Selling as Service: How My Mindset Around Sales is Shifting

Prefer to listen? Check out episode 040 “selling is an act of generosity” of the One Degree Podcast.

If you'd asked me a year ago how I felt about selling, I'd have given you a polite grimace and changed the subject.

Like many folks in helping professions—especially those of us who don’t earn commissions or sell products—“sales” felt like a four-letter word. I hated the idea of being salesy. I don’t like asking people for their money in exchange for my time, even though that’s exactly how financial planning works in a fee-only model.

But something changed when I started seeing sales not as pressure... but as a form of service.

1. If you believe in your value, you have a moral obligation to sell

There’s a quote I stumbled across in a book by Zig Ziglar that’s been echoing in my head ever since:

“If you really believe the value of what you’re doing and selling—that it truly helps people—you have a moral obligation to sell it.”

That’s what flipped the switch for me. When I stopped viewing sales as “taking” and started seeing it as an act of generosity, everything changed. I realized that hiding behind the discomfort of outreach was actually withholding help that someone may truly need.

In financial planning—especially as a fiduciary—this perspective shift matters. Because when you know your advice can move the needle for someone, it’s not about pushing. It’s about showing up and serving.

2. It’s not fear of rejection—it’s fear of being misunderstood

I used to think I was afraid of rejection. But what I’ve come to realize is this: what I’m actually afraid of is being misunderstood.

It’s that moment at a networking event when someone asks, “So what do you do?” and your mind freezes. You fumble through an answer that feels too vague or too complex. You see their eyes glaze over, and you think, They don’t get it... and I’m not sure I do either.

But the breakthrough came when I stopped trying to explain my job title—and started focusing on the problems I solve. When I say, “I help small business owners save on taxes and grow their wealth with clarity,” the conversation flows. Suddenly, I’m not selling. I’m helping.

3. Start with service. Clarify the problem. Then show up.

When I finally got out from behind the screen, I discovered something powerful: no amount of digital perfectionism can replace real-life reps.

Sales isn’t just a transaction. It’s a journey—a series of conversations. Sometimes, the best thing you can do is get out there, stumble through a few awkward intros, and refine your message as you go. That’s how you find out what resonates. That’s how you learn which problems actually matter to your ideal clients.

And guess what? When the value is clear, the “selling” part takes care of itself.

Final Thought:
If you’re a business owner in a helping profession who’s struggling with the idea of sales, I see you. It’s hard to put yourself out there. But if you believe in the value you offer—if you know your work can truly help others—then it’s time to stop hiding and start serving.

Because selling, when done right, is just another form of stewardship.