Being "Authentic" In Sales Is More Than Just A Buzz Word

In doing a bit of research for this weeks blog I came across a lot of different views on authenticity in sales. Authenticity is not a sales strategy, authenticity results in more sales, etc. And I am going to add my voice to this debate. After 22 successful years in sales, I know a thing or two about this. It is way more than just a buzz word and while I agree it is not a sales strategy, it is an important component of success in sales.

Authenticity – The Definition

According to Merriam Websters, Authenticity is defined as:

1: worthy of acceptance or belief as conforming to or based on fact

2: not false or imitation

3: true to one's own personality, spirit, or character

Let’s break this down in relating to customers and prospects. People will not work with someone they do not trust, that appears to be fake in their communication and is not truthful. This is why being authentic is so important when working with customers. Customers are people first and sellers must be genuine in demeanor and approach.

Being Likeable Is Not Authenticity

Sellers must be authentic, but this doesn’t mean that you need to be best buds with your customer. This is about becoming a trusted business partner not being friends. I guarantee you, no matter how much your customer “likes” you, if you are not proving the value of your solutions and solving their business issues, they will choose another vendor that will. I see too many sellers that believe if they bring doughnuts or cookies and shoot the bull with customers this is building a relationship and leads to success. It does not. Authenticity in your approach equals, listening more than you speak, having a conversation not conducting an inquisition, tailoring your approach to fit your style and skill set, being truthful and trustworthy. If you are authentic and care about your customers business this will win more business than a glazed doughnut ever will, I promise.

Leave The Script At Home

It drives me absolutely crazy when sellers are trained or expected to have a script when engaging with customers. Scripts are not authentic and do not lead to an in-depth conversation that can turn into a business conversion. You should prepare and have bullet points about what you would like to learn from your customer but be open to the direction your customer takes you. I cannot tell you how many times I have been in meetings with customers and what I originally planned for expanded into a larger opportunity just by having a conversation. When you approach your customers in an authentic way, have a conversation and truly hear them, you will have more success and build lasting business relationships.