High trust increases sales. If we trust the salesperson, we demand less detailed information, require less convincing, and raise fewer objections. As the famous sales trainer, Zig Ziglar said, ““Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.” Wayne Vanwyck, the author of Pure Selling, identifies six levels of trust. So, if any one of them is missing, it can become an obstacle to getting a sale.
1. Trust in Your Integrity
Integrity is an internal characteristic. It isn’t situational – if you have it today, you will have it tomorrow. Finally, it must be genuine. Integrity is apparent when what you say is consistent with what you do and who you are. And you put the client’s interests ahead of your own.
2. Trust in Your Credibility
As much as your prospect may trust your integrity, he may lack confidence in your product knowledge, especially if it is a complex, technical product or service. A first-year medical intern may have great integrity, but you wouldn’t want them operating on your heart! While building your reputation, don’t compromise your integrity by making up answers to questions. If you don’t know the answer, admit it and find it out.
3. The Prospect Trusts that You Understand Their Situation
You could have integrity and credibility but if you don’t understand the prospect’s situation they’ll be skeptical. You can build this type of trust by asking intelligent, directed and pertinent questions. Asking questions lets your prospect know you understand your product, their situation and that you have a solution. In a complex sale, prospects don’t buy because they understand your product; they buy because they believe you understand them and will make the right recommendation.
4. Trust in Your Company
Even if you like you are liked as a salesperson, if you’ve had a bad experience with their company in the past, their trust of you will be diminished. If you know that your company has had some problems in the past, it may be wise to raise them and handle that objection before it arises. Explain what you have done to correct past mistakes.
5. Trust in the Product
Will the product or service measure up to expectations? If they’ve heard of others with bad experiences, or read negative consumer reviews, then they won’t buy with confidence. Prospects can also be strongly influenced by the research they’ve done online.
6. Trust in Their Own Ability to Use the Product or Service
While an individual may trust that as a salesperson you have achieved incredible results with someone else’s company, they might question their own ability to change old habits, methods of operation, and attitudes to take advantage of your advice.
If you’ve built trust in the first five areas, you can still miss a sale if the prospect doesn’t believe in themselves. Build self-esteem and confidence through reassurance and encouragement.
Great salespeople have a success rate approaching 100% – not because they are skilled closers, but because they’ve developed a high level of trust with their clients. This isn’t achieved overnight with flashy techniques, but a solid foundation of principles, knowledge, empathy, and by working for a company that provides good service and good products.
So, high trust increases sales. For more on this topic and other sales strategies, sign up to receive our Focus articles.