Shifting from ‘Icky’ Sales Tactics to Understanding, According to Dan Sherrard-Smith

In a recent LinkedIn post, Dan Sherrard-Smith discusses a common aversion to sales, particularly among founders, and proposes a fundamental shift in approach. Sherrard-Smith argues that the traditional sales methods, often characterized by “pushing, persuading, and proving your worth,” create an “icky energy” that can alienate potential clients and contribute to a general distrust of salespeople.

“Sales feels icky” I hear it from new clients every week. Most founders struggle with sales because they think it means convincing people with the 3 P’s: Pushing. Persuading. Proving your worth. That’s the icky energy that repels the best clients.

This perception, Sherrard-Smith suggests, is validated by data, noting that “A LinkedIn study found that only 40% found sales people to be trustworthy!” This statistic, according to the author, explains why many individuals find sales interactions uncomfortable.

Reframing the Sales Process

Dan Sherrard-Smith advocates for a redefinition of the sales role, moving away from the idea of selling entirely. Instead, he proposes focusing on understanding potential clients and determining if a service or product is a genuine fit.

From Convincing to Understanding

The core of Sherrard-Smith’s argument is a shift from a mindset of convincing to one of understanding. He states:

You’re not selling. You’re understanding. Your job isn’t to convince someone your work is valuable. Your job is to understand people so you know if you can help them or not. And then letting them know, honestly, either way.

This perspective, as Sherrard-Smith explains, transforms the interaction from a potentially confrontational situation into a collaborative exploration. He elaborates on this shift:

From “Please choose me” to “Let’s see if this fits.”

As Dan Sherrard-Smith shares from his own experience, adopting this approach made sales calls significantly easier. By asking more direct questions, being willing to decline misaligned clients, and ceasing to over-explain value, he found that the “right founders started saying yes faster.” This outcome, he posits, is because clients are primarily seeking solutions to their current problems and want to know if a particular offering is the right fit, rather than being subjected to a high-pressure sales pitch.

The Importance of Client Fit

According to Dan Sherrard-Smith, the emphasis should be on assessing fit rather than on persuasive tactics. He points out that:

Nobody likes being sold to! They want to know if you’re the right fit to solve a problem they have right now.

This client-centric view, as Sherrard-Smith outlines, leads to more authentic and enjoyable conversations. He encourages professionals to reflect on their own sales approach by asking:

Am I trying to convince, or am I seeking to understand?

Ultimately, Dan Sherrard-Smith concludes that the most suitable clients are not those who need to be convinced, but those who can clearly understand if a service aligns with their needs. This perspective offers a valuable framework for professionals looking to improve their sales process and build stronger client relationships.