Selling has been one of the most exciting, meaningful, and rewarding callings of my life. This profession has stretched me far beyond my comfort zone, taught me resilience, and given me a front-row seat to how businesses and societies actually create value.
Over time I’ve come to see that selling is not only a skill — it’s a leadership and business capability that everyone, in every role, needs to master.
Think about it: an employee sells his or her CV to an employer; a manager sells ideas up and down the corporate hierarchy; a CEO sells a new strategy to the board; a public company sells its vision to shareholders; investors sell their investment to the next group of buyers.
This invisible chain of selling is what fuels progress. It is the mechanism by which businesses grow, innovations spread, and societies prosper. Yet despite its importance, selling is also one of the most misunderstood activities.
When I first started in sales, I carried many of the same misconceptions that I now hear from students, friends, and even senior executives. It took years of experience, mistakes, and reflection to see how wrong these “illusions” are.
Below, I unpack the ten most common illusions about selling — and the realities I’ve discovered through practice.
Illusion 1: Selling is cheap — you have to lose yourself or your dignity to persuade customers.
Reality: Selling is one of the most prestigious jobs in the world. I take pride in representing my company and the brand entrusted to me.
The Ritz-Carlton hotel famously sums up its culture with the phrase, “We are Ladies and Gentlemen serving Ladies and Gentlemen.” I have always felt that this perfectly captures the spirit of professional selling. True salespeople don’t grovel or manipulate. They act as trusted advisors — dignified professionals serving other dignified professionals — to help customers solve real problems and reach real goals.
When I’m in front of a boardroom pitching a multi-million-dollar solution, I think of myself as a host at a Ritz-Carlton: my role is to understand what the “guest” truly needs, to anticipate questions before they’re asked, to present the solution with care and precision, and to make the experience seamless. That mindset elevates both me and the customer.
There is no manipulation here. In complex B2B deals, no one can be tricked into buying; the stakes are too high. The customer must clearly see the value before making a decision. High-value deals don’t happen overnight and often involve multiple stakeholders.
A sales leader has to demonstrate professionalism, patience, and quality — not just to win a deal, but to ensure that the right customer can leverage the product to achieve a real business objective.
Illusion 2: Selling must be taught and learned from scratch.
Reality: Techniques and frameworks can make selling smoother, but they are only catalysts. Selling is as natural as breathing.
From childhood we “sell” ideas. I still remember convincing my mom to buy me comic books by promising to study harder later. Husbands “negotiate” with wives for a one-night-only-limited-visa out with friends. Students persuade teachers to give them more time to submit the hard-chewed thesis. We all sell, every day — often without realizing it.
Recognizing that natural ability gives you confidence. Then you can layer on training to refine it. When you are willing to sell and give it a go with straight and integral mind, people will feel and open their heart for future communication and connection. The deal shall happen along the way.
Illusion 3: Selling is all about making money.
Reality: Money is an outcome, not the essence. The heart of selling is value creation, problem solving, and impact.
My most satisfying moments in sales have been when a client called me later to say, “Your solution changed how we do business.” Those words last longer than any commission check. When you focus on making customers successful, money follows naturally. Yes, how much a sales person earn is the yardstick of his or her sales capability, but it is dangerous if money is the sole driver to charge this long marathon game.
Illusion 4: You must be an expert in your field to sell.
Reality: Expertise helps, but what matters even more is curiosity, empathy, and the ability to learn fast.
Many times I’ve walked into meetings where I wasn’t the technical expert. But I asked the right questions, brought the right colleagues, and connected the dots for the customer. Customers don’t expect you to know everything — they expect you to care and to deliver. Your honesty and hungry to learn will fill the gap.
Illusion 5: Selling will destroy relationships and friendships.
Reality: Good selling strengthens relationships. It’s about trust, transparency, and mutual benefit. Some of my closest friendships today started as client relationships. Selling done right is a service, not an intrusion.
Illusion 6: Selling is tricky — you might have to cheat or lie.
Reality: In modern business, integrity is non-negotiable. Lies are exposed quickly. The real differentiator is honesty and the courage to walk away from deals that aren’t right. My biggest wins came from being upfront — even when the truth was inconvenient.
Illusion 7: Sales is an unstable job with no career path.
Reality: Sales is one of the few roles where your contribution is clearly measured and rewarded. It opens doors to leadership, entrepreneurship, and senior management. Many CEOs started in sales. This profession teaches resilience, negotiation, and strategic thinking — skills you can carry anywhere.
Illusion 8: Selling is all about entertaining clients and living lavishly.
Reality: The image of salespeople wining and dining is outdated. Modern selling is about insight, collaboration, and value creation. Client dinners still happen, but they’re the tip of the iceberg. The real work is in preparation, follow-up, and consistent delivery.
Illusion 9: I can’t develop myself in a sales job.
Reality: Sales is one of the fastest personal-development accelerators you can find. You learn to handle rejection, build emotional, cultural and spiritual intelligence, and communicate under pressure. Every deal — win or lose — teaches you something about yourself. This roller coaster of emotions and actions will prompt you in the fastest track of letting go of your ego and finding the right person in you. Guaranteed.
Illusion 10: “I don’t want to be rich, so I don’t need to sell.”
Reality: Selling is not just for those chasing wealth. It’s for anyone who wants to influence, inspire, or lead. Non-profit leaders, activists, and teachers sell ideas every day. Selling gives you the ability to move people and make things happen — regardless of whether you’re motivated by money, mission, or both. But really in your heart, you don’t want to get rich? Come on, be honest with yourself…
Final Thoughts
Selling is not just a job — it’s a way of thinking and interacting with the world. When you see selling as a form of leadership and service rather than manipulation, it becomes natural, authentic, and even joyful.
Remove these illusions, and you’ll find that selling has been within you all along.