What does it really mean to be a professional in sales? Dr. Jeremy Noad, co-author of “Selling Professionally: A Guide to Becoming a World-Class Sales Executive” and Founding Fellow of the Institute of Sales Professionals, joins host Rob Durant to explore how trust, credibility, and integrity shape modern sales professionalism.
In this conversation, Jeremy reveals why “doing what you say you’ll do” is the foundation of trust - and how keeping promises builds credibility both inside and outside your organization. From managing ethical trade-offs to leading teams by example, this discussion uncovers the habits that define true professionalism in sales.
Chapters
00:00 – Intro - How Trust and Credibility Build Sales Professionalism
01:00 – Why Professionalism Is a Mindset, Not a Certificate
02:10 – Trust Is the Currency of Selling
05:30 – Maintaining Integrity and Accountability When Others Cut Corners
07:30 – Keeping Promises and Building Long-Term Credibility
13:00 – Customer Advocacy and Ethical Sales Behavior
15:00 – Leading Teams Through Ethics and Observed Behavior
19:30 – Professionals Think Long Term - Not Just This Quarter
23:40 – The ONE THING - Keep Your Promises to Build Trust
In this episode we asked…
* How do you define professionalism in sales?
* How do I hold myself accountable when everyone else is cutting corners?
* What practices separate a sales professional from someone who just “does sales”?
* How do sales leaders mentor teams to live ethics and integrity in every interaction?
Key Takeaways
* Sales professionalism starts with integrity. Professionals keep their promises - even when no one is watching.
* Trust is the currency of selling. Each commitment kept is a deposit into the credibility account that earns long-term loyalty.
* Ethical leadership sets the tone. Teams mirror the behaviors leaders permit and the standards they enforce.
* Professionals think long-term. Short-term sellers chase transactions; professionals build relationships that last.
* Accountability fuels credibility. Internal promises kept are just as vital as external commitments delivered.
When customers trust a salesperson, they aren’t just buying a product - they’re investing in a relationship. As Jeremy explains, sales professionalism is built on a simple sequence:
Keep your promises → Earn trust → Gain credibility → Be seen as a professional
That principle applies across every sales environment - B2B, enterprise, and emerging markets - and aligns with the ISP Sales Capability Framework Self, Ethics & Integrity quadrant.
The ONE THING Jeremy wants you to take away from this discussion -
“Do what you say you’re going to do. Keep your promises. That will build trust. And that is being professional.”
About SalesTV
SalesTV.live is a weekly talk show created by salespeople, for salespeople. Each episode explores sales, sales training, networking, and social selling, bringing together sales leaders, enablement professionals, and practitioners from across the globe.
About the Institute of Sales Professionals
The Institute of Sales Professionals (ISP) is the world’s only body dedicated to raising standards in sales. Through its Sales Capability Framework, certifications, and global member community, the ISP works to elevate sales to the level of a recognized profession.
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