Top Salespeople Have the Courage to Be Disliked by Customers

"Sales is customer-first."
It is a phrase you hear over and over when working in sales.

Of course, that way of thinking itself is not wrong.

However, as I have continued in sales, there is one thing I am certain of.

Top salespeople have the courage to be disliked by their customers.

"Wait? You're in sales, but you get disliked?"

Some of you might have thought that.

But "being disliked" here does not mean having a bad attitude or being arrogant.

It means not swallowing what truly needs to be said just to prioritize the other person's mood.

Many salespeople are extremely afraid of being disliked by their customers.

That is why they easily say things like:
"That product will be fine for you."
"Of course we can do that."
"I'll find a way."
"I'll consult with my boss."
They say such things easily.

The customer might be happy in that moment.

But when that promise cannot be kept, that is when you lose the most trust.

Sales is not a job where you compete for popularity in the moment.

It is a job of building up trust.

Actually, I myself was a "salesperson who couldn't say no" when I was young.

I would agree if asked for a discount.

I would say "I'll do my best" to unreasonable requests.

I would answer the phone even on my days off.

I would reply to emails in the middle of the night.

"This person is a good salesperson."

I was happy to be told that.

But strangely, my performance did not improve.

The reason is simple.

It is because my goal was "to be liked by the customer."

One time, I had the opportunity to accompany a senior colleague who was achieving overwhelming results within the company.

That senior colleague calmly said this in response to a request from a customer:

"I cannot recommend that."

I was surprised.

"Won't they be disliked if they say it like that?"

That is what I thought.

However, instead of getting angry, the customer asked back,

"Then, what should I do?"

In that moment, my way of thinking about sales changed.

Successful salespeople do not just do whatever the customer says.

They are the customer's ally.

It may seem similar, but it is completely different.

For example, if a doctor says to a patient who continues an unhealthy lifestyle,

"Please eat whatever you like."

What would happen?

It might look kind, but it is

irresponsible.If you truly think about the patient, you should say,

"Let's change your current lifestyle."

Sales is the same.

There are times when what the customer wants and what the customer truly needs do not align.

That is precisely why you need the courage to say things that are difficult to say.

I once told a customer who was in a hurry to sign a contract,

"I think it would be better to compare a little more rather than signing now."

Honestly, I thought the contract might fall through.

I thought I might not be able to reach my goal for the month.

But that customer came back later and said,

"Because you didn't try to force the sale back then, I was able to trust you."

I still cannot forget those words.

Sales is not a job of selling.

It is a job of selling trust.

Salespeople who only chase after immediate contracts might see their numbers grow in the short term.

However, referrals will not increase.

Repeat business will not be created.

Conversely, salespeople who continue to communicate what is truly necessary may take time for each individual contract.

Even so, trust will accumulate.

And that trust will eventually return in the form of referrals.

Salespeople who receive many referrals have something in common.

They never push a sale.

They say "I cannot do that" for things they cannot do.

They say "I will look into it" for things they do not know.

They do not make proposals that would cause the customer a loss.

That is why they are trusted.

On the other hand, the less successful a salesperson is, the more they act on emotions like,

"I don't want to be rejected."

"I don't want to be disliked."

"I don't want to make the atmosphere awkward."

They end up being a salesperson who only worries about the customer's mood.

But customers see through that surprisingly well.

"This person just wants a contract."

The moment they think that, your value as a salesperson drops.

Conversely, when they feel,

"This person is seriously thinking about me."

People naturally trust you.

What is needed in sales is not smooth talk.

It is not just product knowledge either.

What is needed most is

"the resolve to be disliked for the sake of the other person."

Of course, there is no need to be disliked on purpose.

There is no need to have a rude attitude.

What is important is whether you can prioritize the customer's benefit over your own evaluation.

For example, if the customer's wish is unrealistic, explain the reason carefully.

If the budget does not match, do not force the contract forward.

If the product does not fit, propose a different product.

Depending on the situation, you might even say, "I think it would be better to pass this time."

If you only look at immediate sales, it might be a loss.

However, in the long run, that will be the greatest profit.

The job of sales is mysterious.

The more you chase a contract, the more it runs away.



The more you chase trust, the more contracts gather.

I have seen many top salespeople.What they all had in common was that none of them fawned over the customer.

They say "NO" when necessary.

They refuse unreasonable requests.

They do not promise what they cannot do.

Even so, they were chosen by customers.

This is because customers are not looking for a "convenient salesperson," but a "trustworthy salesperson."

Sales is not a popularity contest.

It is not a game to get contracts.

It is a responsible job that involves the life and work of the customer in front of you.

That is precisely why you need the courage to communicate what is truly necessary, rather than just lining up pleasant-sounding words.

If you are currently struggling because you are not getting results in sales, please ask yourself once.

"Am I trying to be liked by the customer?"

"Am I making proposals that are truly for the customer's benefit?"

If that answer changes, your sales will change too.

There are many salespeople who are liked.

But there are not many salespeople who continue to be chosen for a long time.

People who are chosen for a long time communicate what needs to be communicated, even if there is a possibility of being disliked by the customer.

That takes courage.

You might be rejected.

The atmosphere might become awkward.

You might lose the contract.

Even so, you prioritize the customer's future.

That attitude is what makes a true professional.

A sales career is a long-distance run.

Rather than getting one sale today, becoming someone who people will want to ask for help 5 or 10 years from now is worth many times more.

That is why I want to tell those who are just starting in sales, and those who are hitting a wall right now.

Top salespeople have the courage to be disliked by their customers.

That courage is not to push the customer away.

It is the courage to truly protect the customer.

Building that up becomes trust, trust becomes referrals, and referrals become a track record.

The one who wins in the end in sales is not the person who is liked by everyone.

It is the person who can communicate the right thing when it is necessary.