By Dallan Yoh, Director of Membership, GRCA
The word “sales” can make a lot of people uncomfortable. Too often, I’ve heard professionals say, “I’m not a salesperson” or “I don’t do sales,” and for a long time, I was one of them. Sales can be intimidating because of the stigma that selling a product or service requires someone to be aggressive, refuse to take no for an answer, or, in some cases, be dishonest just to close a deal. Too many people picture the stereotypical salesperson, but the reality is that there is no blueprint for working in sales.
The truth is, everyone is selling, whether they realize it or not. At its core, sales is about communication. Whether you’re introducing a new product, sharing a project with colleagues, interviewing for a job or simply having a conversation with a peer, you’re selling something. You’re sharing ideas, demonstrating your value and building trust in yourself and the organization you represent.
Communication builds relationships, and relationships are the foundation of sales.
I’ve spent the majority of my professional life working in sales, yet I often found myself uncomfortable with the term because I knew I didn’t fit the stereotypical mold. I wasn’t the loudest person in the room, and I didn’t want to pressure someone into making a decision. Over time, I realized those qualities weren’t weaknesses. I could find success by understanding who I was, recognizing how I communicate and leaning into my strengths rather than trying to imitate someone else.
That lesson carries into my work as Director of Membership with the Greater Reading Chamber Alliance (GRCA). I have the privilege of meeting with businesses throughout Berks County, each with their own goals, challenges and vision for growth. Rather than going into these conversations focused on selling a membership, I focus on learning about the business and understanding what they need and how GRCA can support them. Sometimes, membership makes sense. Other times, it doesn’t, and that’s okay. My goal is to start a conversation and see where it goes, not force a sale.
Of course, building relationships goes beyond those meetings. Attending community events, supporting local organizations and making myself accessible are just as important. Not every interaction needs an agenda, and not every relationship needs to lead to a sale. Sometimes, it’s simply about showing up, getting to know someone and demonstrating your values through actions. Whether someone is a GRCA member or someone I’m meeting for the first time, I want to show that our support goes beyond the sale.
That’s why I don’t see a no as the end of a conversation. It might mean membership isn’t the right fit today, but that doesn’t mean it won’t be in the future. Even when a conversation doesn’t lead directly to a sale, it’s the start of a relationship. By being present, staying connected and focusing on how I can help rather than what I can sell, I can build trust over time and that trust is far more valuable than any single transaction.
That approach has taught me that successful sales aren’t always about closing a deal. It’s about showing value, earning trust and helping others succeed. When you focus on relationships instead of forcing an outcome, the conversation becomes more natural and productive.
Don’t let the idea of sales make you uncomfortable, instead, be comfortable making sales. Chances are, you’re already doing sales whether you realize it or not!