How to Stop Selling & Start Serving Your Clients

Are you in the business of selling or are you in the business of serving? Because there’s a big difference.

Let’s break it down…

SELLING is completely transactional. You are convincing someone else that they want/need what you have for YOUR benefit and it can feel forced, unwanted, disingenuous. 

The dictionary definition of selling perfectly encapsulates my point—to “give or hand over in exchange for money” or to “persuade someone the merits of.” BLAH.

SERVING, however, shifts the focus from the product/service to the client/customer. It’s transformational. It’s knowing what you have to offer and strategically finding OTHERS who could benefit from it. 

Service is selfless, relational and comes from a place of passion and authenticity. When you serve your clients it’s because you know that what you have to offer can be for their own greater good. You’re making a real difference in their lives and businesses.

So, how do you shift from selling to serving in your business? It requires honesty, vulnerability and inspired action.


Finding your people requires total and complete honesty about who you are, what you do and how it helps others. 

These days, people see right through the bullshit. By showing up authentically in your business, you can stop wasting your time and start attracting your tribe.


Another key piece of the puzzle is vulnerability. Sharing your WHY—and what led you to where you are—is often messy and imperfect…

But, sharing these deeper parts of your story connects you with others, makes you easy to relate to and adds credibility if you’ve once shared their pain or struggles.


When you meet with a potential client, do you listen or speak more? This is a MAJOR differentiator between servants and sales people. 

The best leaders desire to connect with and learn more about others in order to determine how to best meet their needs.

Inspired Action

Lastly, are you practicing what you’re preaching? A great leader lives out what they’re selling and focuses on how their actions inspire others. 

When you SHOW people what it looks like to be worthy, joyful, etc. in your everyday life, inspiration and influence follows. 

At the end of the day, it doesn’t matter how amazing your product or service is—if it doesn’t align with your customer’s needs, selling it to them is not worth your time and energy.

Investing your energy where you know you can make an impact changes other’s lives as well as your own. 

This concept completely shifted things for my partner, who works in Diversity, Equity and Inclusion (DE&I). Once she realized she was truly helping employees have a safer, healthier work experience—and also helping companies strengthen their teams, their customer experience and, in the end, make more money—it stopped feeling like sales and started feeling like service. And being active in that service felt amazing!

Here’s the takeaway: wake up each day with the intention to serve others in your business and the sales will follow.

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About the Author

Heather Vickery
Heather Vickery
Heather Vickery is an award-winning business owner and global leader with over 20 years as an entrepreneur. She leverages her entrepreneurial skills and expertise to coach individuals towards greater personal and professional fulfillment by helping them leverage their fear into intentional bravery. Heather says “When we choose bravely, on purpose, we choose bigger, have bigger successes and it’s contagious” A celebrated public speaker, Heather inspires audiences and empowers attendees with the tools they need to live bold and successful lives through creating balance, time management, mindfulness, as well as countless systems, strategies, and boundaries. She’s the author of Gratitude Journal: Shift Your Focus and Grow Grateful: A Gratitude Journal for Kids and Families. Heather is also the host and executive producer of The Brave Files Podcast.