It's Not What the Salesperson Says, It's What the Prospect Believes

A salespersons first task is to win the confidence of the prospect.  You have to show that you are truthful, reliable, and trustworthy.  Then and only then the prospect might consider doing business with you.  One of the most important tactics in winning the prospects confidence is to be very careful in the claims you make for your product or service.  Describe its advantages modestly.  Use understatement.  Make promises you know you can make good on and even exceed.  Make claims you have complete faith in.  If you have faith, your prospect will too.  After you say something, prove it, if possible.  Produce an authentic testimonial that backs up what you have said.  Work toward creating the impression that when you say something it must be so, and you are perfectly ready to prove it.  It's very important for customers to get the impression that you and your company don't make loose claims.  When something about your product seems too good to be true, present it that way.  Tell them you wouldn't blame them a bit for doubting you, but that you'd be glad to produce the proof if they wish.  Why take such pains to prove that you are truthful, trustworthy, and reliable?  Because some people, in dealing with new sales reps, fear they may prove to be just the opposite.  The old fashioned image of the salesman passed down over the years, is of a fast buck operator who would stoop to any kind of deception in order to close the deal.  Smart salespeople realize that this image still exists and take pains to dissociate themselves from it.  "Promise anything in order  to close the deal" is the idea many people associate with a fast talking salesperson.  That's why it pays to be very careful about what you claim and how much you promise.  It marks you as a sales professional concerned about doing your job honestly and carefully.  Make the claims for your product or service reasonable, believable, and backed by proof whenever possible.  Be sure they are claims prospects can accept at full value, claims they don't have to discount in order to see the true picture.  The most important thing is not what a salesperson says, it's what the prospect believes.