The Trust Factor

6 Tips for Gaining Trust

Ever met a salesperson you automatically distrusted on sight? There was something about them that made you certain that you were not going to give them one cent of your hard-earned money, even if you really needed what they were selling. What was it about that salesperson that raised your hackles and how can you be sure that you’re not doing the same thing to your customers?

The key to success in business, regardless of the ups and downs of economies and the ins and outs of politicians, will always be in the relationships you’ve forged. If you’ve been guilty of neglectfulness during the upturn, taking your customers and suppliers for granted, then no doubt you’ll be paying the price for that now. If you instead invested in interpersonal relationships, building solid foundations with all of the people with whom you do business, then I’m sure you’re reaping the benefits.

People prefer to do business with others they know and like. When tough choices need to be made, when belts are tightening, you’re more likely to keep the business if you have friendships with your clients. And don’t forget, during economic downturns, salespeople aren’t the only ones feeling the pinch. You customers will have concerns of their own. How to you address their worries over budgets, retrenchments, flagging sales? The same way you always have....with confidence!

Often, they’ll be taking their cues from you. Are you a harbinger of doom and gloom, in which case, they’re right to be worried about the economy? Or are you quietly confident, looking to the future with optimism, in which case they’ll feel reassured and rethink their negative feelings about spending? Act as though there is no recession, act as though it’s just business as usual and your quiet confidence will rub off on your clients.

Even if you haven’t built strong relationships with your clients in the past, there’s no reason why you can’t do so now. Trust will always be one of the most valuable assets you will have with your customer and building it requires commitment and follow-through. That doesn’t mean you can’t do it quickly, you absolutely can and often must. If you’re in a business with very little repeat trade, for example, your entire client relationship starts and ends during your sales presentation.

How do you get your client to trust you?

Modify your behavioural style to sync more closely with theirs. If they’re fast-paced, pick up a bit of speed in your speech, if they’re slow and methodical, tone it down.

Dress appropriately. Appearing businesslike is important and goes a long way towards instilling trust. People DO judge by appearances.

Maintain eye contact, (without staring) and keep a smile on your face.

Start by asking general questions, not only about their business, but also about them. “How long have you been working here? That long?! You must really like it here!” “What did you do before this?” Don’t make it seem like the Spanish Inquisition. Keep it light and conversational.
Refine your questions so that you hone in on their Hot Button, the reason they will make a purchase.

Listen actively. That means that while they’re talking, DON’T be planning what you’re going to say next. Pay attention to what they tell you. Repeat it back to them using the same phraseology they used. That way, they know you get it, you understand them and people like being around people who understand them, who empathise.