Having a Character of Integrity is a Competitive Sales Advantage

By Michael J Griffin

4 Minute Read

Jacob Carpenter of the Trust Factor states, “Yet if there’s one defining trust-related stat of 2022, it’s this jaw-dropper from PwC over the summer: 87% of executives think customers highly trust their companies, while only 30% actually do. (The findings were based on a survey of 500 business leaders and 2,500 consumers.)” My question to you as a sales manager or salesperson is – How do you ensure your customers trust you and your product or service?

I believe the customer’s level of trust begins with the character and integrity of the salesperson. Customers want to buy from people they trust and products/services that solve their problems. Usually the higher the trust, the more secure the customer relationship, the more likely the sale and repeat business. My experience is salesperson integrity that inspires customer trust is a competitive advantage.

Currently I am reading The Ten Critical Laws of Relationships by Robb Thompson. As I read the book, I am constantly inserting the word “customer” in front of “relationship” as I pour over the wisdom I find in this book. Let me take you through some of the nuggets I found in  four of the laws that support your ability to nurture healthy customer relationships.

The Law of Agreement

Your most trusting customers will always prize your integrity above the customer relationship with your company.

Salespeople create bankable customer relationships by having a serving attitude, an unwavering character of integrity, a long term mutually beneficial perspective and a passionate pursuit of excellence.

Extra:  Combining a character of integrity with a belief and passion for your product/service to solve customer problems creates a strong competitive advantage.

The Law of Access

There are rules both to access and to remain in customer relationships.

Never take your customer relationship for granted – serve and grow the relationship to become a trusted business advisor.

Properly posture yourself with new customers by being prepared, professional and putting their problems first before your need to achieve.

Continued and future access will always be granted when you demonstrate that you want and can solve the customer’s problems for his/her success.

Respecting your customer will always be attractive and is the proof of integrity.

A true serving salesperson gladly abandons his/her need to win in order to become a tool in the hands of the customer he/she serves.

A salesperson who ceases to remain faithful only proves to the customer he/she never was.

The Law of Covenant

The mark of a healthy customer relationship is trust, which is the result of your integrity.

Demonstrating your character of integrity can move the sale ahead even when the product or service does not meet all customer specs.

Your value to the customer is in direct proportion to the problems you solve for them.

Every sales meeting is either taking you closer to a mutually beneficial decision for you and the customer to move forward, or pulling you farther away from a healthy customer relationship.

The Law of Single Purpose

The celebration of any customer relationship is dependent upon the clear definition of the customer purpose and his/her vision to solve their problems.

Listening and asking good questions is the bedrock of clarifying customer purpose, their vision and needs.

Having a common vision of the problem builds customer trust. Empathy for the customer’s situation captures his/her heart.

Common vision and empathy open the door for imagination – the discovery of options, and, focus - the removal of roadblocks to solving the customer problems.

Your character is reflected by these attitudes: willingness and ability to serve the customer, and your willingness to support the customer after you have made the sale.

This blog clearly is not about skills or tactics you employ to get the sale. It is about you and your sales team having the character of integrity that builds the trust of healthy customer relationships. What can you take from this short reading to develop your character of integrity in 2023 as a true competitive advantage?

Have a great holiday season with family and friends.

Merry Christmas and Happy Healthy Prosperous 2023!

The ELAvate Sales Blog returns in January 2023.

Michael J Griffin
Founder and CEO of ELAvate
Salesperson of Integrity