Do me a favor and think back to a time when you saw some lie through their teeth. Think about their body language, their tone of voice, and the words they chose to use. Chances are you didn’t notice anything different – the best liars know how to hide it well. Problem is, when you’re a salesperson, prospects are looking for any tiny detail that hints at you telling anything but the truth. I’ve been writing this blog for the better part of a year, and I feel like we’ve talked about being honest more than anything else, but a new lens I’m looking at this through is authenticity. What I feel prospects are really looking for this new year is if you, as their salesperson, are authentic. I heard a colleague of mine be described as authentic by a buyer of theirs and it’s the biggest compliment I’ve heard in a long time. So, how can you tell if you’re being authentic? Here are 10 signs that your prospects are looking for.
1. Knowledge and Expertise
An authentic salesperson’s knowledge and expertise go beyond rehearsed product information. They demonstrate a deep understanding of industry trends, competitor landscapes, and how their offering specifically addresses customer needs. When faced with complex questions, authentic salespeople don’t shy away but provide thoughtful and detailed responses, showcasing a genuine commitment to their product and its value proposition.
2. Honesty About Limitations
Authenticity shines when a salesperson openly discusses the limitations of their product or service. Instead of glossing over potential drawbacks, they address them head-on. This honesty builds trust, as customers appreciate transparency and are more likely to believe the positive aspects of the offering when potential drawbacks are acknowledged and addressed.
3. Active Listening
Beyond merely hearing, authentic salespeople actively listen to customers. They ask probing questions to understand the unique challenges and goals of each customer, demonstrating a genuine interest in tailoring solutions to individual needs. This personalized approach creates a connection, signaling to customers that their concerns are valued and understood.
4. No Pressure Tactics
Authentic salespeople prioritize the customer’s decision-making process over quick wins. They avoid high-pressure tactics, recognizing that building trust takes time. By offering information and support without pushing for an immediate sale, they create an environment where customers feel comfortable and respected, fostering long-term relationships.
5. Clear Communication
Clear communication is a cornerstone of authenticity in sales. Authentic salespeople communicate in a straightforward manner, avoiding confusing industry jargon. They break down complex concepts into easily understandable terms, ensuring that customers grasp the full scope of the product or service, promoting transparency and preventing misunderstandings.
6. Customer-Centric Approach
An authentic salesperson adopts a customer-centric mindset, prioritizing the customer’s needs above all. They actively seek to understand the customer’s pain points and aspirations, tailoring their recommendations accordingly. By focusing on providing value rather than pushing for a sale, they position themselves as trusted advisors, strengthening the customer relationship.
7. Follow-Up Without Pressure
After an initial interaction, authentic salespeople follow up genuinely. Their aim is not solely to close a deal but to provide ongoing support and information. By checking in without applying undue pressure, they reinforce their commitment to the customer’s journey, demonstrating a willingness to assist rather than just secure a sale.
8. Reputation and Reviews
Authenticity is often reflected in a salesperson’s reputation and customer reviews. Genuine professionals consistently deliver on promises, resulting in positive feedback from satisfied customers. Checking these reviews provides insights into how the salesperson conducts business and the level of customer satisfaction, aiding in the assessment of their authenticity.
9. Body Language
Authenticity extends beyond verbal communication to encompass body language. Genuine salespeople exhibit open and positive body language, making eye contact, nodding, and mirroring the customer’s expressions. These non-verbal cues convey sincerity and build rapport, reinforcing the authenticity of the salesperson.
10. Consistency
Consistency is a key marker of authenticity. An authentic salesperson ensures that their actions and words align across various interactions. Consistent follow-through on promises, reliability, and a steady commitment to customer satisfaction showcase authenticity, building trust over time and solidifying the foundation for long-term relationships.
So why did we spend all our time learning about what to look for in order to identify an authentic, and trustworthy, salesperson? Because when we know what prospects are looking for in a salesperson, we can cynically use that knowledge against them. Now with that said, prospects will recognize when you’re faking authenticity from a mile away, so use this knowledge instead to take the steps towards becoming more genuine by focusing on developing and improving the right sales skills.
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