Now you're worried, right? What is it I'm trying to fool you with. How much is it going to cost you? How bad are you going to feel when whatever it is turns out to be a pig in poke?
In our culture sales people have a special place in the public's perception, alongside lawyers, doctors, bankers, mortgage brokers, politicians and journalists. Trusting any of them is like playing Russian Roulette with a fully loaded pistol. You just know they're only interested in taking money out of your pocket and putting it in theirs.
Mostly, the law is on their side. There's even a basic principle known as Caveat Emptor - Let The Buyer Beware. When a smart talking salesman persuades you to buy some very cheap (and slightly damp) land in Florida, and it turns out to be home to crocodiles and snakes, its your fault. Caveat Emptor you dummy.
Well that's generally the way people view sales reps. They would say that, wouldn't they!
Perversely there's an opportunity here sales professionals can grab, once they understand.
People interested in buying stuff hate being sold to.
On the other hand, they just love being advised and informed, by a specialist who knows more about the product or service than they do. Buyers can't get enough free advice, special insight, the inside track, the lowdown.
And that's where the opportunity is, for sales professionals.
The professional never misleads customers.
The sales consultant buyers want gives them the whole nine yards - the good, the bad, the ugly, the benefits, the risks and the trade off's.
Customers know there is no Nirvana. Nothing is perfect. They simply want the least bad.
Sales professionals who tell the way it is, and inform customers of the downside to expect, rise above the crowd. When they can help manage that risk they move up to a new level. They become trusted advisers, and trusted advisers become best friends.
When you're selling, this is your dilemma.
Will you use this concept to fool customers? You could, of course. You'll win the deal, if you can pull off the deceit.
Or will you be honest?
Simply not misleading buyers, when you can, is the mark of the true sales professional.
Ultimately, integrity is the sales professionals only asset.
|Image by Gerard Stolk vers la Chandeleur via Flickr|