The Difference Between Doctors and Salespeople, and Why it Matters to Your Sales

“People distrust salespeople, but they trust their doctor”.

I looked at him and thought about what he had said.

It’s curious, but it’s true.

And while I agree that we should be able to trust our doctors, the wholesale, 100% blind faith that many people put in their doctors can be grossly mistaken.

Without even getting into all the things that are wrong with the pharmaceutical and medical industries: A doctor is a human being.

He’s not all-knowing, and he’s not perfect. Doctors make mistakes, just like we all do.

Second opinions exist for a damn good reason.

But, people often place blind faith in doctors, just because there’s a diploma on the wall.

Because that diploma gives the doc unmistakable authority.

Sales people, or vendors, or indeed entrepreneurs like you and me, we don’t have that going for us.

We might have testimonials, a license, or a diploma of some sort – but we don’t wear a white coat and stethoscope.

Which means that for guys and gals like us, it’s mighty difficult to get a prospect to trust us enough to do business with us.

Added to that is the veritable army of uncouth salespeople in the world – you know the kind: they’ll happily sell you an encyclopaedia no matter how little interest you have in owning one.

You go buy a second hand car, and it turns out to be a lemon.

And by and by, ‘selling’ acquired a terrible reputation, as if the very act of exchanging something for money is bad.

Whereas actually, a GOOD salesperson has your best interest in mind. If he’s got any ethics and humanity.

It’s silly how things have turned out, since selling is a fundamental aspect of human nature.

It’s part and parcel of society.

In the hunter-gatherer days, you would bring home your harvest of berries, and I’d let you warm yourself by my campfire.

Sale = made.

The fact that these days we use currency in the exchange is immaterial.

The mechanism is the same as ever.

You give me something that solves my problem, I give you something in return.

Tell sell is human, as per Daniel Pink.

What’s not immaterial is how badly the mechanism, and human psychology, are being, and have been, abused by loathsome unethical marketers.

Which makes it all the more difficult for good and righteous people like us to sell our product or service.

But it can also give us an edge over the baddies.

Because if we do put our ethics to use, and we make it our business to solve problems and avoid – or even outright reject – a sale when it wouldn’t be right, we stand out like an honest man in Congress.

Like that clothing company last week: I coulda gotten the sale. He’d have paid, and I’d have done the work.

But it wouldn’t have helped him and so I turned it down.

Trust starts with you.

With knowing that you’re there for the other person, not just for yourself.

And if you consistently communicate that message, people will over time come to trust that your solution is right for them.

Takes time, but it’s worth it.

Learn how it works in the next issue of the LEAP Newsletter, which you can get your hands on right here –>



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