Building Trust That Lasts
Randy Seidl
Board Member | CEO | CRO | Executive Recruiter | Sales Community Leader | Advisor | Consulting
Your reputation is your most valuable asset in sales, built on one simple principle: meeting your commitments.
Whether it’s delivering a proposal on time or stepping up when post-sale issues arise, every interaction shapes how customers see you—today and in the future.
Trust isn’t just earned during the good times, it's earned in how you show up when things are tough.
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Tech Sales Insights LIVE
Guest: David Donatelli , CEO at Riverbed Technology
Date: Wednesday, December 4th
Time: 12PM EST
This episode is sponsored by ZoomInfo , the GTM Platform sponsor of the Sales Community. ZoomInfo is the go-to-market platform that helps businesses find, acquire and grow their customers. Businesses use ZoomInfo data and platform to increase efficiency, align sales and marketing teams, and consolidate technology stacks.
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Alexander Group Roundtable Invitation
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Randy's Tips to Sell More ?? Excerpts from Your Go-To Sales Advisor
Meet Your Commitments to Your Customers
What the Idea Is
While it’s exciting to talk about the great presentation or the fancy dinner that helped close the deal, the simple act of always meeting your commitments to your customer is probably one of the most important elements in having a successful long-term career in sales.
Why It Is Valuable
The world gets smaller every day. Your reputation, either good or bad, will follow you wherever you go. As you progress in your career, you will be surprised how many times you run into past customers in new selling situations or resume business with companies you have dealt with in previous jobs. Your ability to succeed in these situations will largely be dependent on how you have served and treated these people and organizations in the past.
I was struck by this thought during a recent encounter I had with a major US Airline. I was accompanying our rep on a call for a very competitive deal. There were two customers present, and I vaguely recognized one. After we got through the introductions, the customer I recognized turned to his boss and said, “You remember Dave. He was the person who fixed that problem for us while he was at XYZ (my prior company).”
That problem fix was something I had done many years before this meeting. Based on the trust that had been built in that situation, we won the competitive deal.
How It Works
It’s simple—meet your commitments before and after the sale. If you promise a proposal by Friday, get it there by Friday (or sooner). Honor any commitments made during the selling process. Most importantly, if there are post-sale issues, work diligently to resolve them.
The products I have sold can unfortunately result in customer downtime if something goes wrong. If this happens, call the customer! Work to understand and resolve the issue. Do not hide! Believe me, I have had plenty of customers yell at me during the heat of a downtime incident. Invariably, problems get resolved and temperatures calm down.
Customers respect the fact that you were there for them during their time of need. In fact, I have found that customers I have resolved a problem for are more loyal than customers who have never had a problem, because they know they can trust me when the chips are down. That security with your customers is invaluable to them and to your long-term career success.