Salespeople Lie

As a generalization, when approached by or meeting with salespeople, most consumers encounter elevated anxiety levels.  Unfortunate events, particularly in commoditized industries, have accustomed buyers to an unconscious belief that salespeople lie and deceive just to acquire a sale.  Truth be told, because of this notion there is probably more reason to be conscientious when purchasing than not. Whether it’s an inability in fulfillment, pseudo service guarantees, or illusive pricing, we have given customers valid reasons to discern deceit.  Although these occurrences may be magnified relative to all transactional relationships, they absolutely weigh more than pleasurable purchasing experiences.  Market research says that, on average, 30% of all customers are dissatisfied and 90% of the unhappy usually don’t leave that supplier.

As a salesperson, many times I have to overcome adversarial perceptions for people who have never met me, had no interaction with my product, and know that they have a problem to be solved.  I find myself having to confront credibility issues even with overwhelming evidence of ability.  We all, as consumers, have come across questionable sales tactics that leave us suspicious of sales professionals.  Poor service and shady activity cost consumers more than monetary exchanges, there is an emotional expense exhausted as well.  Our profession has duped, defrauded, and misled so frequently for so long that the contrary has become sparse at best.

The beauty in this lie is that there is an ‘eBack9’; An opportunity to be better, to make that turn and clearly differentiate ourselves from our competitors.  Because most are complaining of the uphill adversarial challenge and unable to see past it, exceeding expectations becomes that much easier.  The bar has been set so low that, those who marginally care become the favored choice.  What is the cost of losing a customer and more importantly, what’s the benefit of gaining one?  A few principles that we must incorporate into our daily practices are:

• Identify a ‘problem’- True desire to address a need and decide
• Understand decision criteria- For all involved
• Teach- You are the expert, deposit new information
• Make ‘No’ an option-  An evident opt out opportunity
• Mutual clarification of expectations- Define success/satisfaction
• Assure Fulfillment- Do what you say you are going to do
• Service- Follow-Up

These principles not only increases the probability of a satisfied customer, they open the door of opportunity.  We now have earned the right to converse about other products/services and ask for referrals, which pleased purchasers are happy to provide.  Target the right prospects, own the intellect, and execute with responsible humility.  Don’t LIE, Great Selling!

www.eback9.com | www.rudyjamison.com | rudyjamison@eback9.com