Who Do You Trust?

Imagine this sales scenario. You need to buy a mid-price ticket item and you venture into two stores. The prices are pretty comparable and there are few extras associated with your purchase. The buyer needs this item and is waffling between which place to purchase their item. What tips it over the edge?

You!

More often than not, it’s the trust the customer has with the salesperson that makes the deal or makes the customer walk away. Remember that you’re in a relationship with each new customer and they’re counting on you to make them feel as if they’re making the right choice. Some of what will sway them will naturally revolve around price.

But let’s say a buyer walks into your carpeting store and says, “I’ve been three other places and I’m just not sure what I want.” That sale could be yours if you foster the trust your buyer needs to make a decision.

Many people say to me, “Scott, I only have a few minutes with the buyer. How can I use that to establish trust.” It’s easy when you approach sales from a place of integrity and really do what you say you will do. When you look that buyer in the eye and say, “It will be delivered on Tuesday” then you really need to make that happen.

My friend Michael was on the edge of buying a basic desk at a new furniture store. The salesperson was writing up the order and said, “I’m pretty sure we can deliver it to you Tuesday.” Wait…what’s pretty sure? The salesperson even seemed like he didn’t believe it. Michael began to question the whole purchase as a sales manager was called over to explain how as a new store they were just getting their delivery service worked out and occasionally Tuesday could become Wednesday. That was enough to create a lack of trust and Michael went down the street to buy a similar desk. His first question was: “Can you promise delivery on Tuesday.”

“Yes, between 9 to 10 a.m.,” said the salesperson.

Sold!

Trust is sacred between a customer and a salesperson. How do you develop it?

Here are a few ways:

*Be honest with your buyer. If you have an issue with delivery or some aspect of the product mention it. Don’t allow it to be a surprise.

*Show real interest in your customer. Do this by being open to listen to their concerns. This means being quiet and really listening.

*Trouble shoot problems before they happen. Make quick fixes.

*Deliver more than expected. Perhaps you can throw in a 10 percent coupon for their next purchase or give them a follow up call to see how they like their product. Customers will remember that for future purchases.

*If something unfortunate happens then take responsibility. The warehouse sent the wrong model. Don’t pass the buck. Say, “We made a mistake and will make it up to you.”

*Always do what you promised.

Try these techniques in your life as well as in sales. You will be delighted at the results.