The challenge in sales is that there is a “stigma” about selling in the minds of both salespeople and customers. Customers have been conditioned not to trust salespeople. Salespeople often feel bad, guilty, or ashamed for being a part of a “negative” profession.
  1. Customers have been conditioned not to trust salespeople.
  2. Salespeople often feel bad, guilty, or ashamed for being a part of a “negative” profession.

Think about going to the see doctor. When they come into the exam room do automatically assume he/she will lie to you? Are you skeptical of what they tell you?

Not usually.

In sales, it’s the opposite. Most customers go into an interaction with a salesperson incredibly skeptical.

So, unlike doctors where trust is given automatically, in sales we have to earn it.

Einstein said, “Whoever is careless with the truth in small matters cannot be trusted in important affairs.” So, the smallest breach of trust is an issue.

How do you create reliability and trustworthiness?

  • Be honest at all times.
  • Don’t make promises you can’t keep.
  • Do what you say you are going to do.
  • Listen more than you speak.
  • If you don’t know something, say you don’t know but that you will find out.

Being someone that people can trust, and who listens, is the way to success in sales especially when you are just starting out. Having never sold anything is not a liability.

If you can’t fulfill something, be honest. Your customer will LOVE YOU for it. They will trust that everything else you say if you are willing to tell the truth when it’s not to your advantage.

Be willing to lose the sale before you ever make the smallest breach of trust or lie by omission. That’s how you will win sales, win customers, and win referrals.

Comments? Please let me know your thoughts. And if you liked this post, please share! – AW

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