Sales. A profession built on relationships, solutions, and value—yet, for many, it’s a word that sparks scepticism.
At Sector, we’ve been having a lot of conversations about this. What does sales really mean today?
Why has it gained such a bad reputation? And most importantly—how do we fix it?
Where Did Sales Go Wrong?
For too long, sales has been defined by outdated tactics—cold calls, relentless pitches, and pressure to close at any cost. It’s no surprise that people resist it. As Gayle Bugeja, our Director of Sales & Business Strategy, puts it:
"Too many businesses still treat sales as a numbers game, chasing quick wins instead of building real relationships. But in today’s world, trust matters more than tactics."
Robert Papps, our Business Success & Development Director, agrees:
"People think of sales as pushy because, for years, that’s exactly what they experienced. But the best sales professionals don’t just push—they listen, they guide, and they help. The perception won’t change until the approach changes."
Shifting from Selling to Helping
At its core, sales should never be about pushing—it should be about solving. The best salespeople don’t sell; they guide, listen, and add value. But how do we bring this mindset back into the profession?
✅ Lead with curiosity, not persuasion.
The best sales conversations aren’t scripted. "They come from a place of genuine curiosity." Gayle explains "If you go in thinking about what you want to say next, you’re not really listening. And if you’re not listening, you’re not selling effectively."
✅ Focus on relationships, not just revenue.
Sales isn’t about one-off transactions. Businesses that thrive long-term are the ones that invest in relationships, not just their pipeline. "When you focus on building trust instead of just hitting numbers, success follows" notes Robert.
✅ Play the long game.
Not every lead will convert today, and that’s okay. "Sales isn’t about instant gratification," Gayle points out. "The key is consistent, valuable engagement—not just chasing the next deal."
Redefining Sales at Sector
This shift in mindset is something we’re passionate about at Sector. We believe sales should feel good—for both sides. That’s why we focus on nurturing leads, not just generating them, and work with businesses to build sales processes that prioritise trust and meaningful conversations over impersonal outreach.
"When salespeople stop focusing on 'closing' and start focusing on 'helping,' everything changes," Robert says. "Not only do they build stronger client relationships, but they also find more fulfilment in their work. Sales becomes something they’re proud of, not something they feel they have to justify." Gayle agrees: "At the end of the day, sales should be something people respect, not avoid. And the only way to get there is by leading with value, not pressure."
Sales isn’t a dirty word. It’s a tool for connection, problem-solving, and growth. And when done right, it’s something to be proud of.
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