There are varying types of sales people I suppose; however, for simplicity I’m going to categorize sales people into two categories: the one who is trying to make a “quick” sale, and the one who is attempting to build a long term relationship with his/her client. Now there is good reason that the first group may sell this way, for instance: straight commission, limited time with the customer, customer is making a quick decision, etc. Unfortunately, this type of selling can lead to unethical tricks and dishonesty.

I am of the opinion that in all cases, if we are completely honest with people, we will obtain enough business, and the business we obtain will be long term. Consider yourself, when you feel that someone is out for your best interest, rather than theirs, would you shop anywhere else? Looking out for your client’s best interest means that if you can’t provide the best solution for them that you inform them of who can. Yes, you may lose a sale, but you will gain a customer for life. At this point, when they believe you are looking out for them, cost becomes less of an issue and they will tend to do whatever you council them. This is what is meant by becoming a sales consultant.

Does this type of selling work for all types of selling? I can’t think of a situation that it would not be effective. If I were selling cars and a person came to my lot, and after interviewing them I discover I don’t have what they are looking for, but send them where they might have the car they are looking for, they will be more inclined to listen to me, and see what I can offer them. Most likely, the customer already knows what is available. It does no good to try and coerce someone into something they don’t want. We all want to be cared for; your message is, “I will take care of you.”