Marketing is Simply Making Connections

While sorting through some old boxes in my cluttered garage, I stumbled upon one filled with items I had brought home from my real estate office years ago. Among the desk clutter and office supplies, I found a series of award plaques proclaiming me a “multi-million-dollar producer.”

Yet, despite those accolades, I had long since chosen a different path—one that made me happier: selling gift baskets instead of houses.

But my journey in sales didn’t start in real estate. It goes back much further—to my childhood, in fact.

The First Sales Lessons: Selling Pecans and Potholders

Growing up, I learned the art of selling without even realizing it. As a child, I gathered pecans from my grandmother’s orchard in Perdido, Alabama, and sold them to neighbors in Pensacola, Florida.

Then, I expanded my business. I crocheted potholders and doilies, convincing my customers—one by one—that my handcrafted items were exactly what they needed.

Those early lessons stuck with me.

Years later, I found myself pushing a stroller through the neighborhoods of Yreka, California, with one child seated inside and another standing on the back. I wasn’t selling anything—at least, not in the traditional sense. I was knocking on doors, listening to people’s concerns, and discussing the needs of our community. A few months later, I became the first woman elected to the City Council.

By now, you might realize something about me: I’m a born entrepreneur. But my story doesn’t end there.

From Local Politics to Publishing and Beyond

My husband, a forester with the U.S. Forest Service, once returned from a trip to Idaho with an idea. He handed me a tabloid newspaper and said, “We could do this here in Flagstaff.”

He was right. That newspaper inspired me to launch Arizona Singles, a statewide publication designed to help people meet. Long before online dating existed, I was selling the idea of profiles in a printed newspaper, convincing singles to trust me with their personal information—and their money.

To make it work, I had to do more than just sell advertising space. I had to build relationships.

And that’s when I truly understood the key to success in sales.

The Truth About Sales: People Buy from People They Like

The most valuable lesson I’ve learned—across industries, across decades—is this:

People buy from people they know, like, and trust.

It’s not just about being likable. People want to do business with someone who understands them, values them, and genuinely cares about their needs.

As a kid selling pecans, I learned that I sold more when I didn’t just show up asking for a sale. I knew my neighbors and they knew me. I played with their kids, talked to the parents and, without realizing it, built familiarity before ever trying to sell to them.

Years later, while running my City Council campaign, I didn’t knock on doors with a rehearsed speech about why I deserved their vote. Instead, I asked people what they saw as the biggest challenges in our community. I listened. I took notes. And later, I sent handwritten thank-you notes to every person I spoke with.

Think about that: When was the last time you received a short, highly personalized note in the mail?

It’s rare—and that’s exactly why it stands out.

That simple act of showing I cared helped me win an election. And the same principle applies to business.

Why People Really Buy—And What That Means for You

Fast forward to today: I now sell gifts and gift baskets. But I don’t think of myself as a salesperson.

I’m a consultant.

I help people express appreciation, celebrate milestones, and build relationships. My job isn’t to push products—it’s to provide solutions.

For corporate clients, that might mean helping them find ways to boost employee morale or stand out from competitors. But I know one thing for certain: No one buys just because I think they should.

Because here’s the truth:

People don’t care about my business.
People don’t care that I think employee appreciation is important.
People don’t care that I have bills to pay.

At least—not at first.

What they do care about is what’s in it for them.

Customers don’t want to know how great I am. They want to know how my products or services will solve their problems, make their lives easier, or help them succeed. Those neighbors who bought my pecans needed and wanted them to make pecan pies and other treats with. I had them. They didn’t.

Even friends who might buy from me “just to help out” won’t become repeat customers unless they see real value in what I offer.

The Most Valuable Marketing Can’t Be Bought—It Must Be Earned

If you want to sell more—whether it’s gift baskets, real estate, or even ideas—you have to shift your mindset.

Sales isn’t about pushing products. It’s about building connections.

When you focus on relationships instead of transactions, sales become effortless. Customers return. They refer others. They see you not as a salesperson, but as a trusted resource.

Steve Jobs put it best:

“Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.”

So, as you think about your business, ask yourself: Are you just selling? Or are you building relationships?

Because the most powerful marketing doesn’t come from ads or promotions. It comes from trust, connection, and genuine care. And that’s something no competitor can take away from you.