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.

Having never sold anything is not a liability.

Being someone that people can trust, who listens, is the way to success in sales especially when you are just starting.

Be willing to lose the sale before you ever make the smallest breach of trust or lie by omission.

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

Have you read Go for No! yet? Pick it up at our store here or on Amazon if you prefer. If you like audiobooks, you can find all of our books including Go for No!