Somewhere along the way, business owners started treating salespeople like a threat — something to dodge, block, or avoid at all costs. Phones go unanswered. Emails sit unopened. Gatekeepers are trained to keep anyone with a pitch as far away as possible. But here’s the irony: Salespeople are often your customers, your advocates, and your unseen supporters. And ignoring them can cost you far more than a few minutes of your time.
Salespeople Shop at Your Store Too
It’s easy to forget that the person calling you isn’t just “a salesperson.” They’re also a consumer. They buy groceries, clothes, hardware, meals, and services — often from the very businesses that refuse to take their call. When you ignore them, you’re not just avoiding a pitch. You might be insulting a paying customer. And customers don’t forget being dismissed.
Avoidance Isn’t a Business Strategy
Many owners justify it by saying they’re too busy. Too many tasks. Too many fires to put out. Too many interruptions. But being busy doesn’t excuse being unreachable. You don’t have to buy anything. You don’t have to schedule a meeting. You don’t have to listen to a long presentation. All you have to do is communicate. A simple, honest “No thank you” is more professional than silence.
Gatekeepers Can Do More Harm Than Good
A gatekeeper’s job should be to help, not to shield the business from every outside voice. When they block every salesperson automatically, they also block:
- Potential partnerships
- New opportunities
- Community connections
- People who already support your business
A gatekeeper who protects too aggressively doesn’t protect the business — they isolate it.
Honesty Beats Excuses Every Time
Salespeople hear every excuse in the book.
They’re not fooled by “We’re not interested right now” when the tone says “I just don’t want to talk to you.” You don’t need excuses. You don’t need a script. You don’t need to pretend. Just be honest. Salespeople respect honesty more than anything else. They deal with rejection every day — it’s part of the job. What they don’t respect is being ignored or treated like they don’t matter.
Success Is About Citizenship, Not Avoidance
Success isn’t just about keeping your doors open. It’s about how you treat people — all people. Salespeople have a job to do, just like you. They’re trying to earn a living, support their families, and contribute to the community. When you answer the phone, reply to the email, or give them a moment of your time, you’re not just being polite.
You’re being a good citizen. You’re showing respect. You’re building a reputation that people remember.
Quit Hiding — You Might Gain More Than You Expect
When you stop avoiding salespeople, something surprising happens:
- You learn things about your industry
- You discover tools that make your business better
- You build relationships that help you grow
- You earn respect from people who talk to hundreds of businesses a week
And sometimes, you gain a customer for life simply because you treated them like a human being.
Answer your phone. Reply to your emails. Respect the people who reach out. You might just benefit more than you ever imagined.
By Marvin Willis · From the April–June 2026 issue.