Sales Isn’t One Size Fits All. Especially Not in HR.
Let’s be honest. A lot of sales methodologies are badly misused. And a lot of salespeople on the frontline know it.
You’ve probably seen it yourself.
A sales rep or leader downloads a playbook built for enterprise tech deals in finance, then applies the same email sequence to try and book a demo with a Head of People at a fast-growing start-up. It falls flat. Nothing.
I’ve spent nearly two decades in the game, and one thing is painfully clear: the most common sales tactics — cold calling, cold email cadences, “quick question” bump follow-ups — are often used in the wrong context. And nowhere is that more obvious than when selling into HR.
You’re not selling to robots. HR doesn’t buy like many others.
Most HR leaders are time-poor, emotionally intelligent, and highly sensitive to manipulation or pressure. They don’t want to feel like a “lead”. They want to feel like a human. Ironically, in a function built around people, sellers often forget to act like one.
Here’s what I believe:
- Cold outreach can work — but only when it's researched, relevant, and respectful.
- Sales strategies must be tailored to the psychology of your buyer.
- Human-centric selling isn’t fluffy. It’s commercially smart. And it’s preferred.
Ethical selling is strategic selling
This isn’t just about being “nice.” It’s about being effective. The best salespeople I’ve coached don’t rely on trickery. They ask better questions. They create space for honest discussion. And they earn trust — quickly and consistently.
When I work with teams selling into HR, we focus on:
- Making messaging genuinely resonate with people leaders
- Using empathy as a conversion tool (not just a buzzword)
- Building outbound sequences that add value and start conversations
Context matters more than ever
Every buyer persona has its quirks. What works in procurement won’t work in people. What works in security won’t work in wellbeing.
If your team is struggling to get traction with HR buyers, the answer probably isn’t “send more emails.” It’s more likely to be “rethink the approach.” And if you’re building a brand rooted in wellbeing, equity or people-first culture, then your sales approach has to match. Ethical sales isn’t just a tactic. It’s brand alignment.
Takeaway checklist
Now is the time to start reviewing this. Sales is only getting harder, and you’ve only got one chance to make a first impression.
Before you send your next email, ask yourself the following:
Does this message show I understand the person and their priorities?
Have I earned the right to ask for a reply by giving them some value?
Is there a clear benefit to the recipient, not just me?
Would I reply to this if I were in their shoes?
Does it sound like a real human has written this? (No, ChatGPT is not good enough… Well, not unless you’re happy sounding like everyone else.)
If it sounds like a review of your practice or some coaching might help you in your role, feel free to get in touch.
