How a Famous Shakespearean Speech Mirrors the Dark Side of Sales—and the Steps We Can Take to Bring Back Trust and Authenticity.
What's This Post About?
Ever think a Shakespeare quote could capture the worst of the sales profession? Turns out it does. In this post, we dig into how those old-school, manipulative tactics have given sales a bad rap—and what we can do to flip the script and bring some integrity back to the game.
After a game, I reminisced with my hockey buddies, and over a few pops, we talked about our misspent youth. This conjured up a memory. This is not a story of misspent youth, per se, but a random interest I developed in college, albeit for a short period. It involves bus trips to compete against rival colleges and Shakespeare. What? I know. I know. How it took me this long to be diagnosed with ADD, I will never understand.
This random interest was memorizing lines from famous Shakespeare plays. You know, "To be or not to be...", "All the world's a stage, and all the men and women merely players...", "Romeo, Romeo. Where for art thou..." etc...
Side note: All the World's a stage is also famously used by one of my favourite all-time rock bands, RUSH. Neil Peart was a brilliant lyricist, though definitely an acquired taste. This means you must acquire some taste if you don't like him. Sorry, Dad jokes. O.K., back to the story and the connection to Sales.
Ever think a Shakespeare quote could capture the worst of the sales profession? Turns out it does. In this post, we dig into how those old-school, manipulative tactics have given sales a bad rap—and what we can do to flip the script and bring some integrity back to the game.
Et tu, Brute?
My favourite, or perhaps the Shakespeare quote I remember most vividly, is from Julius Caesar. It's a powerful speech by Mark Antony at Julius Caesar's funeral. Mark Antony subtly manipulates his audience by appearing to align with Brutus while actually undermining him. It's a brilliant play on perception—saying one thing but meaning another. In the sales world, this mirrors how some salespeople have been perceived for years: manipulative, deceitful, and more interested in their agenda than genuinely helping their clients. Perhaps we can find some modern similarities in politics? Hmm
Here we go.
Friends, Romans, countrymen, lend me your ears; I come to bury Caesar, not to praise him. The evil that men do lives after them; The good is oft interred with their bones, So let it be with Caesar. The noble Brutus hath told you Caesar was ambitious: If it were so, it was a grievous fault...
Delivery vs Intent
Antony begins with, "Friends, Romans, countrymen, lend me your ears," an apparently genuine appeal that immediately draws in the crowd. In Sales, the equivalent might be an overly friendly approach—a salesperson who tries to build rapport with insincere flattery or forced empathy. It feels fake because, like Antony, the intent behind the words doesn't match the delivery. "Hey, how you doin'" comes to mind.
Bait and Switch
When Antony says, "I come to bury Caesar, not to praise him," it's a classic bait-and-switch. He's setting the stage to flip the script, just as a salesperson might initially seem helpful or neutral, but is really just setting up for the pitch. Antony's message—praising Caesar while pretending to bury him—reflects how manipulative sales tactics often work. The classic "I'm not here to sell you anything… but" approach makes people cringe.
Reputation is Currency
"The evil that men do lives after them; The good is oft interrèd with their bones." This line speaks to how negative actions and deceitful behaviour stick in the minds of others. In sales, a single manipulative action—a lie, an exaggeration, or a broken promise—can define a salesperson's reputation far more than any good they may do later. The trust eroded by manipulative tactics doesn't return quickly, just like Antony slyly ensures Caesar's good deeds are overshadowed by perceived ambition.
Mislead at Your Peril
Finally, Antony's subtle dig, "The noble Brutus Hath told you Caesar was ambitious. If it were so, it was a grievous fault," illustrates the delicate balance of suggesting a truth while implying doubt. Similarly, some salespeople might use misleading statements—"Some people think this product isn't worth the money, but..."—planting seeds of doubt to manipulate the conversation.
Moral of the Story
My big takeaway is that manipulation might work temporarily but leaves a trail of distrust. Sales, like Antony's speech, is about perception, and the perception of manipulation can taint the entire profession. The challenge for modern salespeople is to shift away from Antony's playbook—moving beyond insincere rapport-building, sneaky bait-and-switch tactics, and loaded questions—to a genuine, authentic approach that puts clients' needs first. Just as Antony's speech is a masterclass in rhetoric, it's also a reminder that real persuasion doesn't need deceit but honesty and trust.
ACTIONABLE ADVICE:
Here's how I'd put it, straight from the heart and cutting through the BS:
Ditch the Fake Friendliness. Be Real.
We all know the "Friends, Romans, countrymen" act no longer flies. Forced connections and cheesy compliments make people put their guard up. Instead, show genuine interest. Ask real questions. Listen like you actually care. Authenticity isn't a trick—it makes people want to do business with you.
Be Upfront About Why You're Here.
None of this "I'm not here to sell you" bait-and-switch garbage. Be honest about your intentions from the get-go. If you're doing a demo, say it. If you're here to consult, make that clear. People respect transparency. They'll shut down when they sense an agenda that isn't clear. Let them know you're here to help, not hustle.
Lead with Real Empathy—Not as a Tactic.
Too often, empathy is used as just another tool in the sales arsenal. But here's the thing: empathy isn't a tactic; it's a mindset. Put yourself in your prospect's shoes, understand their challenges, and figure out how you can genuinely help. When you stop pretending to care and actually care, it shows—and it's what earns you trust.
Own Your Flaws. Don't Dance Around Them.
Look, no product or service is perfect, and everyone knows it. Don't be like Antony, pointing out competitors' faults while hiding your own. If there's a downside, acknowledge it and highlight how your strengths deliver value. Owning your imperfections doesn't make you weak—it makes you trustworthy.
Think Long Game. Build Relationships, Not Just Sales.
Manipulation might get you one sale but won't get you a second. The real game is building long-term relationships, which only happens when you put your client's needs ahead of your commission check. Be the person who's in it for the long haul, who genuinely cares about their client's success. That's how you turn clients into raving fans.
At the end of the day, it's about being human. People are done with the tricks and tactics. They want to work with someone honest, someone they can trust. So let's give them that—ditch the old manipulative playbook and start building sales on a foundation of honesty, empathy, and genuine connection.
I suppose the cheekiest summary for this post would be, "This above all: to thine ownself be true."
Thanks for reading. If you like what you read, please share and spread the word. If you want to implement the strategies mentioned in this or any other blog post, reach out, and let's talk.
Bernard Kuhn
Sales Strategist
Are you tired of the same old sales talk? Me too. That's why I'm here to share what it's like to navigate the world of selling. Join me on a journey of self-discovery and lifelong learning as I confess my sales sins and share insights beyond the typical sales playbook.
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