Sales and Ethics
The Sales & Counselor SellingSM Series
The word “Sales” can certainly conjure up a myriad of negative images and experiences. Pushy. Aggressive. Someone getting you to buy something you don’t want. Yet “Sales” in its true form, happens every day. For example, we’re selling when we ask the kids to clean their room. We’re selling when we ask our partner for help around the house. And we’re selling when suggesting a retirement plan for a client. It’s all sales! But a sale done well, is done with intent, honesty, integrity and ethics. It is a positive experience and welcomed.
Someone once called our office asking to talk to me but wouldn’t give any details. It seemed shrouded in secrecy. Hmmm. Were my old Special Agent days coming back? When my associate asked who was calling, the woman, who was a bit difficult to understand, said she could not divulge the company name, but only that “John Worthdank” needed to connect with me. (Names have been changed and any resemblance to actual persons or corporations, living or dead, or actual events is purely coincidental.)
My associate being the sleuth she is, found the individual on LinkedIn and the company he worked for. When she told the woman as such, the woman continued to claim she could not divulge any information.
Hmmm…sounds like a sales call. Always looking for real-world examples of sales calls to share with our clients, I was game to take John’s call.
When “John” came on the line and introduced himself as “Jason,” he proceeded to ask if I remembered his company.
“Nope. And I thought your name was John?” Not really addressing that miscue, he then asked to meet with me to learn about my business and tell me about his.
Oh! A sales call. So, I asked, “Is this a sales call?” “No,” he replied.
To which I responded… “So, what is it?”
He again said he just wanted to get to know me and tell me about his company.
I then asked, “What’s the end result you wish to achieve with this meeting or call?”
He answered with, “Just get to know you.”
“So, it’s a sales call” I repeated.
He said, “I wouldn’t call it that.”
I said, “What would you call it?”
“Just a meeting to get to know you and tell you about our services.”
“Jason,” I said, “I’m on your company website and your services include x, y, z.”
Jason replied, “Wow! You are doing my job.”
At this point I asked if I could offer him some advice. “Sure!”
I told him to be ethical and upfront in the fact that it is a sales call. Once the listener knows that, they may be more receptive to allow you to find out about them, listen to how you could help, and then perhaps you both could agree on next steps.
There was silence. “You still there Jason?”
“Yes. I was taking notes. This is great stuff.”
And so ended the call.
Hopefully Jason (John?!) will use this advice on his next sales call and train his appointment setter to be equally upfront…and to get his name right!
Remember…. Sales and Ethics. They go hand in hand.
What’s the end result that you would like to achieve?
Applications
1. Individually
Think about the sales calls you’ve received – or made. Certainly, we’ve all experienced – or more accurately endured – a telemarketer’s call at dinner time. They get a bad rap for a reason – they’re robotic, scripted, going through the motions to push the latest gimmick without regard for our needs. When a sale is approached as an ethical and fair exchange, it’s a win-win for both the client and seller. Whether or not you’re in sales, consider the positive impact of making a genuine connection with another person based on a true intent and desire to serve.
2. At home
Want the kids to clean their rooms – the first time you ask? It’s tempting to give in and dangle a carrot (bribe?) to get the desired outcome. Focus instead on showing them the benefits of a clean room, such as their ability to invite friends over, or for your family to get an early start on a weekend getaway. And, make sure you’re setting a good example for them to follow!
3. At work
Start from the premise of ethics… what’s best for all concerned? Is it good for your clients, the company, the employees? If you’re trying to get buy-in for an idea, it’s still a sale much like a product or service offering. First find out about the client, then you can determine if your idea or offering can meet their needs… and if not, be willing to tell them so.
Help guide your organization and sales team to always be up front about what value they are offering, and yes, it’s a sale. Remind them that ethical sales are vital to the growth of the company, their careers and those they’re serving.
Sales and Ethics are the cornerstones of great counselor sellers and great companies.
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