What should be your # 1 new year’s resolution in sales?

Be authentic. That’s the resolution. I’ve written about this topic before and it cannot be underestimated.

Check out this video to see what I’m talking about.

Time to Break the Buzzwords

If you’re focused on slick sales pitches and fancy buzzwords, let me give you some food for thought. Buyers are increasingly choosing to work with people that are able to cut through the clutter and provide sound and helpful business value. The price point affects the buying decision but the long-term relationship value, I believe, is profoundly more important to them.

That said, it’s not that sales pros don’t have the intention of being unauthentic, it’s that buyers have seen the typical sales rep so often that they’re immediately turned off by all of us. This is why a few bad apples always spoils the bunch.

Plus, if you look, sound and sell like the 10 other vendor reps your buyer is going to evaluate, what chance do you have in creating a memorable experience?

So the challenge isn’t just not being fake, it’s about standing out. It’s about providing something to the buyer that they haven’t thought about before. It’s about making sure your story sticks.

Why We Don’t Focus On Authenticity

Because it’s hard. It takes time to prepare. Some of you may be reading this and thinking “wow, Amar loves to manufacture an experience”. I think that’s the wrong way to look at this. If you don’t prepare and undo all of the bad habits that inevitably leak out on most sales calls, then what’s the chance of success?

Shouldn’t we all be prepping for each meeting anyway?

In addition to time, being authentic requires a significant amount of work (until the practice becomes second nature to you). And because of this, the majority of sales pros back out. They opt out of fear, laziness, whatever. I’m one of them from time to time.

You can let the hard work that authenticity demands keep you in the land of status quo. Or, you can realize that by working hard, you’re leaving behind old habits. And, as a very nice by-product, you’re also leaving behind the 95% of sales reps who don’t want to work hard.

The Bottom Line

What’s all of this got to do with social selling? I believe, as many sales leaders do, that social media is an incredible medium to express authenticity. In fact, buyers will size you up and down from here to Sunday without a second blink. There’s no room for BS on social.

It’s very simple: you provide value or you get kicked out.

Learn social selling and start providing value. You may not believe this but your buyers are waiting for you to show up and be authentic.

Remember, social selling isn’t difficult. It’s just different.

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Amar Sheth

Author: Amar Sheth

Amar Sheth has trained thousands of people worldwide on the topic of Social Selling, through a style that’s part storytelling and part motivational.

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