Blog: Trust & Sales
Thatcher Michael — March 14, 2024
The Importance of Trust in Contemporary Sales
In the fast-paced environment of modern-day sales, where competition is fierce and skepticism is at an all-time high, building trust is of the utmost importance. Trust isn’t just a buzzword; it is the sole foundation upon which successful sales processes are built. While these laws of networking are paramount for sales processes, this advice can be implemented for many aspects of life. I’ve compiled a short list of the primary key factors of building trust and will lay out a short framework for what I believe to be a good answer to the question: “What are the best avenues to cultivating and maintaining a successful relationship with people and customers?”
The key factors:
Authenticity
Transparency
Reliability/Consistent Delivery of Value
Listening
Authenticity
Scripted sales pitches and canned responses seem to be the standard composition of the “network expansion” process. To be authentic is to be human. I understand there are quotas to meet and money to make, but that doesn’t mean taking the shortcut is a good route to a fulfilling meeting.
As the internet expands, the scams do too. It has never been more important to show your authenticity than right now. Most people can spot an empty pitch miles away, however, in the same vein, it’s very easy to spot the sales professional who prioritizes connecting with customers on a personal level, rather than treating them the same way every other sales professional treats them; as leads. Successful sales professionals take the time to understand the customer's needs, empathize with their challenges, and tailor genuine solutions that address their pain points. By showing vulnerability, sharing personal stories, and being true to themselves, sales professionals can forge deeper, more meaningful connections with people, laying the groundwork for trust to bloom.
Transparency
Customers crave honesty. It can be that simple.
Ever been in a grocery store, overwhelmed by your options, and after careful consideration, you find that they’re all owned by the same parent company anyway? In a way, it can kind of feel like you’re being cheated. Even though the information is out there, they chose another way to make more money off you. It can feel a little off-putting at times.
Straightforward transparency means being upfront about product features, pricing, and policies, even when it’s not convenient. It means disclosing any limitations or drawbacks with honesty. Transparent sales professionals stand to gain a significant advantage when they can demonstrate their integrity, over those who depend on navigating their way around disclosing all the facts. Simply put, being transparent fosters confidence and credibility in any relationship. It’s just a good look.
Consistent Delivery of Value
Delivery of quality value isn’t something that should end at the initial sales pitch, it’s something that every sales professional must consistently deliver at every touchpoint; from the first interaction to the post-sales support. Go above and beyond the needs of the customer, provide timely responses to inquiries, and remain committed to ensuring a hassle-free experience throughout the buying journey.
Consistency breeds confidence. A customer of any product or service will always expect that product or service to regularly deliver on the promises they’ve paid for. That consistent delivery is what builds a solid reputation for dependability. Setting your stage up in this regard early on is a key factor in building those relationships embedded with trust.
Listen More
Speaking your truth is important, but listening to and empathizing with the customer’s pain points is an indisputable element to keep in mind.
More than anything else in the world, besides protecting their money, people want to be heard. Beyond that, they want to know that they’re being heard and in a business setting, people’s money is usually at the core of every decision. It is vital that the customer feels entirely understood. Anybody can offer a solution to a problem, but only the sales professional who makes it known they have truly understood the pain point of the customer can offer a tailored solution of genuine quality.
Trust is the lifeblood of contemporary sales. All of these key factors I’ve highlighted point towards the path of expanding trust exponentially. By prioritizing authenticity, transparency, consistency, and listening skills, sales professionals can encourage trust with clients, differentiate themselves from the competition, and lay the support for lasting success. I believe this framework can be a great starting point for those who aim to emerge as leaders in their field as it will undoubtedly aid in providing the primary premise of loyalty and confidence among their customers.