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Digg it UP - Trust, The Power Word in Sales
The USA is home to over 75% of world's lawyers and 90% of the world's lawsuits. We’ve all seen those disgusting television ads urging audience members to file claims and lawsuits. One out of every five people in the U.S. will be involved in a lawsuit, and if you’re a business or property owner your chances go up considerably to one out of three.WHY SO MANY LAWSUITS ?Some say it’s because we don’t spay and neuter trial lawyers and that’s why they’re ‘overpopulated’. Others blame it on the American cultural penchant for blame and finger-pointing over life’s unfair outcomes. Whatever the reason, it just makes sense to reduce the risk of being served with a lawsuit and to increase the protection to survive one with your financial life still intact
As a customer there are many times that our expectations may not be met and if we recall these times, what has happened to our trust in that product, company or person? So we could agree that this idea of “Trust” is important foundational issue in sales and persuasion.
To create, build and maintain this “Trust” what do we have to do?
First, when we approach a customer, employee or person, are we approaching them based on our needs, wants or desires or theirs? If it is based on them you have a greater chance of creating some initial trust.
Second, we needed to understand their expectations and if we can actually meet or exceed them. Gaining a good understanding can be as simple as questioning them about their expectations and how they measure or determine they are being met.
Third, we need to assure them we can meet those expectations through using evidence such as testimonials, stories, examples or other means that
Affairs between coworkers are not something new. For the most part the common reaction among the onlookers is one of surprise. Sometimes it is also one of criticism or condemnation. Occasionally it also provokes jealousy, as was the recent unprecedented case among the astronauts. Looked at from a broader perspective, affairs at work bear much in common with affairs at church. But it should come as no surprise that married people fall in love with coworkers at work and at church.Consider: it is an accepted truism among behavioral researchers that as people we are capable of falling love any number of times during our lifetime, whether married or not. When we get close to a person who displays admirable traits and who is attractive we react accordingly. That is the way humans are wired.Consider: the
“Ok, that’s great”, says one participant, “but we will never get the time to do this. They hang up on us before that! Can you help us get them talking long enough to get to that point?”
Now I had to hide my frustration and tossed the prepared material to the side. “Ok, give me the skinny on what you’re dealing with!”
Did I get them talking then! For 10 minutes they unloaded on being unable to crack the tough customers that would not even give them the time of day. Have any of them yourself?
So here is what we did…..to get the group thinking a bit differently.
I’m not sure why, but it seems that sales people forget they are also buyers. For some reason we get into the sales role and loose all understanding of what it is like to be the buyer! It’s the same with management and employee.
“This is what we need to do; you are all buyers and your phone rings with a salesperson on the other end. What is most important to you in giving them any time at all?”
As they listed several items like benefits, fix problems, save money, new ideas, trust and several others. The next question is, “Of all the items listed, if you could only have one, which would you choose?”
The close to unanimous answer was “Trust”!
That is interesting, as a customer you would choose “Trust” as the most important element in buying from a salesperson. Yet you approach the prospect with your product!
We continued to discuss what this word “Trust” meant to them as buyers and why it was so important. They brought out what made a “Trust Relationship” such as, dependability, quality, consistency, familiarity and every one of the 10 laws of persuasion were touched on.
In his article last week, Dr. Hogan also referred to “Trust” as the quickest way to a sale. One of his examples was top brands such as Coke, Starbucks and other national brands.
You order a Coke because you have a given expectation of the taste and consistence of the product. If it did not meet those expectations what would happen to your “Trust” of Coke? “Trust” also overrides much of the decision process. Starbucks has good coffee, you think it is the best in the world or perhaps not. Yet when we go into a Starbucks we expect to pay five dollars for a coffee and have certain expectations as to the taste and quality of the coffee. As long as our expectations are met within reason, we pay the five dollars without question. Why is that?
Here comes that word again; “Trust”. As long as people’s expectations are met, most do not ask and will shell out what ever it takes to get those expectations! That is the power of “Trust”! This is also why branding works; it meets up with the expectations in the customers mind.
So let’s get back to our sales team and how they can use “Trust” with these tough to crack customers.
