Episodes
3 days ago
3 days ago
For busy leaders who want growth without the burn
The bottom line
Modern sales is not about hunting trophies. It is about helping customers make good decisions. Sometimes that decision is not you. That is not weakness, it is credibility.
If sales feels combative, high churn is the price you are paying.
Why this matters
Boiler room tactics and hire-fast-fire-faster cultures look productive until you check the retention numbers. Low trust, internal conflict and customers who regret buying are all symptoms of the same thing.
You can hit target while quietly eroding the business. That is what going broke on the instalment plan looks like.
The rules of sustainable selling
1. Always tell the truth
Lies compound. You stop selling and start managing fiction. Everyone loses, including your future self.
2. Serve everybody
Service is not closing at all costs. It is pointing people in the right direction, even when that direction leads elsewhere. Referring a bad fit to a competitor can be the most profitable decision you make.
3. Make things easier
Remove friction. Psychological, commercial, procedural. Buyers do not need pressure, they need clarity.
What leaders should pay attention to
Know your Anti-ICP
Not every customer is worth having. Some drain time, energy and morale, then leave unhappy anyway. The courage to say no early protects margin and culture.
Risk beats reassurance
Ken shares how a 30-day performance guarantee removed buyer risk so completely that a physical showroom became unnecessary for 16 years. When risk disappears, hesitation follows.
Self-awareness is not optional
When a deal derails, the common factor is often the seller’s own reactions, assumptions or emotional immaturity. Sales capability without self-control is a liability.
Radical transparency works
Glass walls, literal or metaphorical, show customers how you operate when no one is watching. Executive buyers spot theatre instantly. They trust what feels calm, open and boringly consistent.
The bigger picture
Your job is not to be the hero. It is to help the customer become one.
When buyers feel safe, informed and respected, loyalty follows. Sustainable revenue is a by-product, not the goal.
Resources mentioned
Book: Selling Sustainably: The Ethics of Decision Facilitation by Ken Ward
Concepts: The Trust Equation by Charlie Green, Relational Emotive Behavioural Therapy by Dr Albert Ellis
Connect:
or find Ken Ward on LinkedIn https://www.linkedin.com/in/kenneth-ward-1761016/
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