Sales Ethics – The Importance of Trust

Always Ask the Right Questions

While shopping this past weekend I was approached by a gentleman named Jim. Simply put, he displayed some of the best sales ethics I’ve seen in quite some time. He quickly identified my needs and walked me through his store’s available options. By asking the right questions, this pro was able to present solutions in the most compelling fashion possible. Jim was thorough, demonstrated concern, and showed a sincere desire to help me in any way possible.

Did I buy from him? No. Did he want me to buy from him? Absolutely not. As a matter of fact, Jim gave me directions to one of his competitors, where I bought exactly what he recommended. That’s right. The last solution he presented wasn’t his. Jim guided me to a product only available at another store.

As I said, Jim was one of the best salespeople I’ve met in quite some time.

You see, it wasn’t that Jim didn’t have a product that met my needs. He did. It wasn’t that he couldn’t sell that product to me. He could have. Jim decided to do the right thing. As a professional salesperson, he felt an obligation to make certain I didn’t buy a product that just met my needs, but one that was best for what I was trying to accomplish. He didn’t offer it. Someone else did.

Sales Ethics 101: Jim understood what other salespeople didn’t.

Most people don’t want to be ‘sold.’ They want to be taught how to buy. They want to know how to make the best decision possible as they evaluate competing solutions.

sales ethics

Sales ethics isn’t about winning sales, it’s about customer service.

If they find a buyer who has a need for a product they carry and the means to buy it, they have a qualified prospect. From that point forward, their drive is to ‘sell’ even if they know someone else has a product that better meets the buyer’s requirements.

Short term, that may put some cash in the seller’s pocket. Longer-term, it hurts both the seller and buyer. The truth is, the buyer eventually finds out they could have bought something better and harbors resentment and animosity toward the person who ‘sold’ him. How does this affect the seller? Well, whom do you think the buyer will return to for future purchases? Who will they recommend to others? That’s right. It will be the salesperson that guided them to the best solution. And that leads us back to Jim.

You can be certain that when I want to be taught how to buy the types of products Jim’s store sells, I will return to him. If he has what is best, I will buy from him. If not, I know he will guide me to the right place. He gained my trust. I know when I engage with Jim, he will have my best interests in mind. When others ask who to talk to regarding these products, Jim will be at the top of the list.

Jim thinks of the buyer first. Always. That’s why he’s the best salesperson I’ve met in quite some time. I’ll be back, my friend.

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