What Does A Salesman Really Sell?

I recently learned something very valuable. A good friend of mine proposed a solution to an age old question in a way I had not heard before. The often-asked question is what does a salesman sell? The typical answers are service, himself, the company, the product… but none of these were the answers my friend was proposing.

He leaned back after we all gave up, and said in a soft voice: trust. A successful salesperson sells trust.

If he is successful in creating a trust relationship, the product or service he represents goes along with the trust. Trust is the cement that holds the client to the salesperson. Trust that his word is good, trust that his promises will be satisfied and that what he says about his product or service is reliable. Trust that he delivers what he promises, when he promises it, and that it is as stated.

If problems occur he will stand behind his commitment. A good salesman understands that his word is worth far more than any sale and once trust is created it must be cherished, supported and nurtured. If done, the next sale will always be waiting for him and competition will never succeed in penetrating this relationship.

How true and how wise.