Build Trust & Win The Sale
What are you doing to build trust in the minds of your customers?
The importance of trust can be particularly noticed in professional services such as medical, legal, accounting, insurance – you do not share the truth if you do not trust the lawyer and doctors do not advertise. The best way to increase sales of products and services is to develop trust.
The basic way to be successful in building trust is to sell yourself before you sell the product or service. If your customer trusts as an individual, he shall go on to trust your recommendations. What are you doing to build trust in the minds of your customers?
The best way to increase sales of products and services is to develop trust. The basic way to be successful in building trust is to sell yourself before you sell the product or service. If your customer trusts as an individual, he shall go on to trust your recommendations. What are you doing to build trust in the minds of your customers?
As a professional salesperson, you must first understand what is likely to separate you out from the others in the customer’s mind. Trust is an emotional feeling; most purchase decisions are made emotionally when the sales presentation clicks the ‘trust’ button.
A salesperson can provide good references, talk about how good the company is, reveal the whole clientele list including hard data on performance. However, the only trust can win over the customer to make the purchase.
When a salesperson makes statements such as: “We’ll work harder for you”, “We provide better service” and “We’ll be there when you need us”, the customer’s mind is triggered to ask, “Will this really happen?”. Without trust, these statements are meaningless. The truth is, you are asking customers to trust you first, even before they decide on the purchase.
The truth is, you are asking customers to trust you first, even before they decide on the purchase.
Salespeople are often taught to sell value, but can value always be quantified? Building trust takes more than making statements, it requires actions specifically designed to grow the feeling of trust that you deserve; you must work to earn the trust.
Here are some specific actions that can increase your customer’s perception of trust in you.
This is perhaps the most important element of trust. If you say you will do something, do it! Your dependability in action will have a significant effect on your customer’s perceptions of, and trust in you.
Use specific language in what you say and do to increase the perception of trust. For example, say “I’ll get back to you before four o’clock tomorrow” instead of just, “I’ll get back to you on that.” Then, do it by calling him before your self-imposed deadline to emphasize your dependability.
Find ways to demonstrate your quality in various situations, across a variety of issues, even that you think are unimportant. When your customer talks to other people, he will surely mention this. So, now you will get more customers!
Do the Unexpected
Customers often wonder whether we really mean what we say or we are just playing a role. Unexpected actions not directly related to the sale or some thoughtful action like providing useful information help customers become more trustful.
Mention the Negatives
Carefully selected minor negatives concerning your product or service can be mentioned to increase the perception of trust. Naturally, the negative that is pointed out should be something that is easily offset by positive features.
Trusted friends share secrets. The “secrets” you provide, of course, should be relevant and should not be common knowledge. Be wary that the customer shares some harmful secret he might have!
Point Out Similarities
People tend to trust others who are similar to themselves. These could be similarities in age, education, family, relatives, friends, hobbies, experiences, concerns, preferences, etc.
Choose a Common Enemy
As you talk with the customer, find out if you have common dislikes. This could involve politics, foods, ideas or habits. A common enemy is a good topic for discussion!
People tend to be more trusting of people when they are tickled. Casual jokes and funny situations develop trust; Just be careful not to overdo it. It is important to maintain your image of professionalism.
Ultimately, your overall performance will build strong customer trust in you. The above actions can help you get past the threshold of trust needed to clinch the deal.