Sales Bits: From Selling to Serving
- Denny
- May 24
- 2 min read
Selling is more than closing deals. It’s about creating impact. In this Sales Bit, Denny reframes sales as a consultative role, where listening, teaching, and solving problems elevate both the customer experience and long-term success.
From Denny Vander Molen, President of Vermeer MidSouth and Founder and CEO of Jackson Endeavors:
Some believe that selling is "hard work." I would argue it is some of the most rewarding work a person can do. Beyond the financial gain, it builds our resilience, our reputation, and our self-worth.
"Sales is about helping others and making a difference in their lives." — Mark Hunter
If we want to perpetuate long-term growth, we must sell the value and the promise. We prospect, develop, and close—but that is only the beginning. The real goal is to elevate our role. Are we just a source for iron, or are we a consultant and a mentor?
The Expert Teacher
Consulting brings out the best in both parties. The customer’s need is satisfied, but something more than a machine is transferred in that sales order—knowledge is transferred.
In the Shop: I remember my time as a field service troubleshooter for the big round balers. It was great fun fixing machines, but the real impact was coaching the owners on best practices to keep them running.
On the Site: I remember tending block and brick, learning to lay the course for the next layer. I was coached and shown the right way to build a great wall. Someone was there to consult or teach me.
When a task requires an expert, we have the tools and the problem-solving skills in this organization to deliver. We are not just "moving iron"; we are teaching success.
The Consultant’s Senses
When you approach a customer as a consultant, which senses do you use first? Is it your eyes? Your touch? Your smell?
Actually, it starts with the Ears. A consultant listens more than they talk. Our Tongue should only facilitate—asking the right questions to lead the customer to the best possible outcome. Our curiosity and our care are what lead us to a consultative approach.
Doesn’t that sound like more fun than just "selling"?
"I will instruct you and teach you in the way you should go; I will counsel you with my loving eye on you." — Psalm 32:8
This Week’s Mission:
Have a consulting week: Ask one more question than usual. Listen for the "why" behind the "what."
Close the order: Remember, the consultation isn't complete until the solution is delivered.
Have a great sales week!
Comments