What does fidelity have to do with selling?

The virtue of fidelity is often associated with personal relationships, in particular, marriage. However, I would like to propose that we consciously extend this virtue to all aspects of our lives, including the functions of sales and service.

Why?

Because fulfilling our obligations and keeping our promises are critical to attracting and especially retaining customers. The way in which we keep our promises and fulfill our obligations (or not) has a dramatic impact on our reputation, brand and ongoing viability as a business.

First let’s take a look at what ‘fidelity’ actually means (source www.dictionary.com):

• Fidelity: 1494, from M.Fr. fidélité, from L. fidelitatem (nom. fidelitas) “faithfulness, adherence,” from fidelis “faithful,” from fides “faith” (see faith).
• Fidelity implies the unfailing fulfilment of one’s duties and obligations and strict adherence to vows or promises: fidelity to one’s spouse.
• strict observance of promises, duties, etc.
• loyalty: fidelity to one’s country.
• conjugal faithfulness.
• adherence to fact or detail.
• accuracy; exactness: The speech was transcribed with great fidelity.
• audio, video: the degree of accuracy with which sound or images are recorded or reproduced.

When we read these definitions of fidelity we can see that they are very relevant to ethical business practices and are fundamental to any healthy relationship. While some may argue that fidelity should be a given with any buying experience, unfortunately it is not for many people. This is why I am raising fidelity in sales and service as a topic of conversation for 2010.

There are too many stories about ‘bad’ customer experiences to dismiss this as an irrelevant topic of conversation. I believe more and more we will be held accountable for actions, especially after the sale has been made. This brings the practice of fidelity into stark reality as a core virtue for any business.

Many of us have had experiences where we were promised one thing by a sales person, customer service person or business proprietor, and received something different. For instance, the sales or service person could say something like:

• “If you have any problems you can call on me and I will take good care of you no matter what happens.” (Reality – you have an issue and they do not want to know about you or your problem and make it very difficult for you to get any help).
• “If there are any issues with this piece of equipment bring it back and we will fix it at no charge.” (Reality – you have a problem and they blame you for the equipment problem without first uncovering what happened and then they complain about having to fix it, all the time telling you that other places would charge you for this service).

These examples and others like them leave people feeling let down, duped, and somewhat stupid for having trusted a person and taken them at their word.

But why is it this way? Why do some people make these promises and then complain when they have to fulfil them? Are they scared to lose a sale so they say anything to get your money? Or do they have the best intentions of fulfilling their promises, however say ‘yes’ too much, setting unrealistic expectations and overloading themselves?

I am sure there are many reasons why these issues occur, however whatever the reasons, the consequences of not practicing fidelity in business are dire.

If you want to kick off the New Year with a conversation about sales fidelity, you may like to ask the following questions:

• How do we abide by our agreements and honour our commitments?
• How do we fulfil our promises?
• How do we create and maintain trustworthy relationships?
• How do we work out problems directly?
• Do we walk our talk?

The answers you get may give you vital information about what you need to stop doing, start doing, and keep doing to ensure viable, healthy business practices and success in 2010 and beyond.

Remember, everybody lives by selling something.

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Sue Barrett is a Thought Leader on 21st century sales training, sales coaching, sales leadership, sales capability and sales culture. She practices as a coach, advisor, speaker, facilitator, consultant and writer and works across all market segments with her skilful team at BARRETT.  They help people from many different careers become aware of their sales capabilities and enable them to take the steps to becoming effective, and productive when it comes to selling, sales coaching or sales leadership. Sue and her team are your first and best reference when it comes to forging out a successful career as a competent sales professional and leader . If you have an idea, capability, product, service or opportunity that can benefit another and make their life better in some way then Sue says you need to be able to sell – ethically, honourably, and effectively.  To hone your sales skills or learn how to sell go to www.barrett.com.au.