O'Reilly logo

Supremely Successful Selling: Discovering the Magic Ingredient by Jerold Panas

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 26

The Highest of Callings

SELLING WITH INTEGRITY is the highest calling in selling. It is the very foundation in your journey to success.

Integrity selling means there is an equitable transfer of value. You and the buyer both gain in the exchange. Very often the probable buyer will indicate that he or she received a great deal more in purchasing the product than the seller received in making the sale.

Keep in mind that integrity selling isn't something you do to someone. It's something you do for and with someone. Cal Turner tells me that the whole mission in selling throughout his stores is to provide a better life for everyone.

“That's actually in our mission statement,” Cal says. “I tell my salespeople—it's not about them, it's about the people who came through our doors. Our job is not to sell them. It's to serve them.”

A likely buyer is a real person with concerns, needs, pain, and moments of joy that know no bounds. You are empathetic. You take the necessary time to know your buyer.

It is essential you understand the needs and wants of those you are calling on before you ask them to buy. You develop a trust and a rapport before any asking begins. This could possibly take a number of visits. Don't rush it.

Bonnie McElveen Hunter says you need to be a partner with the buyer. “You've got to connect the needs and desires of your buyer to the product. You are in lock step with the buyer.”

You spend enough time with each person and you listen carefully. You know precisely ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required