After meeting with a prospect, have you ever had the gut feeling you weren’t able to establish a climate of confidence, and that was why they didn’t buy? If your answer is yes, do you believe you can do something to improve the situation? Some people will say nothing could be done. There just wasn’t any chemistry between you. But I disagree, because you can almost always do something to build more trust.
First, it’s important to know that one person’s trust in another is based on feeling, an impression or perception – meaning something intangible – and is not based on anything rational or logical. Studies have shown that 15% of a customer’s trust in the vendor comes from the vendor’s technical competency, and 85% from the vendor’s human qualities – the feeling the customer picks up from the salesperson.
To build trust effectively, this approach must be natural and authentic – your primary sentiment must be the sincere desire to help clients and contribute to their success. This proven method is used by the master salespeople who get outstanding sales results.
In this column, I’m proposing a structured, seven-step sales interview approach that will let you build more trust with your customers, especially during the initial encounters.