In sales – trust is everything. If they don’t trust you, your product and your company, they simply won’t buy from you.
The good news is that trust has an equation so you can better understand how to build it in your sales skills. This is part one of my sales tips for the trust equation, what each component is and how you can use these assets to build trust.
Trust Equation * = Credibility + Reliability + Intimacy
* The Trusted Advisor by David H. Maister, Charles H Green, Robert M. Galford.
Many people start businesses because they are technical experts, which gives them some credibility. We are normally good at showing this by having letters after our name, or information on our qualifications in our marketing materials or on our walls.
There are two components to credibility; rational and emotional. The rational is relatively easy to deliver and maintain. It starts with your qualifications and builds as you answer questions about what you do and how you do it.
Emotional credibility is about perception. So it is much harder to judge how you are going. It is based on your client’s belief that you are telling the complete truth. And often this perception is based on unconscious fears, making it all the harder.
Here is way to think about and address unconscious or hidden fears with your clients:
Stories can help by talking about the problems and fears other clients have had and how you have helped them. They help to normalise the fear for the client. For both of these reasons, they are more likely to feel comfortable to share other problems with you.
Tell me about your credibility traps and tricks !
Read the next article ... on Reliability
Like what you've read, and want to know more?
Why not have a look at my FREE ebook on the 11 Secrets of Sales Champions ... specifically for people who honestly hate sales!
Would love to hear your thoughts .... go on!