Rick Da Silva Says Buyers Can Spot a Sales Pitch Immediately Now

The Erase.com Vice President of Sales explains why online reputation, first impressions, and trust matter more than ever in modern sales.

A few years ago, sales calls looked very different. Today, most customers already know who you are before you ever speak to them. They’ve Googled the company, read reviews, checked social media, and usually compared you against a few competitors already.

According to Rick Da Silva, Vice President of Sales at Erase.com, that shift has completely changed how businesses approach sales conversations.

“People can tell pretty quickly when they’re being pitched,” Da Silva says. “The second something feels too scripted, you can really feel them mentally check out.”

Da Silva says online reputation now plays a much bigger role in sales than many businesses realize because customers often form opinions long before the first conversation even happens.

Instead of relying on pressure tactics, he believes the companies performing best right now are the ones that communicate clearly, respond quickly, and make people feel comfortable from the start.

We spoke with him about skeptical buyers, online reputation, AI, and the sales tactics he thinks no longer work.

What changed in modern sales conversations?

Honestly, buyers changed first. People do way more research now before they ever book a call. A lot of customers already know the basics before we even speak. They’ve looked at reviews, searched the company online, and checked competitors. Sometimes even looked up the people they’re speaking with.

Years ago, sales were more about explaining things and convincing people. Now people are mostly trying to figure out whether the company actually feels trustworthy. 

I also think people have less patience for traditional sales tactics now because if a conversation feels too scripted, buyers notice immediately.

What can companies do before a sales call to increase close rates?

One thing that really helps is consistency. Customers notice when a company feels polished in one place and messy everywhere else. If the ads sound professional but the social media looks abandoned, or the website feels modern but the reviews feel chaotic, people pick up on that disconnect really quickly.

Buyers are constantly looking for little signals that tell them whether a business actually has its act together. A company doesn’t have to look perfect, but everything should feel aligned. People notice that more than businesses realize.

Do you think shorter attention spans have changed sales conversations?

Oh, absolutely. People are busy all the time now. Most customers are answering emails, checking notifications, or doing three other things while they’re on a call. Because of that, conversations have to get to the point a lot faster than they used to.

I think people also have less patience for long explanations now. They want to quickly understand what a company does, how it helps them, and whether it’s something worth paying attention to.

At the same time, customers still want useful information. They just want it communicated clearly. The businesses that usually communicate best are the ones that keep things simple and easy to understand without overwhelming people.

What separates good salespeople from the ones people immediately tune out?

The best salespeople know how to make conversations feel natural. A lot of salespeople still sound like they’re reading from a script, and buyers can feel that immediately. Nobody wants to feel like they’re being pushed toward a decision.

The people who do well are usually the ones who listen carefully, ask thoughtful questions, and know how to talk to people normally. I also think emotional intelligence matters a lot more now than it used to because some customers want detailed explanations while others want quick, direct answers. Being able to read people properly makes a huge difference.

How much does online reputation affect sales conversations today?

A lot more than most businesses realize. The first impression usually happens online before anyone even speaks to a salesperson. If someone searches your company and immediately sees negative reviews, complaints, or inconsistent information, that creates hesitation right away.

At previous jobs, I’ve had calls where customers brought up reviews within the first few minutes. Sometimes one negative review becomes the entire focus of the conversation because people want reassurance before they move forward.

On the other hand, strong reviews make sales conversations much easier because people already feel more comfortable going into the call. People pay attention to all of it now.

Do you think people have become harder to sell to, or just more careful?

I’d say more careful. People take their time now before making decisions. They’re checking reviews, looking through search results, comparing businesses, and trying to figure out whether a company actually feels legitimate.

I think a lot of that comes from how aware people have become of scams and misleading marketing online. Consumers have seen enough bad experiences that they want reassurance before spending money or committing to anything.

Even small things matter more now because slow responses, inconsistent communication, or a bad first impression online can create hesitation really quickly.

What’s one sales tactic you think no longer works today?

Overly aggressive selling probably works less than ever now. A lot of businesses still think that more pressure creates more urgency, but most of the time it just pushes people away.

People can tell when someone is trying too hard to close them. Constant follow-ups, fake urgency, and overly polished scripts feel very outdated now because buyers are much more aware of those tactics.

I actually think people respond better when conversations feel honest and low-pressure. Buyers want to feel like they’re making a smart decision themselves instead of feeling pushed into one.

What do businesses still need humans for, even with AI becoming more common?

I think people are getting tired of communication that feels too automated. Most people can tell when an email feels generic or copied and pasted, and after a while, everything starts sounding the same.

I’ve had, on more than one occasion, people tell me they ignored other companies because the outreach just felt impersonal. Then, once they had a real conversation with someone, they became much more open.

I think AI can definitely help businesses save time. But companies still need that human side of communication. 

People have more options and more information than ever before. At the end of the day, the businesses that feel the most genuine are usually the ones people remember.