I recently read Resolved by Orrin Woodward. It is a book on 13 resolutions for life. In chapter 2 Woodward talks about Integrity and character. Integrity is acting on what is right without expecting anything in return. According to Webster, Integrity is a firm adherence to a code of especially moral or artistic values : incorruptibility
Sales people must have integrity to truly be customer aligned. Sales people must do what is right for the customer even when it means they won't make a commission. Integrity is always telling the truth and not using manipulative tactics to close a sale.
Too many sales training programs in the past have been manipulative requiring the sales rep to throw out his integrity to get the sale. Buyers are tired of that and run from manipulative tactics.
Character is different than integrity. Integrity focuses on knowing and doing what is right or not doing what is wrong. According to Woodward, "a person can have impeachable integrity and still not have character. Character moves beyond integrity and requires courage to fulfill its high calling". Pg 5
Character focuses on doing what is right regardless of the consequences. It is truly principle motivated and others motivated. A person with character stands their ground when they are right. When their core principles are challenged, they stand firm.
How does character relate to sales?
1) People who know their product or service is best for the customer don't bend under pressure to cut their price. They have courage and work harder to demonstrate the value of their offering.
2) Sales reps with character go the extra mile to help others, whether they will benefit or not. They follow the golden rule.
3) Sales reps with character don't fudge on their sales forecasts but face the facts, accept responsibility and have the courage to put forth the effort to make a difference.
4) Character plus competence leads to trust. A sales rep can have great technical competence in their industry, but without character, the prospect is less likely to trust the rep. Only when the prospect knows that the rep operates off principles and is uncompromising in times of difficulty, will the prospect trust him.
Customer loyalty and raving fans are built upon character and competence!
