Recently SalesCooke posted a blog about Trust vs. Like in business relationships. Subscriber comments begged for an answer to the question, “how do you build trust?” Interestingly, and sadly, trust is probably not something people easily associate with ‘sales people’. Here’s why. Researching dictionary.com SalesCooke found trust to be connected to words like integrity, strength, character, confidence, and responsibility. These are not words that the traditional sales professional would be linked to. So if you view yourself as a great salesperson, listen to me. Building trust is easy…stop selling!!
Now that I have your attention, let’s talk. Here are three things to focus on in building trust:
1. Nobody cares how great you, your company, or your product is. Do not start telling them about this stuff. Your client deals with that type of chatter from sales people all day long. Think about it. Even you hate it when sales people start rambling on or advocating about their stuff. If you dislike it when other sales people do it–why do you?
2. Be sincerely engaged and interested in your client’s business. Learn about the client’s business, issues, challenges, and goals first. Focus your questions on discovering as much as you can about them and stay away from you and your desire to solve and sell. In the course of the conversation, play the information back, ask more questions, and engage, listen and learn. You want to build trust? Show a sincere interest in them. Focus your process on learning as much about their business as possible.
3. Say, “I am not here to try to sell you something…” and mean it. What a powerful statement: “I am not here to try to sell you something today. I am here to try to learn about your business so I can explore ways that I may able to help you in the future.” Read this carefully. It says nothing about selling anything. On that first call, make that declaration and watch the client’s reaction when you say it. They will relax and engage you. The challenge is staying true to your word and learning about the client.
Think about these words and this process. Organize your thoughts and call plan around this style. SalesCooke will follow-up in the next blog on what to do next.