Saturday Morning Sales

Kevin Latchford


Stay The Course - February 11, 2017

Over the past few weeks I have shard my thoughts on communication. After completing these posts it dawned on me that much of what I write about is behavior. In other words, since sales is all about human relationships, one’s behavior can influence the success rate in sales, but more importantly the success of the overall relationship.


Oftentimes sales people get a bad rap for what many define as deceptive sales tactics. There’s bait & switch, the “used car salesman approach”, or simply being dishonest. However, these are very few and far between. Regardless of the poor behavior displayed by the few, run with the many, and stay the course. You’re probably now saying, “what the heck is he talking about?”


Being a career sales person, I too have been insulted by a prospect or client who believed I was “up to no good” in my sales approach. I’ve even been accused of a bait & switch only to be vindicated by the client’s own employees. Honestly, and I don’t regularly use terms like this in my blog, but it really sucks. There is no worse feeling than being falsely accused simply by being a sales person. Being lumped together with the misbehaving sales people is simply not fair, but unfortunately is a part of the sales game. And so, based on advice given to me by my mentors many years ago, I work to stay the course.


There is nothing profound about this approach. Staying the course is simple, in fact so simple that many try to read into it, but finally come to realize how basic this ideal is in selling. Be honest with your client (prospective client), be honest with your employer, and be honest with yourself. There’s no need to scream this from the mountain tops: I AM AN HONEST SALES PERSON. Nope, you just need to live these words. And, when you are honest with your client, your employer, and yourself, you are in essence staying the course. You cannot become distracted in the sales process and the client cannot make false accusations (although they may try). Because, even when they do, your track record of honesty, combined with your excellent communication skills (including documentation) will shine through.


As children we’re all taught that honesty is the best policy. Sometimes, and really not too often, being honest will lead to tougher conversations. Your client may not want to hear the truth about their situation or current products (etc), but sugarcoating the situation or not being honest will steer them in the wrong direction and you have gone off course. It is better to be upfront and honest, to stay on course, so that there will not be false pretenses as to why the client is buying or why you are selling.


My last note is this…staying the course may cost you a deal or two over the course of your career, but trust me, it was meant to be. It is better for your client, your employer, and yourself to lose a deal based on honest selling tactics, then to win a deal on falsehoods. Those always come back to bite you in the butt.

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