ABC – always be closing. This was the mantra of many a salesperson( and to some, still is). But selling has changed- and will continue to do so- says Richard Abrahams, Managing Director of Elmhurst Windows. To succeed now, you must understand more than your product; you need to understand your customer. And increasingly, you need to understand yourself.

Back in the 1970s and‘ 80s, especially in the home improvement sector, selling was about hustle and instinct. There were no online reviews, no customer forums, no comparison websites. Trust was earned through confidence and charisma. At Elmhurst Windows, our founder, and my dad, Jack Abrahams built the business on those very principles: selling with his personality, meeting customers face-to-face, and using every available marketing tool at the time, from newspapers and leaflet drops to advertising on buses.

He wasn’ t a technician or an installer, but he had a brilliant eye for opportunity, especially when he spotted uPVC technology emerging from Germany and knew it would reshape the market. What my dad always understood was people, and that’ s what made him a great seller.

I didn’ t join the business right away. I actually started my career at Yorkshire Television, before returning for what was supposed to be a summer stint

in 1992. I never left. I’ d always been fascinated by the business conversations at home, and I knew early on at Elmhurst that I wanted to be out in front of customers. Even as MD, I still take calls and make visits. I believe that staying connected is one of the most important parts of building trust.

The internet has completely changed the landscape. Customers walk into a conversation already armed with knowledge; about products, prices, and companies. Information is no longer a salesperson’ s secret weapon; it’ s available to everyone. The role of the salesperson has shifted from being the provider of answers to being a guide through the decision-making process.

Modern sales is built on empathy; the ability to understand not just what a customer says they want, but what’ s really driving their decision. It’ s about asking better questions, listening more than you speak, and creating value that goes far beyond the features and benefits of a product. It’ s no longer enough to say,“ We’ ve got the best windows”, or the cheapest.

This is where psychology comes in.

Selling, at its core, is about people. Understanding human behaviour, how we make decisions, what we fear, what we value, is a skill that can elevate your sales performance far more than any script. When you understand the psychology of trust, connection, and motivation, you’ re not just closing

deals; you’ re building long-term relationships

But there’ s another side to that psychology that we often overlook in business: understanding yourself.

Sales can be tough. It’ s emotionally demanding, full of highs and lows, and often closely tied to your personal identity and self-worth. The pressure to stay ahead, to hit targets, to perform- it’ s real, and if you’ re not careful, it takes a toll.

That’ s why, just as sales methods have evolved, so too must our approach to personal development.

It’ s no longer enough to just learn new closing techniques or memorise product specs. Today’ s business leaders and sales professionals need to invest just as much in emotional intelligence, self-awareness, resilience, and mental health.

At Elmhurst, we’ ve made it a priority to adapt with the

times. Yes, our product range has evolved, from timber and aluminium to UPVC, conservatories, and advanced roof systems, but more importantly, so have we. And for me personally, the most important lesson has been this: sales isn’ t just about what you sell— it’ s about how you sell, and who you are while doing it.

www. elmhurst-windows. co. uk