The Power of a Lifetime of Caring from Your Heart for Your Clients

Six lessons from a master in his sales profession.


Last week, my mentor and friend of 32 years passed away. His name was Larry Lynch and he was a shining example of loving life and making the most out of every opportunity to help his clients, while genuinely caring for people.

I have been involved in sales since 1979, and in every job where I received or delivered training,

I found it easy to break down the sales process of finding, selling, closing, and keeping more customers, except when watching my dear friend Larry Lynch. Larry’s entire approach with clients was about focusing solely on them and their needs.

Now understand that Larry was a record holder with companies like New York Life while in Saskatoon, Canada, and his approach was uniquely his and delivered entirely from his heart. It was an incredible thing to see firsthand.

I initially met Larry because he found my information in the local paper, where there was announcement that I was starting a new sales position out of college, so he sent me a personalized congratulations card in the mail.

Apparently, Larry had boxes of these grey and burgundy cards for which he sent out weekly notes to congratulate people on their successes. I had no idea how lucky I was to have received the card, as we were only connected as fellow members of different Kiwanis clubs, and although I had never met him before, I called to say thank you.

We eventually connected many times at Baskin Robbins (Macadamia Mania), we later worked together, and he became my insurance agent. He was always genuine and delivered from the heart. He only wanted to help me, and forever after showed genuine care in all of our connections.

So how would caring like Larry make you a better sales professional?

Larry Lynch and wife

Larry Lynch and his wife

Let me do my best to break this down for you in six parts:


When you are prospecting for clients, do it because you really care about helping people with what you have to offer.

Larry was the insurance guy who told me when I asked “when are you going to retire?” he responded, with “Jim, why would I?

I get to meet wonderful people every day. I sit down in their office or at their kitchen table to see how I might help them protect their families.

If they need more insurance, we take care of it, and if they don’t, I had a nice visit.” He always made prospecting effortless and fun, and yet had a keen discipline to reach out to as many people as he could “help.”

For him it was a responsibility which he loved.


 In this phase, Larry was at his best. Larry was always concerning himself with his clients, and it continued all the way through the sales process in a genuine way.

This approach from the heart is something we all need to learn from, and something I learned from my own business. In my business of teaching sales processes to business owners, managers, and salespeople,

I learned from Larry to make it about their success all the time; even to the point that I get so focused on wanting to help them be more successful, that I am willing not to offer our services if we don’t think we can help. This was a lesson from Larry who was only in front of clients to see how he might help.

Next page- Parts #3 through #6 to make you a better sales professional

Jaime Hernandez
Jaime Hernandez
Jaime “Jim” Hernandez, is president of Strategic Business Communications, Inc. which ranked #4122 in INC magazine’s Fastest Growing Companies in America. He contributes a column about marketing for Latin Business Today. A motivational speaker, marketing consultant and trainer, Jim has worked with more than 30 businesses in the U.S. and abroad. He is a member of the National Advisory Board of MYM, and has been a guest lecturer on sales and marketing at the University of San Diego.

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