Who Would Claim to Be That Who Was Not?
I am not the biggest fan of Kevin Costner as an actor. He is hit or miss on many roles. I thought he was great in Bull Durham and For Love of The Game. He probably should have never been involved in Waterworld or The Postman. Often this comes down to casting. And while he is a big name, the script can be less than desirable, even for big-name actors. There is one such script that I thought was a good fit. 1987’s The Untouchables was well done, in my opinion. But the best scene of the movie is an exchange between Sean Connery’s Jim Malone and Kevin Costner’s Elliott Ness. The scene went like this.
Malone: Now, what do you think you're doing? You want to throw garbage? Throw it in the goddamn trash basket.
Ness: Don't you have more important things to do? Malone: Yeah. But I'm not doing them right now. Do we understand each other? [taps Ness' chest with billy club, hits metal] Okay, pal, why the Mohaska? Why are you packin' the gun?
Ness: I'm a Treasury Officer.
Malone: All right. Just remember what we talked about now. Malone starts to amble away.
Ness: Hey... Wait a minute! Malone stops, turns. Ness advances on him.
Ness: What the hell kind of police do you have in this goddamn city? You just turned your back on an armed man.
Malone: You're a Treasury officer.
Ness: I just told you I was.
Malone: Who would claim to be that who was not?
Ness: What's your name and unit?
Malone: [taps his badge with his billy club] It's right here. You got a beef? What is it?
Ness: How did you know l had a gun?
Malone: What do you want, a free lesson in police work?
Ness: No.
Malone: Are you okay, pal? Ness: I had a rough day on the job. Ness turns and starts away.
Malone: Are you going home now?
Ness: I was about to.
Malone: Well, then, you just fulfilled the first rule of law enforcement. Make sure when your shift is over you go home alive. Here endeth the lesson.
The key phrase in that exchange that applies to our profession is Malone’s “Who would claim to be that who was not.” Some have trouble coming to grips with their life as a sales professional. When you tell someone else you are in sales, it usually ends the conversation. Most don’t want to talk about selling as they are afraid you will try to sell them. Selling is a noble profession. And when you tell someone this is what you do, there aren’t any follow-up questions. It is understood. The other person already has a mental picture of your daily reality. Although it might have come from David Mamet’s 1992 screenplay Glengarry Glen Ross.
Most people got to selling by accident. We didn’t set out to make our living selling goods and services, let alone advertising. We didn’t set out to sell because the sales profession often gets a bad reputation. Some people think of salespeople as pushy, dishonest, or only interested in making a sale. And making a sale at any cost. But the truth is, the best salespeople are honest. They are transparent. And they care about helping their customers. That level of care is genuine. Embracing honesty and transparency not only builds trust but also leads to long-term success.
When you embrace who you are, it can make a big difference. Honesty is the foundation of any good relationship. This includes the relationship between a salesperson and a customer. When customers trust that you are being honest with them, they are more likely to listen to what you have to say. They will believe in the value of your product or service, and this increases the odds they will buy from you. Honesty leads to trust. And trust is the key to any successful sale. When customers feel that you are honest, they trust you more. Trust makes them feel comfortable and confident in their decision to buy from you.
Honest interactions lead to happy customers. Happy customers are more likely to return and buy from you again. They might also recommend you to their friends and family. This will help you grow your customer base. If you make false claims or overpromise, customers will be disappointed. They will draw their own conclusions. That is when the product or service doesn't meet their expectations. Being honest from the start prevents this disappointment. It helps maintain a positive relationship.
Being known as an honest and trustworthy salesperson boosts your reputation. People are more likely to buy from someone with a good reputation, leading to more sales and success. Transparency goes hand-in-hand with honesty. Being transparent means being open and clear about who you are, what you offer, and what customers can expect. It involves sharing all the necessary information. And not hiding anything that might affect the customer's decision. Here's why transparency is important.
When you provide all the information, customers can make informed decisions. They know exactly what they are getting. This reduces the chance of misunderstandings or dissatisfaction. Transparency shows that you have nothing to hide. It enhances your credibility and makes customers more likely to trust and buy from you. When you are transparent, customers feel more comfortable asking questions. They will express concerns with you in the open rather than hiding them. This open communication helps you address any issues and build stronger relationships. Being transparent reflects your integrity and commitment to doing the right thing. It shows that you value honesty and are dedicated to helping your customers.
