10 Pointers on How to Establish Trust

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:

  • Can I trust this person?
  • Can I respect this person?

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:

  1. Be open and honest, admitting vulnerabilities
  2. Create positive experiences for your prospect
  3. Communicate through conversation, and not an interrogation
  4. Find common ground, things that interest both of you
  5. Say what you mean, and mean what you say
  6. Always follow through on the commitments you make
  7. Be consistent, leading your prospect to expect the best from you
  8. Actively listen, simply listening isn’t enough, be seen to be listening
  9. Delve deeper into the relationship, test how far you can go
  10. Take responsibility for your actions and always correct errors

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

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!

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