Integrity
Last week, the BBC was accused of literally stitching together two separate Trump speeches in a Panorama broadcast.
Whether you believe the BBC explanation or not, the headlines alone are a reminder of something important:
Once trust wobbles, it wobbles loudly.
And integrity, or the lack of it, travels fast.
So, this week, we’re looking at integrity in sales and BD: what it means, why it matters, and how to put it into practice without needing your own crisis comms team. Enjoy.
#1. Be authentic
Let’s start with the easy one. In professional services, clients don’t want a performance; they want a person.
Authenticity doesn’t mean dumping your life story on the table. It simply means not contorting yourself into the shape you think the client wants. Because shape-shifting always shows. And once someone senses you’re “performing”, the drawbridge goes up.
Instead:
- Use your real voice
- Ask the questions you actually want to ask. Top tip: be brave and ask those perceived “stupid” questions everyone else wants to ask but is too scared too.
- Stop talking like a 1990s brochure
- And for the love of all things, don’t pretend you know everything
Clients can smell inauthenticity quicker than the BBC can say “editorial standards”.
This week’s action:
Pick one meeting and show up without the softened edges. Be normal. Be human. Be conversational.
#2. Know your limits
There’s a quiet superpower in saying:
“We’re excellent at this bit.
We’re decent at that bit.
And the third bit? Someone else will do it better.”
Most professionals think that admitting limits weakens them. It doesn’t. It strengthens trust because you’re signalling judgment, self-awareness, and a commitment to getting the client the right answer, not just the billable one.
But we don’t want to turn this into a wild goose chase for things you can’t do.
Instead, think about this more strategically.
This week’s action:
Review your pipeline and ask:
- Where are we genuinely strongest?
- Where are the edges of our capability?
- And if a live or upcoming matter touches those edges, who could we recommend?
You’re not hunting for weaknesses, you’re mapping your strengths and preparing for honest conversations when they arise.
#3. Consistency under pressure
Integrity is easy when your diary is clear and everyone is behaving. The real test happens when:
- A client wants something impossible by Friday
- Your competitor offers race to the bottom pricing
- You’re under pressure to hit month-end
- Saying “no” costs you today but protects you tomorrow
This is where consistency becomes character.
As Jeff Bezos puts it:
“Your brand is what other people say about you when you’re not in the room.”
And what they say is shaped almost entirely by how consistently you behave when the pressure is on.
This week’s action:
Pick one open commitment you currently have outstanding. A follow-up, proposal, intro or “let’s pick this up in March” and honour it today. Even if it’s inconvenient. Especially if it’s inconvenient.
Takeaway
If integrity feels soft, it isn’t. It’s commercially loaded.
Be authentic.
Be honest about your lane.
Be consistent when it’s hard.
Because the market might be noisy, but people always remember who they trust and who gave them reason not to.
We’re building a team of voice enabled AI assistants to support you with BD activities and allow you to spend more time being human. Interested? We’d love to chat.
