Sales: It Isn’t What You Say but How You Say It

Imagine this. You walk up to a customer and say:

“Now’s the right time to buy—it’s buy one, get one free!”

Saying it with excitement in your tone, a warm smile, and an air of genuine enthusiasm makes the deal feel real. You invite them into a moment of joy.

Now say the exact same words in a flat voice — like you’re tired, disinterested, or just doing them a favor. Suddenly, that great offer feels suspicious. The customer might hesitate, back off, or leave with nothing.

That difference is not in the offer. It’s in the delivery.

It all starts during the wet season in Darwin

The first time I experienced the sales struggle during the wet season in Darwin was in November last year, when the city quieted down. Locals left for other states, and foot traffic dropped. At our store, we needed to clear stock before the dry season, so we launched a huge clearance sale — 50% off everything. We printed signs, covered the store with them, and waited.

In the first week, the response was decent—sales picked up slightly, and we felt encouraged by the initial turnout. However, by the second week, things took a turn. Despite having all the same deals, customers stopped responding.

That’s when I knew something had to change. Rather than waiting for people to read signs and act, I began approaching customers directly. I didn’t do it with pressure or robotic delivery—I approached them with enthusiasm. I’d say things like, “You won’t believe this—today, you can get a full outfit for half the price. It’s the kind of deal we almost never run.”

The result was instant. Sales surged even higher than they had in the first week. Same products. Same discount. Just a different way of saying it. Many businesses assume that price alone will drive buying behavior. But humans are emotional decision-makers. The novelty of a sale can spark interest for a short time, but without human reinforcement—a smile, an invitation, a sense of urgency—it fades fast.

Strengthen the Sale by Creating a Memorable In-Store Experience

While visiting Sydney, I casually stepped into a charming Istanbul-inspired jewelry shop without any plan to buy. As I browsed, a young woman approached me with a tray of Turkish delights and a cup of tea. Her gesture was unexpected and gentle—it wasn't a sales pitch, just a thoughtful offer. I accepted, and although the tea was delicious, what stayed with me was how genuinely welcomed I felt. I no longer saw myself as just a customer; I felt like a guest.

That subtle shift changed everything. I started looking around with more interest, took my time, and eventually walked out with three necklaces. It wasn’t the jewelry that sold me—it was the atmosphere, the kindness, and the care behind the interaction. That moment created a level of satisfaction that no discount ever could.

In business, we call it ‘experiential selling’ —where the environment, gesture, and interaction shape the purchase decision. The tea didn’t “convince” me—it opened the door to connection and softened resistance. And that moment created a psychological phenomenon called reciprocity: when someone gives us something freely, we naturally want to give something back.

When I returned to Darwin, I brought the tea idea with me. We started offering it to our customers. But instead of saying the same thing to everyone, I personalized it depending on their sweetness preference.

“Are you a sweet tooth? You’ll love this.”
“I hope it’s not too sweet for you. We brewed this fresh today”

People became more relaxed and open, often smiling and engaging in longer conversations. One customer mentioned that the gesture was such a thoughtful way to begin the interaction, it made them feel a sense of appreciation—and even a little obligation—to purchase something in return as a thank-you for the kindness.

Final thought

The emotional value of personalized interactions sometimes can outweighs the product itself. When customers feel seen, heard, and genuinely engaged, it builds trust, and increases the likelihood of a meaningful connection. And when connection happens, sales naturally follow.