Sales Leaders... How Are Your Salespeople Being Viewed By Your Clients?

Dec 06, 2021
Sales Leaders... How Are Your Salespeople Being Viewed By Your Clients?
“There are things known and there are things unknown, and in between are the doors of perception.”
Aldous Huxley

Through the doors of your client's perception, lies their reality about your salespeople.

Perception is the combination of their thoughts, beliefs, opinions, and awareness of your salespeople.

Give some thought to the following...

When was the last time you've asked any one of your clients what they thought of your salespeople?

When's the last time you've asked any one of your clients the words they'd use to describe how your salespeople have been taken care of them?

I'm deeply concerned that many in sales have taken their clients for granted. They've failed at building, nurturing, and growing their relationships.

Building relationships with your clients is not a light switch you turn on then off.

Think about the next time someone on your team has a conversation with one of their clients.

Are they being viewed as a sales rep or a sales professional?

No matter how excellent you think your salespeople are, their success depends upon how they are viewed in your clients’ minds when responding to their ever-changing needs.

 John Mackey (CEO, Whole Foods) nails it, 

"Purpose inspires people. Purpose releases creativity."

Are your salespeople bringing inspiration, purpose, and creativity to their clients or are they being viewed as sales takers, a sales reps? Would you even know?


"When the trust account is high, communication is easy, instant, and effective." 
Stephen R. Covey

It saddens me just how much rampant mistrust there is within the sales world.

A stereotypical mindset runs rampant within our society and in business when it comes to salespeople.

Perception is in the eye of the beholder, and that would be your clients.

Perception feedback is necessary for relational growth.

Relationship and promise bridges crumble as moments of being let down are all too fresh in your client's mind.

Busted dreams and broken hearts have left many of your clients feeling abandoned and neglected.

This places a damper on 'sales professionals' who place their clients on a pedestal, placing their needs above their very own. They are faced with widespread prejudice that must be overcome.

How well do salespeople truly know their clients and how well do their clients know them? 

You must understand that your client's mindset around your salespeople does impact you.

You must realize what they say, what they do, and how they approach problems will have an immediate and direct impact on your success.

You salespeople are what your clients say they are! Let that one sink in for a moment. How does this make you feel?


If you want your salespeople to be viewed as true sales professionals, then they must learn to become a servant. 

Start serving with every conversation... Become that leader who leads with their heart and watch what happens to your team as they learn to sell from the heart.

When your salespeople put in the time, energy, and their heart into understanding their clients while being emotionally present for them; it opens the human window within the relationship.

"The secret of success is to understand the viewpoint of others"
Henry Ford

Many in sales leadership may find all this exhausting and stressful, but those sales professionals who lead with their heart and seek to serve their clients, change how they're perceived immediately, guaranteed!

It truly is about serving.

A servant led sales mindset takes a conscious effort by committing to:

  • Intentional and active listening
  • Empathy
  • Stewardship
  • Building Community
  • Fellowship

Your entire sales team must make the commitment to grow meaningful relationships, not for sale's sake, but to genuinely build a great community of clients.

Your salespeople are what your clients say they are.


You as well as your team must change your mindset to change your client's perception and viewpoint.

Get to know your clients before someone else gets to know your clients.

Curious to know...

Is your sales team having meaningful conversations with their clients outside of the selling process?

How many relationships are they developing and nourishing?

Do your salespeople know their client's goals and dreams?

Are you aware the last time someone on your team had a conversation with one of their clients that didn't involve trying to sell them something?


Learning to serve is a viewpoint game changer.

  • A servant has a sincere, genuine, and burning desire to serve
  • A servant digs in deep
  • A servant is laser-focused in on serving the needs of the person sitting right in front of them.
A servant minded sales professional gives a rip!

I can't think of a greater return on investment than to serve.

A Servants mindset:

  • I want to please you
  • I want to make you feel special
  • I want you to know I love having you as a client
  • Making you happy, it is my purpose!


Sales is serving and serving is sales. To serve is to care. It's caring deeply about your clients, the people who buy what you have to sell.

Again, perception is reality and so is your client's viewpoint.

If you're looking to increase your sales results, then I encourage your salespeople to capture the hearts and minds of your clients.

Your salespeople must truly give a rip and care about helping to solve your client's business challenges, goals, and concerns.

Caring is about being human, being real, and being your authentic self, every step of the way.

"People don’t care what you know until they know that you care."
Theodore Roosevelt

Caring for your clients, it is not hard. It's looking them in eye and saying, "I'll be here for you at all times. I have your best interest at heart."

I encourage your team to deeply invest and genuinely care about the experiences they provide to their clients. When this happens watch relationships skyrocket and sales results soar.


You must make it a point to understand what your clients say about your salespeople. As a sales leader who's focused on long-term success, your main responsibility is to have your salespeople profitably serve your clients. 

We all have choices in life. In sales, you can choose to be a sales rep or you can choose to become a sales professional.

As a sales leader, the same can be said for you. Do you want to be viewed as a sales manager or a sales leader?

Mindset, heartset, and skillset; this is the trifecta in turning your client's viewpoint into reality.

How do you want your clients to view your salespeople?

Let this one sink in for a moment...

“If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.”
Jeff Bezos

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