One: Keep your word. Never over-promise or under-deliver
Two: Never compromise with Integrity. Warren Buffett once offered his
definition of DNA. He said it stands for “do numbers accurately.”
Remember that customers don’t judge you by what you say when you are
visiting face-to-face; they judge you by what you do when nobody is
watching.
Three: When you make a mistake, take immediate
action, take full responsibility and apologize without hesitation or
reservation. Prospects forgive mistakes; they don’t forgive those who
hide their mistakes. There is an old saying in Washington: “You don’t
get into trouble for a mistake; you get in trouble for the cover-up.”
Four: Be fair, communicate clearly, don’t play favorites and practice transparency.
Five: When you make a persuasive claim, offer proof before prospects ask to see the evidence of your claim.
Six: Competence builds trust. Prospects expect salespeople to be
professional, pleasant and value driven. A salesperson’s competence
leads to buyer trust and confidence.
Seven: Be willing to put
yourself in a position of vulnerability. For example, when a prospect
asks you to do your homework and prepare a proposal that spells out in
full detail how your product or service will create value; you have to
be willing to perform that task without any promise or guarantee of
getting a reward (the sale) for your work. If you are unwilling to
accept the risk of working for nothing, then you will never reap the
reward of becoming a trusted adviser who earns the customer’s loyalty
with every sale.
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