When we surveyed B2B buyers about what was most important to them in a salesperson, a top response was “do what you say you will do” – or in other words, keep your promises.
It was interesting that “knowledge about their products” didn’t make the short list. When we probed to find out why, we learn that it was expected that successful sales reps “know what they’re selling.” Simply put, it’s the ticket to the dance. Plus the buyers noted that today they have a wide variety of online sources for finding out about products.
But, in the buyer’s eyes, “doing what you say you will do” is one of the fundamentals for establishing a business relationship that separates top sales reps from the others.
As sales reps seek ways to create value for customers – it’s important to note that value is not created solely by what you’re selling. Sure a sales rep must be able to position a solution in a compelling manner and discuss the value-adds the company can provide.
However, salespeople can create customer value by how they sell, as well as, what they sell. Keeping promises in an excellent case in point. It creates customer value – and sets the stage to increase the likelihood of future sales success.
