Clients Come First – Sales Training Mindset

Clients Come First - Sales Training Mindset

Hi, it’s Ben Lai from Sales Ethos, today’s topic is “Clients Come First.” There is another similar saying, the client is always right. Not sure I entirely agree with that one but this particular philosophy, clients come first, is very important for our mindset when we are in sales. You see when we are putting clients first were essentially deciding that we want to put their interests above our own.

Why “Clients Come First?”

The distance between number one and number two doesn’t seem very significant, but it’s actually worlds apart. If you put yourself above your clients, then it gives license to all sorts of unethical behaviors that have been demonstrated in the last few decades of selling. Therefore, putting client interests above our own is a huge paradigm shift for many people. You may be questioning in your mind right now. Well, if we do that, then how are we going to make any money? I mean, we might as well be a charity.

That’s not quite how it works. You see, the way it works is that our success as sales professionals is dependent on the success of our clients. I’ll repeat that. Our success in sales is dependent on the success of our clients. When the client purchases our product or our service, they get the fantastic results that we promised. They achieve a positive ROI and they become really happy. They say thank you so much for helping us solve this problem.

How “Clients Come First” Benefits You

When you achieve that result, then they’re going to give you repeat business and they’re going to refer their network to you. Let’s just say you come in with this I come first, I’m here to serve numero uno. What are the chances that people are going to give you to even serve them in the first place. If they sense that this person is not really looking out for my interests. This leads me to point number three, which is that trust comes from being client centric.

“Clients Come First” Leads to Trust

Once again, I’ll repeat. Trust comes from being client centric. The more we focus on the value that we are giving to others, the more they’re going to trust us and actually, paradoxically, they’ll want to buy from us. It stands to reason that we always have this mindset of putting our clients first. The way that Steve Covey puts it in his book, The Seven Habits of Highly Effective People is to think win, win. Not win, lose, and not lose win.


For my personality type, I’m of the very relational personality. I used to be of the mindset of lose win. I lose, they win. That’s not the right way to think either because then I would not be able to continuously serve and give value to others. So it has to be a win on both sides. Although that said, the clients win should be bigger. If you’re charging $10,000 for your product, then the client must get $50,000 worth of value from your service or your product.


To recap, we want to put our clients’ interests first and this is a great principle to live by. The reason that we want to do this is because our success is dependent on our clients success. Paradoxically, when we do this, trust will increase when we put others first. It all starts from putting their interests above ours.

Complimentary Consultation

Now, if you are a sales manager or an entrepreneur and you’re looking for ways to boost your sales, feel free to contact me on the details below for a complimentary consultation. I promise you I will put your interests above my own. We will look for a win win and if we can’t find a win win, then we’ll just say, no deal. We won’t do business, that’s completely fine. Now don’t forget to like and subscribe if you like this video and remember that integrity plus skills equals success.

Related Articles

Sales Professionals Are Negotiators
How to Sell to Modern Buyers Pt 3: How to Build Trust in Modern Day Sales
How to Win the “Grand Final” Sale for Your Business

Sales Ethos is the only provider of sales training for introverts. We also provide sales coaching, sales process consulting, and sales training in Melbourne & Adelaide.

Transcript by

Leave a Reply

Your email address will not be published.