The Secret to Sales

When you come right down to it, all any of us have in the selling business is our integrity. That's right, our integrity. However, I wonder how many of us realize the impact we have on our clients and why they buy from us. Think about it. You may have the best magazine in your field and because of that your editorial product is really terrific. You work hard and are always available to your clients and make sure you stay in touch with them. Any sales person worth her salt does all those things.

But there is another element in selling which is overlooked because we are consumed with so many other things which are more evident. That element is integrity. But integrity is composed of a number of things and without them nobody's selling career lasts very long. For instance, when you promise something you always follow up with whatever it is you promised to send the client. Then there are the notes you send to a client to cement a relationship...like remembering their birthday or congratulating them on a promotion or even a note to tell them how much you appreciate their business. People love to be remembered and cherished and clients should always feel you care about them. A piece of paper and pen is all it takes to make someone feel special. Simple stuff really but very important to any meaningful relationship.

There are all sorts of stories about customers being lost because someone began to take a certain account for granted. It shouldn't happen but it does. The signs are obvious like forgetting to say thank for the business or not staying in touch with a phone call or e-mail or in-person call. Every sales person should assume that when you are out of touch with an account, your competitor is taking your place.

The real downer is when a sales person forgets what integrity involves. It begins by always telling the truth to a client. It involves always being there when a client needs you and your counsel. It means never, but never, telling another account about what goes on at another client's shop. It means keeping your mouth shut when you are asked to share another company's secrets with a competitor. It means being loyal to your customer. It means being someone who exudes good character and it involves being a lady or a gentleman.

When you lose your integrity as a sales person, you lose everything. You become a person who cannot be trusted and you become a loser and you eventually have to get out of the business of selling because you have lost the only thing a sales person really must have and that's your integrity.

Treat it with care,

Chuck