5 Components of Trust in Selling

If you want someone to buy from you, they must trust you before they will part with their money. So the question becomes: Why do we trust people?  

First: We trust people because we find something in them that resonates with something in us – something that matches some part of us. People who are like us are more predictable and so, more trustworthy.   Once we find things that are similar to us – an idea; a feeling; a shared interest; a shared problem; then we have the start of a bond. Once we have a bond, then we have the beginning of trust.  

Second: We tend to trust those we like. If you would be liked, demonstrate to your client that you like them. Show that they are important to you; that they are valued.   

How do we show others we like them? The easiest way is to use Active Listening Skills. That ‘s how you find out what they need, what they want, who they are, and where you can develop a relationship with them that will enable you to fill their need with what you have. Or enable you to send them to someone who can help them, and gain their gratitude (and possible referrals.)  

Thirdly: People are interested in people who are interested in THEM. When we talk about ourselves, we often bore other people – they would much rather talk about themselves! That’s just human nature.  

Fourth: A very important warning here: Do not assume that your client thinks just the way you do about anything! Once we have established a common interest, it is human nature to assume that the other shares our beliefs, thoughts and emotions about it. This is perilous to a budding sales relationship.  

Just because you are both interested in carbon footprints and global warming, for example, does not mean that you agree. One of you can be passionate about it, and the other completely disbelieving in it. You should know that an area of interest is just that. Without more information, do not presume too far. Wait, question and listen until more information is given before you expound on your views.    

Fifth: We as sales people can also utilize non-personal communication to our advantage to build relationships. Social networking, web sites, viral marketing all can play a part in our success. These methods of relationship building affect purchases for internet or web based markets.  

In these buying situations, people feel they know the company or web site and feel that they can trust them to fulfill their side of the exchange. Wording on the site, company policy, past history, testimonials, mission statements, mottoes and data have combined to give that customer a sense of trust, value and confidence.  

The bottom line is that some way, your customer must feel that they have a relationship with you before they buy. We all want to be valued.   When you show your people how much you value them, they will become loyal customers and fans.  


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