Imagine This
Doris is on the hunt for a new refrigerator. After visiting several stores, she spots the perfect option. It’s spacious, but it won’t overpower her kitchen. Beautiful French doors shine in stainless steel. She’s ready to buy. Doris flags down a salesperson to clarify a few remaining concerns.
“I’ll need to have my old refrigerator removed,” Doris explains. “I’m 81 years old—there’s no way I can move it myself.”
The salesperson nods sympathetically. “Not a problem,” they respond. “We can have our delivery crew pick up the old refrigerator when they deliver the new one.” Elated, Doris makes her purchase and anxiously awaits delivery the following week.
But when the delivery crew arrives, the supervisor informs Doris that they cannot remove the old refrigerator from her kitchen; she must first move it to the garage. “That’s not what the salesperson told me,” Doris objects. But the delivery crew won’t budge.
“Well, then you can just return the new refrigerator and my money,” Doris snaps. “I’ll be taking my business elsewhere.”
What went wrong?
The salesperson who worked with Doris didn’t exactly lie, but they didn’t tell the whole truth either. They had to know that at 81, Doris would be unlikely to move her old fridge without assistance—even just to the garage. But instead of being transparent about the delivery policy, the salesperson obscured the truth. And now, their store has lost a sale, wasted the time of their delivery crew, and alienated a customer.
In this lesson, you’ll explore the role that transparency plays in building relationships with prospects. You’ll learn why transparency is important and how to embrace transparency as an effective sales technique.
In this video, learn why transparency sells and discover four ways to incorporate transparency into your sales strategy.
What Is Transparency?
In a sales context, transparency means telling the truth, regardless of the cost. A transparent salesperson gives an accurate description of their solution and an honest assessment of its limitations. They do not lie, distort, or omit information—even if it means losing a deal. Instead, they lay all of their cards on the table.
Why Transparency Sells
Prospective customers don’t want to be “sold to.” Many associate the sales process with manipulation and aggressive selling techniques. They may have dealt with salespeople telling them everything they want to hear—even if that means exaggerating or fabricating the facts. That’s why prospects may shut down when they detect a salesperson trying to influence them.
Transparency, on the other hand, disarms this defence mechanism. Openly discussing your solution’s strengths and limitations increases a prospect’s openness to receiving your suggestions or advice. Explore these additional benefits of selling with transparency:
- Foster trust. Prospects want to buy reliable products from people they trust. Transparency and trust go hand in hand. Selling with transparency allows prospects to see you as a helpful resource and trusted adviser instead of a salesperson.
- Manage expectations. Setting clear expectations about what your product can and can’t deliver ensures that customers won’t feel disappointed or misled. When customers know exactly what to expect, they’re less likely to leave bad product reviews, return your product, or otherwise experience buyers’ remorse.
- Build long-term relationships. Trust and appropriately set expectations lay the groundwork for long-term relationships with customers. Existing customers who trust you and your solution are more likely to buy again or expand their business.
- Feel confident and proud of your work. Telling the truth helps you speak to customers with conviction. It can also reinforce the pride you feel in your work, thereby boosting morale and motivation.
Most buyers understand that no one product or solution can be all things to all people. They simply want to know what they can expect from your solution. Who is it for? What outcomes can it deliver? What will their experience be? Answer these questions honestly to foster trust and develop long-term relationships.
The Modern Buyer
Even if you wanted to ignore the benefits of transparency in sales, you likely can’t hide the truth from the modern buyer. Long gone are the days when prospective buyers came to salespeople as their primary source of information about a company’s products or services. Most people go to the internet and social media channels to research and read reviews before they even talk to a salesperson. Ignoring or concealing your product’s limitations won’t stop the modern buyer from learning about them elsewhere. Owning and framing limitations effectively will allow you and a prospect to move forward and co-create the best solution.
How to Embrace Transparency in Sales
You don’t have to disparage your solution or speak at length about its perceived shortcomings to be transparent. Embrace transparency in sales by following these tips:
Employ Radical Honesty
First, be radically honest. Never lie, exaggerate, or conceal information. Give prospects your honest advice and opinion based on their situation. Don’t just tell them what you think they want to hear. Advise them as you would a close friend, family member, or even a boss that you want to impress. And if you don’t know the answer to a question, say so, then offer to find the answer.
Consider this. If this scares you, imagine you’re trying on formal wear. You’re not sure if an outfit looks good, so you ask a retail associate for their opinion. “I think the outfit is a little busy for the occasion,” the associate admits. “How about I grab a simpler top? I have a classic piece in mind that will create the elegant look you’re aiming for.” How would their response make you feel?
You’d probably appreciate that the retail associate told you the truth, and you’d be more likely to trust their opinion. While you may not buy the original top you tried on, with the retail associate’s help, you’ll find another clothing item that’s a better fit and reinforces your overall satisfaction.
Don't Be Afraid to Say "No"
On a similar note, don’t be afraid to say “no.” Never make promises that you can’t keep or make claims that the solution can’t deliver. Be clear and direct when communicating your product or service limitations. For example:
“That timeline is tight to deliver something of this scope, and I want to make sure our team gives it the care and attention it deserves. How would August 31 work for you?”
“That feature isn’t available with this product. This model is designed for speed and portability, which is why it has fewer features and a more minimalist design. If that feature is important to you, then this may not be the best fit. I’m happy to show you other options that better align.”
Tip: Know your product or service. Develop in-depth knowledge of your solution’s features, specifications, and capabilities to ensure that you always provide accurate product or service information.
Arm Yourself With Customer Reviews
Here’s another tip: Study customer reviews of your product or service to develop a more well-rounded understanding of your solution’s strengths and limitations. What are customers saying about your product? What do they like and dislike? Are there any similarities between the people who dislike your product? Pay special attention to the negative reviews, and be prepared to address or frame those points in sales conversations.
Be Yourself
Finally, the last tip is to be yourself. Avoid taking on a “sales” persona. Faux enthusiasm may come across as irritating and insincere. Don’t try to act or sound like a “typical” salesperson. Be genuine. Speak in your natural tone of voice and express authentic emotions.
Summary
Embracing transparency in sales helps to earn prospects’ trust, manage expectations, and boost your bottom line. So, be honest about what your solution can and cannot deliver. Don’t make promises you can’t keep, and never omit or conceal the truth to close a deal. Instead of making a quick buck, you’ll build a long and fruitful customer relationship.
- Ditch aggressive selling techniques. No one likes to feel like they’ve been swindled into a sale. Avoid scare tactics, manipulative phrasing, or bullying.
Transparency is the key to building solid relationships in sales. Click on “Check your Understanding” to answer the questions about this lesson. Then, learn about consultative selling, a sales strategy that promotes transparency and trust-building in the next lesson.