Integrity-Driven Sales
russ broomell
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When it comes to B2B sales, trust is essential. Potential customers need to trust that you are being honest with them, that you have their best interests at heart, and that you will be fair in your dealings. This trust allows a relationship of mutual respect to develop between buyer and seller.
Gone are the days of the smooth-talking salesperson saying anything to win the deal. Buyers are savvier than ever, and a B2B buyer rarely makes a purchasing decision in isolation. Even sole proprietors will talk to their business network before signing a contract, so building a reputation for integrity and trustworthiness is critical.
That's where integrity-driven sales come in. When your sales process is driven by integrity you create an environment of trust in which buyers feel comfortable doing business with you. When you operate with integrity, every interaction becomes an opportunity to build credibility.
Remember, you can't fake it – if you try to be something you're not, your customers will see through it. You may think you've fooled them, but your sales pipeline will show you the truth. Delays in the sales process, demands for price concessions, and drawn-out contract negotiations are all signs that your customer doubts your integrity, and wants to protect themselves.
In an integrity-driven sale, you only want to close the sale if it's the best thing for both your company and your customer. This means that you won't try to pressure a customer into making a decision, and you'll be willing to walk away from a deal that's not in everyone's best interests.
When it comes to sales, integrity is key. By following an integrity-driven sales process, you create an environment of trust in which buyers feel comfortable doing business with you. As a result, you'll close more deals – and feel good about the ones you do.
Doing business the right way has never been more important. If you're looking to build a sales process that's based on candor, transparency, and honesty, then the integrity-driven sales process is right for you.
Built on Solid Foundations
Honesty is a foundation of integrity-driven selling. When you can demonstrate that you always act truthfully, buyers know they can count on you and what you say. They will expect you to do what you say in all your dealings. Over time, conducting yourself with complete honesty builds solid credibility, which is essential for establishing a successful long-term sales relationship.
Candor is another essential part of the integrity-driven sale. When buyers and sellers can have an open, honest conversation, they can build a stronger relationship based on mutual understanding. This transparency allows both parties to make informed decisions, and it also helps reduce the chances of misunderstandings or conflicts later on.
Transparency is critical to the integrity-driven sale. Buyers need to know that they can trust you to be open and honest with them about your products, your services, and your business. When buyers experience “what you see is what you get” with you, they are more likely to feel that you are trustworthy. Transparency goes a long way to building credibility with potential customers.
The integrity-driven sales process is about the long game. People buy from people they trust, created by integrity over time. It is never a transaction. It is not a technique. It is not a set of talking points. When you focus on honesty, candor, and transparency, you create a foundation of trust that will last long after the initial sale.
I’ll repeat it ... you create trust by showing integrity over time.
Creating trust-based relationships with your customers and establishing a reputation for being an integrity-driven seller is essential. To do so, you need to be honest, transparent, and candid in all your dealings. Then, do what you say and deliver on your promises. Only by acting with integrity can you hope to build the trust that is essential for successful long-term, large-ticket sales.
Prospecting
Integrity-driven sales start with integrity-driven prospecting. For some sellers, reaching out to new prospects involves shading the truth or setting unreasonable expectations. After all, getting a new prospect to talk to you is hard, and many people feel that “stretching” the truth is OK. The end justifies the means, right?
For example, “we saved XYZ company 50%” may sound like a solid sales pitch. But is XYZ an outlier? If your average customer realizes a savings of 20% by using your product, you’re treading on dangerous ground. “We have 4.8 out of 5 stars on this review website” would not sound so good if you filled in the truth, “because we give an incentive to our managers to get our happiest customers to write reviews? on that site.”
The integrity-based seller will say “no.” The integrity-driven process mandates that we can’t make promises unless we know for sure that we can deliver on them. That means that prospecting needs to be almost exclusively about the customer.
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Candor in the Sales Process
Integrity-driven sales involve a candid conversation between buyer and seller. This openness allows both parties to understand each other better, and it also helps to build trust. When buyers and sellers can openly share their thoughts and (more importantly) feelings, they can develop a deeper understanding of each other’s needs and desires.
One of the most important things to remember when engaging in candor is to avoid making assumptions. The best way to avoid making assumptions is always to ask clarifying questions. Making this practice a habit will help ensure that you are on the same page as your buyer, and it will also help build trust.
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When engaging in candor, another vital thing to remember is to avoid being defensive. It can be easy to get defensive when you feel like someone is calling your integrity into question, but it’s important to remember that buyers are just trying to understand you and your product better. If you can have a conversation where you are both open and honest, you will build trust on both sides.
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Transparency in the Sales Process
Integrity-driven sales also require transparency from both parties. This transparency helps build trust and allows buyers to make informed decisions. When sellers are transparent about their product, process, and pricing, buyers can trust that they are getting what they expect.
On the other hand, buyers can be misled when sellers are not transparent. This lack of transparency can damage trust and disrupt the sales process.
It’s important to remember that transparency doesn’t just mean being honest about your product. It also means being honest about your process and your pricing. If you’re not upfront about doing business, buyers will hesitate to trust you.
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Honesty in the Sales Process
The most important part of the integrity-driven sales process is honesty. It’s important to remember that this is not just about following the rules; it means being ethical in all aspects of your business, including everything from your prospecting efforts to your interactions with buyers to your contracting process.
Behaving honestly in all things builds trust between you and your buyers. It allows buyers to trust that they are making a wise decision by doing business with you.
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Integrity-driven sales are essential because they build trust between buyers and sellers. When both parties operate with integrity, it allows for a more open, honest, and productive conversation. This type of conversation can help to create profitable long-term partnerships.
The integrity-driven sales process is essential because it builds trust between buyers and sellers. When both parties operate with honesty, candor, and transparency in all aspects of their business, they can create a more open dialogue that will lead to long-term partnerships. These types of relationships are the foundation for any flourishing business!??
What do you think? Comments? Questions? I’d love to hear from you. :)
Overcome sales objections, ghosting, prospecting challenges and generate more sales. Personalised 1:1 Sales & LinkedIn coaching. Group Training also available. 30 years international selling experience.
2 年Well said, Russ. Honesty is also doing right by the client - and guiding them in the right direction if other people can serve them better.
Co-Founder and CEO of Aykan | Empowering Organizations with AI | AI Advisory Services | Microsoft Copilot for Office 365 Setup | Custom Copilot Development | Digital Transformation
2 年Honesty is the key to success. Thank you Russ for this wonderful article.
Wrangler of GREAT Brands | RevGen | Partnerships & Co-Selling
2 年I think there is a combination, and tonality, style, and verbiage are certainly parts of that. Truly having others best interest at heart is key to building a relationship with integrity, but that's only part of it. "...building a reputation for trustworthiness is critical" - A+++ fantastic line!