Trust is currency! Why would a customer want to do business with you if they first didn’t trust you? Unless you’re the only solution to their problem or your price is so cheap, there’s little chance they will buy from you.
Trust is the foundation you build sales on:
In sales, no matter how much the customer wants to know your price, you can’t give it to them until there’s a level of trust between both parties. When you give a price to someone before trust is established, most likely, they will use your price as leverage to secure a lower price from whoever they want to buy from – not you. This is a key reason why you can’t just give a customer who calls you up a quick price quote simply because they want one. The only way you would ever want to give the customer a quick price is if they are already your customer, which means there is already a level of trust built between you.
Typically, when trust is established between two parties, truth is spoken. Salespeople are quick to fall into the trap of making assumptions based off of inaccurate information. This is what happens when you take a conversation between two parties that don’t trust each other and try to race to the close.
Trust is created by being genuine in your interest in helping the customer achieve the outcome they’re looking for. Trust is not created when you’re more focused on your own sale. Trust is the foundation from which all profitable sales occur. Notice I use the word “profitable.” I use it for a reason, profit cuts both ways, it’s the revenue you receive over and above your cost but it’s also the value your customer receives. If there’s no trust the customer may wind up with a product or service that does not suit their needs meaning they don’t get the profit they’re looking for. If this is the case there is little chance of you being able to turn that sale into another sale which means your profit potential is gone.
Our goal each day must be to create trust with those we meet and deepen our level of trust with those we already know. Trust is the foundation sales and for that matter business is built on. The bigger our foundation of trust the bigger our sales potential. I have yet to see a large building built without a foundation, you can’t do it. Show me a big building and beneath it you will see a big foundation. The level of trust you create in others will be a direct reflection of the level of sales you are able to achieve.
The salesperson who is known for their trust is the salesperson who garners the repeat sales, the referrals and the stream of new customers all wanting to do business with them. Yes, trust is the currency on which sales is measured.
A Mind For Sales is my newest book and I’m both excited and proud to release it because it is a roadmap you can use for creating trust with customers and many other things that will help you drive your sales to the next level. Look for the book later this year in your favorite bookstore or on-line.