Up Market |
| Posted: 18 Aug 2012 09:00 AM PDT
If you're like most people, you probably imagine someone sleazy and dishonest… someone akin to the typical used car salesman. There's no doubt about it: most of us hate to sell. And it's not necessarily our fault—many high schools and colleges discourage a sales career (mine did). And in this day and age, most of us grow up thinking that sales = sleazy. But here’s the hard truth: the moment you decided to start your own business, you instantly became a salesperson. You have to sell in order to stay in business. But the good news is that you don't have to fall into the trap of becoming a slimy salesperson. Because there is a way to sell ethically. So if you want to be able to sleep soundly at night, just follow these steps: Be honest. The very best way to be an ethical salesperson is to be completely, 100% honest about everything to do with your product or service. That includes telling your customers about any limitations about what you're selling. For example, if your product can’t do something, be honest about it. Or if your product is so new you don’t have any testimonials about it yet, say so. Don’t get me wrong, you should always praise your product or service (that is, if you believe in what you're selling—if you don’t, stop selling it!), but pointing out the bad parts of it will gain your customer’s respect (though be prepared to lose a few as well). And never, ever intentionally misrepresent what you’re selling or lie to a customer. Put your buyer’s needs first. Your ultimate goal of selling should always be to help your customer. To offer her a purchase that will make her life better in some small or substantial way. But you always need to think about what’s in your customer’s best interest first. Your income always comes second. So before pushing a sale, ask yourself whether deep down you feel your product or service would really help your customer, or if she’d be better off without it. Then act accordingly. If you remember to always think of your buyer’s needs first, you’ll never become the sleazy salesperson you’ve always feared. Walk away from short-term loss for the sake of long-term gain. You should always be willing to give up a sale or some kind of immediate advantage if you have to stretch the truth or act unethically to get it. For example, it may be tempting to get a quick sale if your customer has misunderstood the specifications or features of your product or service, but unless you want to be a complete sleazeball and lose a customer for life, you’ll correct the customer and tell her the truth. You’ll probably lose the sale in the short term—but you’ll instantly gain the customer’s respect, and in the long run, gain a reputation for your integrity. Persuade (select) customers not to buy. This goes hand in hand with being honest and putting the customer’s needs first: if you don’t believe what you’re selling will be helpful in some way to your customer, don’t sell it to her. The chiropractor I went to when I was living in Portland was a prime example of this philosophy. When I would ask him if I should come back in a week or two, he never, ever pushed the sale. Instead, he'd tell me to see how I felt, and if I needed to, make an appointment… and if I felt fine, then not to bother to come in. The fact is, he could have easily convinced me to schedule a follow up appointment on the spot—but he never did. Of course, in the end, it probably was good for his income, since I still visit him anytime I’m in the area and wholeheartedly recommend him to anyone in the Portland area in need of a chiropractor. By not selling me something when he didn’t believe I needed it, he gained my trust and loyalty—for life. And you can do the same if you follow this simple principle. Just remember… Selling doesn't have to be sleazy, as long as you’re honest and look out for your customer’s best interests. All you need to remember is that ethical selling is about convincing people to spend money on something that can help them… while unethical selling is about convincing people to spend money on something you want them to buy. Image credit: MiiiSH |
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