銷售天花亂墜是大錯 4件事情躲不過

What's the difference between a little lie and a whopper of a lie? If you.say either the intention behind the lie or the ramifications of the lie, you're right in line with what most people believe the difference to be.
小鬼話和彌天大謊之間，到底有多大區別？如果你認爲區別就在於兩者的目的和結果有差異，那麼你的想法就代表了大多數人的意志。

Here's another question: What do a little lie and a whopper of a lie have in common? Answer: They're both not the truth and if you're in sales and actually want to have long term success, anything short of the truth WILL hurt you.
那麼問你另一個問題：這兩種謊言之間，又有什麼共同點呢？答案顯而易見：不管大小，他們都是鬼話。如果你在銷售中做了一點點缺失誠信的事情，你都決計無法獲得長遠的成功。

Here's how.
告訴你爲啥。

Setting the Groundwork for More Lies
一個謊話十個圓

Lies are sticky things. Telling just one small lie to a customer or to a prospect probably won't do much harm as long as the lie truly is a harmless, little lie. For example, telling an angry, irate customer that you were working on their issue right when the customer called you when you were actually doing something completely different, is probably a harmless lie. Your intention behind the lie were probably to calm the customer down and give him the impression that your customer's problems are your problems and "there's no time like the present" to get things resolved.
說謊這事兒不好做。如果謊話很小隻是毛毛雨的話，說給客戶或者未來客戶聽可能不會有什麼危害。比方說，一個怒氣衝衝的客戶打電話來告狀，你會告訴他咱正在處理他的問題呢，即使你其實在做別的事。你的目的可能是爲了讓他平息怒火，並且讓人家覺得咱哥倆好你的事就是我的事，解決您的問題是我們的十萬火急。

Only the issue remains that it was not the truth. If your customer calms right down and appreciates your focus and attention to solving the problem, you're going to get some positive feedback, teaching you that telling lies, no matter how well intended or small, can be a good thing.
要命的是不管怎麼立牌坊，謊話也不可能成真。如果你的客戶情緒平靜了下來並且感謝你的專注與對解決他的問題投入的精力，這是你就要給人家一些積極的反饋了，這樣你就能發現，說一個謊，不管多小，都要圓謊纔可以。

This can and most likely will lead to telling more lies. And once you get something rolling downhill, you're going to find that stopping it is a whole lot harder than getting it going.
一個謊話可能需要十個謊話來圓。就好比你把小雪球推下雪山，一路的積澱使你發現，根本停不下來！

Lies Create Expectations
謊話讓人期望值太高

When you tell a lie to a customer or prospect, you are often creating expectations that you may or may not be able to live up to. Lies are all about over promising and under delivering while you should be focusing on under promising and over delivering.
當你向客戶或未來客戶說謊時，往往使他們有了一種期望，你們公司達不到的期望。謊言一般都是眼饞肚子小的，但其實你要讓顧客感受到的正好相反：我們提供的比說的要多，要好。

Beyond the obvious problem that telling a lie created for you when you realize that you cannot, in fact, deliver on your promise, another challenge is created. When you can't fulfill the promise of your lie, you are forced to either own up to your dishonesty or, you guessed it, TELL MORE LIES!
當你發覺自己自己其實沒本事撒那麼大的慌時，你就要爲其付出代價了。如果你無法履行自己的大話承諾，那麼死路有兩條：一是爲自己的不誠實埋單，二是，你知道的，說更多的謊話來圓謊！

Lies are not only sticky things, they are also masters of reproduction and duplication. Lies are seldom lonely creatures: they almost always travel in packs!
謊話不僅纏人，而且像細菌病毒一樣，善於復刻自己，香火綿延。謊言從不獨居，往往成雙成對，甚至成羣結隊！

Lies Have Teeth
被謊言反咬一口

Eventually, many believe that all lies come back and bit the liar in the end. Whether the bite is felt when your customer catches you in the lie, when your sales manager hears about your creativity with the truth or when your web of lies is so twisted that you can't remember what was and what wasn't the truth, lies have teeth and they know how to use them.
很多人相信最終謊言會折回來咬說謊者的屁股。不管你是否感受的到——你的顧客可能發現了你在說謊，你的銷售經理不小心聽說了你說謊方面的創造天賦，亦或是你的謊話多到你被整懵，不知道孰真孰假——謊言都會找個方式會來報答他的小主人的。

Perpetuating the Public Image
還咋保持公衆形象啊

Sales professionals have a hard enough time overcoming the general public image that they all lie, are out for their own interests and are simply not an honest lot without you adding more fuel to the fire. Take it from one tenured sales professional: Lying to your customers is NEVER a good thing to do.
許多有銷售經驗的人都經歷過圓謊來保持公司形象的艱難過程，雖然不情願，但爲了公司的誠信形象，他們必須繼續火上澆油。聽聽銷售骨灰級人物的話：向顧客撒謊什麼的最蠢了呢。

Even if your lie never comes back to bite you and even if you are certain that you wouldn't have closed a particular deal without having told a lie, your dishonesty has hurt you.
即使你的謊言沒有報復你，你也確定這不耽誤你做業務——不誠實也是坑了你的。

1，Lying weakens your sales skills by making it easier for you to close a sale or to advance a prospect to the next steps in the sales cycle.
說謊讓你的銷售技能減弱。說謊多了，你很可能丟掉銷售機會或者進一步發展潛在客戶的可能。

2，Telling lies increases stress because after telling a lie, you need to be on your guard to prevent the truth from getting out.
說謊壓力大。紙裏包不住火，小心燒到自己。

3，Lying, whether you recognize it or not, hurts your self esteem, teaching you to believe that you are not good at sales unless you stretch the truth
說謊，不管你意識得到不，會傷你自尊，讓你感覺如果不說謊就做不好生意。

Moral ramifications aside, when you lie to a customer, you are doing much more damage than good. You will be far better off losing a sale honestly than winning a sale using lies.
暫且不說道德缺失，向顧客撒謊永遠是利大於弊的。誠實地失去一個銷售機會比靠謊言做成一單生意好得多。