First of all, you must realize that most people are trusting by nature. They have learned to be skeptical and cynical, they’re not usually born with such attitudes. They do however, learn quickly when they have had their trust betrayed, and they don’t forget.
So, this element is primary in importance for you as a salesperson: establish their trust in you first, and in the company second.
The most effective way to do this is by sincerely being yourself – interested in them and helping them with their problems. It can’t be faked. Either you are the genuine article or you’re not. People can sense such things and when they do, you’ve blown your chances at establishing the important trust factor. It’s going to be a long, hard close at this point . . . if it’s even possible at all.
Interest is reality. If you’re really not interested in talking to that customer today, get someone else to do it for you. If you force yourself to do it when you’re not interested, you violate your own integrity and your own reality. You will come across as a fake, which you are, at that point.
If you can generate interest in people generally; if you like to find out about people; if you don’t mind talking to people, you’ll do just fine in the sales profession. These factors are more important than all the features, advantages and benefits you can rattle off. An interested salesman can get anyone interested in anything. Interest follows interest. If you’re interested in them, they’re interested in you. This opens the door to establishing trust.
Once trust has been established, by delivering what was promised at a reasonable price, people with usually stick with you. Most people are motivated by instinct and experience to avoid pain and increase comfort. When an activity goes on for a long time and the reward is consistent, that action becomes habitual. They will come to you when they need what you offer because they know they can trust you from prior experience or by referrals from others whom they trust.
As long as they feel you are looking out for their best interests and you continue to deliver what you promise, they will not abandon you. Trust is a strong attractor. Betrayal is an equally strong negation.
Give them what they want. Don’t promise what you can’t deliver. Deliver what you promise. Remain interested in them no matter what and they’ll stick with you forever.
daniel w. jacobs
(c) 2009, all rights reserved
