Buyers are liars

This old phrase refers to the fact that people often don’t want to tell you the real reason they aren’t buying.  If you’re a salesperson it gets worse – they may lie and tell you a different reason – like your price is too high, instead of telling you the real reason – they don’t like you, don’t trust you, or just aren’t comfortable with you.

They don’t want to tell you this real reason because they know the truth – you can’t handle it.  It would be awkward for them to say to you, and awkward for you to hear.  So they lie, or just stay silent on the matter.  It’s human nature.

Top salespeople are consistently top salespeople.  Salepeople in the middle are consistently in the middle, save for a great or bad month here and there.  and salespeople at the bottom are always there – they can’t sell because of who they are being – something about them and how they interact with others.

Salespeople have to be able to get rapport with people.  Rapport is trust, but it’s more than that. 

It’s trust with comfort.  They have to trust you and be comfortable with you.  They have to be comfortable while they are trusting you.

If someone is a nice guy and even a clear communicator, but something about them makes you uncomfortable, don’t put them in sales.  Buyers will lie to them.