Confessions of a Closet Redneck

Published by Christy Reed on

Confessions of a Closet Redneck

Gideon Honeycutt

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In an industry that sells warmth—literally in the form of fireplaces and figuratively in the comfort of a well-tended home—you’d think authenticity would be our native language. We are merchants of coziness, purveyors of the family hearth. Yet, for so many of us—especially on the sales side of the business—we show up speaking a foreign tongue. We adopt personas we believe are expected of us, meticulously crafting a facade of success. We play a part that is not ours, and in that process, we sacrifice the very thing that makes us unique and (ultimately) effective. We trade genuine connections for polished images, then wonder why we can’t truly connect with our customers. The hard-won secret to making those genuine connections, the key I had to forge for myself, is simply and profoundly to be ourselves.

We trade genuine connections for polished images, then wonder why we can’t truly connect with our customers.

I fell head-first into this trap when I started my career as a sales rep. I had a very specific—and very wrong—idea of what success looked like. In my mind, the quintessential sales professional was a caricature of wealth and status. He drove a six-figure BMW, sported a five-figure watch on his wrist, and dressed in that vaguely expensive “business casual” that signaled he didn’t have to get his hands dirty. This mythical rep would glide into a dealership once a quarter, offer a firm, meaningless handshake, and deliver the profound insight that sales should be higher. You probably already have a rep just like that, and you likely feel the same way about that person as I eventually learned to.

Not having the desire to bankrupt myself in pursuit of this hollow image, I took a “dumbed down” approach to the same flawed concept. My version of the uniform involved spending more than I should have on a pair of sleek, uncomfortable dress shoes that pinched my toes with every step. I consciously worked on dropping my Southern accent, terrified that the gentle drawl of my Western North Carolina upbringing would make me sound too “regional” or, heaven forbid, uneducated. I’d stand in front of the mirror in the morning, piecing together some ridiculous-looking outfit I thought would make me appear more “relatable” to a broad demographic, all while feeling like an imposter in my own skin.

I’d stand in front of the mirror in the morning, piecing together some ridiculous-looking outfit I thought would make me appear more “relatable” to a broad demographic, all while feeling like an imposter in my own skin.

That first year was a masterclass in misery. I’d drive around all day, my legs numb in jeans that were far too tight, my feet aching in those stupid shoes, and a collared shirt tucked in so securely it felt like a straitjacket. On my wrist, I wore some oversized, gaudy watch that didn’t scream “success,” but rather “I have no sense of fashion.” Then, after a full day of this performance, I’d get home, take off my costume, and finally exhale. I’d change into my “normal” attire: a faded T-shirt and comfortable jeans. I’d eat a peanut butter sandwich over the sink and decompress by shooting empty Mountain Dew bottles off the back porch railing with a suppressed .22 (because the .45-70 would wake the neighbors). Simply put, I was being fake. The fella I was from 9 to 5 was a fabrication; the real me only came out after hours. I wasn’t authentic.

So, here’s my confession: I would rather eat a double quarter-pounder with cheese at McDonald’s than a steak at Morton’s, and as a traveling rep, I am in fact a frequent consumer of McDonald’s. I would rather wear a pair of rugged, dependable Wranglers than a pair of designer Brunello Cucinelli’s that cost more than my monthly car payment. Wranglers are tough; I can climb into a dusty fireplace to inspect a damper or get down on my knees on a concrete floor to adjust the manifold pressure of a fireplace without worrying about getting soot on an expensive pair of jeans.

Even if I could afford a Rolex, I’d choose my Casio G-Shock every single time. Why? Because I can bang it around under a fireplace, smack it against a brick hearth, and not spend the rest of the day worrying that I cracked a crystal or damaged a delicate automatic movement. It tells time, it’s tough as nails, and it costs less than dinner at one of those fancy restaurants I’m supposed to like. A simple $6 T-shirt from Walmart is fine by me—and for the record, I still don’t like shirts with collars.

The turning point wasn’t a single moment, but a slow realization that my act was failing. I was exhausted from the effort. The real change began when, during a visit with a dealer in a rural area, my carefully constructed facade slipped. We were talking about a new product line, and I accidentally let my accent slip out while telling a story about a fishing trip. I saw a flicker of recognition in his eyes. The conversation shifted. We spent ten minutes talking about the best bait for smallmouth bass before seamlessly transitioning back to business. I left that meeting not with a massive order, but with a relationship that felt solid and real. It was a lightbulb moment. My “weakness” was actually a bridge.

It was a lightbulb moment. My “weakness” was actually a bridge.

So now, when I visit a dealer, I no longer prioritize what I think will make me look respectable

Instead, I focus on just being myself—and in doing so, I have become relatable. 

I show up as me. I suppose that could be off-putting to some, but that’s an article for another day.

At this point, you are probably thinking, What in the heck is this article? I listen to this podcast to get information that can help my business, not to listen to this Western North Carolina redneck complain about clothes. But hear me out—because this isn’t just about clothes and restaurants. It’s about how we present ourselves in business, especially in sales. People can smell inauthenticity a mile away. It’s a primal instinct. We’re wired to detect when something is “off,” and a sales pitch delivered by a walking, talking costume is a five-alarm fire for our trust sensors. You might close a deal with polish, but you build loyalty with realness.

I have learned that being myself—unapologetically—is the fastest way to build trust and connect with people. Dealers. Customers. Partners. Everyone. My point isn’t that you should adopt my personality or style; it’s actually quite the opposite. If you’re a “suit and tie” guy and that’s genuinely who you are, then rock it. If you’re a fine dining and wine kind of person, then embrace it with passion. The goal is not to subscribe to a particular persona—least of all mine—but to subscribe to your own.

There’s nothing wrong with a little polish, with being prepared and professional. But that polish should be a thin veneer over your true self, not a thick layer of paint hiding it. People are most comfortable when they’re in their own skin, and they’re most comfortable when they’re around authentic folks who are just being themselves. In those moments of genuine connection, a foundation of trust is built. And trust is the bedrock of any lasting business relationship.

Keep in mind, there’s only one of you in the entire world. Customers have likely been to other hearth stores, seen other fireplaces, met with other salespeople, and gotten other prices. But they’ve only met one of you. 

And that isn’t a weakness to be sanded down or covered up. 

It’s your single greatest strength. 

In an industry dedicated to selling warmth, the most valuable thing you can offer is your own.

In an industry dedicated to selling warmth, the most valuable thing you can offer is your own.

Gideon Honeycutt

Gideon Honeycutt is a sales rep for Valor and Blaze King in the Southeast and Mid-Atlantic parts of the U.S.

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