Alison Hartley

I was following up on a business development campaign this morning, and spoke to a partner in a law firm. He said that he was a bit wary of ‘sales stuff’. Is that interesting? Every business needs to sell, but selling has become a dirty word. A bit like the labels bankers and politicians have received recently. Bankers, politicians and salespeople are pretty much essential, but regrettably, but as usual, the poisonous few have tarred everyone else with the same brush.
Personally, as an experienced buyer and seller now, I have no time for dishonesty, unreliability or manipulative techniques. As a buyer I’ve been delighted, surprised, pleased, confused and horrified. If someone lies to me, there is a long road back into my trust, if it’s possible at all.
As a business developer, the same principles apply, and I think the time has come for a bit of a moral crusade about doing business ethically, honestly and with your clients first and foremost in your mind. Of course selling discussions in business are ‘conversations with a purpose’ to use a phrase I once heard, as are interviews, board meetings, annual reviews etc. But there is no need for them to be based on anything other than mutual respect, openness and honesty. Great selling is being clear about what you can (and can’t!) offer, but then putting all your energy into understanding your client’s world so that if there is a fit, you can agree on a way forward. This doesn’t need any manipulation, closing techniques or other pushy tactic. Most professionals would be deeply uncomfortable with such an approach anyway. Join me in making selling a legitimate and pleasant thing to do again!