What counts most in a sales relationship? Without a doubt, it’s trust and credibility. You may have the world’s best-selling techniques, but if prospects don’t trust you, there goes the sale. Trust and credibility together are essential for getting to the truth as quickly as possible in a sales situation-and for developing long-term relationships. Without them, you can write-off a successful sales career.
Easier said than done? Here are some pointers gleaned from years of sales experience. To build trust and earn credibility, start early in the sales process by level-setting expectations. Sales involves mutual understanding through management of expectations and commitment by both parties. Setting the expectations up front clarifies the sales process for both you and the prospect. Moreover, when there is mutual consent about the next step you both will take, and both parties fulfill the agreed upon step, there is a willingness to continue. There is trust.
One way to take the pressure off the prospect is by using permission-based phrases, allowing him or her to feel in control of the sales process. Here are some examples of permission-based phrases:
“Would you be comfortable letting me know if you don’t think we are a fit-and that we shouldn’t spend any more time together, because my intention is not to waste your time?”
“Would it be OK…?”
“I am unclear about…Have you considered…?”
It doesn’t hurt to take a lesson from the pros in other fields. Barbara Walters, Oprah Winfrey and Bill Moyers are great examples of public figures that people trust. They know how to listen, be themselves, show personal vulnerabilities and struggles. They have respect for their subjects and, as a result, their interviews have impact.
For example, in my work, every time a new account is closed, it is part of my sales process to ask new customers what I did to earn their business. Without exception, I get responses such as, “We bought you, your experience and your expertise. We trusted that you would help us achieve our goals.” Or, “You ‘outsold’ the competition by being you.”
But credibility is not something you can claim as a personal quality. It is an attribute other people grant when they trust you. It is earned when you are clear about what you can and cannot do. It’s important to understand the difference between what the prospect wants and what your company’s area of expertise can provide.
Other tips:
– The 4-H Club What better way to demonstrate trust and win credibility than to make sure these qualities are in play-Honesty, Humor, Humility (i.e., the willingness to say, “I screwed up” and be ready to fi x your mistake), and cHutzpah (guts). Who wouldn’t want to do business with someone who genuinely embodies these qualities? Wouldn’t you want to buy from a person like this? The 4-H Club works in sales and in life!
– Be “In the Moment” Many salespeople spend so much time worrying about technique they forget that sales is about respecting the prospect and fi guring out how to offer value. Trusting the process is about paying attention to what’s happening in the moment…by listening. It’s not about closing the sale as quickly as possible to move on to the next prospect. It will be impossible to trust the process if you do not believe that what is happening right now is what’s important.
– Take Control The idea of taking control usually means going it alone, being in charge and having all the answers. This type of personality may inspire some people, but typically it is intimidating. If we’re completely in control and have all the answers, there’s no room for the other person to contribute. When trust is present, the word “control” becomes synonymous with self-responsibility. Use the Golden Rule as your guideline and you won’t go wrong.
– Be Approachable Successful salespeople are approachable, accessible and easy to talk to. They never fi t the stereotypical description of “sleazy, fast-talking and I-centered” that the general public often perceives them to be. Instead, they speak the language of their prospects and understand their culture. They listen. They have boned up on psychology and can say the right things. Sometimes they even “play dumb” and discover it’s a winning strategy.
The most successful relationships rely on trust and credibility. The only way for a customer to become a long-term client is to develop this relationship. You’ll see that it takes more than just closing skills to be successful in sales. These tips will help you build rapport and develop a long-lasting client base.
Donna L. Cohen is President of Performance Insights, LLC. She is the author of “GO BIG…or Stay Home! Exploding Your Sales Potential and Achieving Your Financial Dreams.” For more information call 303.773.1492, or visitwww.performanceinsightsllc.com.
