Why honesty is the strongest selling point

Guest article by sales professional Oliver Schumacher

Some time ago, I was sitting with a sales team. One of the salespeople told me: ‘I simply told the customer that I couldn’t lower the price – because otherwise it wouldn’t be fair. And suddenly there was silence in the conversation.’

Many colleagues were amazed. No tricks, no platitudes, no show. Just one honest sentence – and it had more impact than any discussion about discounts.

Honesty creates trust

In sales, people often search for the perfect argument. For the magic phrase that will sweep away all objections. But customers are more alert than ever before. They can sense when someone is just using tactics.

Honesty, on the other hand, is disarming. It shows that:

• The salesperson stands behind their offer.
• The product is priced as it is presented.
• There are no hidden games.

Customers appreciate this. Because in the end, they don’t just want to buy – they want to be sure they are making the right decision.

Honesty is an attitude, not a technique

Many people ask me as a speaker: ‘How do you train honesty?’ My answer: You don’t train honesty itself – you train the courage to be honest.

• The courage to be clear about price and performance.
• The courage to say no sometimes.
• The courage not to promise the customer something you can’t deliver.

This changes not only communication, but also charisma. Those who come across as honest appear confident – and that is precisely what makes them convincing.

The effect on price negotiations

In my seminars on price negotiation, I see it time and time again: salespeople who talk honestly about prices have to give fewer discounts. Why?

Because honesty automatically conveys three things:

• Competence – ‘I know what my offer is worth.’
• Clarity – ‘I don’t beat around the bush.’
• Strength – ‘I can withstand pressure.’

And these three factors are often more important in price negotiations than any additional argument.

Conclusion: Honesty sells

Honesty is not a soft ideal, but a tangible selling point. It saves on discounts, builds trust – and makes salespeople personalities that customers want to work with in the long term.

As a speaker, I inspire sales teams to develop precisely this attitude. And as a trainer, I help them to put it into practice. Because one thing is certain: honesty sells.

Book Oliver Schumacher as a trainer or speaker: 1 (704) 804 1054 or oliver.schumacher@premium-speakers.com