Anna Stella is an award-winning marketing expert, academic researcher, and founder of the global marketing outsourcing agency BBSA. She is also the president of the BASA Awards® and host of the hit YouTube show “The Best of Business Show.”
For many, the word “sales” conjures images of pushy salespeople, or the stereotypical used car salesman Hollywood made famous. It’s no wonder sales often have a negative connotation. Yet, at its core, sales shouldn’t feel like a pressure-filled pitch. Instead, it should be about understanding the customer's needs and building genuine relationships. Here’s how to sell effectively without coming off as annoying.
1. Identify and understand needs
One of the most critical differences between an annoying salesperson and an effective one is how they approach a conversation. A great salesperson doesn’t assume they know what the customer wants—they ask questions, listen, and dig deeper. By identifying the root needs of your customer, you align your solution with their problem, not what you think their problem is.
The key is to slow down and ask open-ended questions. Many salespeople rush through conversations, eager to pitch their products. Taking the time to understand the underlying issue ensures that your product or service genuinely addresses the customer's needs. Not only does this make your offer more relevant, but it also demonstrates that you care, which leads to trust—an essential ingredient in successful sales.
2. Focus on building relationships, not sales
It's easy to fall into the trap of pushing for a quick sale, especially when quotas or deadlines loom. But that’s exactly how sales interactions become annoying. As one salesperson noted, "If you're trying to twist the arm of somebody to buy something they don't need, you're doing it wrong."
Sales should be about creating a win-win scenario. If your product or service genuinely solves a problem, that’s great! If not, it’s your responsibility to recognize that and disengage. Trying to force a sale where there’s no fit only damages your reputation. By prioritizing the relationship, even if you don’t make a sale today, you leave the door open for future business.
3. Don’t pitch too soon
Nobody likes to be sold to immediately, especially on platforms like LinkedIn, where relationship-building should take precedence. Selling without building rapport is one of the fastest ways to turn potential customers off.
Instead of pushing your product right away, focus on offering value and starting a conversation. Whether it’s discussing shared interests or offering help in an area of expertise, these actions foster trust. The more people see you as a resource, the more likely they are to turn to you when they’re ready to buy.
4. Human-centered selling
At the heart of a successful sales process is empathy. A human-centered approach means understanding who you're talking to and what they need—not just what you want to sell. As one expert put it, “The sales process is like dating, and the purchase is like the marriage.” If you're pushy or disingenuous during the sales process, imagine what the “marriage” would look like.
Sales should feel authentic and curious. By genuinely understanding your customer, even if your product isn’t the right fit, you’ll build trust and lay the groundwork for future business. A customer might not need your product today, but by recommending a solution that truly fits their needs (even if it’s not yours), you build a reputation as a trustworthy advisor. And that contributes significantly to the long game.
5. Emphasize service over sales
The best salespeople aren’t selling—they’re serving. The more you approach sales as a way to help people solve their problems, the less annoying the process becomes. In fact, customers can tell when you’re focused on them versus when you're just trying to hit a sales goal. Service-driven salespeople with a heart for helping others will always stand out in the crowd.
By caring about the needs of your customers, you naturally develop relationships that may lead to sales—if not now, then down the road. A successful sales process isn’t about closing every deal immediately. It’s about building relationships that create opportunities for future business.
Anna Stella, Marketing Expert, Founder
Anna Stella is an award-winning marketing expert, academic researcher, and founder of the global marketing outsourcing agency BBSA. She is also the president of the BASA Awards® and host of the hit YouTube show “The Best of Business Show.”
Anna has more than 20 years experience in the B2B, B2C, and non-profit industries. Notable clients include Volkswagen AG, the Government, the European Union, RICS, and Rational AG, to name a few.
Anna holds an MBA in Marketing from Henley Business School, a Master’s Degree (MA) in Strategic Marketing Management from Kingston University, and a BA (Hons) in Marketing and Communications from Nottingham Trent University. She is currently completing a Doctorate in Marketing Outsourcing at Strathclyde University and is due to publish her first book in 2025.
