The Importance of Building Trust in Sales

I believe that to truly improve a process or function in a business, critical elements based on sound fundamental principles must be accounted for. If these aren't considered, some gains or improvements might be made, but a step-change in results is hard to achieve.

This belief is especially important in sales in many businesses because, arguably, it is often the most misunderstood function, even by those employed to sell. This misunderstanding of what it takes to be successful leads to poor results, bad morale, high employee turnover, and, eventually, a failed business.

The most critical element in sales is TRUST

I propose that building trust is the most critical element for an effective sales process. But herein lies the challenge...Trust is a consequence of a lag indicator...Like revenue, trust happens after a set of actions or behaviours preceding it.

A sale simply will not occur if trust isn't present. I'll prove this below.

First, when trust exists...

• "I trust what they say and believe we'll get the right solution working with them."
• "I believe we'll get a better result with them over the competition."
• "I trust their brand, and their team always acts consistently."

These examples are clearly good indicators that a sale will occur because trust is present.

Next, when trust isn't present...

• "I'm not sure what value we would receive from their solution."
• "I think we'd get better value from the competition."
• "I feel like they are always trying to sell me something."
• "Their team is inconsistent in their behaviour."

If a potential client says something like the above, it's unlikely that a sale is about to happen because trust is lacking.

How many companies actively set out to build trust...NOT MANY!

16 critical elements of an effective sales process to build trust

In the video below, I outline the 16 critical elements needed to build trust in a sales process. If you are reading this, I have no doubt you likely have some of these in your business, but probably not all.

The good news is that it doesn't require a massive shift, just a slight change in behaviour or perspective. What is needed is an honest look at the elements that don't exist in your business and make an intentional plan to fix them.

Check out the video below for more context.

Next week, I'm going to dive deeper into each of these critical elements in my personal newsletter so you can begin to easily build trust and close more sales.

So feel free to subscribe to stay updated: https://newsletter.salesmarketfit.co/nl

In conclusion, if you can intentionally set out to build trust with your potential clients and market as a whole, you will 100% close more sales. To do this, add the missing elements to your sales process and I can help you do this...

Have a great Easter break.

Cheers

Gavin