Stop selling and start helping. The Trust-based Selling approach often sounds counter to traditional sales advice. It pointedly is not about closing, being aggressive, or guaranteeing that you’ll meet a customer’s every need. Trust-based Selling teaches you how to listen, understand wants and needs and approach customers in an open, transparent way.
Learn Trust-based Selling
We’ve all experienced roadblocks and objections in sales. But do you really understand why a prospect is making a specific objection? Are they really concerned with price, or is it something else? Trust-based selling provides a framework for how to sell more effectively, without resorting to “tricks of the trade” that don’t have a lasting, meaningful impact on your business.
It starts with being trustworthy. That sounds obvious, but trust is such a core element of human behavior and interaction that it warrants a scientific, analytical approach. Trust-based Selling is a proven driver of business success. The key is to focus exclusively on helping customers and not on the business success metrics themselves.
- Truly understand what drives sales (and it’s not price or an optimized sales funnel!)
- Achieve enhanced creativity and openness to your ideas, more buy-in, greater honesty and fewer misunderstandings
- Focus on the relationship and build trust, which leads to more transactions
Sell Intangible Services
Trust is more critical to selling intangible services than it is to selling goods. And yet sellers of intangible services are afraid of “selling” because they think it’s destructive to trust. The reality is that selling intangible services only works when you embrace openness and generosity. You need to see past the common myths about sales to genuinely build a framework of trust and opportunity.
Learn how to show, not tell. Engage in honest discussions with customers about their situation. If that means recommending an alternative to your services, do it. The key to selling intangible services is demonstrating your complete willingness to help. You offer them a sample (just like physical stores offer samples) through brainstorming sessions, collaboration and trust building. That generosity will lead to business success.
- Create a new framework for selling intangible services
- Focus on relationship building and the process, not on the endpoint of closing a deal
- Attune yourself to your clients in a way that builds trust and increases sales
Broaden Business with Current Clients
Through the science or through intuition, most of us realize that selling to our current customers is the easiest and most profitable way to sell, and to do this you need a trust-based relationship with your customers.
If your relationship is based on trust, not transactions, clients will recognize your genuine interest in helping them. They’ll understand that you’re providing guidance for making decisions which are right for them, not forcing them to buy from you. In return, customers will show their appreciation by buying, disproportionately, from you.
- Maintain open channels of communication with customers that they’re eager to use, without any expectation of closing a sale
- Stay top of mind when customers want something, need advice or just want some support
- Generate increased sales naturally as a by-product of having trusting relationships
Master Complex Sales
Successful sales are not about optimizing a sales process. Thinking that way often eliminates the focus of what’s really happening during a sale: two or more people are agreeing to a transaction based on mutual value and benefit.
And at the core of that transaction are human relationships and trust. Complex sales involve many stakeholders and challenging situations that can be more easily understood through a trust-centric approach.
- Understand how complicated organizations function and how purchasing decisions are made
- Build critical relationships throughout organizations and identify the positive influencers
- Move from mid-level to executive-level sales