You’ve heard it before: You’re either born a salesperson or you’re not.
You might have a perception of salespeople as sleazy or slimy. Likely this perception has been precipitated by the fact that salespeople are often working for commission (which can send a mixed message about their intentions.) You may also assume all salespeople are extroverts, but you might be wrong!
I recently had the pleasure of chatting with the incredible John Hill, host of the Sales Throwdown podcast. Our conversation ranged from how your marketing influences the sales process to ethical sales. I learned a lot from him about ethical sales that I want to share with you.
What does “Ethical Sales” mean?
John often uses the term, ethical sales. He explains it by dialing back to the concept of “sales stigma”. This is the stigma that all salespeople are fake because they just want to lock you into a purchase that might not be in your best interest.
The concept of ethical sales is focused on taking a consultative role in the sales process. It’s about knowing what things your product, service, or solution is good at and approaching people who are genuinely in need of that for a conversation about where they are and what they need. Ethical sales focus on a collaborative conversation where walking away without making a sale is okay.
My takeaway: most people who get a bad rap in sales, don’t sell ethically.
Why Aren’t Sales Coaches Teaching Ethical Sales?
Many sales coaches don’t like teaching ethical sales. I bet you’re wondering why.
Most sales coaches are wired to think about relationships, conversations, and conflict a little bit differently. As opposed to making a full ask, they’ll assume a sale from the onset. There is a difference between people who assume a sale and those who ask for a sale. Largely, in ethical sales, it should be an ask… but it also comes down to how that ask is made.
Think about this, when you assume the sale, what else are you assuming? Are you making assumptions about your prospect’s income? Are you making assumptions about their need? Are you making assumptions about their potential success with your product, service, or solution? Are you making an assumption about why they might want to work with you?
When selling ethically, you will take all of that into account before you ever even make the ask.
It’s all about dealing with the fact, upfront, that “no’s” will happen, and that’s okay. The sales conversation isn’t about selling, it’s about making sure the sale is a good fit, and that creates trust upfront.
Most people assume that the goal of a salesperson is to sell them. If you lead with the idea that a “no” at the end of the conversation is absolutely okay, you set yourself apart from other salespeople.
How Does Your Marketing Affect Your Ability to Sell Ethically?
When your marketing message is incredibly clear and dialed in, you can more easily approach your sales from a place of ethics. If you know exactly who you want to speak to and who can most benefit from your product, service, or solution, it becomes far easier to have an ethical sales call. One where you both go into the call knowing about each other and what the ask will be.
So, do you know, I mean really know, your ideal client? And do you show up authentically so that your ideal client can really know you, too?
Frankly, this is what building an excellent funnel is all about. By the time someone has moved through your funnel and made it to a sales call, it should be fairly clear that they are a good fit for what you have to offer and that they are ready to say “yes” to your ask.