Salesmen could be more honest: shocker

Customers are becoming increasingly fed up with dishonest vendors and IT salespeople failing to tell the truth about their products, according to the findings of Ovum research released today.

Ovum claims vendors are finding themselves increasingly adrift from sales opportunities because end users are becoming immune to antiquated tactics of bluff and bluster.

David Mitchell, software practice leader at Ovum, told silicon.com vendors could make a success of breaking rank and adopting an honest approach to sales discussions. Mitchell denied they would be hanging themselves out to dry while the rest of the industry stuck to its guns.

"A vendor who breaks ranks and starts to deal 100 per cent honestly and transparently has an opportunity to gain massive PR," said Mitchell. "Honesty and transparency can build massive brand capital."

Mitchell said vendors should follow the lead of companies in the retail sector. "Retailers who have built a long-term reputation for value, honesty, and decency are enduring and profitable figures in the marketplace," he said.

However, Mitchell agreed that the problem to a degree also rests with the end users making buying decisions. However, he said too much cynicism on the part of the buyer will also damage the industry and slow down the buyer's own progress.

The bottom line, Mitchell said is that "the IT industry would benefit from a stronger ethical dimension".

Last month, research from silicon.com found that IT vendors are still more trusted than other salesmen such as estate agents and used-car sellers.