Build Trust to Build Sales

Prospects demand more and more from today’s sales reps. Marketing strategist Brian Carroll writes about a recent study of business-to-business buyers. The study shows that sales people who become trusted advisors and understand the needs of economic buyers are 69% more likely to come away with a sale. 

Sales Rep as Value Builder

Tom Snyder of Huthwaite, Inc. a leading sales performance and change management firm describes how the complex sale has changed with regard to the way customers (and prospects) perceive value. “Genuine value---the kind that differentiates and for which customers are willing to pay a premium is now achieved through the expertise that sellers bring to the customer relationship.”

Busy, driven, stressed, over-scheduled, challenged, and looking for recognition, all describe today’s decision makers. They have neither the time, nor the interest in educating a sales rep about general information about their company. If you do not possess a basic level of knowledge and understanding about your prospect’s firm or industry, don’t expect to learn it on your first call.

Charles H. Green in his book Trust-Based Selling describes four principles of his selling approach: 

• Client focus for the sake of the client, not the seller.
• A medium-to-long-term perspective.
• An ingrained habit of collaboration.
• Willingness to be absolutely transparent

Green writes, “The acid test of trust in selling is this: Would you recommend your competitor to an important client—if that would be better for the client? If you are not willing to do that, then by definition you always put your best interests ahead of the client’s. And why should they then trust you?”

Beyond Product Knowledge

Even mediocre sellers know about product fundamentals. Product knowledge may be the price of entry for B2B sales; but not the path to success. Successful sellers and marketers build trust through knowledge, expertise, and familiarity with their prospects. Top performers know their own target market and learn about the target markets of their clients and prospects.

Each Business Wise record contains demographic data on companies and on their key players. Web links to multiple sources for additional background information, allow you to call prepared to begin to build the bridge to a trusting relationship with future clients.

Warning: Once you use BWise, you won’t want to prospect without it.