How to Build Trust in the Selling Process

Trust is an essential part of a successful sales strategy; it helps your customer feel comfortable working with you, which can increase your chances of a successful close and help you earn more money. Building trust can also reduce cancellations and returns that can affect your sales commissions. A customer who feels forced into a sale may experience "buyer's remorse" and reverse the transaction. Simple strategies can help you build trust in the sales process.

Instructions

1. Show up to your sales appointment on time to establish a favorable first impression. If possible, arrive early so you can take time to prepare your sales materials before you meet your client.

2. Choose attire appropriate for your client. You should always appear well groomed and professional. Choosing inappropriate attire can make your client feel intimidated or uneasy. For example, professional business attire might be appropriate for a sales meeting with corporate executives, while business casual attire might be more appropriate for meeting a client in his home to present insurance policy options.

3. Listen to your client's needs, wants and concerns. Entering a sales meeting believing that you already know what the client wants and needs can decrease the client's receptiveness to your products. Spend the first part of the sales meeting asking the client questions about her concerns, needs and wants so you can develop a solution that will be truly beneficial.

4. Establish common ground with your client. As you listen to the client talk about her needs, concerns and desires, you can connect with her by sharing experiences that show you understand where she is coming from. Building common ground with a client establishes a sense of trust by demonstrating that you can see the situation from her perspective.

5. Collaborate to find a solution that best meets the client's needs to make the client a part of the sales process. Involving the client helps her feel that she is making a decision to buy, rather than being forced into a sale. It also ensures that the products or services you sell fulfill the client's expectations.

6. Take time to explain any elements of your products or services that the client does not fully understand. Asking questions and monitoring the client's body language can help you pick up on a client's confusion. Spending time to avoid client confusion can help improve sales closing percentages and increase the client's satisfaction after the sale.

Tips & Warnings

• Treat your client with the same respect that you would want if you were listening to a sales presentation. Clients want to be treated as people instead of just sales commissions.

• Avoid making up stories to establish rapport with your client. Although establishing common ground is an important element of the sales process, your client might pick up on fabricated stories, which erodes the trust you are attempting to build.

References

• "Trust-Based Selling"; Charles H. Green; 2005
• "The Relationship Edge"; Jerry Acuff, et al.; 2011