The goal of most selling is to make the sale. The goal of trust-based selling is to help the customer; the sale is an outcome, not a goal.
In trust-based selling, the right time to mention price is when it is useful to the customer to know it.
In trust-based selling, you don’t “handle objections” – you jointly explore the fit of the solution.
In trust-based selling, hard-sell is not a sin – wrong-sell is.
In trust-based selling, the acid test is whether or not you’d refer the customer to a competitor – if the competitor has the better solution.
In trust-based selling, a sale transaction is just an event along the path of a relationship.
In trust-based selling, the default mode of presentation is transparency.
In trust-based selling, the time-frame is lifetime. Assume that you will meet this customer again, along with his or her customers, cousins, bosses and Facebook friends, and that every interaction is evident to all of them instantly. That’s your reputation.
Trust-based selling relies on the proposition that people return good for good, and bad for bad. If you treat a customer respectfully and with trust, and they happen to need what you are selling, the natural response is to buy it from you.
That proposition is not only an ethical template – it is a business model.
Trust-based Selling: McGraw-Hill, also available in Kindle and CD-ROM format. It’s a good book.
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