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Pushy is out, polite is in — swap the hard sell for a strong CX

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Pushy is out, polite is in — swap the hard sell for a strong CX

(Time to read: 3.5 mins)

Turns out, treating people nicely works: a shocking revelation in sales. Selling people on your brand used to be about persuasion. Now, it’s about experience. Modern buyers are informed, skeptical and overwhelmed with options. There is so much information and reviews online nowadays that the best leads come from your already-loyal customers.

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Where do the highest quality leads come from?2

Referrals from existing customers

Social media

Email marketing

Telemarketing

Website/blog/SEO

What sets a brand apart isn’t just what it sells, but how it sells. Great customer experience turns your sales process into a value-added journey, not a transaction. If your CX strategy isn't directly supporting your sales team, you're leaving revenue on the table. It’s time to stop selling and start schmoozing.

2 - Hubspot, “State of sales report,” hubspot.com.

How to: Make CX your salesperson of the year

How to:

Make CX your salesperson of the year

1. Equip your sales team with CX insights

Arm your sales team with more than just product specs — give them visibility into the customer journey. That means integrating your CX data (like past support tickets, browsing history or customer preferences) into your CRM tools so reps can tailor their conversations. With access to these insights, reps can anticipate needs, personalize recommendations and follow up more effectively. This not only builds trust but also shortens the sales cycle by eliminating guesswork. CX insights can also help identify upsell or cross-sell opportunities that feel natural and helpful, not pushy.

2. Ditch the script. Use consultative, need-first conversations

Nobody likes being pitched to. Today’s top-performing salespeople succeed because they act as trusted advisors, which starts with active listening. Train your teams to open with questions, not pitches. Instead of rattling off features, they should focus on understanding pain points and offering real solutions. This approach has been proven to boost engagement and conversion because customers feel heard and valued. It also opens the door to deeper relationships that lead to long-term loyalty. Remember: solving a real problem is a much easier sell than pushing a generic product.

3. Identify friction points in your current sales process and fix them fast

Even the best product can be undermined by a clunky buying experience. Long wait times, unclear information or poor follow-up can turn interested prospects into lost leads. Conduct a friction audit of your sales journey: Where do people drop off? Where are the delays or disconnects? This could be as simple as streamlining your website’s lead forms or as complex as automating quote generation. Involve your sales and CX teams to identify pain points and implement quick wins. The goal: make it ridiculously easy for people to say “yes.”

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Are you hiring and training with these qualities in mind?3

Top characteristics of successful salespeople:

Grit, assertiveness & positivity

Empathy & people skills

Organization & adaptability

3 - Hubspot, “State of sales report,” hubspot.com.

3 - Hubspot, “State of sales report,” hubspot.com

Spotlight: How brands win with CX-led sales strategies

Spotlight:

How brands win with CX-led sales strategies

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Bouygues Telecom’s CX-driven telemarketing success

Bouygues Telecom, a leading French mobile network operator, partnered with Foundever to enhance its telemarketing strategy. Instead of cold-calling large audiences, they focused on high-quality leads and tailored conversations.

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This CX-first approach led to