The best salespeople succeed because they rely on their natural, authentic style rather than rigid scripts from sales books. Jen Abel estimates 90% of salespeople fail by trying to adopt someone else's playbook, which feels artificial to buyers and commoditizes their approach.

Many salespeople act one way in their personal life and another at work. To be truly authentic and build trust, you cannot be a 'different person' after 5 PM. Your professional persona must be an extension of who you genuinely are, otherwise prospects will sense you're playing a role.

When creating content to build trust, authenticity is more important than a polished, smiling persona. Don't be afraid to be yourself, even if you're not a 'big smiler' on camera. Prospects connect with genuine ideas and a consistent presence, not a perfectly produced but inauthentic performance.

When sellers present a perfect, "buttoned up" persona, they inadvertently teach prospects to do the same, creating a guarded dynamic. By revealing imperfections and vulnerabilities, sellers give prospects permission to lower their own defenses, which builds trust and fosters a more open dialogue.

Beyond skills, the most crucial trait in hiring sellers is a genuine, deep-seated desire to help customers (“you can't fake giving a shit”). This human-oriented approach, combined with problem-solving skills, is the foundation for building trust and cannot be taught.

Instead of relying on generic corporate jargon, business owners should communicate their genuine passion for their work. This personal story and authenticity—their "magic power"—is what truly resonates with and attracts customers, differentiating them in a crowded market and building a stronger brand.

Salespeople often adopt a higher-pitched, strained voice, believing it sounds more professional. However, listeners perceive this as inauthentic and untrustworthy, causing them to subconsciously disengage. True connection comes from a natural, relaxed tone, as your voice is an 'instrument of the heart' that reveals your genuine state.

Don't force yourself into a generic sales persona. Use personality assessments like CliftonStrengths to identify your innate talents. If you excel at individualizing rather than winning over a room, build your sales process around deep, one-on-one relationship building.

As AI-driven content becomes perfectly polished and ubiquitous, audiences increasingly crave genuine, unscripted human connection. Prioritizing vulnerability and realness over perfection builds a more loyal community that feels personal and trustworthy.