Let me start with a confession: In my early career as a computer programmer, I was certain – in that way we are when we’re 20 years old – that salespeople were superfluous.

‘Build excellent software, and they will come,’ I thought. My journey from this mindset to a career in sales was filled with revelations, each challenging my preconceptions. Working with truly excellent salespeople who built trust and achieved referrals without asking played a large part in my re-education.

I’ve seen businesses, even those with up to 50 staff, where ‘sales” is almost a dirty word. Yet, these companies thrive on referrals and enquiries. This paradox intrigued me. It turns out, these individuals are natural salespeople; they just don’t label it as such. They focus on helping their customers and prospects, not selling to them, yet the end result is sales.

Sales, to me, is a fair exchange – a transaction where both parties are delighted long after the handshake. It’s not just ‘buyer beware’; great salespeople take responsibility for ensuring the sale is right. They’re the experts, after all.

Consider sales as helping people. Businesses exist to solve problems or bring joy – essentially, serving a need. Sales is about understanding and fulfilling this need. Focus on that and everyone is happy.

The bad reputation of sales stems from those few who forget it’s a two-way street, focusing solely on their gain. This breeds distrust. But remember, they’re the minority. Great salespeople focus on win:win for the long-term.

Here’s my four-step approach to ethical and effective sales:

  1. Build Rapport: Understand your customer. A little empathy goes a long way.
  2. Determine Needs: Dig deep. Understand their wants, dislikes, and needs. Confirm your understanding.
  3. Offer Solutions: Now, present options (ideally three), discussing pros and cons in relation to their needs. Then, make your expert recommendation.
  4. The Non-pushy Close: Ask if they believe your solution fits. Amend if necessary. The ‘close’ should feel natural, not forced.

Always ask yourself, ‘Will we both be delighted with this transaction in the long term?‘ If not, don’t proceed. Sometimes, recommending a competitor is the right move. This builds trust, future business, and referrals. And it’s the right thing to do morally.

So, embrace being a salesperson – or a helper, if you prefer that term. It’s all about making a positive impact and building trust.