1. Always be authentic. 

Customers want to work with people they value authentic people and relationships. As this Entrepreneur article notes, a lack of trust [by the buyer] often results from a lack of authenticity on the part of the salesperson that they trust, and. Buyers can see through scripted pitches, boilerplate objection handling and premature hard closes. 

Successful salespeople curate their sales approach to incorporate who they are, what they believe in and the tangible value that they can bring to the relationship. Honest discussions about a solution’s value, the challenges that exist and the collaboration that will be required to succeed, help lay the foundation for a relationship that is meaningful on authenticity and trust.