The Naked Salesman
By Rick Jones, The Hook

I had a dream about going to school; not being able to find my locker, and wearing no clothes. The fact that I felt exposed, vulnerable, and lost seemed more important than the actual location of my pants and locker!

Being naked and lost in the business world is rather like that. We truly must be naked before our clients, to establish a meaningful relationship. Expensive gifts, corporate indulgencies and elaborate perks are not appropriate. They mask the person or the motive behind the relationship.

The method of selling where the client is put in a position to feel obligated due to a perk is an unethical, expensive and ineffective scenario. A naked salesman who has his humanity revealed, whose personality is illuminated, who is a humble servant of the client, will be a welcome change for the buyer and a good business choice.

Salesmen are from Mars;
Clients are from Venus

Those who sell want to inflate a price, and those who buy want to reduce it. Yet both buyers and sellers are human beings. They have a life and they have needs. By helping with the basics such as friendship and industry expertise, a provider can lay the foundation for a personal-business relationship. Adding to this by extra-ordinary gifts and scenarios truly does muddy the water and clouds intent. This “muddying” increases the distance between a provider and a consumer; they might as well live on different planets!

Besides the legalities of graft, much of corporate America has policies to prohibit gifting. This truly makes us all naked, levels the playing field and favors a business partner with the most expertise for the best value. Often the choice is with a player who has more value-added services, instead of the highest priced fishing trips, or the best season game tickets.

Getting both sellers and buyers to live on the same planet is the mark of a true salesperson. This person is a better listener than a talker. The Naked Salesman takes time to prepare for the meeting. He or she is organized, interested and committed to the outcome of the transaction. This commitment goes past the monetary expectations because it is personal. The buyer expects a favorable outcome because the seller has given his word (not the Company's word).

A Naked Salesman is well dressed, but not to intimidate or impress. He wants to look professional but not “in charge”. He wants to impart a look of proficiency but not a “know it all”. He wants to blend in but needs to “stand out”. Style is important but I am reminded of a phrase by Will Smith in the movie Men in Black. Everyone had to wear the same black suit, suggesting that they all look alike. Smith says to Tommy Lee Jones, “The difference between you and me is: I make this look good!”

The Sales Professional has fresh breath, shiny shoes, well groomed hair and a bright smile. His hand shake is firm and genuine. He likes to look into a person's eyes, seeking honesty. He accessorizes to the tune of belts, modest watches and jewelry, briefcase or laptop and maybe an umbrella! He has a look of confidence but not of boasting.

Try being a naked salesman as well as a transportation intermediary. The difference might be – you make it look good