Feb. 24, 2026

Sales as Service: Why Listening Beats Tactics Every Time

Show Notes

In this episode of Sales & Cigars, Walter Crosby sits down with Matthew Higham from Deksia for a thoughtful conversation about sales as service, culture fit, and what actually creates long-term business growth.

The discussion moves well beyond tactics and into how salespeople think, listen, and show up. Matthew shares how his creative background led him into sales, why he genuinely enjoys prospecting, and how “unreasonable hospitality” applies just as much to agencies and sales teams as it does to five-star restaurants.

From trusting your gut in career decisions to knowing when not to sell, this episode is a grounded reminder that great sales isn’t about pressure—it’s about clarity, care, and consistency.

Episode Highlights

Why Unreasonable Hospitality belongs on every salesperson’s bookshelf
Sales as a form of service—not persuasion
How listening creates leverage in both sales and client relationships
Why most great ideas come from volume, not perfection
The difference between selling tactics and building strategy
Why lead generation fails without sales readiness
When saying “this isn’t a fit” is the best move
How culture fit shows up before the offer letter is signed

Key Takeaways

Sales works best when it’s rooted in service
Listening closely often matters more than saying the right thing
Not every prospect should become a client
Strategy must come before tactics
Repetition builds reputation—marketing isn’t flashy, it’s consistent
Trust your gut when evaluating culture and fit
Salespeople don’t need to do everything—but they do need the right support

Who Should Listen

This episode is for:

Salespeople who care deeply about the people they sell to
Agency leaders balancing strategy, service, and growth
Business owners frustrated by “more leads” not solving the problem
Anyone questioning whether sales can feel authentic and human
Professionals evaluating culture fit in their next role

About the Guest

Matthew Higham is a sales leader at Deksia, a full-journey marketing agency known for its strategy-first approach. With a background in the creative world, Matthew brings a people-first perspective to sales—one focused on listening, alignment, and long-term outcomes over short-term wins.

About Deksia

Deksia is a full-journey marketing agency that helps organizations grow by aligning strategy, brand, and execution. Rather than leading with individual tactics, Deksia starts with business goals and builds integrated marketing systems designed for sustainable growth.

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