--- title: The Unbearably High Price of Duplicity | The Sales Blog description: It’s not often, but occasionally you stumble upon someone offering salespeople really bad advice. I mean dangerously bad advice. Any recommendations that would violate the building of trust, that would indicate that you lack integrity, or that would prove that you are dishonest is simply awful advice. Blowing Up the Foundation Listen; getting in is […] image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/shutterstock_27511195-copy.jpg --- ### [Now booking SKO meetings for 2026/27! 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[Latest from  **The Sales Blog**](https://www.thesalesblog.com/blog) - [Categories](https://www.thesalesblog.com/blog-categories) # The Unbearably High Price of Duplicity ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) April 20, 2011 It’s not often, but occasionally you stumble upon someone offering salespeople really bad advice. I mean dangerously bad advice. Any recommendations that would violate the building of [trust](http://thesalesblog.com/2011/04/the-foxhole-test/), that would indicate that you lack integrity, or that would prove that you are [dishonest](http://thesalesblog.com/2010/03/honesty-and-integrity-are-table-stakes-and-more/) is simply awful advice. #### Blowing Up the Foundation Listen; [getting in](http://thesalesblog.com/2010/01/just-get-in/) is difficult. It’s never been easy, and it isn’t getting any easier. Your dream client’s time is too precious, and they can’t afford to waste it. But there is no tactical approach worth taking if it means you have lost the ability to build your relationship on the foundation of trust, honesty, and integrity. Period! The last thing you ever want to do is blow up what should be the foundation of your relationship with your dream client. When you read sales advice that suggests that you do anything contrary to building your relationship on the foundation of trust, ignore that advice and [do what is right](http://thesalesblog.com/2010/07/the-truth-at-any-price-even-the-price-of-your-deal/). This is true even when the tactical advice is a supposedly clever trick to get an appointment or to have a voice mail returned. This includes leaving a voice mail message for your dream client that you need to speak with them, leaving only your name and not telling them who you are and why you are calling. It also includes leaving messages where you share some information with your dream client and require them to call you to discover the rest of what you may or may not know. These are trust-destroying tactics. If they have any place in your repertoire, abolish them now! #### Not Tactical, Foundational If you want your dream clients to take your call, [be someone](http://thesalesblog.com/2010/06/why-should-i-buy-from-you/) from whom they would want to take a call. Have all of the business acumen and situational knowledge that makes it clear that you can help, and make it known that you care enough to help. Nurture the relationship. If you want your dream clients to return your calls, be someone who is worth calling back. Share ideas about how you can help, and make known what your dream client stands to gain by calling you back. Make it about them, and make it worth their while. Who you are matters a great deal. Dishonest tactical approaches mean you are someone that cannot be trusted; it will make you someone who is to be avoided. #### Don’t Do the Crime. You Can’t Pay the Time. If you are duplicitous, if you stretch the truth, if you tell little white lies—even lies of omission—then you aren’t someone worth considering. Once your dream client discovers that you were anything less than honest, the opportunity to have the relationship that you need is destroyed. Anything you say after it is discovered that you were less than honest is now suspect. The price of dishonesty is unbearably high. You can’t afford to take dishonest tactics, even if they seem harmless, and even if the tactics proffered by some make for funny stories and anecdotes. #### Questions What message do you telegraph to your dream clients when you try dishonest tactical approaches? How do you build your dream client relationship on the foundation of trust? How valuable to winning your dream client opportunity is your ability to be trusted? What destroys trust? Can trust be regained? How? ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2011](https://www.thesalesblog.com/blog/tag/2011) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on April 20, 2011 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![salescall-planner-ebook-v3-1-cover (1)](https://www.thesalesblog.com/hs-fs/hubfs/salescall-planner-ebook-v3-1-cover%20(1).jpg?width=768&height=994&name=salescall-planner-ebook-v3-1-cover%20(1).jpg) ### Free Sales eBook: Sales Call Planner Planning your sales call improves the likelihood of making a successful call, and it demonstrates to your dream client your professionalism. 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The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of S. Anthony Iannarino.  **Copyright © 2009 - 2026 S. Anthony Iannarino. All Rights Reserved. [Privacy / Terms of Use](https://www.thesalesblog.com/terms-of-use)** ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2022-06-16T3:27:39 PM", "datePublished" : "2011-04-20 21:20:19", "description" : "It’s not often, but occasionally you stumble upon someone offering salespeople really bad advice. I mean dangerously bad advice. Any recommendations that would violate the building of trust, that would indicate that you lack integrity, or that would prove that you are dishonest is simply awful advice. 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