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Trust-based relationships

Written by: Sue Barrett

Article Overview: I typed ‘Sales' into 'youtube' the other day just to see what was on offer. I have to say that some of the initial videos displayed on the front page were very disappointing indeed, especially when it came to building trust-based relationships with clients.

Trust-based relationships

I typed ‘Sales' into 'youtube' the other day just to see what was on offer. I have to say that some of the initial videos displayed on the front page were very disappointing indeed, especially when it came to building trust-based relationships with clients.

One well-known speaker was spruking ways to get your prospect to call you back. His idea was to leave a provocative half message that said something along the lines of "I've just been speaking to your competitors and they said you are in big ... " then he suggested hanging up before you competed the message. This, he assured the audience, would guarantee them calling you back. The audience laughed but you could see people shifting nervously in their seats.

Some of you may think this is perfectly legitimate, however, having to trick people into calling me back doesn't feel that good. And I know the prospective client isn't going to feel too good about it either.

Why do we persist in offering this sort of rubbish up as legitimate sales fare?

As the salesperson you should strive to attain lasting relationships with your customers.

To initiate, develop and enhance your relationships with your customers, you must demonstrate your trustworthiness. Leaving provocative messages isn't a good place to start.

The basis of trust begins from the moment of your first contact with your prospect. Even if it is a phone message.

Trust is defined as being where....

"The buyer believes they can rely on what the salesperson says or promises to do in a situation where the buyer is dependent upon the salesperson's honesty and reliability."

(Swan, E. Nolan, J. Gaining Customer Trust: A conceptual guide for the salesperson," journal of Personal Selling & Sales mgt, 1985. 2(39).

Let's take a look a ways to develop Trust-based relationships.

Trust Builders

The following factors are critical in helping salespeople to earn the buyer's trust.

• Expertise - the ability, knowledge and resources to meet customers' expectations.
• Dependability - doing what you say you will. Being reliable.
• Candor - Honesty
• Customer Orientation - placing as much emphasis on customer's interests as your own
• Compatibility - Creating a common connection, i.e. having something in common. Being likable.

There is an obvious link between ethics and trust and furthermore there is an obvious link between trust and organisational success. Penglase, D. "What is ethical selling?"

It is expected these days that organisations' staff behave ethically and professionally at all times.

You may like to explore the concept of ethics and professionalism and what this means in relation to prospecting with your team.

You may like to use the questions I raised in an article I wrote last year about the ethics of self-promotion and prospecting t0 help you:

• Do other people stand to gain from my self-promotion or prospecting actions?
• Do my self-promotion or prospecting actions have a positive influence on my own well-being and self-esteem?
• Do my self-promotion or prospecting actions move me closer to my short- and long-term goals?
• Would most people approve of how I prospect for new business or self promote?

If you can honestly answer "yes" to these questions... fine. But then test them out by asking those who know you well to give you feedback on your self promotion activities by answering the questions above. And see what they have to say.

I wish you happy and successful selling.

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Article Tags: amp, audience, conceptual guide, customer trust, first contact, front page, honesty, lasting relationships, legitimate sales, nolan, personal selling, phone message, prospective client, provocative messages, reliability, rubbish, salespeople, salesperson, swan, trustworthiness



Related Forum Posts
Re: What would you be willing to do for a million dollars? - Forget a million dollars... I recall one of my marketing teachers telling me that everyone he knew in his MBA program had lost their relationships during the process. The time commitment required from a full-time job and studying for an MBA had put so much strain on those people's relationships/marriages that they just fell a part.
Re: How to Promote a MLM Business? - I suppose that could work, but would be quite an investment and you better be a darn good salesman to pull it off. Most people are not. Actually, less than half of the population could do that effectively. MLM is NOT a sales business. Yes, retail sales is how money is made in any legitimate business, from MLM to Wal Mart, but that should not be the focus. If you focus on building relationships, those relationships will build your business. No hard sell required.
Before You Drop Out Of School - This is a great question, At first thought, I didn't really see the value in my degree when I got it, until I figured out that school is a great place to build relationships, meet new friends, polish off your networking skills, and at the same time have the tangible credibility factor to display in your office. My business is consulting, and marketing my formal education is a great way for me to gain the trust of my clients. I personally intend on going back to school to get my masters, while at the same time operating my business. The degree is important, but the contacts and relationships you build are invaluable. Just my opinion.
Re: The Boom In Social Media - [quote="WebBizIdeas.com":1tq4bauz]Good post terri, I also feel that time management plays a large role in having a sucessful social media strategy. Why do you think 22 percent said social media was not profitable for them? Jeff[/quote:1tq4bauz] Thanks, Jeff. If I had to guess, based on some questions folks are posting right here on evancarmichael.com forums, I'd say they don't see it as profitable because they aren't seeing clicks turn into sales. And I'd say they are missing the point. My ROI on Twitter and Facebook isn't the sales that I make -- it's the relationships I have built. Some of those turn into subscribers, which is an ROI of sorts. But the most important ROI is the people I've met who I've gotten to know and respect, who like and retweet what I post, who tell others about me, and vice versa. Some of those relationships eventually turn into clients, but that's not why I'm there...and that I think makes all the difference.
Re: Is any one making money with twitter here? - Daily activity is a MUST. I spend between 20-40 min a day on twitter building followers and relationships.


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