Do you have to believe in what you sell in order to be a great sales professional?

I’ve always wondered what other sales professionals thought about this question: Do you have to believe in what you sell in order to be a great sales professional? Or are the real sales professionals those that can sell without actually believing in what they sell?

The curiosity led me to start a discussion with my LinkedIn groups: The Sales Association, Business Development, Salesblogcast.com, and Sales Training Drivers. Almost immediately I had over 60 contributions from my fellow group members.

Here’s what I found:

The vast majority agreed that you must believe in what you sell in order to be successful. Of them an overwhelming number of supporters brought up enthusiasm as the driving force of success. Belief in what you sell translates into enthusiasm and energy. It is possible to sell without enthusiasm, but the energy required to be successful will be tough to generate.

Amy Knoth, the Director of Business Development at ATC Logistics & Electronics, summed this up nicely:

“The ultimate sales person is one who has passion and believes in what he/she is offering to the marketplace. It is possible to be successful based on the numbers game. However, to generate enthusiasm and support for a product (or service) you have no interest is nearly impossible.”

Another popular reply touched on the lack of repeat business and job satisfaction. Some had even gone out to point out the effects it can have one’s personal brand.

Patricia Stanley Martinez, former Area Manager for Bergensons Property Services, explains her views:

“In (the janitorial) industry believing in what is being sold would be crucial to me. I would not want to sign a contract knowing that the company that I was representing would with intent not be living up to the contract specifications. Could I sell it - yes. Would I sell it - No.

There has to be a level of ethics, value system and personal integrity in sales. This goes to your personal brand and reputation.”

A few had even gone as far as to refer to the opposing sales people as frauds or scammers.

Perhaps my favorite comment was by Jim Barnet, the New Market Development Manager for GeNUIT:

“I think an even better question would be ‘if you are a sales professional and you're any good, why would you rep a product you didn't believe in...?’”

Well put.

Others argue that belief is not a requirement as long as their product or service eliminates a problem their client has.

Richard Hilliard of Practice Better Business illustrates his point:

“Is it easier to sell a product or service when you like and believe in it? The answer is absolutely.

Is it necessary to believe in the product or service to sell it? Not really. Belief in the solution that your product is the answer is more important”.

Carol Spieckerman, President of newmarketbuilders, adds:

“Passion for a product is absolutely NOT a requirement for selling lots of it and I teach this principle to my clients. In my pre-consulting sales career, I sold millions of dollars worth of products that other people were passionate about. I succeeded because I was passionate about making money. ‘Believing’ in a product is a different matter and is a more complex proposition. The only beliefs that were required for me were:

1) Belief that a market existed for the product

2) Belief that the product company could execute the order(s)”.

There were many more great comments left by my fellow group members. For those that are interested I suggest you join the aforementioned groups to take a look. Feel free to comment with your thoughts to this question as well.