Many frontline customer care professionals do everything they can to stay away from anything that even looks like selling. The word itself can spark discomfort. Picking up the phone and asking for business can feel intimidating. Yet here is the irony: most customer care teams are already selling every single day. They just do not label it that way.
When you help a customer find the right solution for their problem, that is selling. When you guide someone toward a smarter decision with a new product, that is selling. When you turn a frustrated customer into a loyal one by fixing their issue quickly and professionally, that is absolutely selling.
So why does the word make so many people flinch?
Because many people carry an outdated, Hollywood style stereotype of what a salesperson looks like. Pushy, manipulative, self serving and transactional. Who would ever want to associate themselves with that image?
The truth, as Sandler teaches, is much different. Yes, a few salespeople behave that way, but they are the exception. The vast majority are sincere, ethical professionals who help customers make confident, informed decisions. They ask thoughtful questions. They uncover real needs. They guide conversations without pressure or gimmicks. And they add value long before a customer ever commits to buying.
This is exactly what great customer care providers already do.
Once customer care professionals recognize how much impact they have through their questions, recommendations and service mindset, they start to see selling for what it really is: helping. Helping someone make a smart choice. Helping them solve a problem. Helping them feel confident in their next step.
If the word sales still feels uncomfortable, call it something else. Call it advising. Call it guiding. Call it helping. The label does not matter. The mindset does.
Because in Sandler, selling is not something you do to someone, it is something you do with them. And customer care teams already excel at that.
If you want your customer care team to communicate with confidence, ask better questions and turn everyday conversations into revenue, connect with Sandler by Breakthrough Selling, Inc. We will show your team how to sell by helping, not pushing.
