From Sales Person to Trusted Advisor – Making The Transition
Do Buyers Trust Salespeople?
The reality is that the words ‘sales’ and ‘trust’ are rarely used in the same sentence.
As Green points out while sellers may want to do right by their customer, meeting target inevitably comes first.
The Cost of No Trust.
The absence of trust makes both buying and selling more difficult.
Green, for example, points to that up to 50% of some US Government programmes are consumed by purchasing overheads made necessary by a lack of trust. This is in some way at least accounted for by inefficient buying processes, such as RFPs, designed to reduce personal interaction between buyer and seller.
The Importance of Trust in the Buying Decision.
This is driven by traditional models that view the buying process as a sequence of steps that can be represented by straight lines and square boxes.
Stating the obvious about Trust.
– Trust is not an instant impression that you can create, it is built up over time.
– Mistrust, however can be an instinct formed immediately.
– Trust is dictated by attitude, principle and intent, rather than technique, or tool.
– It is hard to fake trust worthiness.
– By asking for it you forgo it. Trust is unspoken.
What does trust mean?
Trust Means You Care.
This is particularly important where the seller knows more than the buyer and where he, or she is an expert rather than just a salesperson. Surely, an expert is more trustworthy than a salesperson?
Well, that misses the point in a way.
In this respect the expert who is confident, perhaps over confident, that he or she has the right answer is at a disadvantage when it comes to building trust.
How Can A Seller Inspire Trust?
ly no such thing as closing, argues the author. To demonstrate the point that traditional closing is ineffective he asks: ‘When is the last time you were closed by a seller and liked it?’ He suggests that in a high-trust environment the question is not ‘are you ready to sign?’, but ‘what do you want to do next?’
Are You Applying Trust Based Selling Principles