Six Ways to Serve Before the Sale

Six Ways to Serve Before the Sale: How to Build Trust in a Transactional World

A few months ago, I stepped into a new role as VP of Sales and Marketing at Sunday Cool. Throughout my career, my focus has been on marketing strategy, growth, and creating systems that set sales and fundraising teams up for success with qualified leads and targeted materials. Until now, I hadn’t spent much time in the day-to-day intricacies of salesmanship. We work primarily with faith-based and church markets, seeing ourselves not just as a vendor but as a ministry resource. Here, “serving” our customers takes on a deeper meaning because our mission is to sell products and services that make a real impact on our clients’ group events, branding, or special occasions.

It’s been eye-opening to observe our most seasoned sales reps work with both long-standing and brand-new clients. They come from a place of advocacy, empathy, and anticipation, practicing what feels like an art: serving before selling. This approach reminds me of something I admire from Young Life, a ministry that says, “Earn the right to be heard.” It’s the foundation of what I refer to as trust-based marketing—or “permission marketing,” as Seth Godin calls it. When we earn trust, we’re given the green light to move forward. Godin puts it simply: “Build trust and earn attention. The entity that gets the most trust will get the most customers.”

In this post, we’ll explore six ways to serve before the sale. These strategies go beyond transactional thinking, emphasizing trust-building and adding value first. Serving before selling doesn’t just open doors—it’s about being deeply invested in building relationships long before a sale is made.

1. Listen First, Sell Later

True connection starts with active listening. As Simon Sinek suggests in his “Start with Why” philosophy, understanding a client’s underlying motivations builds a foundation of trust. By truly listening to your clients—learning their challenges, goals, and values—you signal that you’re not just here for the sale but to help them fulfill their vision.

• How to Implement: Dedicate initial conversations to understanding the client's needs deeply before discussing your solution. Ask open-ended questions and listen to understand—not just to respond.

2. Offer Help Without Strings

One of the simplest ways to serve is to help without expecting anything in return. Seth Godin’s Permission Marketing is rooted in this idea of providing value freely, inviting clients to choose engagement. When you help without strings, you communicate that you’re here to serve, not just to sell.

• How to Implement: Look for ways to add value early on, like sharing a helpful resource, offering a free consultation, or connecting them with someone in your network. These gestures build goodwill and trust without pressuring the client to commit.

3. Educate, Don’t Over-Sell

Educating clients empowers them to make informed decisions, positioning you as a trusted advisor. Incorporate storytelling into your marketing to share relevant insights and experiences. By providing valuable knowledge in a relatable way, you establish yourself as an expert while building rapport and helping clients feel more confident and capable.

• How to Implement: Share insights through blog posts, webinars, or one-on-one discussions. Provide information on industry trends, potential pitfalls, and ideas they may not have considered. Educating builds trust by equipping them with knowledge, not just a sales pitch.

4. Be Transparent and Honest

Trust is fragile and transparency is essential to maintaining it. Sinek highlights that real leaders are transparent, especially when it might be difficult. Honesty isn’t just about ethics; it’s a long-term business strategy. If your product isn’t the right fit, being open about it will be remembered and appreciated. This honesty builds credibility, showing that their best interest is your priority.

• How to Implement: Be upfront if your solution doesn’t align with their needs. Suggest alternative solutions when appropriate, even if it means referring them elsewhere. 

5. Follow Up Without “Following Up”

Keeping in touch is often more powerful when it’s not just about closing a deal. Consider reaching out simply to check in, share a resource, or congratulate them on recent achievements. In Godin’s terms, create “remarkable” moments—they’ll remember that you reached out with genuine interest and weren’t just aiming for a sale.

• How to Implement: Send occasional check-in messages that offer value or connection, such as a relevant article or a thoughtful note. When following up feels sincere and unforced, it strengthens the relationship.

6. Respect Their Timeline

Respecting a client’s timing is crucial to building trust and avoiding pressure. Trust-based marketing emphasizes patience, as pushing clients to move faster erodes trust. When you respect their pace, you show that their needs are more important than your agenda, fostering a more trusting relationship.

• How to Implement: Allow clients the time and space to make their decision. Reassure them that you’re available whenever they’re ready, but don’t push. Trust that when they’re ready, they’ll remember how you respected their timeline.

Serving before selling is more than a strategy—it’s the foundation of building lasting relationships. In my experience, people respond to those who share a genuine “why” and who lead with trust rather than transactions. As I’ve learned, serving first allows us to create interactions that are not just welcome but valued.

Revenue is essential for sustaining any company. However, focusing on building trust and adding value upfront doesn’t detract from that goal— it enhances it. Clients who feel understood and valued are not only more likely to choose your services but are also more likely to return and refer others. This approach turns one-time transactions into lasting partnerships that drive long-term growth.

Take these principles further—download the eBook below for a deeper dive into serving before selling!