What do you actually mean by honest and relaxed sales?

Recently someone came up to me with a question. "But Klaas, what do you actually mean by honest and relaxed sales?"

I was in a shop, about to buy a sofa. A saleswoman came straight over and started telling me all sorts of things, but did not ask a single question. I found it so annoying that I eventually walked out.

What she was focused on was her own result. She was not focused on helping me in a truly honest and relaxed way.

What is far more beautiful: focus on the process. If you focus on the process, on delivering value for your customers, then the result is the outcome. Because that is something you cannot control. What you can control is the process.

That you guide your customer along step by step and deliver as much value as possible. And then you can always stay honest and relaxed.