Why Do People Hate Sales?

Last week in China, I had a conversation with a Malaysian sales professional. He told me something that made me stop and think:“I don’t like reading sales books. Most of them teach techniques to force a sale, turning someone with no need into someone who buys, or rushing someone thoughtful into a hasty decision. That feels unethical.”

That one line captured the truth behind why so many people have a negative perception of sales: psychological manipulation.

In traditional sales, especially B2C, salespeople are often described as hunters and customers as prey. The goal? Close the deal at any cost, under the famous motto: ABC – Always Be Closing.

And to achieve this, they rely on a toolbox of psychological tricks designed to weaken judgment:

• Artificial urgency: “This deal ends today!” or “Only one left in stock!” These aren’t meant to inform but to trigger FOMO, forcing decisions before customers are ready.
• Relentless questioning: Not to understand, but to trap. They use your own words against you until saying no feels uncomfortable.
• Manipulated choices: Multiple options that all lead to the same outcome—giving the illusion of control while steering you toward one conclusion.

Naturally, customers leave such interactions feeling pressured, defensive, even angry. It’s the reaction of someone who knows they’ve been manipulated.

But here’s the reality: there’s no formal code of ethics in sales. Everything depends on the individual’s philosophy.

Personally, I’ve never been a fan of ABC (Always Be Closing).
And while ABH (Always Be Helping) sounds nice, it’s too idealistic and impractical.

So what’s a better alternative?

👉 ABS: Always Be Solving.

This isn’t about closing a deal (ABC) or simply being helpful (ABH). It’s about closing a problem.

The shift in mindset is profound:

• Unlike ABC, ABS doesn’t treat a sale as the end goal. If your product isn’t the right solution, admit it. Recommend a better alternative if needed. I’ve even told clients to keep their old system instead of buying mine and while I lost that deal, I gained trust, referrals, and bigger opportunities later.
• Unlike ABH, ABS is practical and outcome-driven. It’s not about vague “helpfulness,” but about delivering real, specific results for the customer. When your product is the right answer, the sale happens naturally.

With ABS, salespeople stop being hunters or helpers. They become problem solvers.

They don’t chase, they diagnose.
They don’t manipulate, they co-create solutions.
They don’t focus on short-term wins, they build long-term trust.

And their biggest success? Not when the contract is signed—but when the customer’s problem is truly solved.

That, to me, is the real art of sales.

So - are you a Hunter, a Helper, or a Problem Solver?

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