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6 Ethical Sales Techniques to Build Trust and Boost Your Business

Let’s be real… no one likes pushy sales tactics. They’re uncomfortable for you and off-putting for your clients. But sales doesn’t have to be a cringe-worthy game of persuasion.

When you sell ethically, you create genuine connections, build trust, and yes, get even better results.

Let’s talk about how ethical sales techniques can elevate your business and leave your clients feeling valued.

1. Listen More Than You Talk

Sales isn’t about how well you can pitch, it’s about how well you can listen. The more you understand your client’s needs, the better positioned you are to offer the right solution.

One time, a potential client came to me overwhelmed by all the options they’d been pitched.

Instead of jumping in with my own, I asked, “What’s the one thing you wish someone could take off your plate?” That question unlocked everything, they felt heard and I knew exactly how I could help.

Your Turn: Start your next client conversation with a simple question: “What’s your biggest challenge right now?” Then, just listen.

2. Focus on Their Outcome, Not Your Offering

People don’t buy products or services, they buy outcomes. They’re not interested in the specifics of what you’re selling unless it ties directly to solving their problems or achieving their goals.

For example, instead of saying, “Our platform has real-time reporting,” frame it like this: “With real-time reporting, you’ll make faster decisions and save hours every week.” See the difference?

Your Turn: Think about one feature of your product or service. Now write down what it actually does for your client. That’s your pitch.

3. Be Honest About What You Can and Can’t Do

Here’s the truth: no one trusts someone who overpromises. Clients appreciate honesty. Yes, even when you’re upfront about limitations.

Once, I had a prospect ask if I could guarantee specific results from my sales coaching. Instead of making promises I couldn’t keep, I said, “I can’t guarantee exact results, but I can give you proven tools and strategies to maximise your potential and I will be there with you, every step of the way, to make sure you succeed”. That honesty earned me their trust and their business.

Your Turn: Practice saying, “Here’s what I can do for you and here’s what might be outside of our scope”. It’s a small shift with big impact.

4. Follow Up Like a Pro

Most people think sales ends when the client says yes. But the truth? That’s just the beginning. Following up after the sale shows your clients that you genuinely care about their success.

One of my favourite habits is sending a quick check-in email a month after onboarding: “How’s everything going? Is there anything you need help with?”. These little moments turn clients into lifelong advocates.

It’s not just good for the client. You will also learn more about your clients’ needs and the impact your product or service has on their business and life. You will understand better how you can tweak things to make it even better.

Your Turn: Set a reminder to follow up with new clients at 1 week, 1 month and 3 months. Use this time to check in, offer support and strengthen your relationship.

5. Handle Objections with Curiosity, Not Resistance

Objections aren’t the end of the conversation, they’re the start of understanding. Instead of jumping to defend your offer, try digging deeper.

If a client says, “It’s too expensive,” respond with curiosity: “What value were you hoping to see for this investment?”. You might uncover a concern you can address or a misunderstanding you can clear up.

Your Turn: Write down the most common objection you hear. Now, think of a question you can ask to better understand your client’s perspective.

6. Use Stories to Build Connection

Stories stick with people in a way facts and figures don’t. When you share a relevant success story, your client sees themselves in the solution.

For example, I often share how one client used just one technique from my coaching programme to double their close rate. It’s relatable, inspiring and shows what’s possible.

Your Turn: Think of a client success story that highlights your value. Practice telling it in a way that feels natural and engaging.

Conclusion

Selling ethically isn’t just better for your clients, it’s better for your business. When you listen, focus on outcomes, stay honest, follow up and handle objections with care, you build trust that leads to stronger relationships and better results. Plus, it just feels good to sell in a way that aligns with your values.

Ready to see the difference ethical sales can make? Start by trying just one of these techniques this week. You might be surprised at the impact it has on both your clients and your confidence.

Which of these ethical sales techniques resonates most with you? Let me know, send me a message!

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'How to Transform Your Business into a Predictable and Scalable Success Story' (...Without Turning into a Pushy Salesperson, Making Costly Mistakes, or Wasting Time Figuring it out on Your Own)