Reader, for years, I took sales advice from people who swore by a formula.

On every fit call, I was supposed to repeat back what I heard: "What I'm hearing is..." Then ask the person to imagine her problem solved, and then imagine what happens if she does nothing.

I tried it. I rewrote the scripts in my own words. I practiced. Every time, it felt like I was performing a sales call instead of having a conversation.

So I stopped selling on those calls.

I went back to listening. Not listening for my opening to pitch, but for what help would look like for the person I was talking to.

Sometimes that's working together. Sometimes it's an introduction to someone who's a better fit. Sometimes it's a free resource or a podcast episode or two. Sometimes it's a couple of practical tips she can work through on her own.

And my sales went up.

People can feel the difference between being listened to and being sold to. Once I stopped trying to sound like someone else, the calls got easier for both of us.

I talked about this with Mark and Katie on The Unforget Yourself Show, along with the bigger pattern behind it: building your business on what works for everyone else, and what changes when you start asking what works for you.

🎧 Listen on Apple Podcasts or Spotify​

I'm curious: what's one "best practice" that others swear by that has never felt right to you? Hit reply and tell me.

Shauna Lynn Simon — CEO, SLS Coaching (866) 661-6711

THE BUSINESS COACH FOR ACCIDENTAL CEOS

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PS If you've ever put off booking a call with a coach because you were bracing for a pitch, I promise that's not what you'll get from me. We'll have a real conversation about you, and your business, and what real solutions would look like. Let's chat.​