I recently had a terrible experience with a salesperson who was far more interested in pushing his own agenda than actually trying to help me. He didn’t know his product, was a terrible listener, was manipulative and had no business calling himself a sales professional.
Think about an experience you’ve had with a bad salesperson. If I asked you to describe them in one word, what might you say?
In stark contrast to that experience, I recently went shopping for several electronic devices as part of a sales contest. I have done this several times before and now ask for the same Best Buy employee every time. He is easy to work with because he is competent and trustworthy. I hope he is paid on commission. He deserves to be. Think of a time when your experience with a sales professional was a positive one. Your description of that salesperson might be one of those below.
As the Senior Vice President of Imaging Sales, I am responsible for leading and developing our sales organization. Having the right sales professionals “on the bus” is critical to our success. The one characteristic I look for, above all else, is trustworthiness. The reason for that is people buy from people they trust and respect.
The Psychology of Buying
As much as we would like to think a decision to buy is a logical one based on facts and numbers, research says otherwise. Science has proven that people make emotional decisions and justify them with facts. Specifically, decisions are made in the limbic area of the brain, also known as the seat of emotions. Our cerebral cortex uses facts to justify decisions made emotionally. The bottom line is, people buy from people, and people buy from people they like.
Harvard social psychologist Amy Cuddy teaches that people quickly answer two questions when meeting someone:
- Can I trust this person?
- Can I respect this person?
Interestingly enough, the trust decision appears to be the most important of the two. In one of her articles, Cuddy says that as a buyer, if you don’t trust the salesperson you’re working with, that sale is not going to go very far. You may feel suspicious that your salesperson is trying to manipulate you into helping them advance their own personal agenda for their benefit.
Instead, a warm, trustworthy salesperson who is strong, confident and competent elicits admiration. They want to ensure you’re finding the best solution to fit your needs and help answer your questions along the way.
What Qualities Should You Look for in a Trustworthy Sales Professional?
Dale Carnegie, in his timeless book, How to Win Friends and Influence People, sums it up nicely:
- They are genuinely interested in you and your needs.
- They smile.
- They know your name and they use it naturally in conversation.
- They listen well.
- They speak to your interests.
- They make you feel important – and do it sincerely.
The next time you’re working with a sales professional, watch for these signs while you interact. The best salespeople value building strong relationships. They communicate effectively, treat you with kindness, are honest, always strive to do what’s right, keep their word and follow through with their actions. If they make a mistake, they’re willing to admit it. A trustworthy salesperson is willing to be vulnerable.
You deserve to work with someone whose interest goes further than just closing a sale. They should be doing everything they can to find a product or a service that solves your problem and fits your needs.
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