The One Strategy That Makes Sales Effortless (But Few Businesses Do It)
Have you ever noticed that the harder someone tries to sell you something, the less you trust them?
“Amigo! Best price for you!”
“This is real gold!”
“You won’t find a better deal anywhere!”
At first, you laugh. By the tenth time, your guard is up, and skepticism takes over. You don't even stop to consider whether they might have something of actual value. The harder they push, the more certain you become that it's worthless.
Why?
Because true value doesn’t scream. True value whispers. It doesn’t have to shout, “trust me!” because it’s already inherently trustworthy.
And yet, so many businesses miss this simple truth. They pour their energy into learning how to sell, rather than how to create genuine value.
The Battle of Selling a Cubic Zirconia as a Diamond
Many entrepreneurs and businesses spend countless hours perfecting sales scripts, testing persuasion techniques, and chasing the latest marketing gimmick… All in an effort to convince customers to buy something that, deep down, isn’t actually worth the price they’re asking.
While these tactics might bring in short-term revenue, they plant seeds of long-term disaster. Customers eventually see through the illusion. They may buy once, but they’ll never buy again. Worse yet, they may actively warn others, spreading negative perceptions like wildfire.
Contrast that with businesses that flip the equation upside down. These businesses don’t just promise value, they deliver so much value that customers feel like they’re getting the better end of the deal. Instead of convincing people to buy, they create a product or service so good that customers would feel foolish not to buy.
This is where diamonds are separated from cubic zirconias.
So, Why Doesn’t Everyone Do This?
Because selling is easy, creating real value is hard.
Real diamonds take immense pressure, patience, and persistence to form. It doesn’t happen overnight, and it can’t be rushed.
That grind, that pressure… it's the reason most businesses give up and settle for cubic zirconias.
It’s simply easier to chase quick wins.
It’s easier to pressure customers today than build relationships that last years.
It’s easier to teach sales tactics than instill deep customer care.
It’s easier to copy and paste a sales pitch than deliver something genuinely remarkable.
A cubic zirconia is quick to produce, easy to sell, and looks valuable enough—at first glance.
But a diamond demands more. It requires discipline. It requires authenticity. And most of all, it demands patience.
That’s why most businesses never become diamonds. They aren't willing to endure the pressure required to deliver real, lasting value.
The Cost of Short-Term Thinking (a Real World Example)
Consider an HVAC company. They train their technicians to aggressively upsell customers on unnecessary add-ons, chasing immediate profit. And it works—for a while.
A homeowner agrees to a $10,000 furnace installation. The company celebrates another big sale. But then, at the family Christmas gathering, the customer mentions the cost.
Silence.
An uncle speaks up, “Wait… you paid how much? I got mine last year for $6,000.”
A cousin nods, “Mine was only $5,500.”
Suddenly, that homeowner's excitement becomes embarrassment. They don’t just regret the purchase; they feel betrayed.
And betrayal doesn’t stay quiet. It spreads… like a virus, slowly infecting the company’s reputation. Conversations at family dinners, whispers between coworkers, casual warnings among neighbors: “Whatever you do, don’t call them.”
Yet, none of this shows up on the company's sales report or CRM. On paper, everything looks good—until months later when advertising costs rise, profit margins shrink, and new customers become more and more expensive to acquire.
Short-term profit, long-term damage.
Selling Diamonds: A Better Way
Instead of squeezing as much profit as possible out of each sale, what if an HVAC company flipped the equation and focused on delivering as much value as possible in each sale?
To continue our example, here’s a few ways an HVAC business can truly sell a diamond:
1. Home Efficiency Visual Walkthrough
Most HVAC companies just install the system and leave. They miss easy opportunities to provide unexpected value to the customer, without adding significant cost.
A quick walk-through with a thermal imaging camera gives the customer a clear, visual "wow" moment, showing exactly where their home is losing heat. Instead of just hearing about insulation issues, they can see them firsthand.
While on-site, the tech can check vent airflow and explain how the system runs most efficiently. Many homeowners close vents in unused rooms, thinking it saves energy, but it may actually force the system to work harder. A simple explanation helps them understand how proper airflow reduces strain on the system and lowers energy costs.
It shows the professional knowledge of the tech while providing unexpected value to the customer.
No extra paperwork. No wasted time. Just real value in a way the customer immediately understands and appreciates.
2. On-Site Follow-Up
A free six-month follow-up can turn a one-time transaction into a long-term relationship.
A tech returns at no cost to change the filter and inspect the system, ensuring everything is running smoothly. This serves as an easy training opportunity for new techs, giving them hands-on experience with different systems while reinforcing great customer service.
If the customer hasn’t left a review yet, this is the perfect moment to ask for one in person. If they already have, thank them personally for taking the time. These small efforts build loyalty, generate referrals, and strengthen the company’s reputation, for minimal costs.
I’d bet that the expense of this 30-minute ‘job’ is less than the marketing cost to acquire a new customer, yet more effective at generating a referral.
3. Priority Customer Phone Line for Past Clients
Most businesses focus all their energy on acquiring new customers, while past customers often feel forgotten. A simple way to change this is by giving previous customers a dedicated phone line for priority service.
When the install is complete, let them know:
"Most HVAC companies forget about their past customers, but we built this number to make sure that never happens. If anything ever comes up, you get priority service—guaranteed."
It costs nothing, but it makes past customers feel like VIPs.
And that VIP number? It’s the one they’ll stick on the fridge and never forget. Every other company gives them a phone number. You give them THE number—the number they know will get them priority service every time.
Reputation Over Short-Term Sales
When customers feel genuinely valued—not just during a sale, but months and even years afterward—they naturally become your strongest advocates. And nowhere is this advocacy more visible than in local community conversations online.
We have all seen it in a local Facebook post, “Who should I call for HVAC service?”
The answers are always the same:
“Stay away from [Company X], total ripoff.”
“Call [Your Company]. Unbelievable service, fair price… AND they actually show up on time.”
Which one do you want to be?
Companies that chase short-term profits burn through customers and rely on expensive advertising just to replace them. Companies that focus on long-term relationships become the ones people recommend without hesitation.
A strong reputation isn’t built through ads. It is built one satisfied customer at a time. And when people trust you, they become your marketing team.
The Bottom Line: Diamonds Last Forever
A cubic zirconia is easy to manufacture, it’s easy to sell, and it’s easy to copy.
Anyone can manufacture a cubic zirconia—just like anyone can train a sales team to push overpriced products.
But a diamond is different. It takes pressure, it takes time, and it takes extreme effort to create something so good that customers feel lucky to buy from you.
The phrase “A diamond is forever” applies to business just the same.
If you focus on delivering only diamonds, you’ll build a foundation for your business that—- just like a real diamond, lasts forever.
-Mike Neubauer
P.S. If you’d like to learn more about me, and
why I take the time to write these articles,
I shared a bit more on this page:
GrandVision.co/why-i-write
*Because common sense isn't always 'common', here is the legal disclosure:
This article is for informational purposes only and does not constitute financial, investment, tax, or legal advice. Grand Vision Companies ands it affiliated entities do not guarantee the accuracy or completeness of the information provided. All investments involve risk, including potential loss of principal. Readers should conduct their own research and consult with a professional advisor before making any financial decisions. I am not an attorney, CPA, or financial advisor.