Throughout my sales career, I am always reflecting on what sales have taught me, not only as a salesman but as a person. Being successful meant a great deal, generating business for the company, establishing a positive reputation in the marketplace, garnering referrals and testimonials, building a network, and creating a path for business moving forward. All of this ensures continuation in business and our professional careers. In addition to all these positives, sales taught me how to act and live my life. Let me share with you some of what I have learned.
RESPECT
If your prospects respect you, there is a chance, not a guarantee, but a chance they buy and become customers. If your prospects do not respect you, there is no chance they will ever become a customer. Respect is powerful for both parties. Respect is earned, never guaranteed, and should never be expected. To earn respect, we must give respect. Throughout the sales cycle, we are building respect with the prospect constantly. The salesman doesn’t just sell (which he enjoys) but he builds respect along the way from his prospect and for the product. In my life, I am always looking to earn respect from others and do so by giving respect to them.
TRUST AND CONFIDENCE
No sale has ever been made without trust and confidence. No one will buy from someone they do not trust. People buy because they strongly believe that what they buy is of benefit and is a solution for them. Developing trust and confidence with the prospect creates this belief. Similar to “Respect,” trust and confidence have to be earned. I make every effort to develop trust and confidence with my family and in everyone around me. If the trust and confidence are not there, it is certain that they will not be around me for long.
HONESTY
Throughout history, many salespeople have been stereotyped with a lack of honesty. Rightly or wrongly, this has been a stigma for many, perhaps brought on by their aggressive style, aggressive action, lack of empathy, and do-what-it-takes attitude to get a sale. Successful salespeople promote their products with honesty and overwhelming enthusiasm because they believe in what they sell. Successful salespeople know very well that honesty creates repeat business and loyal customers. Honesty drives our lives and should always be a priority. Without honesty, our lives would be in constant peril and chaos.
Customers know when honesty is lacking. There are seldom questions about dishonesty, because everyone knows when you are dishonest. They don’t need to ask. This is the same for everyone around you.
TRUTH
Being truthful has never lost a sale. While deceiving a customer by not being truthful may produce a sale, it most probably will be the last sale ever to this customer. It is easier to promote a product truthfully because truth can be supported with facts. Promoting an untruth means having to manufacture facts. Being truthful in life and to the people around you makes your life meaningful and respectable.
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