Eric Siu argues that sales roles should go to practitioners like SEOs and paid-ad specialists who understand client problems deeply. A doctor doesn't push unnecessary treatments; they diagnose and recommend based on need. That consultative approach converts better than commission-driven sales.
Our salespeople aren't really salespeople. They're all SEOs or paid advertising people or account managers. And why is that important? Because then they sell based on what's going to be helpful to a client versus just selling to earn a commission. And plus, like when you go to a doctor, like they have to know what they're talking about, right? If it seems like they're just trying to sell you something like, oh, you go into a doctor's office like, oh, you should buy this candy over here. It's like they're not trying to understand your problems. They're not trying to diagnose you. But when it feels like they're talking to a practitioner, the trust goes up way higher. You can sell a lot more and the conversion rates go up a lot higher too.
