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Supremely Successful Selling: Discovering the Magic Ingredient by Jerold Panas

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Chapter 24

Integrity Isn't Important—It Is Everything

RUDOLF NUREYEV is considered one of the most famous ballet dancers of all time. He is the ultimate premier danseur. A friend once said to him, “Rudy—you seem to float in space when you dance. How do you do it?”

“It's easy. All I do is make a flying leap in the air and stay there and never come down.”

I am going to give you a formula that's actually easier to implement than the great dancer's leap.

But before I do, I want to discuss with you further the concept of integrity selling. I've used the term throughout the book. It's important because credibility is the first law of selling. If you don't believe the messenger, you won't believe the message.

Let me tell you about the derivation of the word, integrity. It comes from the Latin integritatem. (This is your Latin lesson for the day.)

Its definition is honesty (as you might expect), trustworthiness, sincerity, and complete openness. That's what I've been advocating throughout these pages.

It means representing your product and company with pride. It means never compromising your ethics. It means the sale must be a win-win. It means you must feel completely fulfilled and rewarded by your profession.

Great salesmanship means you must maintain absolute integrity. That is the beginning and the end of it all.

Know your stuff! Know everything there is to know about your product.

Show uncommon commitment to the buyer. Remember, it's all about them—not you.

Expect positive results. ...

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