23 Sep


How to become … your company’s top salesperson

Selling is all about your ability to build trust with your client or customer. Trust is often a difficult thing to define or describe because it has more to do with what is going on inside of you than what is happening externally. Trust tends to be something that we sense or feel inside – something that you just know or that feels right.

Trust is therefore quite a personal, intimate and sometimes a private subject and it tends to mean different things to different people. It is based upon your values in life and has been built up over a long period of time. It is deeply ingrained within you and is part of your being, behaviour and mannerisms.

However, trust is something that is worth looking at in greater detail because it is an essential part of the sales process. People basically buy from people that they trust. You may have even heard your customers tell you that they trust you; that you are a likeable person or that it feels right to do business with you. These statements are all reflections of the trust that exists between you and your customer and they create an emotional bond or feeling between the two of you upon which the foundations of the business relationship are built.


Before anyone can trust you, you have to trust yourself first. Trusting yourself means that you have to exhibit integrity. Are you comfortable with what you do each day and how you feel? Do you feel good about yourself? Are you true to your word? What is being referred to here is, ‘are you living according to your code and not someone else’s code?’ It is very simple really but you are on show or in the spotlight if you are in the sales profession. You are under a type of scrutiny just like people in other types of professions, jobs or careers. For example, pilots have to be careful about how much alcohol they drink, doctors have to be discreet with the information they have been told and nurses have to put aside their personal beliefs and prejudices and treat all patients in the same manner.

Whether you like it or not your customers and clients will scrutinise you, your behaviour and lifestyle. Therefore, if you say one thing and are then are seen to do another thing, people’s view of you will change. People will be looking at you to see if you have integrity in all areas of your life and assessing whether they can trust you.

If you tell yourself little lies or fibs, you will soon be found out. In the same way if you promise something to a customer and don’t deliver your reputation will be dented.


You are human and things don’t always go to plan. It is, therefore, better to face up to things that go wrong and to make peace with them rather than to hide them, stuff them away or ignore that something ever happened. Warning: if you try to hide your ‘dark’ side, it takes a lot of energy to do so and it has the habit of re-surfacing when you least expect it to or want it to. You only have to look at the people in public life who campaign against something when they actually have the very problem themselves.

Sales and the sales process is all about checking in with yourself and being self-aware so that you can see how things might appear to the untrained or inexperienced eye.


In general people get upset, defensive and sometimes angry if their personal integrity is questioned. For what seems perfectly normal, acceptable and natural to them may haves been misinterpreted or mis-communicated by another person.

However, it is sometimes tricky for people to admit something to themselves let alone admit their imperfections to other people, especially people they work with. No one likes to be found out, exposed or called to account for their behaviour. It is, therefore, advisable if you are working in the sales profession to become very aware of your own needs so that you are the one who is in charge of your vulnerability.

Filling out a career profile will help you to understand more about your personality, motivators and needs. In addition, you may want to learn more about how to build personal and professional trust so that your integrity is not comprised or flawed in any way. Sales training will equip you with the knowledge that you need to take your sales performance to the next level.

Click below for further details. – Right hand side of page is going to have a form so the person can share their sales concern with you.