The Salesperson’s Guide to Authenticity and Human Connection

In the world of sales, authenticity and human connection are paramount. These principles are not only the foundation of successful sales but also the core of my coaching philosophy and the subject of my book, “The Master Salesman: Jesus and the Art of Service”. This article explores the importance of authenticity and human connection in sales, drawing insights from my own experiences, the teachings of Jesus, and the practical applications of the Triad of Belief and the IDEAS Sales System.

Authenticity: The Heart of Sales

Authenticity is about being genuine and true to oneself. In sales, it means understanding your product, believing in its value, and communicating that belief to the customer without manipulation or deceit. This approach resonates with people and builds trust, a vital component in any sales relationship.

The Triad of Belief: A Fundamental Framework

The Triad of Belief is a concept that encapsulates the essence of belief in sales. It consists of belief in your industry, belief in your company’s product or service, and belief in yourself. This triad forms the bedrock of authenticity in sales, guiding you to connect with customers on a deeper level.

Jesus’ Approach to Authentic Connection

Jesus’ approach to connecting with people was rooted in authenticity and love. He knew His product (salvation), believed in His industry (the Kingdom of God), and had unwavering belief in Himself. His ability to connect with people on a human level, understanding their needs and concerns, is a lesson for all salespeople.

The IDEAS Sales System: Building Human Connection

The IDEAS Sales System is a method I’ve developed that emphasizes human connection in sales. It consists of Introducing, Discovering, Evaluating, Adapting, and Serving. This system guides you to listen actively, understand the customer’s needs, and adapt your presentation to create a genuine connection.

Practical Applications: Connecting Authentically

  1. Know Your Customer: Spend time understanding your customer’s needs and concerns.
  2. Communicate Clearly: Use clear and honest communication to build trust.
  3. Show Empathy: Connect with the customer’s emotions and show understanding.
  4. Provide Value: Focus on how your product or service can genuinely help the customer.
  5. Follow Through: Keep your promises and provide excellent after-sales service.

Scripture Reference

1 Corinthians 13:1 says, “If I speak in the tongues of men and of angels, but have not love, I am a noisy gong or a clanging cymbal.” This scripture emphasizes the importance of genuine love and connection, principles that are central to authenticity in sales.


Authenticity and human connection are not just buzzwords; they are essential principles that can make or break a sale. By understanding the Triad of Belief, learning from Jesus’ example, and applying the IDEAS Sales System, you can master the art of authentic connection in sales. If you wish to explore these concepts further, consider reading “The Master Salesman: Jesus and the Art of Service”.

For those looking to enhance their sales skills through personalized guidance, one-on-one Training, Coaching, and Life Coaching at Closer Classes can be a valuable resource.

The customer is ready to buy. He needs you to help him believe.

This article delves into the principles of authenticity and human connection in sales, highlighting the importance of the Triad of Belief, Jesus’ mastery in connecting authentically, the IDEAS Sales System, and practical applications to build genuine relationships with customers.

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