“So you are saying that the most important element in a buying relationship is whether you “Trust” the salesperson or their company?” “Yes” is the answer.
What if we forget about our product, company and ourselves and approached the customer with the idea of “Trust” first? After all we can reject the product, the company and the salesperson. How easy is it to reject the idea of “Trust”?
We then worked on some approach language based around the “Trust” relationship they said was so important. Here are a couple of samples:
“Mr. Grower, this is Joe with Grow Seed. Now I realize the last thing you want is to have some guy bend your ear this time of night about seed... At the same time how would you feel talking about starting a “Trust Relationship” that will be valuable to both of us for years to come?”
“Mr. Grower, this is Joe with Grow Seed, now before you go hanging up, I am not calling about selling you seed!.. I am calling about how you and I could start a mutually beneficial “Trust Relationship” like the ones I have with my other customers. How would you feel about that?”
All of the participants at the session felt they would have to respond positively to the statements as customers. This idea of “Trust” is hard to reject.
The group was going to try several of these statements with the tough nut customers that were not giving them the time of day. What do they have to loose? I’ve not heard the results as of yet, but you might try it yourself on those tough ones!
As a customer there are many times that our expectations may not be met and if we recall these times, what has happened to our trust in that product, company or person? So we could agree that this idea of “Trust” is important foundational issue in sales and persuasion.
To create, build and maintain this “Trust” what do we have to do?
First, when we approach a customer, employee or person, are we approaching them based on our needs, wants or desires or theirs? If it is based on them you have a greater chance of creating some initial trust.
Second, we needed to understand their expectations and if we can actually meet or exceed them. Gaining a good understanding can be as simple as questioning them about their expectations and how they measure or determine they are being met.
Third, we need to assure them we can meet those expectations through using evidence such as testimonials, stories, examples or other means that s
People will do something—including changing their behavior—only if it can be demonstrated that doing so is in their own best interests as defined by their own values.All of us delude ourselves about our achievements, status, and contributions. We overestimate our contribution, and take credit for successes that belong to others. We have an elevated opinion of our skills and our standing among our peers. We ignore our costly failures and exaggerate our impact on net profits.These delusions are a direct result of success, not failure. We get positive reinforcement from our past successes, and we think that they portend great things in our future. This wacky delusional belief instills us with confidence, however unearned it may be. It erases doubt and blinds us to risks and challenges, which isn’t all
As they listed several items like benefits, fix problems, save money, new ideas, trust and several others. The next question is, “Of all the items listed, if you could only have one, which would you choose?”
The close to unanimous answer was “Trust”!
That is interesting, as a customer you would choose “Trust” as the most important element in buying from a salesperson. Yet you approach the prospect with your product!
We continued to discuss what this word “Trust” meant to them as buyers and why it was so important. They brought out what made a “Trust Relationship” such as, dependability, quality, consistency, familiarity and every one of the 10 laws of persuasion were touched on.
In his article last week, Dr. Hogan also referred to “Trust” as the quickest way to a sale. One of his examples was top brands such as Coke, Starbucks and other national brands.
You order a Coke because you have a given expectation of the taste and consistence of the product. If it did not meet those expectations what would happen to your “Trust” of Coke? “Trust” also overrides much of the decision process. Starbucks has good coffee, you think it is the best in the world or perhaps not. Yet when we go into a Starbucks we expect to pay five dollars for a coffee and have certain expectations as to the taste and quality of the coffee. As long as our expectations are met within reason, we pay the five dollars without question. Why is that?
Here comes that word again; “Trust”. As long as people’s expectations are met, most do not ask and will shell out what ever it takes to get those expectations! That is the power of “Trust”! This is also why branding works; it meets up with the expectations in the customers mind.
So let’s get back to our sales team and how they can use “Trust” with these tough to crack customers.
“So you are saying that the most important element in a buying relationship is whether you “Trust” the salesperson or their company?” “Yes” is the answer.
What if we forget about our product, company and ourselves and approached the customer with the idea of “Trust” first? After all we can reject the product, the company and the salesperson. How easy is it to reject the idea of “Trust”?
