Integrity; The Best Sales Tool

I find myself lamenting the loss of integrity in our daily lives. I am not even certain whether its importance can be measured. I am certain though that it may be the most effective sales tool in any sales person’s arsenal.

Sure, we can be taught various sales methods that can convert a prospect to a client, but is there a trick any better than transparency; telling the truth? The double-edged sword is that we are using tricks and methods that we were taught to “make a sale” but the biggest challenge for any sales trainer is how to change a salesman’s behavior. The paradox amuses me.

Can we just try telling the truth to each other and let the chips fall where they may? Present your best case for what you and your company have to offer and then tell the prospect that you think you’re right for the job if you really are. If you’re not, don’t be afraid to tell him or her that either. I have a feeling that it might even filter down to our kids, family and maybe even our culture.

I know it’s a fantasy and I also know that you would need to have the courage to try it but if you’re making twenty calls a day, maybe on one you just might leave a voicemail that says something like: “Hi John! I am paid to make so many calls a day and you happen to be on my list to make my quota for today. So first, thank you for having a working phone number. I apologize in advance if I’m bugging you, but just in case you might need a solution to your ever-shrinking margins and you want to hear if I might have a solution, please give me a call. At least you know I won’t lie to you.”

I am working with a client now where I started out writing a long wordy proposal that he did accept (God love him) but he never said that it was based on the proposal I wrote. I chose my words carefully and edited the proposal for more than two hours. Had my wife and partner read it and proof it and then made their suggested changes.

What a waste of two hours. Why didn’t I just tell him here’s what I propose and in my experience, this works and by the way, what I am proposing right now for your new marketing campaign is not really what I am practicing myself.

When he hired us, here is what he wrote and I quote: “I'd like to move forward with you guys' versus some of our other options. I don't want to work with a big firm - I want to work with small, scrappy, energetic, responsive people - which you guys have indicated you are.” So, what did he get from our phone conversation? Just what he said and I didn’t tell you that he told me that he’d had a terrible experience with another digital agency and he wanted to know if we could give him a way for us to have skin in the game.

Skin in the game? What was I supposed to do; pay for his advertising? Well, I told him the truth. I said I’m open to any suggestions and if I was going to put some of my money into the process, what did I get in return? He answered with giving us the job.

Now I’m ready for the comments I might get to my suggestion but I never thought about it strategically. I never had anyone read or proof my answer. I just said; what the hell! Tell the guy the truth. I’m too old to play the game anymore and if the deal starts on mutual respect, it has a chance. If you gamed the guy into a deal, you are always on the defensive and know in your heart that you worked the guy. Where is that going to take you?

I know what I wrote isn’t realistic for sales professionals but I’m willing to send you a shiny new dime if you give it a try a few times. I think you might be surprised. Integrity is in such short supply nowadays that it may sound so ground breaking, you might get the deal.