Monday, April 03, 2017

The ABCs of Sales - T is for Trust

The old saying goes "people do business with those they know, like and trust".  While some may accuse these words of being an overused corporate cliche, they remains relevant.  Getting to know someone used to be a process, and liking them and trust followed (or didn't) after a series of shared experiences.  However, our online connected world has mistakenly brought everyone to getting to "know" each other through search, likes, links, and follows.  As knowing about others has now become easy, arriving at like and trust have become more difficult.

Every action you take contributes to your personal brand, and if you are viewed as someone with impeccable integrity who can be trusted, then more opportunities will come your way over the long run.  Clients and prospects will want to work with you and will happily refer you to others.

According to David Horsager, the world's leading expert on "trust" and the author of The Trust Edge, people pay more, come back, and tell others when there is trust. The trusted leader is followed and from the trusted salesperson, people buy.  Meanwhile, a lack of trust can be your biggest expense.

Companies spend a lot of time teaching sales professionals how to create elevator pitches, cold-call, handle objections, network, and close - yet there is little time invested in the conversation about how to be trustworthy.  A reputation of trust for the individual and the company can take years to create, but a single wrong action can undermine the foundation.

Tactics to manipulate a prospect or push them to buy a product or service that is not the right fit for them will make you and your company money in the short run, but over the long haul of a career will hurt your success.  To build trust you must always be honest, even if you will not win the sale.  Those who are known to be a trusted advisor will win more business in the long run. Character counts if you want to have a long-term career in sales.

Twenty-five years ago those who were not trustworthy could hide their reputation, but in the day of the internet and peer reviews there are too many ways for people to uncover how you have treated others. Trust is key to your success in sales and there are no shortcuts.  You have to have a win/win attitude and never deviate.

Are you making trust a key part of who you are and how you serve your clients, prospects, and others?  If not, you are leaving money on the table, as when the client trusts your competitor more than they trust you, they will get the contract every time. 

Have A Great Day.

thom singer

*Thom Singer is a keynote speaker and professional master of ceremonies.  He talks regularly to corporate audiences in competitive industries that are sales focused and whose people are seeking greater success.

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