’t just add them—DM them, comment on their posts, share their content.
✔ Send value-driven emails. Instead of “Just checking in,” send an article, a referral, or a helpful tip.
✔ Be present in their world. If they post about a business win, congratulate them. If they share a challenge, offer insight.

See:

• 033: Selling on LinkedIn (Without Being Salesy)—Part 1: Your Connections Strategy

• 034: Selling on LinkedIn (Without Being Salesy)—Part 2: Your DM Strategy

The bottom line:

Sales is about momentum. The more consistently you engage, the more opportunities you create.

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Final Thought: Sales is About Serving

If you commit to SERVE—Set one-on-ones, Earn trust, Relate benefits to goals, Value everyone, and Engage consistently—you’ll:

✔ Sell without feeling "salesy"
✔ Open up more opportunities
✔ Build lasting relationships
✔ Attract business naturally.

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Our Book is Now on Audible👇

Today’s episode is brought to you by our new book, Collaboration Effect on Profit: Overcoming Founder’s Syndrome to Achieve Sustainable Success—now available on Audible.

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Sean M. Lyden is the founder and CEO of Systematic Selling, a sales systems and coaching company for growth-minded SMB founders and owners looking to scale their sales (without the chaos).