To be truly honest and transparent in sales, you need to embrace who you are and what you offer. This means being proud of your product or service. It means understanding its value. And communicating that value to your customers with clarity. Know your product inside and out. To be honest and transparent, you need to have a deep understanding of your product or service. Know its features, benefits, and limitations. Be prepared to answer any questions and provide all the necessary information to your customers. Focus only on what you bring to the table, Don’t worry about the other guys, you don’t control them. Live within the means of what you have.
Be clear about what you can and cannot do. Avoid making false claims or overpromising. Be clear about what your product or service can and cannot do. This helps set realistic expectations and prevents disappointment. If you are selling a commercial schedule or digital tactic, be honest about the capabilities. If it can't make toast, let them know. Be specific about the intended outcome of the tactics you are deploying. If you are running an image campaign, be sure your client understands the measured response will not be immediate. For a more immediate response, they will need to up the offer and the end date. It needs a specific call to action. Focus on your customer's needs.
Listen to your customers and understand their needs and concerns. Tailor your sales approach to address those needs in an honest and transparent fashion. If a customer is focused only on price concerns, help them overcome this challenge. Show them how their investment in the business will create revenue for them. Shift the focus from the expense line to revenue generation. Help them draw that line between advertising expenditures and their business drivers. It will prove the real value of their advertising investments. Share social proof and peer validation using real-life examples and testimonials. Use real-life examples and testimonials from satisfied customers. This will convey the value of your product or service. This adds credibility and helps build trust. If you are selling a specialized, annual offer, share testimonials from customers. These should be the ones who sat in the same position the year before. Show how they are glad they moved forward with their decision. Real stories from real people make your claims more believable.
Be open about pricing and terms. Be transparent about pricing, payment terms, and any extra costs. Hidden fees or unclear pricing can lead to distrust and dissatisfaction. If you are using level four pricing that is preemptable, be clear when explaining the make-good policy. Let them know how you will communicate any changes. Make sure customers know exactly what they are paying for. Admit mistakes and learn from them. If you make a mistake, admit it and take responsibility. Apologize to the customer and find a way to make it right. Learning from mistakes helps you improve. It shows customers that you are committed to honesty and transparency. If a product is delivered late, apologize to the customer. Then explain not only what happened but offer a planned solution. Never approach a problem without a plausible business solution. Think and be proactive.
Maintaining honesty and transparency requires ongoing effort and commitment. For one, stay true to your values. Don’t vacillate or oscillate. Always remember your core values and let them guide your actions. Make honesty and transparency a fundamental part of your sales approach. Try something novel and ask for feedback. Often, we don’t want to do that because we are afraid of the answer. Seek feedback from customers and colleagues, on the regular. Use this feedback to improve your approach. Ensure you are meeting customers' needs by being honest and transparent.
Keep yourself informed about your product or service, industry trends, and customer preferences. Staying knowledgeable helps you provide accurate information and address customers' concerns. Again, try something novel and communicate with your customers. Communication is two-way, send and receive. And you should rely most on receive. Encourage them to ask questions and share their concerns. Being approachable and responsive builds trust and strengthens relationships. In sales, you are automatically in a leadership position. Lead by example. Show honesty and transparency in your actions and encourage your team to do the same. A culture of honesty starts with you.
Embracing honesty and transparency is not only the right thing to do but also the smart thing to do. When you are honest and transparent, you build trust. You create loyal customers. And you enhance your reputation. By knowing your product inside and out, you can be clear about what you can and cannot do. You can focus on the customer’s needs. You have the ability to share real-life examples with your prospects. You can be open about pricing, as you can minimize the risk of it. And if you should falter, you can admit your mistakes. This creates a sales approach that is both effective and ethical.
One of the benefits of honesty and transparency are stronger customer relationships. Another benefit is increased sales. I also heard that is good thing. You develop a better reputation. You receive a level of personal satisfaction. Remember, being honest and transparent is not about making claims about what you are not. It is embracing who you are and what you offer. When you do this, you not only gain the respect of your customers but also create a more successful career in sales.
My new book 21st Century Sales Success is now available on Amazon. If you like what you have read, please consider ordering a copy or two. You can always send one to a friend. Order your copy here: https://bit.ly/21stCenturySalesPB