Mike Schultz, like Jill Konrath, is one of my all-time favorite sales process authorities. A few years back, I got hooked on reading articles about selling, probably because I was one of the worst salespeople who ever walked the planet. Now I spend some time with a fellow who is a wonderful salesperson, and I think it’s because he’s so trustworthy.
And trust is what Mike Shultz was talking about in “7 Ideas for Building Trust in Sales.”
His basic premise is that trust still matters in sales, even though many things have changed. In particular, trust matters, because buyers have access to more information and choices and are crazy busy. That means sellers must convincingly demonstrate competence and integrity and build intimacy. (By the way, when Carly Fiorina used the term “customer intimacy,” I winced a bit, but the expression is not going away, and Mr. Schultz uses it in his post, so … )
R U Competent?
So, most sellers think they’re competent, an opinion not always shared by buyers. To be perceived as competent, you must become an expert and be able to talk, in real terms, about your “impact model,” which is the “results buyers can expect to achieve.” You’ve also got to develop and share a point of view, which is another way of saying that you need to become a trusted advisor. That term is awfully overworked these days, at least in my opinion, but in this context it really does say it all.
R U Honest?
This is a biggie. Are you willing to turn down business or refer it elsewhere if your product or service really doesn’t do what the customer needs? If you say you’ll do something, do you really do it? Or do you find a way to skate at the last minute? Only you can answer these questions. Good intentions are not enough.
R U Intimate?
That is, does your client know how you think? Has she seen what you produce? Have you demonstrated your work style? Has the client spent enough time with you to get to like you? Have you connected on a personal level, which, as Mr. Schultz points out is “a critical component of building trust.” This last can be a bit of a leap in a world where we’re encouraged not to talk about personal matters in the business arena. Mr. Schultz counsels us not to be afraid. I agree, but with reservations. Make sure your antenna is tuned and listen up before you leap in.
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