The Art of Being Real: How Authenticity Shapes Business Relationships

Let’s be honest: in business, we've all encountered that person. You know, the one who sounds like they swallowed a corporate jargon dictionary. They’re a “synergy”-loving, “low-hanging fruit”-chasing, “let’s circle back”-saying machine. But when the words stop flowing, you're left thinking: “Wait... who are you, really?”

This is where authenticity steps up to the plate and into the spotlight. In the sales world, particularly B2B, authenticity is more than just a feel-good buzzword. It’s the magic that turns transactional relationships into long-lasting partnerships, and all it takes is the courage to be yourself.

So, what is authenticity in a relationship?

In its simplest form, authenticity is the alignment of your actions with who you really are. It's not pretending to be someone else or saying things just to please others. Authenticity is showing up as yourself—flaws, quirks, and all—because let's face it, no one wants to build a long-term relationship with a fa?ade.

Think about your personal relationships. Whether it’s with a best friend or a significant other, you probably value that person because they’re real with you. They don’t try to be someone else, and neither do you. You both know who you’re dealing with, and that creates trust.

Now, apply that same principle to business. Authenticity in a B2B relationship isn’t just about being polite or professional; it's about being genuine. It’s letting your customers and clients know who they’re dealing with, what your values are, and where you stand. It’s not about “fake it ‘til you make it”—it’s about making it by being you.

How do you know when authenticity exists?

In personal relationships, you know authenticity exists when you can have those “real talk” conversations—the ones that get a little uncomfortable but ultimately bring you closer. It's the same in business. When authenticity is in the room, you’re not just exchanging pleasantries and talking shop. You’re having honest conversations, setting real expectations, and sharing true perspectives.

When both parties feel comfortable enough to drop the pretense and communicate openly, authenticity is in play. You can feel it in the air when the conversation shifts from “What do I need to sell?” to “How can we work together to solve this problem?”

What obstacles get in the way of being authentic?

Here’s the kicker: being authentic isn’t always easy, especially in sales. Let’s face it, in B2B sales, there’s pressure. Pressure to hit targets, pressure to say the right thing, and pressure to close the deal. And when the pressure is on, we may default to autopilot, throwing out well-rehearsed lines we think others want to hear.

Another obstacle? The fear of rejection. If we show up as ourselves, the client might not like us. So, we put on a professional mask—one that says, “I’ve got it all together” when, behind the scenes, we’re just hoping our Wi-Fi doesn’t cut out mid-pitch.

But here’s the truth: people can smell inauthenticity from a mile away. The moment you try to be someone you’re not, the trust factor starts slipping. In the long run, being real is far more sustainable than trying to be perfect.

How does authenticity contribute to building trust?

Trust in business relationships is currency, and authenticity is the vault that protects it. When you’re authentic, you’re consistent, and consistency builds trust. Clients know what to expect from you because there’s no guessing game. You said you’d follow through, and you did. You said you’d be upfront about challenges, and you were. That kind of transparency is invaluable, especially in sales, where trust often makes or breaks the deal.

Authenticity builds a foundation where trust can grow because you know the person in front of you is the same no matter who’s watching. Trust can then flourish, leading to deeper, more meaningful business relationships. And when both parties trust each other, it’s not just about sealing one deal—it’s about building a partnership that lasts.

Bringing authenticity into B2B sales

If you’re a B2B sales professional, being authentic should always be your goal. Why? Because buyers aren’t just purchasing a product or service—they’re buying you. They’re buying into the relationship, into the idea that you’ll be there for them when they need it most. And that level of trust doesn’t come from a snappy elevator pitch; it comes from showing up as the real deal.

Instead of leading with “What can I sell you today?”, try starting with “What are you struggling with right now?” When you’re authentic in your approach, the conversation shifts from “What’s in it for me?” to “How can we create value together?” That’s the kind of relationship that lasts.

In a world full of sales scripts, email templates, and perfectly polished LinkedIn profiles, authenticity stands out. So, whether you’re closing a deal, managing a partnership, or simply meeting a new prospect, remember: people want to do business with people, not personas.

So go ahead—be real, be human, be you! Because that’s where the magic of long-term, meaningful relationships begins.

Good Luck, and Good Selling!

Optimé International we work with sales organizations, helping them achieve and exceed performance goals now and in the future. If would like to learn more about our passion for the sales profession and making a difference on behalf of our clients we'd love to chat with you, maybe over a coffee, virtual or IRL! Click here: Connect with Optimé for a coffee!