Modern Sales Must Include Giving Back & These “Give To Get” Tactics

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sales must include giving back

Giving back has always been a part of my core; my therapist once told me that I’m co-dependent because my happiness comes from making other people happy.

Why is that a bad thing?

I left a lucrative real estate job in my mid-twenties to work at a non-profit supporting cystic fibrosis.

In my late twenties, after reading The Slave Next Door, I helped collect items for sex-trafficked women on college campuses.

Last month, I jumped out of my car to grab a turtle crossing a busy road and moved it to the other side.

This is who I am. Giving back is what makes me happy. And trust me, what I’ve put out has come back threefold!

Modern sales is missing something. Every salesperson needs to embrace the “give to get.”


Adopting An Abundance Mentality

Funnily enough, I’m a pretty competitive person. I think this is why I’ve always excelled in sales.

However, I’m not competitive in a way that’s overly selfish; I truly believe there’s enough pie for everyone to have a piece.

In this regard, I have an abundance mentality. (We can thank Stephen Covey and The 7 Habits of Highly Effective People for the term “abundance mentality.”)

You’d think that would go directly against me being a good salesperson. But it has the opposite effect.

In fact, giving back has led to several huge wins for me professionally or as a salesperson.

I’ll let you in on all of my “give to get” secrets, and hopefully, you’ll consider giving back as a part of your sales strategy.

2012: Cause To Cohort

In 2012 I was living in New York City and had just launched B Squared Media. Feeling a bit too selfish for focusing on me, I decided to join the Young Professionals Committee for the Cystic Fibrosis Foundation in NYC.

At one of our first meetings, I met Rachel Steinman. You may recognize the name because today Rachel is our most senior team member at B Squared.


Rachel and I started out as committee members, worked our way into a friendship, and years later after she lived in Isreal for a stint, she contacted me about a problem she was having as a freelancer.

After offering her advice on her issue, I told her we’d love to have her join the team at B Squared if she was ever interested.

A few short months later, she joined us and neither of us looked back.

Rachel has been with us for over two years but more than that, she’s watched our company grow from infancy.

For my birthday this year, she sent me the sweetest note talking about how wonderful it’s been to watch us grow and how lucky she is to be a part of that.

Rachel is a unicorn … one of those freelancers who is very hard to find, and I found her by giving back to a cause I care deeply about.

2017: Sprout Social Partner of the Year

I’ve been a Sprout Social user since before B Squared Media existed. I love their product, and more importantly, their people.

A couple of years ago I became a Sprout Social All-Star, and in 2017, was asked to become a Sprout Social Partner.

In October of 2017, Sprout asked me to speak at their first-ever Sprout Partner Day — which was CRAZY AMAZING.


At the event, Sprout announced that they would be choosing a “Partner of the Year” based on several pieces of criteria, one of which was a case study covering a successful social media campaign (with the data to back it up!).

As luck would have it, in August of 2017, we started working with the CF Roundtable as a pro-bono client. They asked us to help them conceive a #GivingTuesday campaign for them in only three short months.

Not only were we up for the challenge but because finding a cure for cystic fibrosis is near and dear to my heart, we did it all for free.

We used our case study with CF Roundtable (which you can read here) to enter ourselves into the Sprout Partner of the Year competition, and WE WON!

And it was all due to giving back.

Overall, what was better than the announcement by Sprout, and better than the win, CF Roundtable was able to raise over $30,000 for their #GivingTuesday campaign!

That’s what we like to call a win-win-win!

2018: Top 25 Leading Entrepreneur & Brand Builder

This month, I was named a Top 25 Leading Entrepreneur & Brand Builder in New Jersey by the Leading Women Entrepreneurs group.

And, you guessed it, this award also came from giving back!

A year and a half ago, I joined the Valley Crest Farm & Preserve board as a trustee. We donate over 50,000 pounds of farm-fresh food to local food banks every year, support educational events about sustainability, and house several bee hives (save the bees, y’all!).

A fellow board member, Dick, nominated me for this prestigious award (his daughter Linda runs LWE).

I had no idea this endeavor would lead to recognizing my work at B Squared Media. It has nothing to do with work!

However, in helping the committees with marketing, my skills came into question. My business was reviewed. And Dick even talked to my accountant!

Our steady growth and bootstrapped background impressed.

Who am I to argue?!

Giving Back Is Altruistic

In closing, there’s one point I’d like to stress.

Calling it the “give to get” may be deceiving because I never gave in expectation of getting. It just worked out that way.

I think part of that is that I have an abundance mentality and I truly love helping others.

As someone who believes in our energy and its powers, I know that positive energy begets positive energy.

But you don’t have to subscribe to that mindset to be a better salesperson.

Give giving back a try. At the very worst, your sales won’t grow but you’ll have made the world a better place.

Do you use “give to get” tactics or giving back as a part of your sales strategy? Tell us more in the comments section below!


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Brooke B. Sellas is an award-winning Customer Marketing Strategist and the CEO & Founder of B Squared Media. Her book, Conversations That Connect has been recognized nationally and is required reading for a Customer Experience class at NSU. Brooke's influence in digital marketing is not just about her accomplishments but also about her unwavering commitment to elevating the industry standard of digital customer experience and customer marketing.
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Category: B Squared Media, Best of B Squared, Sales
Tags: B Squared Media, Give to Get, giving back, networking, Sales, selling
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2 Comments. Leave new

  • I think the “give to get” sales tactics is what the sales industry has come into. Sales has become “customer-centric” and sales strategies need to present a benefit to leads to have a better chance of converting them to customers. I remember working as sales a few years back, we set up a customer service department to brainstorm on how can we serve our current customers better. In return, word of mouth did the thing for us and its all because we gave back.

    • Totally agree with you, Jamie! And thanks for your insight here. Serving customers and customer-centric is truly the way to think with modern sales; it’s about them, not us!


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