We're in the trenches together, my fellow sales warriors. When you hear the word "sales," what immediately springs to mind? Cutthroat? Dog-eat-dog? Self-serving? I'll admit, for a long time, the prevailing wisdom in the rooms I worked in was that to be successful, you had to be the sharpest elbow in the room. And in that environment, kindness was often seen as a fatal flaw—a weakness that an aggressive competitor or even a savvy client could easily exploit.
But let me tell you a story that shattered that belief for me, forever cementing kindness as one of the greatest assets in my sales arsenal.
The Unspoken Bond of the Pipeline
In the early days of my career, I was obsessed with my numbers. Every lead was a gold mine I had to personally guard. Yet, as I look back, some of the most enduring and treasured relationships I have aren't with clients, but with the colleagues who started out with me. I guess it's because we were in the trenches together, battling quotas, celebrating wins, and sharing the agony of a lost deal.
One quarter, I had a client—a big one—who was about three hours' drive from our central office. I was agonizing over the trip. Was the deal solid enough to justify the long drive? Was it a waste of a day I could spend on local leads? It was a persistent internal debate, and I had mentioned the client's name and location briefly during one of our pipeline review meetings.
Imagine my shock when, the very next week, I got a call.
"Hey, it's Naomi," my colleague's bright voice came through the line. "Listen, your client just walked right into our town office. They're here, ready to sign."
My heart sank for a split second. A three-hour drive, and they decided to come to her town! But before I could process the potential loss, she continued: "I’ve got the paperwork ready. Don't worry, I'm closing it on your behalf and I'll make sure it's booked under your name. Congratulations, partner!"
Naomi didn't have to do that. It was a deal she could have easily claimed, especially since she was the one physically present. The commission wouldn't be hers. The recognition wouldn't be hers. But in a single action, she demonstrated a profound, career-defining lesson: Kindness is not a weakness; it is the ultimate measure of character and the bedrock of a successful, supportive team.
I never forgot that act. We both eventually left the industry for different pursuits, but I still carry Naomi's lesson with me. It taught me to be genuinely considerate of my colleagues, especially when they were away. How you handle a colleague's client when they're on leave speaks volumes about your character—a reflection far more valuable than any temporary bonus.
The Power of Empathy with the Client
Kindness extends just as powerfully to our clients. It shows up in how generous and considerate we are with their time, their concerns, and yes, even their complaints.
I used to dread the "complainers." Now, I see heavy complaining as a cry for help. Think about it: they might have their manager breathing down their neck. They might be genuinely losing revenue. They might even be afraid of losing their job over a mistake.
When a client is digging in their heels and telling me I’m wrong, my old instinct was to overwhelm them with facts and data—to prove my product was right. Now, I pause. I try to understand the situation entirely from their end. When I genuinely grasp their fear and their need, the dynamic changes instantly. We gel. We form a relationship built on trust, not just a transaction built on need.
Instead of showing them they're wrong, my job is to gently steer them in the right direction, acting as a supportive co-pilot. When they regain their confidence, when they see the value your product is adding by enlightening them and solving their critical problem, they don't just become customers. They become your most passionate advocates.
In sales, the numbers speak for themselves. But remember this: A sales career built on cutthroat ambition is fragile. A sales career built on genuine kindness is resilient, deeply rewarding, and ultimately, far more profitable.
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