Jul 09

Would you buy from someone you didn’t like or trust?

Posted by Caroline Longstaffe at Wednesday, July 09, 2014

Building trust is key to forming sales relationshipsWhen we talk about consultative selling we are constantly stressing the importance of developing trust to help build a successful business relationship. Think about it for a minute, who would you prefer to buy from, someone who puts your back up and makes you feel uncomfortable or someone you like and respect? Trusting people is the key to any successful relationship and it should be the consultative sales person’s continual focus throughout the entire sales cycle. ‘How to develop successful sales relationships’.  

The relationship test

There are three basic tests to a relationship with someone, which your customers almost certainly consider when they start to get to know you:

  1. Do you trust them? - Trust is the most important. If you can’t trust the other person, you have no relationship or partnership.

  2. Do you like them? – 'Can I get along with this person?' 'Do I want to work with them?'

  3. Can they do the job? - 'Can they provide the service?' Your customer often has many choices as to who can provide the service they are seeking. Have you ever wondered why a customer has bought an inferior product or service from another supplier? It’s because they trusted the person who sold it to them.

People buy from people

People buy from people the like and trust The reason that trust is so important is “people buy from people” and “they buy from people they trust and like it” - ‘people do business with people’. To illustrate this point let’s look at the example of Mark McCormack, founder of a company called IMG and well known from his book “What they don't teach you at Harvard Business School”. McCormack built the largest sports marketing company in the world - he developed sponsorships for golfers, tennis players, racing drivers and was once considered the most powerful man in sport. He was renowned for having built most of his successful relationships with the world’s greatest sports people, on the basis of a handshake!  McCormack said: “it's a basic fact that all things being equal, people prefer to buy from friends, it is also true that when all things are not equal people still prefer to buy from friends!”

How to build trust with the customer

So what can you do to develop trust with your customers and successfully build your relationship with them?

  1. Focus on the customer first. Think about the customer's customer and show that you really care about their success.

  2. Demonstrate your experience, your knowledge and your expertise all of which will add value. People will then start to trust the information that you give them.

  3. Deliver what you promise. It sounds simple but you would be surprised how few sales people simply follow the basics.

  4. Be reliable and trustworthy. Become known to the customer for being reliable and trustworthy. This means simple things, like returning calls on time; sending follow-up information if you promise to do that. It means maintaining confidences. More than anything else it simply means "if you say you're going to do something, do it"

So to summarize, developing trust throughout the sales cycle is absolutely critical. You can develop trust by focusing on the basics; by delivering what you promise. By doing what you say, you can differentiate yourself from your personal competition, that is, from those other salespeople who are trying to sell to your customer. By being more focused on trust, more likable, you will build and strengthen your relationship with the customer such that they will want to do business with you because they trust and like you.

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