I’ll admit, I have a bit of a “man crush,” 

As Emily jokingly calls it. Let me explain.

I was recently on the Be the Difference podcast with Greg Birch.  During this episode we dove into the topic of sales. Click here to watch the podcast episode. Click here to listen to the podcast.

Years ago, Greg faced deep struggles with addiction and depression, even contemplating ending his life. Instead, he sought help, embraced vulnerability, and transformed his life. Today, he shares his powerful story to make a positive impact on the world.

Greg is a dedicated father, a veteran, and a leader in the insurance sales industry. Standing at 6’7” with an impressive physique, he’s as committed to health and fitness as he is to his career.  Check out this video to see what I mean.

Okay Emily, I am a little envious of those guns he has…

Back to the blog.

How can I succeed in sales? What if my sales are slipping, or my competitors are outperforming me? Many people feel they aren’t natural salespeople or dislike the idea of selling, viewing it as pushy or insincere.

These are the many questions and comments I receive on a daily basis from entrepreneurs I coach. I love the topic of sales because when you understand it at it’s core, it is very simple and easy to do.  However, too many people are given the wrong information about sales. 

“Always be closing” and similar aggressive tactics often dominate sales advice, but they miss the mark. Sales isn’t about pressure or manipulation—it’s about building relationships and serving others.

A guy like Greg could easily use many of the manipulative slimy and pushy tactics that many “sales coaches” peddle to close any deal he wants.  He could easily FORCE his way to any sale by purely flexing his biceps and giving a smile and wink to anybody.  But he doesn’t.  He is different.  He is being the difference.  In life, in leadership, in business, and in sales.

Sales and business are about humans helping humans. If you have something that improves others’ lives, focus on connecting authentically. Be genuine, vulnerable, and truly care about serving, regardless of whether you gain anything in return. Once you’ve established trust, ask how you can help.

When you focus on genuine connections and service, sales become effortless—people will seek you out. Keep it simple and avoid getting caught up in overanalyzing leads or rigid sales strategies.

Again, here are the steps:

1. Be authentic.
2. Offer something you genuinely believe in—something you’d buy yourself or recommend to a loved one.
3. Meet another human and connect with them.
4. Establish a relationship. Do so through asking about their story and listening intently.
5. Share your story to connect more with them. Share WHY you do what you do.
6. Be brave and vulnerable in your storytelling (Read Painted Baby)
7. Share THAT you can help, WHY you want to help, and then…
8. ASK if you can help.

When your story connects deeply with someone who trusts and values you, sales happen naturally. People will want to buy from you because they believe in you.

Sales, life, leadership, and business are all interconnected. Don’t go through them alone—I’m here to support you every step of the way.

Remember this:

I love you.

I believe in you.

You’ve got this.

Go get it!

For more free tools on how to grow your business and advance your leadership, click here.