Defining Trust

Trust can be defined as a strong belief in the dependability, truth, ability, or strength of a person or thing. It encompasses several aspects:

• Trust means expecting reliable performance and value from a product or service.
• Warranties help establish trust.
• Customer reviews enhance trustworthiness.
• Articles and features in reputable publications build credibility.
• Testimonials from others further reinforce trust.

Today, there are myriad ways to cultivate trust in products and services. Yet, the stereotype of the "used car salesman" lingers, where some salespeople push products regardless of the customer's needs. Fortunately, high-pressure sales tactics are becoming less common, as they no longer resonate with discerning customers.

In today's sales environment, honesty is paramount. Salespeople who exaggerate or misrepresent their offerings are increasingly rejected by informed consumers. Building trust and delivering more than expected is essential for success in sales.

While the "win-win" approach has been frequently discussed, it may not be the best sales strategy. Win-win suggests that both the buyer and seller end up with equal benefits, which is not how I perceive transactions.

As a buyer, I focus on the value I anticipate from a product or service, prioritizing my interests over those of the salesperson. Conversely, as a seller, my objective has always been to empathize with the buyer's perspective, ensuring they receive the value they expect and, ideally, more.

The Pitfalls of Quick Sales

I have witnessed numerous salespeople fail because they expect immediate results from a single interaction. Some overanalyze buyer behavior, assuming they know what the buyer wants without asking. They hesitate to engage in conversations that could uncover the buyer's true needs.

If a customer isn't ready to purchase during my visit, I make it a point to schedule follow-up appointments. If they choose to buy from a competitor, I politely ask if I can return to learn how my offerings fell short. I firmly believe that building trust takes time and should be approached thoughtfully.

Many sales methodologies exist that can teach these principles, and I consider the Sandler selling system to be one of the most effective. My experience has shown me that the sales cycle can span days, weeks, or even months before a sale is finalized.

Persistence is Key

I have learned to track my interactions and remain present in the buyer's journey. Some sales require multiple touchpoints—sometimes ten or more—before gaining traction.

It's also vital to recognize that not every sale will materialize. Sometimes, walking away is the best option, but it's essential to leave the door open for future opportunities. Buyers are not committed to being lifelong customers; they change, and new prospects may arise.

By earning trust, you may also receive referrals from satisfied customers who appreciate your approach.

Good Selling Practices

I hope these insights prove beneficial. They have significantly impacted my sales strategy. Please share your thoughts; I would love to hear from you.