Be Sincere or Find Another Career
It should go without saying that you must come across with sincerity. And if you don’t you’re in for a difficult time. I think being sincere is the easiest part of selling. It’s simply a matter of caring about your customer and believing in what you sell. If you don’t feel this way, my advice to you is to seek other employment or find a product to sell that you believe in. Sincerity is the key to loyalty.
It’s imperative that sincerity be honest. Don’t ever think about lying because once you lie, you’ve lost all credibility. And as far as I’m concerned, you’re through. As an automotive motivational speaker I try to influence and inspire people to achieve success in their professional and personal lives. The lessons and examples I speak about in my seminars come from experience. If I wasn’t honest and sincere during my sales presentations my credibility would be lost and my ability to help and educate people would disappear.
There’s more to being sincere than just being honest. Even honest people can be guilty of false flattery. And while it’s fine to compliment people, undue praise will backfire because your customer will see right through you. Your prospect’s time is valuable, and he’s not interested in phony compliments. He wants to get down to business and find out what you can do for him. Another thing to never do is to make promises that you can’t keep. If it takes three months for your computer systems to be installed, don’t say the company will do it in four weeks just to make the sale. Unkept promises will come back to haunt you later on. Be up-front with your customers, otherwise those broken promises will kill your chances of generating repeat business and referrals.
I also believe that you must give every prospect your complete and undivided attention during a sales presentation. When you’re talking to a client but not giving them your complete, undivided attention, he is thinking: “Who does this guy think he is? I don’t care what he’s selling, I don’t want it”. Remember that you don’t just communicate verbally, but through your eyes, facial expressions, and body language. You must be totally sincere, and if you’re not, he’ll know it by your nonverbal communication.
It’s also important to realize that sincere people aren’t greedy. Don’t make such a profitable deal for yourself that your prospect won’t want to do business with you again. All it takes to ruin your promising reputation is for one person to feel cheated. That person will tell another, who will tell another. Believe me, word gets around. You give one person a good deal, and the effects will snowball quickly. And your wallet and reputation will expand accordingly. I wasn’t out to sell him one car. I was after long-term, repeat business. A business deal is only a good deal when both parties feel it is.