The other day I sat down to lunch with a sales guy at a local marketing consultancy. We got on the subject of sales and he told me a story about his last sales job. Every day his boss would walk into the office and ask him the same question, "What do we sell?" The answer he was looking for, and demanded, was "confidence".
If you can't sell confidence in your products and services nobody is buying. We don't give our hard earned money to people or businesses we don't trust. We don't buy cars that explode at random (anymore). We don't buy copiers that jam 75% of the time.
If you're selling something you don't believe in 100%, find another job. Seriously. You might be the slickest salesperson in the world, but people have subconscious BS detectors.
When I talk about what I do, or what my clients do, or give a referral - I speak with an enthusiastic conviction. How can I do that? I over-deliver on my promises. I don't take on clients that don't deliver on their promises. I don't refer people to businesses that don't deliver on their promises. I work towards 100% congruence and integrity in my business life. People who know me know I will never steer them wrong.
This is how you MUST do business. Do not underestimate the power of your word, hard-earned trust, and how quickly trust can be lost. My employees know that lying to a client means they will be fired. I've never had to do this, but it's an expectation at my office that our word is our bond.
Restaurants can lose a long-time customer after just 1 bad meal. Doctors can lose patients with poor bedside manner or an insensitive attitude. Newspapers can lose readers when a writer's ethics are impugned.
You sell confidence, you begin by always telling the truth. You build confidence by being 100% congruent, meaning your actions, attitudes, and words match. You maintain confidence by always delivering on your promises.
J D Moore - Marketing Comet