Customers distrust salespeople because they think commissions drive everything. Modern selling works when salespeople focus on advice and education instead, helping customers buy what's actually right for them rather than pushing a deal.
Chapters
There's a reason why so many of us hate salespeople. It's because we don't trust them. We're wary of what they have to say. We think they're saying whatever it takes to get the sale because we know their ulterior motive is to get their commission. Which is partly why sales has had to grow up to stop being about selling in the ways that it's been done for thousands of years. Instead, selling is, albeit too slowly, evolving into a position of advice, understanding, and education. Successful salespeople realize the customer doesn't just want to buy, she wants to buy what's right for her. Successful salespeople realize their job is to help the customer get to that point, but on her own terms. Today your job isn't to sell, it's to help people buy.