10 Pointers on How to Establish Trust
It’s no accident that the first two letters of our TRACERS acronym are Trust and Respect. According to Amy Cuddy, a renowned Harvard psychologist, in her book ‘Presence’ (a recommended read), she says that people quickly answer two questions when they first meet you:
These traits in a person relate to warmth and competence respectively, and salespeople need to demonstrate both. Some might argue that competence is a more important factor in a B2B selling context, but Cuddy tells us that competence is only evaluated after trust has been established. Establishing trust, therefore, should be the first objective of a sales engagement.
10 pointers on how to establish trust with a sales prospect:
One of the core principles of the Process Selling methodology is that people do business with people, as opposed to companies with companies. People make decisions, sometimes individuals or sometimes collectively, but always people.
Engaging with prospects at a human level will go a long way towards delivering the success you want, and an easy-to-remember list of demonstrable traits for you to draw from is TRACERS!
T - Trustworthiness
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R - Respectfulness
A - Authenticity
C - Credibility
E - Empathy
R - Resourcefulness
S - Sincerity
With most sales opportunities, when you’re down to the final few, from a technical perspective, most vendors are comparable, otherwise, they wouldn’t have made the shortlist. So what gives salespeople the advantage is their engagement skills, and their ability to persuade buyers that they are a safe pair of hands for them to put their trust in. TRACERS are the ones who come out on top every time!