https://salesforlife.com If we were to ask most buyers today about how they perceive sales professionals, I’m pretty sure we know what they’d say. But the question is why do they feel this way. Why does a cloud of mistrust hang over our profession? It’s often said that the customer’s perception is reality. Perhaps it’s the final word. And therefore, the fundamental flaw in most sales organizations today is that we are too focused on the transaction. I truly believe that sales professionals today have the moral obligation to help erase that reality. We must all work hard to ensure that our buyers never feel a sense of bias. Although helping them towards the close is our moral obligation (especially if we feel that our solution can benefit their life), it’s more important they never feel that we have a self-serving agenda. The way we do this matters. The customer can’t read our mind and therefore our actions need to do the talking for us.