Know Who Your Company Honors
Most businesses can tell you what they sell, but Far fewer can tell you who they honor. But that distinction is EVERYTHING. Because when you know who you honor, you know who you’re building for, speaking to, standing with. That’s when your product becomes a symbol of shared values.
Big Brands Get This
Think about some of the most iconic brands in the world. They didn’t just sell stuff. They planted their flag in the ground for a group of people—and built their message around honoring them.
Apple sells computers and electronics, but they really honor the creative… the rebel… the misfit. The person who “thinks different.” Their products are an extension of personal expression.
Nike sells sneakers and clothing, but they really honor athletes from weekend joggers to Olympic medalists. If you have the courage to Just Do It, you’re in the club.
Volvo sells cars, but really they honor families, peace of mind, and people who put safety first.
These companies rarely sell features and benefits. They instead celebrate people, and in doing so, they earned loyalty.
So... Who Do You Honor?
Whether you're a business owner, a sales leader, or a one-person startup—this question matters. Do you honor scrappy founders? First-time buyers? High performers? Underdogs? Because if your sales strategy is only about what you sell—faster, cheaper, better—you’re competing in a tight race. But when you make it clear who you’re for, who you celebrate, and why it matters, your pitch gets sharper. Your story gets more powerful. And your audience leans in.
Sales Is Easier When You Know Who You’re Fighting For
Every product solves a problem. But brands that lasts go further because they make people feel seen. Let’s say you are selling ERP software. You might actually be honoring the operations leader who works nights to keep the team running. Let’s say you offer consulting. You might actually be honoring the founder who sacrificed weekends to get their business off the ground.
Here is a fun one. Let’s say you sell Home Renovation projects. What you're really selling might be pride of ownership to families who want to turn “a house” into their home.
Who SalesFirst Honors
At SalesFirst Recruiting, we honor sales professionals. Not just the closers or the quota crushers, but the ones on a journey.
The SDR grinding through cold calls in hopes of a promotion
The rep who just landed their first deal after months of “No”
The AE who hit their number and lifted up their teammates to hit theirs too
The leader who remembers what it was like to start from scratch—and gives someone else a shot
We see you! This is why We invest in People.
Final Thought
People don’t just buy what you do. They buy why you do it. They want to know who you're for. Honor the people you serve, and you’ll earn your sales.
