Trust = Value = Relationships

posted: Friday, February 10, 2012

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We talk a lot about building trust, establishing relationships and creating value in the products we sell. Those are all great things but I believe we think of them as standalone strengths for a salesperson, and they are all commendable traits. By themselves, those three things make anyone a better salesperson but together they can make even the best salesperson better. Let me tie these together and illustrate my point better.

If we work backwards and start with creating value in our products, of course we want the product we sell to have value to our customers but that’s not where the real value is. The value that every salesperson should strive for is the one in the relationship with their customers. If you can establish the idea that there is value to the customer in having you as their salesperson, no matter the product, then you are on your way to a repeat customer.

So now we have value in our product and value in the relationship but neither of those is possible without trust. If a customer does not trust you, then why would they value the relationship? They wouldn’t, of course, and while they still might buy once from you, they’re not coming back. Establishing trust with a customer leads to the customer valuing that relationship which ultimately leads to the value of the product. The customer came to you, a salesperson, presumably because they all ready had some level of value in the product that you are selling, but it is up to you to build value into the relationship between the two of you. How do you do that? It’s not hard but here are a few reminders:

  • Be Honest – Sounds simple but nothing will destroy trust faster than lying.
  • Listen – The customer knows what they want or need more than you let them tell you.
  • Use their name – Have a conversation with your customers, get to know them and allow them to get to know you.
  • Answer all questions – You are trying to build trust and value in a budding relationship, make them as comfortable as possible with you and the product.
  • Have fun – Enjoy yourself and the interactions with your customers.
The value of the product you are selling brought your customer in but it is the value of the relationship that will keep bringing them back.

FINAO - Brad Huisken

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