Authentic Sales: Cultivating Genuine Connections + Deconditioning from the hard sell
GOODBYE HARD SALES TACTICS!
Does the idea of “sales” give you the Icks? Many of my clients are incredibly passionate about their work and excel in what they do, but when it comes to selling their products or services, they become squirmy and uncomfortable, or they simply don’t want to engage in it at all. I believe this stems from having experienced slimy or manipulative sales tactics that feel out of alignment, off, or downright like BS. What’s being taught in the realm of sales often feels outdated and rooted in hard-sell techniques, which for me, and many of my clients, does NOT resonate and certainly doesn’t feel authentic.
Authentic sales shouldn’t feel icky; they should feel natural, easeful, and maybe even exciting… You’re not SELLING; you’re sharing and inviting others to benefit from what you have to offer. If you’re here, you likely aren’t out to dupe or manipulate people into buying something you don’t believe in. Instead, you’re here because you’ve poured your heart into mastering a craft or creating a product that you know can help others. Sound like you? Well, read on to discover these sales pillars that should inspire you and significantly enhance your conversion rate —and say goodbye to the days of squirming, ducking, hiding, or procrastinating before a sales or onboarding call!
You might also need to decondition yourself from techniques you’ve been taught because again, many of the sales techniques out there are based on hard sales, which target fearful disempowered buyers rather than educated empowered buyers.
EMBODIED SELF: STEPPING INTO YOU…
As I mentioned above, authenticity in sales is about embodying your own voice rather than emulating someone else’s style, tone, or “sales script.” OMG, can we please throw out all those sales scripts? They wreak of inauthenticity!
Let me share an example of a client of mine. He’s super witty, charming, and funny. Every time we met, I felt uplifted and knew I’d laugh multiple times. He’s a doctor, public speaker, and consultant (I won’t give away too many details, as client confidentiality is of utmost importance to me). He spends his days literally saving lives and is brilliant at what he does. What sets him apart is that even in a serious environment, his fun, playful, and joyful personality shines through.
It would be a disservice to him, his patients, and his clients if he toned down his true self to “fit in” by adopting a stern, serious tone during his speaking engagements just because he’s a doctor in a serious field. His audience loves him for his wit and playfulness, even when discussing groundbreaking medicine and life-or-death situations. Of course, he doesn’t crack jokes at inappropriate times, but he sprinkles in humor when it fits and adjusts his tone accordingly. My point is that you want to present yourself authentically and not try to sound like how you think you should. This wouldn’t be genuine.
Also, being embodied means grounding yourself and being fully present, not stuck in your head, so you can implement some of the communication tips below.
COMMUNICATION: BECOMING BRILLIANT AT IT
Have you ever noticed how, when you’re chatting with someone dynamic and clear, who has a pleasant tone and tells captivating stories, you’re drawn into the moment? You find it easier to listen and likely trust what they’re saying more. This is because so much occurs subconsciously in communication. Being aware of the cues you send through your communication and honing your skills is crucial when it comes to sales—and life!
Tone of Voice: Control your tone to ensure it’s steady and inviting rather than high-pitched or erratic.
Presence: Calm and ground yourself before a conversation; people can pick up on dysregulation. Your calm energy creates a safe space, allowing for genuine connection and understanding. A steady presence enables your clients to feel at ease, fostering an environment where they are more open to your offerings.
No More Filler Words: Kick the bad habits of “ums,” “likes,” “you knows,” etc. The easiest way to do this is by slowing down, bringing awareness to your speech, and practicing regularly—even in casual conversations. Studies show that using filler words can lead others to quickly lose respect for you.
Ask Questions: Show genuine interest in your clients.
Active Listening: Practice active listening, making your clients feel heard and valued.
Slow Down: In the rush of sales conversations, we often forget the power of pausing. Slowing down allows for more intentional communication. Creating space to breathe cultivates an atmosphere of trust, enabling clients to truly hear your intentions and making your conversations far more meaningful.
LISTENING FOR YOUR CLIENT'S NEEDS
True connection arises when we listen to our client’s unique needs rather than imposing our solutions. Consider the example of a dog walker who also trains. This dog walker walks one dog at a time, dedicating an hour to each, tailoring their training to each dog’s needs.
Imagine this dog walker has an onboarding call with a potential client whose older dog needs companionship more than training. If the dog walker focuses solely on their training capabilities rather than how they can attune to the needs of a senior dog and provide loving companionship, that potential client may feel unheard and look elsewhere. An authentic approach requires tuning into each client’s specific needs and responding accordingly. If the dog walker isn’t well-suited for senior dogs or prefers not to work with them, being transparent about that and referring the client elsewhere is essential.
LISTENING TO THE DATA + RESEARCH
You can also “listen” via data analytics, customer surveys, feedback forms, and market research and by tapping into the collective consciousness as one of my clients likes to say. By doing this, you can gain clarity on emerging trends and desires. Analyzing data allows us to refine our products and offerings and onboarding conversations in ways that genuinely meet the evolving needs of our clientele.
ALIGNMENT: ONLY OFFERING WHAT RESONATES
As mentioned with the dog walker example, integrity in sales means discerning who we choose to work with. Not every client will be the right fit, and that’s perfectly okay. Being transparent about our capabilities and referring clients out when necessary fosters trust. When clients see that we prioritize their needs above all else, we build relationships that go beyond mere transactions.
If you’re selling a product, be honest about who it will help the most, who it’s for, and why it’s beneficial for them. Don’t try to appeal to everyone—even if everyone can benefit, you still want to create a clear sales message targeted at a specific audience, one that’s honest and doesn’t exaggerate the results. I.e., we all know that eye cream, no matter how amazing it is, is not going to transform our lives, but hopefully, it will help moisturize and reduce some of our wrinkles.
This is why it’s important to audit your sales copy on a regular basis. You want to make sure it’s grounded in authenticity and your or your brand’s voice and isn’t exaggerating results or subtly triggering potential customers’ spidey senses because something about it doesn’t feel authentic—usually because it’s not actually in alignment with you or your brand and is coming from a place of emulation or sales conditioning. So check, check, and check again, and if you're not sure, ask someone you trust to give you honest feedback. This is part of why I love doing my aligned business audits; it can be so helpful to get an outside perspective.
ADDRESSING DISCOMFORT IN SELLING
Lastly, let’s acknowledge the elephant in the room: discomfort in selling. Our bodies are finely attuned to the energy around us, and when we feel uneasy, clients can sense it. This “spidey sense” can disrupt the flow of conversation, creating an unspoken barrier and even triggering distrust. Science shows that our nervous systems can detect incongruities between what’s being said and the underlying energy.
To combat this, as I mentioned earlier, it’s crucial to ground ourselves before entering a sales conversation. Practicing embodiment techniques, such as breathwork or visualization, can help us approach each interaction with confidence and authenticity. One technique is to visualize your potential clients benefiting from your product or service. See it, feel it, believe it.
ALL IN ALL
Authentic sales are about more than transactions; they’re about creating genuine connections. By embodying our true selves, actively listening, and ensuring alignment with our clients, we can transform sales into an act of co-creation. Embrace the beauty of stepping more powerfully into your true self, and watch as your authentic voice attracts the right clients who resonate with your service or product.
Soon I will be offering a virtual course all about the above. If you like to learn more, you can do so here.