We then worked on some approach language based around the “Trust” relationship they said was so important. Here are a couple of samples:
“Mr. Grower, this is Joe with Grow Seed. Now I realize the last thing you want is to have some guy bend your ear this time of night about seed... At the same time how would you feel talking about starting a “Trust Relationship” that will be valuable to both of us for years to come?”
“Mr. Grower, this is Joe with Grow Seed, now before you go hanging up, I am not calling about selling you seed!.. I am calling about how you and I could start a mutually beneficial “Trust Relationship” like the ones I have with my other customers. How would you feel about that?”
All of the participants at the session felt they would have to respond positively to the statements as customers. This idea of “Trust” is hard to reject.
The group was going to try several of these statements with the tough nut customers that were not giving them the time of day. What do they have to loose? I’ve not heard the results as of yet, but you might try it yourself on those tough ones!
As a customer there are many times that our expectations may not be met and if we recall these times, what has happened to our trust in that product, company or person? So we could agree that this idea of “Trust” is important foundational issue in sales and persuasion.
To create, build and maintain this “Trust” what do we have to do?
First, when we approach a customer, employee or person, are we approaching them based on our needs, wants or desires or theirs? If it is based on them you have a greater chance of creating some initial trust.
Second, we needed to understand their expectations and if we can actually meet or exceed them. Gaining a good understanding can be as simple as questioning them about their expectations and how they measure or determine they are being met.
Third, we need to assure them we can meet those expectations through using evidence such as testimonials, stories, examples or other means that
David Thorp, Head of Insights at the Chartered Institute of Marketing (CIM) noted,"Marketers should be at the forefront of this change as the key communicators of the brand and organisational values. In the future, marketing will be as much about changing attitudes and behaviours as it is about increasing market share".And, of course, there is a conflict in sustainability, which I’ll talk about in a minute. First let’s look at how sustainability is being pushed by our industry.The GreenAwardsThe 2006 GreenAwards celebrated and rewarded marketing that communicates sustainability through one of these categories: Press advertisement TV advertisement Radio advertisement Outdoor advertisement Online advertisement ose expectations what would happen to your “Trust” of Coke? “Trust” also overrides much of the decision process. Starbucks has good coffee, you think it is the best in the world or perhaps not. Yet when we go into a Starbucks we expect to pay five dollars for a coffee and have certain expectations as to the taste and quality of the coffee. As long as our expectations are met within reason, we pay the five dollars without question. Why is that?
Here comes that word again; “Trust”. As long as people’s expectations are met, most do not ask and will shell out what ever it takes to get those expectations! That is the power of “Trust”! This is also why branding works; it meets up with the expectations in the customers mind.
So let’s get back to our sales team and how they can use “Trust” with these tough to crack customers.
“So you are saying that the most important element in a buying relationship is whether you “Trust” the salesperson or their company?” “Yes” is the answer.
What if we forget about our product, company and ourselves and approached the customer with the idea of “Trust” first? After all we can reject the product, the company and the salesperson. How easy is it to reject the idea of “Trust”?
We then worked on some approach language based around the “Trust” relationship they said was so important. Here are a couple of samples:
“Mr. Grower, this is Joe with Grow Seed. Now I realize the last thing you want is to have some guy bend your ear this time of night about seed... At the same time how would you feel talking about starting a “Trust Relationship” that will be valuable to both of us for years to come?”
“Mr. Grower, this is Joe with Grow Seed, now before you go hanging up, I am not calling about selling you seed!.. I am calling about how you and I could start a mutually beneficial “Trust Relationship” like the ones I have with my other customers. How would you feel about that?”
All of the participants at the session felt they would have to respond positively to the statements as customers. This idea of “Trust” is hard to reject.
The group was going to try several of these statements with the tough nut customers that were not giving them the time of day. What do they have to loose? I’ve not heard the results as of yet, but you might try it yourself on those tough ones!
As a customer there are many times that our expectations may not be met and if we recall these times, what has happened to our trust in that product, company or person? So we could agree that this idea of “Trust” is important foundational issue in sales and persuasion.
To create, build and maintain this “Trust” what do we have to do?
First, when we approach a customer, employee or person, are we approaching them based on our needs, wants or desires or theirs? If it is based on them you have a greater chance of creating some initial trust.
