Ethical Selling

Lizzie and Chris talk about the 3 step process for ethical selling and why it is important to communicate and share the truth in ways that make it easy for your customer to make the decision(s) you want them to – and to feel good about doing so!

 

Podcast transcript:

Lizzie
Hi, and welcome everybody to The Lizzie and Chris Communication Podcast and today we are going to be talking about Ethical Selling.

This is something that is really, really close to both of our hearts, I would say, and it’s absolutely, just so important, to make sure that when you are selling, that you are being ethical.

Now Chris, define Ethical Selling for me.

Chris
I think ethical selling can be sort of categorised by the notion of well packaged honesty; that what we are saying is true, and that our motives are to create the, what’s almost a clichéd phrased of a, win-win situation.

If you as a potential client need something, that I have, and what I have will improve your life in some way, and if you can afford it, and I know that, then I actually think I am right to sell it to you.

I think those three things have to be in place, then I think it is ethical selling.

And I think the way I have to sell it is through well packaged honesty.

And I think there is a danger that people like me and you, who love to sell and let’s face it, I was going to say there is nothing in life that’s more exciting than selling something, but if I said that I knew you would correct me and we don’t want to go there!

But you know that feeling, right; that when we sell there is a real rush, there is a real buzz and there is a danger in that we can get so caught up in I want to sell, I want to sell, it feels great, I’m great at selling; that we forget that we should only sell

  • if they can afford it
  • if it will improve their lives
  • and then we should have the skills to be able to sell well,

Because then it’s all back to how we communicate.

Lizzie
Yeah exactly, and I think for me the points that you’ve touched on; knowing whether it’s right for them; knowing whether it’s going to improve their lives, or whatever it may be, personal or professional lives; knowing whether they can afford it. You find all of these things, well you find that out by communicating with them.

And as you communicate with them and they come back, it’s almost as though, in my head, I’m ticking it off “yeah, yeah we’ve got this one”, “yeah this is good” or “oh they’ve just mentioned this , I’m not sure now, I need to do a little bit more ‘digging’ I call it you know, to find out whether this is absolutely right for them. Because of course we also know that when we sell, and we sell ethically, and we are very honest about what we sell and we know the benefits and therefore we can communicate the benefits to that person, not only do you get the sale once over, that person then becomes an advocate for your business and that person then…well you’ve just increased your network.

Chris
And that’s the power of word of mouth.

Lizzie
Yeah that’s the power of word of mouth.

And I think it’s really interesting you mention well packaged honesty because that’s something that
certainly in the times that we operate at the moment, well I’m personally crying out for and I think there’s a lot of people who just want just tell me what it is and just be straight, just be straight.

Chris
Yeah, and I think it’s about being straight in ways, again this is a topic we’ve talked about many times and it’s there all the way through because essentially we’re talking about communication. Be Straight with me, Be Truthful with me, Be Honest with me and share that honesty in ways that make sense and work for me and for my communication preferences. That’s why I think it’s well packaged honesty. I package it based on the understanding of the other person into their communication style and preference.

Lizzie
Yeah, that’s true, that’s true. Because of course I know, there are certain people who I know, how I package the communication for one person will not be right for the other person, and vice versa. And then, well again it’s all about communication isn’t it and about knowing how that person communicates in their own brain.

Chris
And when we are thinking of selling, it’s easy for us to forget that it’s an emotional journey we are taking the buyer on. I’m never going to buy anything if it doesn’t feel right. You know when we brought the house, my wife and myself, Mairi and myself that we’ve lived in for the last thirty years. Mairi is a list person, I don’t mean she walks like that, you know she’s got a list of 15 things that she wanted from the house and we walked into this particular house, which is now our home, which at the time had none of those 15 things and she walked into the hallway and went mmmmmm.

And at that point, I was like OK, Hello Home, because she knew at that point. And we have to make that happen through our well packaged honesty and not just rely on the product we are selling to sell itself, because products don’t sell themselves.

Lizzie
Yeah, completely yeah. And a good, a good sales person or a good business person will know, well will find out so they know, what is really important to this customer? What is going to make them want to do business with me? and then, and can I reciprocate, can I give that to them? And once you’ve made that decision or worked that process out, then I believe you’re well on your way then.

Chris
That’s actually the paradox of great communication isn’t it. That the more I forget about me and I’m curious to learn about you in whatever the context, in this case because I want to find out if it’s right, if it’s ethically right to sell to you. The more I get to know about you, the better I can then communicate with you and the more I’m likely to make a sale. But if I’m locked on me as a sales person and my figures, and I ignore you, in that respect, I’m just gambling. I’ve got to get to know the people, I’ve got to get to build that relationship. We don’t buy from people we don’t trust, right.

Lizzie
I’ve just thought of a scenario actually. So when I was looking at venues for our communication workshops, I went to, well obviously we are holding them at Meetpoint Midlands, and the main reason for me, why we are holding them there is because when I walked through the door, Liam, the Meetings Manager said to me “Lizzie, would you like a coffee, which is always a winner, and said “before I show you around tell me exactly what you are looking for because then I’ll know whether I can fit your needs” and it was like, oh it was just like music to my ears and from that moment, I knew that me and him were going to get along because he was talking my language.

Chris
It was about you rather than about him.

Lizzie
Whether it was his language, I think it is actually, but that’s not the point, he was talking my language because I was the customer and that’s why it’s important.

Chris
And there’s also that issue that if we become very, very skilled at communication, we can actually find out that other person’s needs without even being that explicit. We can learn it in all sorts of ways, even if it’s almost just what we are having now, which is obviously a carefully scripted conversation. And on that point it’s time to finish with our top tip and I’m going to pass the ball to the winger on my right and go Lizzie, Ethical Selling – what’s today’s top tip?

Lizzie
So for me, Ethical Selling, the top tip is
If your client can afford it and it is going to improve their lives, then you crack on and you sell it to them.

Ethical Selling

 

Categories:  Podcasts

If you like the sound of what you hear and you can imagine us growing your business together, do get in touch.

Ethical Selling | Lizzie Butler Communications