Best Practices In Sales: The Importance of Trust

The Importance of Trust in the Sales Process

 

 

I’m pathetic when it comes to cars. I just want them to work. I don’t care how or why. So when my car needs some service, I am at the mercy of the mechanic. I have no choice but to believe what they tell me, so my due diligence comes BEFORE I take my car in for repairs. I’ll ask friends and colleagues whom they recommend and I depend strongly on that recommendation. Here’s what I want – someone I can trust. I care about that as much as any other factor that I might deem important.

 

My guess is that your customers are no different. They are looking for a product, a person, and a company that they can trust.

 

“When people are uncertain, they don’t look inside of themselves. They look outside, to the counsel of legitimate experts.”

Dr. Robert Cialdini

 

Dr. Robert Cialdini is often referred to as the highest authority on persuasion and influence. (If you haven’t read his book Influence: The Psychology of Persuasion it’s worth a read.)

 

In order to gain someone’s trust, you must be both credible and knowledgeable.  This often involves presenting your information in an unbiased way.

 

But how do you create interactions that will lead to trust? Wouldn’t it be great if you had instant credibility?

 

Good news! There are ways to establish instant credibility...

 

·      A referral from a trusted source.  When a trusted entity tells your prospect that you are worth talking to, you have instant credibility.

 

·      Point out what you can’t do. That’s right. Let your prospect know FIRST what you can’t do.

 

“Before the most compelling portion of your argument, mention the weakness and drawbacks of your product or service.”

Dr. Robert Cialdini

 

Letting a prospect know the pros and cons of your service establishes you as both unbiased, and trustworthy. But don’t wait until the END of your presentation to point out the negative – put it out at the beginning. Consider these two highly successful tag lines:

 

·      Avis: We’re #2, so we try harder

·      Loreal: We’re expensive, but you’re worth it.

 

Establishing trust doesn’t always happen overnight. But having a strong referral network, and admitting your weaknesses upfront are two ways to quickly establish credibility. Don’t take my word – read it from the expert: www.influenceatwork.com.

Top Three Sales Best Practices - advice for someone new to sales

 

Top Three Sales Best Practices - advice for someone new to sales

I'm constantly advising my clients to distill their message - to use fewer words. And it's a challenge! And so I decided to drink my own Kool-Aid and come up with the top three sales best practices. To come up with these, I asked myself - if someone new to sales could only work on three things - what three things would have the most impact on his/her career?

So here are my top three sales best practice tips (I reserve the right to edit this list in future blog posts):

• #1: Choose an organization/product that you believe in

There's an old adage that a great sales person can sell snow to an Eskimo. That's not true! Great sales people could never sell snow to Eskimos - because Eskimos don't need snow! A great sales person sells with integrity. And if you believe in the product or service that you represent, it is much easier to sell with passion and commitment.

• #2: Be willing to walk away from a sale

My first sales job was working for Xerox Corporation. I had my first big sale on the line with Ford Aerospace. When I went to present my proposal to the decision maker, he shared with me a proposal from a competitor who could do everything that needed to be done, and at a significantly lower price. My solution could do most of what he wanted, at a higher price point, and with limited expansion capabilities. The decision maker and I had developed some rapport - and he asked me for my advice. Despite wanting this sale very badly, I told him that if I were in his shoes, I would buy the other solution. And he did. I went back to the office with my head down.

However, back at Ford Aerospace, word got around that I could be trusted, and so whenever there was a problem that my company "might" be able to solve, I was invited to bid - and many times, I did have the superior solution and won. Ford Aerospace became my largest account and a very big account for Xerox Corporation. I lost that sale, but won a customer.

• #3: Be your own manager

Someone once told me that sales is as close as you'll get to running your own business without actually running one. I agree. A salesperson is responsible for managing his own time and territory. Salespeople are not only measured, but paid depending on how well they are able to manage themselves. The best salespeople are those who know in 15 minute increments how they should spend their time. They are clear about doing those activities that drive sales, and eliminating those activities that don't. It requires clarity and discipline but enables them to avoid the roller coaster income that many salespeople complain about (which is unnecessary!). The best salespeople are great managers - of themselves.

Upon reflection - this is a good list! Follow these three and I'm convinced that the rest of things that are important will fall into place.

I'm working on a book of sales stories to illustrate best practices. I'd love to hear about the experiences that have helped to shape your success. Send me an email!