Spring is the season of new beginnings. For any business, sales isn’t just about growth — it’s survival. I’ve been selling umbrellas for years. Not just any umbrellas — custom-made, brand-enhancing, story-telling umbrellas.
But today, I want to share something deeper: not tactics, not scripts, but the human truths behind every sale. Because if you don’t understand people, you’ll struggle in sales — no matter how good your product is.
Table of Contents
1. Trust Comes First. Or Nothing Comes at All.
When someone asks me, “What’s your biggest sales secret?” — I tell them: It’s not about selling at all. It’s about trust.
Good salespeople don’t push. They guide. They become the person the buyer goes to when they need a solution. Great salespeople? They become unforgettable. Clients refer them, remember them, follow them — no matter what product they sell.
But here’s the reality: Most salespeople don’t have that kind of patience. They chase short-term wins, make promises they can’t keep, and burn bridges faster than they build them. Sales is not a sprint. It’s a marathon of character, consistency, and care.
2. Value Is a Three-Legged Table
Your client sees value in 3 areas:
- Your product or service: Is it good? Is it better?
- Your company: Are you consistent, responsive, and reliable? A real team or just a group of people?
- You, the salesperson: Are you worth trusting?
At HFUmbrella, we know our product is solid. We’ve worked with Mercedes-Benz, UN agencies, and 10,000+ brands worldwide. But that’s not why people buy. They buy because we make it easy, reliable, and risk-free to do business with us — and that starts with who shows up on the first call.
3. When Sales Go Wrong, Look in the Mirror
Bad sales don’t happen because of bad luck. They usually happen because of:
- Fear of losing the deal – so you start begging, discounting, overpromising.
- Insecurity – so you fake confidence or avoid asking smart questions.
- Impatience – so you rush a client who just isn’t ready.
Top B2B clients don’t buy on impulse. They decide slowly, involve multiple stakeholders, and require real consultation. That’s why I’ve learned to be more like a doctor than a drug seller. Diagnose before you prescribe.
4. The Basics Matter More Than Your Pitch
People ask me all the time: “Justin, what makes a great umbrella salesperson?” I’ll tell you:
- The right attitude – Serve, don’t sell.
- Real skills – Listening, asking, negotiating.
- Solid knowledge – About your product, the client’s industry, their pain points.
That’s how I turned from an order-taker into a trusted advisor. For example, I don’t pitch to every lead. First, I qualify them. I ask about their usage, their audience, their past promotions. Then I recommend what actually works — even if that means telling them not to order something.
That earns me respect. And more often than not… a second email.
5. Details Make (or Break) the Deal
You’d be surprised how often sales fall apart not because of price, but because of how you show up.
- Are your emails sloppy?
- Are you late to calls?
- Do you know the client’s name? Their business? Their market?
Even something as small as your clothing in a meeting can make a statement. You’re not just selling a product — you are the brand at that moment. One of our enterprise clients once told me they chose us because we looked like the kind of supplier they could trust with their brand.
That starts before the quote.
6. Sales is Not About Pressure. It’s About Reducing Risk.
In today’s market, buyers don’t want “deals” — they want confidence. They want less uncertainty. Less regret.
So I shifted my mindset:
Instead of pushing buyers to act, I started removing the friction stopping them.
- I send free samples.
- I share mockups before production.
- I break down costs transparently.
- I offer low MOQs, fast shipping, or risk-reversal guarantees.
I make it so easy, so safe, and so smooth… they’d have to explain to their boss why they didn’t choose us.
7. I Don’t Chase Clients. I Let Clients Chase Me.
How?
Because I invest in my reputation, not just my reach.
I follow up consistently. I educate clients. I write helpful content. I respond fast. I treat every client like they’ll refer me to 10 more. And often, they do.
Remember: Happy clients don’t just reorder — they become your salespeople.
8. Sales Is Human. That’s Why It’s Hard.
Some people think you need to be extroverted to sell. That’s not true.
I’m more of a listener than a talker. But that’s exactly why I succeed. I let clients talk. I hear what they’re not saying. I adapt. I personalize. And I always ask:
“What would I want if I were them?”
That empathy is worth more than any script.
Final Thoughts: Master the Unsexy Stuff
The truth is: Most great salespeople don’t look flashy. They’re the ones who:
- Write the follow-up email no one else does.
- Take the time to check a sample before shipping.
- Remember a client’s birthday, or their last campaign.
- Send a thank-you note after a rejection.
Sales is not about charm. It’s about care, consistency, and character.
So if you’re in B2B, especially custom products like umbrellas, here’s my advice:
Get the basics right.
Treat every deal like it’s a $1M order.
Show up like a partner, not a peddler.
Want to experience how we sell?
Send me a message. I’ll show you how we bring your brand to life — one umbrella at a time.