Credibility in Selling

“If our goal is to sell more, we must be valued more and considered as credible, so that when we advance ideas, buyers really listen to us.”

Stop Acting Like a Seller and Start Thinking Like a Buyer: Improve Sales Effectiveness by Helping Customers Buy by Jerry Acuff

There is nothing wrong with wanting to make a sale. There is nothing wrong with focusing on making the sale. The question is, what ‘sale’ should we focus on first?

Wrong product

If you focus on selling your product (or service), you may be headed for no sale. According to Jerry Acuff and many other sales experts, we must be valued and seen as credible before people will listen to us. This is because clients don’t believe what salespeople say, at least in the early stages of the relationship.

Sales trainer, Tom Hopkins, taught me this lesson very early in my sales career: “Whatever you say they doubt. Whatever they say is true”. Tom explained that clients doubt everything salespeople say, because they believe that salespeople can lie to make a sale.

This supports Jerry Acuff’s assertion that before we attempt to sell a product or service, we must be valued and seen as credible. In other words, THIS IS THE FIRST SALE WE MUST MAKE. We must sell ourselves, to the point where we are seen as a valuable and credible resource.

Credibility

In order to be valued, you must give information that the clients value. In order to be seen as credible, you must support what you say with evidence and be willing to present your offering with total truth, omitting nothing that is important to clients’ decision-making process.

Perfection

Many salespeople worry about telling the whole truth. They worry that clients won’t buy if the salesperson reveals a shortcoming in the product or service.

First of all, if the information is sufficient to stop the client from buying, then it is only right that the client be told. But most often, the truth, when told tactfully, does not end a sale. In fact, it can do just the opposite – the truth can cause a sale to occur.

Clients rarely expect any product or service to be perfect. But they want to know just where the product or service may fall short. Sometimes the shortcoming can be a deal breaker, and if it is, so be it. Would you sacrifice your integrity for short term gain? That is indeed a high price to pay.

Since perfection is not expected, telling a client the whole truth about your product cements in client’s mind that you are a person of integrity, that you are credible, and the information you give makes you a valuable resource to them. They trust you.

Values

No decent employer would expect you to lie or distort the truth in order to make a sale. No decent person would compromise their values to make a sale.

Put the client first, ask questions to find out what is important to the client, and truthfully present your product or service, showing where it will do what they want and where it falls short, and you can always take pride in the fact that you sell with integrity.

Truth is not an option. Credibility is not an option. For the professional salesperson, one who is in this career for the long haul, credibility, integrity and honour are non-negotiables.

Gary Pittard
Recent Articles

Where Are You Taking Your Company

As the owner of a real estate business, you are its leader. Real estate agency profit consultant, Gary Pittard, suggests that, as the leader, you sh...

Wealthy and Well Adjusted

An interview of William Danko, co-author of Richer Than a Millionaire with Richard Van Ness, will be released this month on Pittard's streami...

That Elusive Thing Called Motivation

Real estate agency profit consultant, Gary Pittard, warns real estate salespeople that they must be sure to learn the REAL reason why property selle...

Numbers and Ratios: A Glimpse of the Future

It doesn't take a genius to figure out when a salesperson is in a performance slump, although many leaders don't appear to notice until the salesperso...

Sack Your Dilberts

While the cartoon series, Dilbert, might be funny, real estate agency profit consultant, Gary Pittard, says that in real life, Dilberts can be anyth...

The Committee in Your Head

You cannot watch, listen to, or read the news for long without being bombarded with bad news, gloomy forecasts and general negativity. Bad news sells....

A Profound Connection

To succeed, says real estate agency profit consultant, Gary Pittard, we must be masters of our chosen fields. He quotes author ...

Essential Actions

If you want to get your new sales recruits off to a flying start, first teach them the essential actions - those neces...

The Right Amount Of Pressure

There is a difference between threatening team members with dismissal for poor performance and applying positive pressure to perform. In this short ...

Hold Yourself Accountable

In an age where people can be quick to assert their rights but slow to live up to their responsibilities, we at Pittard advise our leaders to hold the...

Study For Understanding

Every time clients ask salespeople a question, they are trying to answer the big question they have in their minds, which is, "Why should I list wit...

Activity

Take a minute and look around your agency. Everybody looks busy, don't they? But are you making money? Are they making money? If you're not carefu...

Want to reach your profit potential? Contact us now.

Pittard


Suite 71, Level 4
330 Wattle Street

Ultimo NSW 2007
Australia


Mailing Address
PO Box 2045
Strawberry Hills NSW 2012


: (02) 8217 8500
Fax: (02) 9281 4198
AUS Free call: 1800 663 600
NZ Free call: 0800 448 065
International: +61 2 8217 8500

: info@pittard.com.au

Contact Us