sales enablement

Why People Hate and Suck at Selling

written by KK Diaz



Why People Hate and Suck at Selling


The relevance of sales in business growth is non-negotiable, even in the digital world. Sales has an enormous part in creating revenue and guaranteeing the prosperity of any business by being the conduit for the exchange of value. It is this alignment that keeps businesses flourishing and growing.


In today's competitive market, where customers have more choices than ever before, passion for sales and beneficial strategies are critical for any business to stand out and become the preferred one.


Sales is more than a mere transaction. It involves:

  • forming relationships with customers,
  • recognizing their needs, and
  • providing solutions that meet those requirements.


Yet so many people hate selling.



The Negative Perception of Sales


There are several explanations why people don't like sales. Understanding these underlying reasons can help individuals overcome their own aversion to sales.


They include:

  1. The fear of being perceived as a sellout, which is the idea that selling is equivalent to compromising one’s values or passion. Rather, it should be seen as a way to share one’s passion with others and help them achieve their goals.

  2. Linking sales with manipulation and deceit. Thinking salespeople only care about money and not providing genuine solutions. Others feel awkward with the concept of encouraging someone to purchase something they may not need or want. This makes it hard to view the profession positively.

  3. Having a fear of failure, which makes people reluctant to get involved in sales activities.

  4. Fear of rejection. Salespeople often face rejection, which can be emotionally tough. People steer clear of sales because they worry about being rejected or embarrassed.

  5. The pressure to meet targets and quotas adds to the negative perception. Working in sales can be high-stress and require lots of goals to be met. This pressure further damage people's view of selling as a worthwhile pursuit.

  6. A lack of training and development worsens the situation. Let us explore the points that demonstrate this:
  • No Product Knowledge:

Without training, salespeople do not fully understand their product or service. This can prevent them from showing customers its value.

  • Bad Sales Techniques

Without the right education, salespeople use outdated and ineffective tactics. They end up relying on pushy and manipulative approaches instead of building genuine relationships.

  • Weak Communication Skills

Good communication is key in sales success. Without it, salespeople may not be able to build good rapport with clients, share their value proposition, or effectively respond to objections.

  • Poor Negotiation Skills

Negotiation is vital for successful selling. Without training, salespeople will not have the skills to navigate and close deals.

  • Missed Opportunity Detection

Training helps salespeople to identify opportunities to provide value to clients. Without this, prospects may be overlooked or inadequately pursued.



Creating A Positive Perception of Sales


To improve the perception of sales and selling, even for yourself:


  1. Focus on building trust and relationships with customers, by offering solutions that are valuable and prioritizes their needs, rather than commission and incentives.

  2. Help customers make the connection between what they observe in a product and how it improves their life or solves their problems. This is an opportunity to foster a deeper understanding of its value proposition.

  3. Adopt a consultative selling approach. Choose to be your customer’s trusted advisor. According to Harvard Business Review, 95% of buyers chose organizations that provide relevant content during each stage of their purchasing journey over those who didn't. Providing value-added information and resources shows expertise and a commitment to helping customers solve their problems.

  4. Be transparent and honest to establish trust. Be upfront about limitations or challenges, while still offering viable alternatives or solutions. This will help customers trust your expertise and reliability.

  5. Communicate consistently to nurture relationships. Regular check-ins, follow-ups, and updates will keep customers engaged, informed, and feel cared for.

  6. Marketing teams can also help tackle the negative stereotypes. They can do so by creating authentic brand narratives that their salespeople can share during sales conversations.

  7. Creating a positive company culture on which functions like sale rest is also key. For example, when employees are engaged and feel valued, they will be more authentic with customers.

  8. Business leaders must foster trust and encourage safe spaces for open communication channels that facilitate constructive feedback and collaboration. Leadership must continue to emphasize ethical practices and empathy. Empathy helps sellers understand customers better and make connections more genuine.

  9. As demonstrated above, provide proper training and education to help salespeople can gain the knowledge and guidance they need to succeed. Companies that prioritize ongoing training and development help their sales teams achieve their full potential and drive growth.


These are just a few tactics that can help give sales a more positive perception and can lead to more successful and satisfying sales experiences for professionals and their customers.





Sales functions an indispensable role in generating income while helping its customers achieve success through the company’s products and services. By reimagining sales as a value-driven practice focused on establishing relations, satisfying customer requirements, and driving business growth, we can modify the way we think about and take part in selling.


Let us accept this transformative approach and use the full potential of sales even in the digital age.


If you need help with this, click here or the image below to learn more about our Sales Enablement Support Services.



Sales Enablement Support



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