What Sales Integrity Means – Part 2

what sales integrity means

What does “sales integrity” mean? A recent survey demonstrated that of all professions, people trust salespeople the least1. This is unsurprising, given that many dodgy individuals have dragged the profession through the mud through their lack of integrity. It’s up to the rest of us to lift the profile of our noble profession so that the public and our clients will begin trusting us again. Today we will explore what sales integrity means. The result for you will be increased credibility in the eyes of your prospects, and more sales!

What sales integrity means: A definition

Integrity is consistency between what we believe, say, and do. As you will soon see, any deviations will result in a hit to your trustworthiness.

What sales integrity means tip #1: Tell the truth

When there is inconsistency between what we believe and what we say, it’s called “lying.” Unfortunately, sales consultants are well known to exaggerate facts. We often think that by telling prospects how great our product is, that it will “sell itself.” The truth is paradoxical – when we are willing to tell clients about the weaknesses of our product, they are more likely to trust and buy from you! Make a point to always speak the truth when describing what your product will do for your client.

What sales integrity means tip #2: Keep your promises

Inconsistency between what we say and what we do is known as “breaking promises.” If we say we will meet a prospect at 10:00am, it is not acceptable to turn up at 10:05am. It is a broken promise. I recognise that no one is perfect, and I know how easy it is to make mistakes. If you ever break a promise, simply fix the mistake or make it up to your client. Avoid the temptation to make excuses (even if they are circumstances outside of your control). Own up, and make up.

What sales integrity means tip #3: Be authentic

If you act inconsistently with your beliefs, you are being “fake.” Being authentic means being comfortable with who you really are, warts and all. People want to relate with the real you, not the mask that you put on. I love it when people openly share about their business challenges at networking functions. It makes them so much more relatable because we know that what we see is what we get. Be yourself!


Sales integrity is consistency between what we believe, say, and do. Make sure you always tell the truth, keep your promises, and be your authentic self. This will build your credibility, self-esteem, and sales!

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1 Roy Morgan Image of Professions Survey, 2017

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