Most people are resistant to sales.
And honestly? I don’t blame them. I was too.
When I was first offered my first sales job, I wasn’t interested. I thought about manipulation, pressure, and convincing people to buy things they didn’t need. I turned it down flat.
But later, I learned where the word “sales” actually comes from, and it stopped me in my tracks. It comes from the old English word, SELLAN.
Sellan means, “To Give.”
That realization changed everything for me. It’s the foundation of what I now call Sellership™. Sales isn’t about taking, being pushy, or padding a commission check. What gives sales a bad reputation isn’t the act of selling—it’s the focus of the give.
The Cure for “Commission Breath”
A salesperson focusing only on giving themselves what they want—the car, the house, the ego boost—develops what I call Commission Breath. And what happens when someone has bad breath? We back away.
The true profession of sales is about helping people get what they want, for their reasons, and not yours. That is Sellan.
The S.E.L.L.A.N. Framework
Over the years, I’ve built a simple framework around this word that I’ve trained my sales leaders and their teams on to ensure they are serving, not just selling:
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S – The 7 Most Important Words in Sales: These words instantly shift the conversation from selling to serving and determine whether trust is built or broken in the first 30 seconds.
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E – ELDN: You don’t know enough about someone to truly serve them until you know this. Miss ELDN, and you’re just guessing.
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L – Lollipops: Small, intentional wins that create momentum and connection. This is where resistance melts and trust begins.
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L – Lemonade: The skill of turning objections, tension, and hesitation into genuine value.
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A – Action Despite Fear: Fear kills more sales than price ever will. This is how to Pluck the FUD and move forward when doubt shows up.
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N – No: How to receive the inevitable “no” with professionalism and calm so you’re never perceived as pushy or needy.
Sales is Leadership
When you understand the principles of SELLAN, sales stops feeling slimy. It becomes service. It becomes leadership. It becomes influence built on trust.
Sales done right is one of the highest forms of service in business. Let’s bring honor back to the word “sales.”
Make it a great day.
