Add Value, Not Noise

Teach your team to sell through service and insight, not pressure.

I remember sitting in on a sales call years ago. The rep had clearly been trained to “always be closing” focusing on securing the deal rather than solving a problem. Every question was angled toward pushing the deal forward. Totally focused on the close. By the end of the meeting, the client was leaning back in their chair, arms folded, giving one-word answers. The relationship wasn’t moving forward - it was shutting down.

The problem? The rep was adding noise, not value.

Clients don’t need more noise. They already have inboxes full of “just checking in” emails, phones buzzing with offers, and industry updates coming at them daily. What they crave is clarity. A fresh insight. A solution to a pain point they’re wrestling with.

Noise pushes people away. Value draws them closer.

So, how do you shift your team from pressure to value? Start by reframing the role of sales: it’s not about extracting something from the client, it’s about equipping them to succeed. That mindset changes the questions you ask, the stories you share, and the follow-up you send. Sales is not about selling - It is about helping a customer get what they want and need!

Here’s a practical filter I give teams: before you pick up the phone or hit “send,” ask yourself:

 → What is the purpose of this contact? Will this help my client think differently, act faster, or achieve more? (i.e. Does it add value to them?)

If the answer is no, don’t send it. Find a better way to add value.

In today’s market, being heard is hard. But if you consistently teach, serve, and guide, you’ll never need to shout. Your clients will lean in — because you’re making their world easier, not noisier.