The Ethos Weekly, Vol. 9
How to Spell Sales Without the Sleaze.. and Still Close.
The Death of Sleazy Sales: Writing On The Wall
Warren Buffet once said, “we can afford to lose money – even a lot of it. But we cannot afford to lose reputation – even a shred of it.”
Let’s be real with each other – sales has a seeerious reputation problem. We all know it. Likely since the dawn of the first products being peddled, sales has been synonymous with pushy, manipulative, and deceptive tactics.
Think about it for even a few seconds and a remarkably poor buying experience comes to mind. The proverbial used car dealers, high-pressure timeshare pitches, and the dreaded cold caller that won’t take “no” for an answer.
But here’s the scoop: sleazy sales is dying on the vine. Buyers are more informed from AI, more skeptical thanks to high-tech scams, and generally more resistant to anything that’s not a solution than ever. The old tricks don’t work, and the ones still using them? They’re burning bridges faster than they’re closing deals.
“What’s up prospecting time block? See ya again tomorrow, same time?”
What’s worse – those sales reps who log the most activity on a daily basis are often praised for such efforts. Yet all the while, brands are silently leaking toxic oil into the very waters they’re fishing in. News flash folks. If Year-on-Year revenue growth becomes overshadowed by lack of net-new business; you’ve effectively toxified your prospect pool.
Here’s one for you. True story. I once worked with a sales rep who swore by their script.
“It closes deals almost every time.” they said with a telling smirk.
“How?” I asked.
“Simple. By selling on concept instead of the details.”
Where this approach faulters is two-fold:
- Expectations are nearly never aligned with those of the customer’s, which often results in cancelled contracts/service. A “chargeback” on commissions becomes likely if not certain.
- That customer (and probably anyone they know) will never buy from you again because they view you as a problem amplifier rather than a problem rectifier.
So, how do you sell ethically and still hit your numbers? Let’s break it down.
Ditch the Pitch, Get Curious
Sleazy sales is all about pushing a one-size-fits-all pitch. Ethical sales? It’s about starting real conversations. The best sales pros don’t talk AT their prospects; they listen and seek to understand “the why“.
“Why do they need what I’m providing?” “Why are they interested in speaking about it now?” “Why not wait or go to a competitor?”
Sleazy Tactic: Rehearsed scripts only, exaggerated claims, and pressure tactics.
– “Offer only valid today!” “Never feel pain again!” “What will happen if you do nothing?”
Ethical Approach: Genuine curiosity, active listening, and solutions tailored to confirmed challenges.
– “Where’s the gap?” “What happened next?” “If we can address those items in this way, would that be a win for all?”
Sell With Transparency (Even If It Means Walking Away)
Position your next deal while you’re working this one. If you veer away from a solution at square one, it’ll catch up to you by that second step. So if the answer to step one’s question (the why) is that “they don’t need it” we simply educate the client on the fact it is not a fit and move on.
Sleazy Tactic: Hiding product limitations, making false urgency claims.
– “It’s the best in class in x area!” “I can only offer this today.”
Ethical Approach: Clearly communicating what your product can and can’t do, and knowing when to walk away from a bad fit.
– “Unfortunately we’re not there with it yet, but I love that idea and will take it back to our Product Team for consideration. Can I circle back to you for further feedback if they want to discuss?”
Create Urgency Without the Fake FOMO
“Buy today or you’ll miss out forever!” Yeah, yeah… we’ve all heard it before, pal. So how can we do this without Fear, Uncertainty and Doubt (FUD)?
Sleazy Tactic: Fake deadlines, misleading discounts, or pretending there’s “only one spot left” when there isn’t.
– “Limited Availability!” “30% off the first $20”
Ethical Approach: Demonstrating the cost of inaction, showing industry shifts, and using data to drive urgency.
– “In my experience, companies that wait an additional six months to act often see [X] loss in revenue across a few areas. Let’s talk about what makes the best business sense for your timeline.”
Make ‘No’ an Acceptable Answer
Sleazy salespeople see “no” as an objection to overcome. Ethical sales pros see it as a signal of alignment or misalignment.
Sleazy Tactic: Refusing to take “no” for an answer, pestering prospects, or using guilt-based tactics.
– “The Triple Play Bundle is cheaper!” “Have you heard about solar yet?” “Your warranty is about to expire. Do you have the money to cover a costly repair?”
Ethical Approach: Respecting the buyer’s decision, understanding their concerns, and leaving the door open for future conversations.
– “That’s fair.” “What’s the driver?” “Okay to schedule or ping you after [next quarter/season]?”
Focus on Relationships, Not Just Revenue
Sleazy salespeople treat buyers like transactions. Ethical sales pros build relationships that lead to repeat business and referrals. This is never more clear to a buyer than immediately after they’ve signed the deal.
Sleazy Tactic: Closing a deal and never following up.
– “I’ve put Customer Service/your Account Manager on this email. You’re in good hands.”
Ethical Approach: Checking in after the sale, ensuring the product is delivering value, and being a long-term resource.
– “I’d like to schedule a Lessons Learned call with you. Would you rather hold that after a few weeks or months?”
R.I.P. Sleazy Sales
If you think ethical sales means closing fewer deals, try it. Buyers want to work with people they trust. The best salespeople know that integrity doesn’t just feel better, it’s not just more honorable… it actually sells better.
I know, I know… it may sound somewhat counterintuitive when you’re eating canned tuna instead of going out with your friends on a Friday night early in your career. HOWEVER. If you’re tired of the greasy, slimy sales stigma and want to build a reputation (and a pipeline) that lasts, believe me when I tell you, ethics is in the center of that vin-diagram.
Now that we all know how to spell sales without the sleaze and still close… A moment of silence for the sleazy tactics that no longer produce. Our thoughts are with those who leveraged them for so long.
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Looking for sales enablement that actually clicks with your team? Let’s discuss how we can shape a team that closes with consistency and character.
What’s Next in The Ethos Weekly?
Vol. 10: When Optics Outsell Truth: Blind Beliefs & Bad Data