Authenticity in Sales: Why it Matters

Authenticity in Sales: Why it Matters
Electronic Security Association — December 7, 2023

By Audrey Pierson, Audrey Pierson Consulting 

“Security salespeople are . . .”. 

How you complete this sentence depends on who you are. 

As a long-term sales professional in our industry, I complete the sentence with “…smart, helpful, solution-oriented, and trustworthy.” That’s also how I expect my sales reps to perform and how I train new hires. 

Do you think the general public would complete the sentence the same way? (I hear you laughing.) 

The key to increasing sales and getting to the sentence I wrote is authenticity – the quality of being genuine, real, honest. It is a primary driver for creating long-term customers and building strong, lasting relationships with them. 

Can you make sales without being authentic? Sure. However, if your goal is to build a business, not just capture a quick sale, then authenticity is a must. 

In our industry, we sell ongoing (hopefully) long-term services which we provide through the installation of systems. If you begin the relationship less than truthfully, you are always at a greater risk of losing accounts to someone your customer trusts more. 

Let’s look at some of the most important advantages of being authentic in your sales interactions. 


Trust Building

Trust is the foundation of any long-term relationship. When you are transparent and honest in your business dealings, customers are more likely to trust you. Tell the truth when you’re working with prospects. If something isn’t right for their situation, don’t try to force them into the sale solely for your benefit. 

Emotional Connection

When customers feel you genuinely care about their needs and concerns, they become more emotionally invested in you and your solution. They are more likely to buy from you when their emotional response is positive. Who among us hasn’t bought something they didn’t need due to an emotional response to it? In our business, it might be additional services or systems over and above what the customer originally requested. 

Reduced Skepticism

Cynicism is one of the biggest obstacles to overcome in sales. People have been subjected to so many questionable sales tactics, they have become jaded about salespeople. Your honesty reduces their skepticism and encourages them to perceive you as honest and forthright. 


Authenticity requires consistency in your messaging and actions. When customers see you unfailingly live up to your promises, they are more likely to stick around. Inconsistency leads to confusion and erodes trust. Our industry is all about providing peace of mind, which begins with the sale. 

Positive Reputation

Salespeople who are consistently authentic build a positive reputation in their community and their business. This leads to more referrals, new prospects, and a broader customer base as satisfied customers recommend you to others. Content customers are also more likely to respond to your communications when you want to offer them additional products and services. 


In a crowded marketplace, authenticity can set you apart from competitors. Customers are drawn to those who are genuine and sincere, as opposed to those who come across as pushy or dishonest. Remember the adage, “People buy from those they know, like, and trust.” This remains true regardless of changes in sales technology and patterns. 

Long-Term Relationships

Authenticity helps foster long-term relationships with customers. When you prioritize authenticity in your sales, you’re more likely to focus on the customer’s needs and build a rapport that extends beyond the initial transaction. This is how you build repeat business and referrals. 

Customer-Centric Approach

When you genuinely care about solving customers’ problems and providing value, you are more likely to succeed at both. Your customer will recognize that you prioritize their needs over making a quick sale and you’ll more quickly earn their trust. 

Resilience in the Face of Challenges

Authentic businesses are often more resilient in the face of challenges or crises. When you’ve built a strong foundation of trust, customers are more forgiving when mistakes happen, and they are more likely to give your brand a second chance. This is critical for retaining customers and reducing attrition. 

Ethical Considerations

Ethical selling practices not only support your business, but they also maintain the integrity of the security industry in the marketplace. This means not making false promises, misrepresenting products or services, or using high-pressure tactics to close deals. Ethical sales practices are not only morally right, but also legally required in many jurisdictions. 

Effective Communication

When you are authentic, you are better at listening to customers, understanding their pain points, and tailoring your solutions to address their specific needs. When you do so consistently, your overall sales will increase, even if an individual sale is less than you hoped. 


Authenticity doesn’t require a one-size-fits-all approach. It means being true to your core values while also being adaptable to changing customer needs and preferences. Authentic businesses can evolve and grow while staying true to their roots. 

Feedback and Improvement

Authenticity involves listening to customer feedback and using it to improve your products and services. When customers see that you genuinely care about their input and are willing to make changes based on their suggestions, they are more likely to remain loyal. 

Business Sustainability

Authenticity is a long-term approach to building a brand and customer relationships. You will create a sustainable foundation for your business’s growth and success. 

Simply Said; It’s Easier! When you are consistently authentic in your sales, you never have to be concerned about what you may have told an individual customer. You provide what you promised and make it right if there are any issues. This is the backbone of a strong business. 

Authenticity in sales is crucial for building trust, fostering long-term relationships, and standing out in a competitive market. It aligns with ethical practices and allows your salespeople, and all your employees, to better understand and address customer needs, ultimately leading to success in sales and your overall business. Your customers become strong advocates for your business, bringing you opportunities you might have missed on your own. Truly a win-win result for everyone.