---
title: "In Sales, Eloquence Isn't What Matters—Earning Customer Trust Is!"
description: "Sales are the lifeblood of a business and the core of its operations; without sales, everything else is lost. So how can you excel in sales? The author has gathered insights from top sales experts to share with you. First, eloquence isn't important; earning customer trust is. Second, instead of giving gifts, build relationships; be a good person before doing business. Third, always take a long-term view."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2015-07-23"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/in-sales-eloquence-isn-t-what-mattersearning-customer-trust-is-d90bd537/"
markdown: "https://xinjignxiao.com/en/articles/in-sales-eloquence-isn-t-what-mattersearning-customer-trust-is-d90bd537.md"
original_source: "https://mp.weixin.qq.com/s/zhveA6DjplfGv6Zpx-lrfg"
translation: "https://xinjignxiao.com/zh/articles/%E5%81%9A%E9%94%80%E5%94%AE-%E5%8F%A3%E6%89%8D%E4%B8%8D%E9%87%8D%E8%A6%81-%E8%AE%A9%E5%AE%A2%E6%88%B7%E4%BF%A1%E4%BB%BB%E6%89%8D%E6%98%AF%E6%9C%80%E9%87%8D%E8%A6%81-d90bd537.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/in-sales-eloquence-isn-t-what-mattersearning-customer-trust-is-d90bd537/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# In Sales, Eloquence Isn't What Matters—Earning Customer Trust Is!

> Sales are the lifeblood of a business and the core of its operations; without sales, everything else is lost. So how can you excel in sales? The author has gathered insights from top sales experts to share with you. First, eloquence isn't important; earning customer trust is. Second, instead of giving gifts, build relationships; be a good person before doing business. Third, always take a long-term view.

Sales are the lifeblood of a business and the core of its operations; without sales, everything else is lost. So how can you excel in sales? The author has gathered insights from top sales experts to share with you, hoping they will be helpful.

1. Eloquence isn't important; earning customer trust is.
People often think that those in sales must be eloquent and silver-tongued. But experts believe the most important thing is to win others' trust. There was a salesperson whose monthly sales were several times that of others, yet he was usually quiet and spoke with a strong dialect. A customer once told him, "I buy from you because you look honest at first glance, and I feel at ease." An old salesperson who has now been promoted to CEO told me personally that being a good listener is his secret; trying to impress customers with talk and lead them by the nose is foolish. I have a friend who stammers a bit, but with such eloquence, during his tenure as sales manager for a company's Inner Mongolia region, he managed to triple sales in just a few months. This shows that as long as you are good at communicating with customers and gaining their trust, even those with poor eloquence can dominate the market. Conversely, those who only talk big often provoke customer resentment and resistance.

2. Instead of giving gifts, build relationships; be a good person before doing business.
If you think sales is just about wining and dining and giving a few perks, you're far off! A friend told me his story: Once, he was about to bring goods to a hospital in Dongguan. Before leaving, he heard that the hospital had just opened a new outpatient department that very day. So he had a bright idea and quickly ordered four flower baskets to bring along. Upon arriving in Dongguan, he went straight to the new outpatient department. There were already many flower baskets at the door, but his were the only ones from out of town. The director was very moved and invited him to stay for lunch. During the meal, a doctor came over and told the director that the equipment was broken. Under normal circumstances, the hospital would not accept the equipment, and of course, they wouldn't pay. He panicked. But unexpectedly, the director comforted him, saying, "It's okay, leave the equipment here, I'll transfer the payment this afternoon, and you can exchange it in a few days." That's the power of emotion. He felt from your thoughtfulness and sincerity that you are trustworthy. The flower baskets only cost a few hundred yuan, but if this deal had fallen through, the loss would have been tens of thousands.
This friend's sales performance has always ranked first in his company. Look at him: unimpressive appearance, average talent, clumsy speech, and lacking professional knowledge. How does he manage to be so good? In his own words, it's "putting his heart into it." Of course, someone might ask: Don't these people accept bribes? Of course not. The problem is that everyone can give gifts; it's nothing special. But only those who can also give "emotion" stand out and become experts.

3. Always take a long-term view.
A salesperson, just before going home for the Chinese New Year on the 28th of the twelfth lunar month, called an old customer and joked, "How about making a deal with me, brother, to cover my travel expenses?" The other laughed and said, "Come on over!" So, in the morning, he left with the equipment, without even doing an on-site test, and returned in the afternoon with the full payment. This seemed unimaginable to his colleagues, but he did it easily. When asked how, he said, "Last time I went, their unit was short on funds. I gave them the bottom price according to the company's policy, which was very cheap. I didn't make a penny and even lost money on travel expenses. This moved them deeply, and they felt they owed me a favor, so they promised to give me priority in the future."
Think about it: Would you be willing to make a losing deal? If they said they were short on funds, would you believe them? Can you believe they will buy equipment from you later? This is a matter of exchanging heart for heart. Maybe the other party is an ungrateful person and won't remember your kindness. Then it depends on your judgment, and of course, you need the determination to gamble! This salesperson once confidently told me, "Even if I lie at home, I can just make a few calls and business comes to me!" Others don't believe it, but I do. This is the gap between top experts and ordinary salespeople.


---

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671