Written by Comfort, Owner of Concept Design Studios
I was reading a blog from EMyth recently, and it really hit home. The article echoed something I’ve believed for a long time: I don’t believe in “hard sales.”
By “hard sales,” I mean putting pressure on clients to decide immediately, using manipulative tactics, or focusing only on what you gain—regardless of whether it’s the right move for them. That style has never resonated with me, and honestly, I think it often does more harm than good.
Here’s a quote from the article that stood out:
“Sales is not about closing. Closing is an old-school idea that may work for hard-core salespeople, but it leaves everyone else feeling like everything that just happened was wrong. Sales is about opening. It’s about facilitating prospects with care in opening up about what they really want and need…If you want your sales process to feel both meaningful and fun—and also maximize your lead-to-sale conversions—you have to learn how to give your prospects an opening experience.”
Yes. That. 🙌
My Approach to Sales: Connection Over Coercion
My philosophy is simple: If you show up well—clear, confident, and prepared—then it’s up to the client to decide if you’re the right fit. And if they do decide to work with you, it’s because they’re excited, not pressured.
So what happens if you do pressure someone into working with you before they’re ready?
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They may feel a subtle sense of distrust.
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They’ll scrutinize everything you do.
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They’re more likely to look for an exit—even if the work is good.
That’s a rough dynamic to build a business on.
The Alternative: Trust, Enthusiasm, and Loyalty
Now imagine this instead: A client chooses to work with you because they genuinely want to. They see your relationship as a partnership. They trust your input, value your experience, and feel confident coming to you with any concerns. You’re building something together—not just fulfilling a transaction.
From my experience, that leads to:
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Higher client satisfaction
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Healthier, longer-term relationships
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More referrals
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Less stress for everyone involved
What Kind of Client Base Do You Want?
If you build your business on high-pressure tactics, you’ll constantly worry about client turnover. You’ll be selling, convincing, defending, and fighting to keep people who probably weren’t aligned with you to begin with.
But if you build your business by opening—by inviting the right people in and letting the wrong ones pass—you’re creating a brand that’s trustworthy, sustainable, and fulfilling.
I don’t know about you, but that’s how I want to build my business.
When Saying No Is Actually Growth
I get it—when you’re just starting out (or trying to survive a slow patch), it’s hard to walk away from potential clients. But take it from someone who’s been there: saying yes to the wrong client can cost you more than it gains you.
If you’re interested, I’ve written more about this in my article on Red, Yellow, and Green Clients—a simple system to help you recognize which clients are truly good for your business.
One Last Thought…
If you find that most of your leads aren’t converting to paying clients, that’s not a sales problem—it’s likely an issue with your presentation, marketing, or business structure.
We can help with the first two. For the third, I can’t recommend EMyth Revisited enough. It’s a powerful read for anyone who wants to build a business that works for them—not one they’re stuck working in.
Let’s build businesses—and client relationships—on trust, clarity, and value. If that sounds like your vibe, you’re in the right place.