When a salesperson walks through your door, the last thing you expect is that the seller’s sales pitch will draw inspiration from the Ten Commandments and passages from the Book of Proverbs.

But for Lenann McGookey Gardner, owner of a management-consulting firm and author of Got Sales? The Complete Guide to Today’s Proven Methods of Selling Services, there’s no reason that salespeople can’t be successful at their jobs while still maintaining their faith.

“I think it’s important for Christians—and, for that matter, those of other faiths—to know that, whatever they do, their faith goes with them.  It’s the foundation of our lives,” says the consultant. “So I think we have to take an approach to everything, including selling, that fits with our beliefs.  And it’s completely possible to do this when we are in sales.”

McGookey Gardner favors a “clean-heart position” for selling. The approach, she says, ensures that the seller holds a “sincere desire” for the prospect to get what he wants, even if that means that the product or service is not delivered by you.

“That gets you away from a pushy, aggressive approach and into a caring mindset that helps you make more meaningful connections with people,” she explains.

Being successful in sales not only requires sellers to be trustworthy, but it’s also important that they employ the most up-to-date skills. The two characteristics go a long way, she says, in helping debunk the theory that all salespeople are up to no good.

“We’re so cynical now that most people think that those who sell haven’t got an honest bone in their bodies, and most consumers and businesspeople have their antennae attuned to ANY evidence that this is, in fact, the case,” McGookey Gardner says. “That’s why it’s terribly important to have up-to-date selling skills.”

Morally sound and effective selling principles don’t have to be mutually exclusive, says the consultant.
However, just because a person knows how to sell doesn’t mean that he should be selling.

A person who doesn’t want to sell or “doesn’t believe in what he’s selling,” should find another profession, explains McGookey Gardner. “In either case, you’re going to drag down yourself, and everyone around you.”

The consultant theorizes that the negativity a salesperson may express is more about not wanting to be the stereotype of a salesperson, rather than the reality of a successful salesperson. She recommends that sellers stop worrying about themselves and caring more about their clients, and they will experience improvement in their results.

Although it may be difficult to remain faithful when faced with repeated rejections, McGookey Gardner reminds salespeople that rejection isn’t personal.

“Most of the people who reject us don’t even know us.  They’re rejecting the interruption we represent, or they’re rejecting our product or service,” she explains. “The truth is that in most organizations, if we can be even 40 [%] successful in selling—that is, if four out of 10 people whom we ask for an appointment or a purchase actually accept our offer—we will be tremendously successful.” 

The key, she says, is being willing to continue if the first six people turn you down.

Lenann McGookey Gardner is owner of Lenann McGookey Gardner Management Consulting Inc., based in  Albuquerque, N.M. An international sales and marketing consultant, McGookey Gardner offers sales coaching techniques and workshops. Her Web site is www.YouCanSell.com.