It may seem contradictory to say that sales professionals are sincere when engaging with customers. One can’t help but wonder: does the salesperson truly believe in the product or service they are promoting? Are they genuinely telling customers all of the pros and cons or just amplifying the pros so that the customers don’t focus on the cons? Can a sales representative hired by a business to do a job for a paycheck really be sincere?
The answer is yes and no.
Let’s face it: sales professionals are in business to make money. Considering that a salesperson can make six figures in a year, even without bonuses, it can be hard to believe your average sales rep cares about your customers more than making the sale. However, at Credico, there can be sincerity in sales. It’s not just a hope or a wish but a reality.
“A sincere sales professional has a different mindset than those who are not,” said Kealy Ditchfield, Vice President of Client Services at Credico (USA) LLC. “When you are customer and brand-focused, you’re building trust, which is the foundation of sincerity in sales.”
Trust plays a critical role in sales. Once trust is lost with customers, it isn’t easy to rebuild and regain their business. According to a PWC report, 71% of customers will not support a business once trust is lost, and 44% have stopped shopping with a company they don’t trust. This illustrates the importance of sincerity in sales and long-term business success. And here’s the deal: it’s not just customers who leave businesses they don’t trust; 71% of employees will also leave a job if they don’t trust their employer.
Happy sales representatives are valuable assets to any company. They are passionate about their work and the products they sell because they feel valued and appreciated. Just as hurt people can hurt others, happy people can spread happiness. When sales representatives view their job as something they “get to do” rather than something they “have to do,” customers can sense their genuine enthusiasm. Therefore, it is crucial for businesses to evaluate the quality and perception of their brand and to invest in their employees and sales professionals. This ensures that customers see the brand as one that values them just as much as it values its employees and sales professionals.
Sales professionals can learn how to be genuine and establish trust. This process begins with fostering trust and authenticity within the company culture. If businesses want their sales professionals to focus on the customers, they must also prioritize the needs and feedback of their sales professionals. This approach creates a domino effect in business that is only fully understood by those operating in this manner.
“When businesses are employee-focused, the employee becomes loyal and, in turn, your business’s loudest and most excited brand ambassador,” said Ditchfield.
Brand ambassadors are dedicated and sincere sales professionals. They care about the brand they represent, take pride in sharing every detail about the products they believe in, and want to share their excitement with current and prospective customers.
So, is sincerity in sales a possibility? The answer is a resounding yes!
In today’s market, there are sincere sales professionals who are dedicated to their jobs and ensuring that their customers are well-informed, regardless of whether a sale is made. However, for the concept of sincerity in sales to become a reality, the responsibility lies with your business. It depends on whether you want sales representatives who are solely focused on making sales and hitting numbers, or trustworthy and dedicated sales professionals who consider themselves brand ambassadors. This difference depends on how your business invests in and supports your teams.