For most of us selling a solution (whether a product or service), we have come to expect a long, often drawn-out, sales cycle before the yes or no verdict.
We also know that there are a lot of factors that go into the decision to buy/not to buy from us including the product/service in question, their needs, your salesmanship etc.
But one of the most underrated, yet extremely powerful, aspects of the sale is building trust and credibility with your audience.
Now I know this concept is not a new one – you would be hard-pressed to find a sales course or trainer that does not tell you that you need to build trust and credibility – but in this article, we are going one step further to talk about the “how”.
Before I begin, I want to explain to you why I have decided to write this article.
Very simply, over the past decade, I have talked to volumes of salespeople who all tell me that the key to selling is in the “relationship”.
Yet when I ask them what they do to build that relationship I am truly surprised by their answers.
In fact, most of them do very little, quite frankly.
Sure, all salespeople out there will tell you all the great things they do on the trust and credibility front when they are eye-to-eye with a customer or active prospect, but that’s the easy part.
The question that I want to know is what they do to those prospects that aren’t quite there yet and even those whom they barely know.
That’s where the ideas tend to stop and so that’s where I am going to pick up.
Building trust and credibility with your audience require 4 ingredients:
No different to when you are face-to-face at a 1st appointment, building trust and relationship requires you to think of them as the key driver for your actions.
What do they want/need to know? What style of salesmanship will they prefer/respond to?
As an example, If you see an article or some news that you believe, from your discussions with them. They would value or be interested in, send it to them (even if it may have nothing to do with what you sell).
The receiver will view you as being interested in their success not just your sale.
Another example is trying to understanding what hurdles stand in their way of solving their problems.
While this information will certainly help you in your strategy, it will be viewed as being empathetic to the fact. That they probably have a full plate with lots of other pressing things, in addition to talking with you.
Less but more frequent
It drives me crazy when I ask someone for information and they send me a package with 30 pages or a huge brochure.
Who has time to fumble through ’31 Flavors’ at Baskin Robbins in the hopes of finding the pralines and cream?
It’s even worse when I get unsolicited email or mail and the author is trying to tell me everything all at once.
You need to recognize that even extremely interested people have busy lives and short attention spans.
They are being bombarded with information all day.
So pick what genre you want to focus on – about you, about your company or about your products/services – and keep it to a page (two maximum).
For unsolicited mail/email/faxes, this becomes even more critical.
When faced with a prospect that just says “send me some information”, try asking them what information they would like to see.
Do they want to know the company history? products? expertise? customer list?
Finally, if you have, for example, 5 pieces of information to Grow your Business Fast you feel your prospect should learn about you, break it up and send one at a time over several weeks or months.
It will be far easier for them to digest not to mention that fact that you now have had the chance to “touch” them and get your name out there 5 times instead of once.
In addition, you always have the ‘next’ piece of information to offer them each time you talk as opposed to giving it all away at the first opportunity.
So break your information down and hold on to it.
Touch your prospect slowly, consistently and frequently.
Variety! Heard that variety is “a spice of life”? Believe that it’s true? You should!
Like anything in life, variety is key.
Some prefer email, some enjoy hard copy and others really just want to see your pretty face.
So make sure your company offers information in a variety of formats and inquire from your prospect what they prefer.
Second, people buy from you for different reasons
That will effect what information they need to know and what is just over-kill.
I, for example, am more interested in a company’s “credibility” than I am in their “process”.
But that’s just me. What do you like to know when buying?
Make sure your company covers all the spectrums – from curiosity (do you think that could work for me?);
credibility (they’ve done this before!)
To confidence (I know this will help me!).
Third; Be different
It’s not always necessary to give critical information every time you “touch” your audience.
Simple thank you cards or “thinking-of-you” emails can make a lasting impression and they are so easy to do.
Even meeting reminders prior to your phone or face-to-face appointment to Grow your Business Fast outlining the agenda or objectives of the call will help show them that you are a professional and credible Grow your Business Fast.
In conclusion, people trust people that put them first, are unconditionally consistent, do the “little things”.
Take time to learn what their ‘buttons’ are and through perseverance and patience,
take time to engage them frequently without coming across as self-serving or inundating them with information all at once.
So, I just come up giving you ideas on what possible strategies can be taken to Grow your Business Fast.
Contact Us: for any ERP, CRM doubts that you have on your mind.