Let’s face it… “sales” has a reputation problem.
For many, the very word conjures up images of pushy pitches, aggressive tactics, and commission-hungry reps who see customers as little more than walking wallets.
It’s why we hear things like:
- “I’m not in sales—I’m in business development.”
- “We don’t do sales. We build relationships.”
- “Sales feels a bit… icky.”
Here’s the question: Is sales really the problem? Or is it our perception of sales? Because if the language we use is a precursor to human behaviour, then every time we distance ourselves from “sales,” we’re reinforcing a mindset that selling is something to be hidden, softened, or apologised for.
And that’s a problem! Not just for your sales team… for EVERYONE in your business, and your customers!
The Real Reason ‘Sales’ Feels Like a Dirty Word
Language shapes behaviour. The words we use influence how we think, feel, and act. When we treat sales like a dirty word, we create a culture where:
- Sales teams feel the need to disguise what they do with phrases like “business development” or “account management.”
- Non-sales teams resist selling altogether, believing it’s not part of their role.
- Leaders avoid setting sales goals that sound too aggressive, for fear of seeming “too salesy.”
Where did this mindset come from?
Partly, it’s a legacy of bad sales practices:
- Pushy pitches
- Unethical upselling
- Bait-and-switch tactics
Most of us have been on the receiving end of a terrible sales experience. The kind that makes you want to hang up, walk out, or unsubscribe immediately. If that’s your experience of sales as a customer, it’s no surprise that you’ll hesitate to identify as a “salesperson” in your own role.
Here’s the brutal truth:
Bad sales experiences aren’t sales—they’re bad salespeople.
Selling isn’t the problem, how we’re doing it is.
If You’re in Business, You’re in Sales
No matter your title, if you’re in business, you’re in sales.
- The account manager guiding a client to a new solution? Sales.
- The marketing director creating campaigns to generate demand? Sales.
- The founder pitching for funding or partnerships? Sales.
Selling isn’t just about winning deals. It’s about influencing, educating, and solving problems, helping customers make decisions that create value for them and revenue for you.
Sales isn’t a dirty word, it’s a business necessity.
And to reclaim the word “sales,” we need to clean up the culture around it.
The Problem Isn’t Selling, It’s How We’ve Been Selling
Bad sales practices have left a legacy of mistrust.
- Commission breath – When customers can sense you’re more focused on the sale than on solving their problem.
- Spray and pray – Mass outreach with little to no personalisation or relevance.
- Overpromise and underdeliver – Saying whatever it takes to close, regardless of what happens after.
These tactics might deliver short-term wins, and they create long-term damage, not just to your brand’s reputation… to the very perception of sales as a profession.
It’s time to clean house!
Changing the Language, Changing the Culture
If language is a precursor to behaviour, we need to change how we talk about sales if we want to change how we do sales.
That means:
- Stop hiding from the word. Sales isn’t something to apologise for. If you’re solving problems and creating value, you’re not “selling out”, you’re serving.
- Reclaim the language. Replace words like “closing” with “committing,” “pushing” with “guiding,” and “convincing” with “educating.”
- Focus on outcomes, not quotas. The goal isn’t just to hit targets, it’s to help customers make decisions that move them forward.
Because the words we use don’t just reflect our culture, they create it.
From ‘Convincing’ to ‘Earning’
The best salespeople today aren’t convincing customers to buy. They’re earning the right to guide them through the decision-making process.
That means:
- Earning trust, not pushing products – Transparency, honesty, and clear expectations.
- Earning attention, not demanding it – Personalisation, relevance, and value at every touchpoint.
- Earning loyalty, not locking it in – Consistent value delivery, post-sale support, and advocacy.
If you’re proud of how you’re selling, you should never hesitate to say you’re in sales.
The Behaviour Shift: Clean Up Your Sales Culture
Changing the words is the first step and changing the behaviours is the second.
Here’s the code of conduct for a clean sales culture looks like:
1. Be Intentional – Show Up with Purpose
- Focus on the Right Customers: Prioritise prospects who are a true fit for your solution and not just anyone who will take a call.
- Prepare for Every Interaction: Know your customer’s business, challenges, and goals before you start the conversation.
- Add Value First: Make every interaction purposeful and valuable, even if it doesn’t lead to an immediate sale.
2. Be Systematic – Let the Structure Take the Strain
- Follow a Consistent Process: Use a proven, repeatable approach to manage leads, opportunities, and follow-ups.
- Document Everything: Keep detailed notes and records so nothing slips through the cracks and your team can act as one.
- Measure What Matters: Track metrics that reflect real progress, like customer satisfaction and deal velocity, not just activity volume.
3. Be Equipped – Master Psychology and Self-Development
- Understand Human Behaviour: Learn why and how customers make decisions, and adapt your approach accordingly.
- Invest in Learning: Continuously improve your skills in communication, negotiation, and emotional intelligence.
- Challenge Your Own Beliefs: Reframe your mindset to see sales as a service, not a transaction.
4. Be Human – Build Relationships, Not Just Revenue
- Listen More Than You Speak: Focus on understanding the customer’s needs before presenting solutions.
- Be Authentic: Show up as a real person, not a sales script. Let your personality build trust and rapport.
- Embrace Empathy: Treat customers how you’d want to be treated – patiently, respectfully, and with genuine care.
5. Be Creative – Differentiate Through Innovation
- Think Beyond the Usual: Find fresh, unexpected ways to solve customer problems and add value.
- Challenge the Status Quo: Ask bold questions and suggest new ideas that challenge your customer’s assumptions.
- Personalise the Experience: Tailor every touchpoint to reflect the customer’s unique needs, context, and goals.
6. Be Principled – Influence with Integrity
- Lead with Values: Make decisions based on what’s right for the customer, not just what’s profitable.
- Be Transparent: Share clear, honest information about pricing, capabilities, and limitations… no hidden surprises.
- Deliver on Promises: Commit only to what you can deliver and deliver it flawlessly.
Commit to this code of conduct, and you won’t just win customers, you’ll keep them, grow them, and turn them into advocates.
Sales Isn’t a Dirty Word, It’s the Lifeblood of Business
We need to stop hiding from sales and start embracing it.
- Sales is about helping customers win.
- Sales is about creating value before capturing it.
- Sales is about serving first, selling second.
When you get that right, sales stops feeling like something you have to do and starts feeling like something you’re proud to do.
🤔 So, Is Sales a Dirty Word in Your Business?
If it is, it’s time to clean it up. Because the future belongs to those who sell with intention, integrity, empathy, and pride.
