Being naked and lost in the business world is just like that! Salespeople truly need to be naked before clients in order to establish a meaningful relationship with them. The essence of this nakedness lies in communicating openly, honestly and without hidden motives or agendas.

  In such a climate of straightforwardness, expensive gifts, corporate indulgencies and elaborate perks are not appropriate. They mask the salesperson or the motive behind the relationship. The method of selling - where a perk places the client in a position of feeling obligated - is unethical, expensive and ineffective.

  A Naked Salesman - whose humanity is revealed, whose personality is illuminated and who is anxious to humbly serve the needs of the client - will be a welcome change for the buyer and a good business choice, as well.

  A Naked Salesman dresses well, not to intimidate or impress, but to look professional. He or she wants to impart a look of proficiency without appearing to be a know-it-all. Although the salesperson wants to blend in, in some way he or she also needs to stand out. Style is important but, as Will Smith said to Tommy Lee Jones in the movie Men in Black (where everyone had to wear the same type of black suit): "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. The handshake is firm and genuine. He or she accessorizes with a belt, a modest watch and jewelry, briefcase or laptop and maybe even an umbrella! The salesperson radiates confidence without being boastful.

Salesmen are from Mars; clients are from Venus.
  Sellers want to inflate a price and buyers want to reduce it, yet both buyers and sellers are human beings. Each has needs that will be fulfilled by their mutual business relationship. By offering the client the basics - such as friendship, industry expertise and a paycheck - a provider can lay the foundation for establishing a strong personal-business relationship. Adding to this, by giving the client extraordinary gifts and perks, truly muddies the water and clouds the relationship’s intent. This muddying increases the distance between a provider and a client; they may as well live on different planets!

  Besides the fact that graft is illegal, much of corporate America has policies to prohibit gifting. This truly makes all of us naked. It levels the playing field and gives an advantage to the business provider who has the most expertise for the lowest price. The client’s choice should be based upon which provider offers more value-added services, instead of which one offers 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.

  The Naked Salesman takes time to prepare for a meeting with the client. He or she is organized, interested in meeting the client’s needs and committed to the outcome of the transaction. The Naked Salesman is a better listener than a talker, looks directly into a client’s eyes and adheres to a code of honesty in all words and actions.

  When a provider develops a reputation for bare honesty and forthrightness with clients, buyers truly appreciate his or her utter nakedness in business deals. The buyer realizes that the salesperson’s commitment goes beyond monetary expectations because it is personal. The buyer expects a favorable outcome, not just because the seller has given the company’s promise, but because the salesperson - who is legitimately a person of integrity - has given his or her word. And that’s the naked truth!

Rick Jones, CTB is President of Meadow Lark Companies, a freight brokerage in Billings, Montana.

  Details: www.meadowlarkcos.com