Second, we needed to understand their expectations and if we can actually meet or exceed them. Gaining a good understanding can be as simple as questioning them about their expectations and how they measure or determine they are being met.
Third, we need to assure them we can meet those expectations through using evidence such as testimonials, stories, examples or other means that
If you are the owner of a restaurant, bar or lounge then restaurant equipment is the most important investment you will have to make. Because restaurant equipment is not very cheap you will have to take good care of your appliances to properly maintain them and perform periodical check-ups in order to benefit the most from your investment. There are many different measures you can take in order to preserve your equipment’s value and to maintain it in good working condition if you want to ensure that your appliances will last for a long period of time.The most common piece of equipment found in restaurants is the commercial oven. Commercial ovens can be further subcategorized into deck ovens, barbecue roaster ovens and barbeque grills, countertop and conveyor ovens, char-broilers and convection ovens. The
We then worked on some approach language based around the “Trust” relationship they said was so important. Here are a couple of samples:
“Mr. Grower, this is Joe with Grow Seed. Now I realize the last thing you want is to have some guy bend your ear this time of night about seed... At the same time how would you feel talking about starting a “Trust Relationship” that will be valuable to both of us for years to come?”
“Mr. Grower, this is Joe with Grow Seed, now before you go hanging up, I am not calling about selling you seed!.. I am calling about how you and I could start a mutually beneficial “Trust Relationship” like the ones I have with my other customers. How would you feel about that?”
All of the participants at the session felt they would have to respond positively to the statements as customers. This idea of “Trust” is hard to reject.
The group was going to try several of these statements with the tough nut customers that were not giving them the time of day. What do they have to loose? I’ve not heard the results as of yet, but you might try it yourself on those tough ones!
As a customer there are many times that our expectations may not be met and if we recall these times, what has happened to our trust in that product, company or person? So we could agree that this idea of “Trust” is important foundational issue in sales and persuasion.
To create, build and maintain this “Trust” what do we have to do?
First, when we approach a customer, employee or person, are we approaching them based on our needs, wants or desires or theirs? If it is based on them you have a greater chance of creating some initial trust.
Second, we needed to understand their expectations and if we can actually meet or exceed them. Gaining a good understanding can be as simple as questioning them about their expectations and how they measure or determine they are being met.
Third, we need to assure them we can meet those expectations through using evidence such as testimonials, stories, examples or other means that
Today, we live in an uncertain world. We can not predict what will happen in the next second. If you can, then you must me something else other than a living being. Today, we are constantly terrified by the uncertainty of the next moment.As I write this article, I don’t actually know what will happen the next moment. A new inventory in technology may jeopardize my current work as a typist. As I type, I do so with fear because I don’t know weather my boss will be coming back the next moment with a robot that will type more effective, accurate and efficiently than I do. If such happens, that means that I will lose my current job as a typist.I hope I am not the only one that is engulfed with phobia when it comes to sustaining ones current work. I thank God for giving man the ability to adapt and
As a customer there are many times that our expectations may not be met and if we recall these times, what has happened to our trust in that product, company or person? So we could agree that this idea of “Trust” is important foundational issue in sales and persuasion.
To create, build and maintain this “Trust” what do we have to do?
First, when we approach a customer, employee or person, are we approaching them based on our needs, wants or desires or theirs? If it is based on them you have a greater chance of creating some initial trust.
Second, we needed to understand their expectations and if we can actually meet or exceed them. Gaining a good understanding can be as simple as questioning them about their expectations and how they measure or determine they are being met.
Third, we need to assure them we can meet those expectations through using evidence such as testimonials, stories, examples or other means that support the same expectations as they have.
Fourth, we have to consistently meet or exceed those expectations every time. If we do, the results can be a customer for life!
This applies to customers, employees, family and friends.
Now I know myself that there have been times I have been unable to meet expectations for many different reasons or excuses. This has resulted in lost customers, employees and friends. The key is to learn from our past experiences and understand how we missed those expectations. Then we can work to better meet the expectations we agree to in the future!
To meeting agreed to expectations and building “Trust”!
For more on building sales, management and personal relationships, check out our web sites at www.BusArc.com or www.hgoergerassoc.com
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