What comes to mind when you picture a salesperson? Is it the unflattering image of the used car sales rep or a persona where honesty wins? If it’s the former image, you are not alone. This stereotype persists… even among sales professionals. It is, of course, an image we never apply to ourselves as sales professionals, only to other salespeople.
Sales Stereotypes
The stereotype portrays salespeople motivated by self-interest, willing to use dishonest tricks, or to do anything to get the sale. Fortunately, this type of salesperson is a mostly extinct sub-species of the profession.
Although humans are social creatures, we are genetically coded to be cautious with strangers and new situations. In the early stages of the sales process, this instinct produces protective barriers for clients. They will unconsciously review a safety checklist about their buying experience, and ask:
- Do I feel comfortable with the salesperson and sales process?
- Do I like the salesperson?
- Do I feel right about the salesperson and sales environment?
Honesty Wins
At this point, the product or service offering that brought the salesperson and client together in the first place is secondary to the newly forming human relationship. Effective salespeople know this and do not rush the process, because they understand that humans are powerfully compelled to trust others. So, skilled sales professionals connect at the personal and emotional level first by being genuine and demonstrating honesty in their approach. They prioritize developing relationships first, then can focus on the sale second.
The used car sales rep stereotype may try to fake this emotional connection in order to get the quick sale, but this leaves the client feeling used and cheated, even if the product or service was appropriate.
As our participants learn in our Pure Selling program, if you build genuine relationships with clients, you will overcome the dishonesty bias and enable honest discussion of your client’s needs and an honest examination of the solutions you can offer. In the end, everyone wins.
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