Buyers trust confidence over competence, presence over price, and respect over resumes. It matters, therefore, how you show up. How do you show up- online and in person? Let’s see how these 5 signals make, or break, your sale.
1. The emoji that killed the deal
“We’ll go with the other supplier,” the CEO said flatly. The business owner was shocked. “But we’re cheaper, and we deliver faster!” he protested.
“Yes,” he replied, “but your salesperson forwarded a proposal on WhatsApp—with emojis. She even added ‘Here you go, boss 😎.’ That’s not how we do business. We’re a conservative firm. That was too casual, too familiar. If she can’t get tone right before we’ve even signed a contract, I worry about what she’ll be like after.”
Your proposal isn’t just about price and timelines. How do messages show up when they leave your inbox? On platforms like WhatsApp or email, every symbol, emoji, and tone choice sends a sign—and in business, context matters more than creativity.
2. When gym gear derailed a career
“I’ve changed my mind. I don’t like him. He’s CV and experience are glowing. But I cannot overlook how he was dressed. It doesn’t matter that it’s a Saturday. How does he show up in gym gear for an official role? It doesn’t matter that he acknowledged the inappropriateness of his dressing; that he was enroute to the gym. That just made it worse. It tells me he doesn’t take this Business Development role seriously. I refuse to gamble with him representing my company.”
His appearance was a visible sign—a symptom of disregard for the opportunity. A moment where his choices created friction between competence and culture fit. And that is how the otherwise qualified candidate I had backed got dropped.
How do you show up in your sales interactions?
3. Confidence closed the sale-how do you show up?
“Why’d you buy from him? He said the same thing the other two salespeople said.”
“It’s not what he said. It’s how he said it. I bought from him because he was so confident. In fact, now that I think about it, he was in control of the sale throughout. But he wasn’t controlling; he listened, responded to my concerns and queries without expressing doubt. Even when he promised to get back to me over what he didn’t know, he remained confident.
“Somehow, his confidence elicited trust in me. His breathing was calm, his presence focused. That small but crucial detail helped him show up for himself—and for the sale. The other two salespeople were unsure of themselves and so I didn’t trust what they were saying, let alone what they were selling. How he showed up made all the difference.”
How you carry yourself often carries the sale.
4. The receptionist held the real power
“Si uliona hatutoshi. Rudi huko kwa wakubwa.” (You didn’t think we mattered. Go back to the bosses you associate with) The bank sales person had eaten (more like been force fed) humble pie. He thought authority was the hinge on which decisions swung. But it turns out, execution lived at the front desk. And so, tail tucked between his legs, he started to apologize to the receptionist for whom he now realized dictated whether his PDQ machine would be used, or not. When he had gone to the hotel to pitch, he had made a beeline for the CFO’s office, not so much as acknowledging the receptionist.
The CFO had approved the use of the PDQ. But the PDQ wasn’t going to sit in his office, but at the reception. And his wasn’t the only PDQ – there were three others, including MPESA. “I had thought that with the CFO’s approval, it was automatic that the lower cadre staff would comply. But two complaints to the CFO later, both in vain, I realized he doesn’t really care whether mine is used or not. What he cared for, was that his customers are not inconvenienced, And with four other payment options available, they weren’t. And that is how I showed up at the receptionist desk, tail between my legs.”
Just because the Fleet Manager has approved use of your vehicle on sub-hire, doesn’t mean Kamau at the yard will prioritize it. Don’t assume authority trumps access. Be clear where the actual sale happens, and sell there too.
5. The pitch that lost the room
“He had the best product in the room—objectively. His demo was functional, the pricing fair, and the solution aligned with our needs. But by the time he was halfway through his presentation, everyone had mentally checked out. The presentation was like a bad essay—long, flat, and forgettable. He didn’t bother to learn who was in the room,” the client shared later.
“He addressed the CEO like he was the IT guy, and called our CFO ‘Ma’am’—she’s Dr. Naliaka, by the way. He spoke at us, not with us. No eye contact. Just droned on while flipping through a 40-slide deck packed with text. It was painful.
“Another vendor who presented after him won the deal. Though less technically sound, he connected with the audience, had clearly done his homework, and spoke with energy and intention.
“We felt seen,” the client said. “And heard. That made all the difference.”
How do you show up? Presence isn’t a soft skill. It’s a sales strategy.
In all five scenarios, the product or person being offered was solid—cheaper, faster, smarter, more experienced. But they lost out because of how they showed up. Sometimes it’s as simple as a misplaced emoji. Other times, it’s a pregnant pause that breaks the flow. Sales isn’t just about solutions. It’s about signals—confidence, respect, preparedness, tone, presence. People don’t just buy what you’re selling. They buy who is selling it.
Sales is about more than the product. It’s about how the buyer feels when engaging with you.
How are you showing up?
Read: Five steps to delivering a successful presentation
If you would like to have your sales team sell more, we can help. In order for us to do so we propose a free consultation meeting or a call. If in agreement please complete the form below and we will get in touch after receiving your details, none of which will be public. Thank you.
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