“It always takes time, even for the most reliable of sales people, to build trust in the selling firms capabilities.”
Strategic Selling: The Unique Sales System Proven Successful by America’s Best Companies by Robert B. Miller and Stephen E. Heiman with Tad Tuleja, page 75
In addition to doing whatever you can to increase your visibility within your defined marketplace, you must always be focused on building trust with your targeted audience. This happens to be a double-edged sword. Building trust is essential, but this is easier said than done. On the other hand, maintaining trust is also important. Unfortunately, losing trust is (also) easy to do.
Building Trust. The quickest way to begin establishing trust is to adopt the old boy scout motto. Be TRUSTWORTHY, LOYAL, HELPFUL, FRIENDLY, COURTEOUS, KIND, OBEDIENT, CHEERFUL, THRIFTY, BRAVE, CLEAN, and REVERENT. I suppose this is all good advice for everybody all the time, but there is one more thing: “Do what you say you are going to do.”
Losing Trust. This is a killer, since in most instances it took a long time for you to gain the trust of your clients. The bad news is also the sad news: All of your hard work can be blown to smithereens in a heartbeat. One mistake, one shortcut that goes awry, one promise you fail to keep, and yes, even one misinterpretation is all it takes to send you back to square one.
Another point of interest while I have your attention is that you will be judged by the company you keep. In other words, your client list will speak volumes as for what kind of organization you are. Why do I tell you this? Because as foreign as it may sound, you are well-advised to stop doing business with a few of your current clients. You must be the judge as to who these clients are, but I am pretty sure you know exactly who they are… and exactly what I am talking about. (Lose the duds.)
Mike presents a business-building webinar on the third Thursday of every month sponsored by AmaWaterways. To receive monthly invitations send Mike an email with the words “business training” in the Subject Box. You will also receive a link to the recorded version.
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