TOOLS OF INFLUENCE: From stranger to partner: Building trust in sales
Greg Gerosky
AKA: "THE PITCH DECK GUY" || **OBSESSED** with your communication materials. Helping clients WIN MORE and PITCH BETTER by transforming our client's approach from old-school <-TO-> new-age.
ISSUE: #012
My 11-year-old daughter just began a new summer volleyball camp this week. She really enjoys volleyball, but finds it hard to feel comfortable in new places with unfamiliar faces. Because none of her friends are at the camp, she knew it could be tough to make new friends. So we began talking about ways she could transform a stranger into a friend. Simple suggestions like, we should smile at others when they give us attention. We should give compliments and ask questions. The questions should get others to engage with us more. We should avoid offering one-word-answers. But beyond the basics, I found it hard to measure the small steps an adult might take in daily life to endear someone. So, I began my research for this week's article there. I was trying to answer some tricky questions about how we form relationships with strangers. After all, we are asking our customers to trust spending their money with us.
In the realm of B2B sales, trust isn't a buzzword—it's the bedrock of lasting partnerships. Without it, we're just another voice in the cacophony, vying for attention. With it, we transform from a mere vendor to a valued partner. But how do we build trust? Initial interactions are often brief and impersonal. Particularly in first-time cold Zoom calls with many stakeholders involved.
In this edition of our newsletter we'll dive into the tricks of science and psychology that can turn a cold call into a trusted relationship. I've seen it firsthand through years of experience in designing sales presentations and pitching new customers. The key principles of rapport can make or break our chances at a lasting partnership.
Let's explore the first crucial element: understanding the psychological principles that underpin trust.
Research shows that we form first impressions within milliseconds, and they can significantly influence our interactions with not only people, but also products, brands, services, and more. Think of it like a social media feed; you've got seconds (or less) to make a lasting impression. And in sales, those precious micro-moments can set the foundation for a trust-based relationship.
Psychologist Nalini Ambady's research at Harvard University revealed that first impressions are not only rapid but also incredibly sticky. One notable study she conducted demonstrated that people could accurately assess the competence, intelligence, and personality of a stranger based on just a few seconds of observation. These "thin slices" of behavior were found to be surprisingly accurate and stable over time. They stay with us, coloring subsequent interactions. Your initial presentation to a new prospective client for example, needs to be polished, professional, and personable. This isn't just about looking sharp; it's about conveying confidence and competence right out of the gate. As Ralph Waldo Emerson once said,
"First impressions are often the truest; seldom does a man find the courage to utter the whole truth."
So, how do first impressions shape our sales approach? It all has to do with establishing credibility first and foremost.
Establishing credibility through expertise and goodwill
Remember, our clients are navigating a sea of options, and they're looking for reliable guides. They are responding to us because they have a problem they think we might be able to help them solve, but are we credible? Credibility isn’t just handed out because we received an email response or even secured an intro Zoom call; it's earned by establishing expertise and our ability to demonstrate goodwill.
Establishing credibility is the first ring of trust we must leap through. As an example, my team began a medical services client's project with a revamped pitch deck design. But, ultimately we wound up taking over their entire branding across 3 of their businesses. This included their websites, brochures, and even online digital portals. By backing our design choices with solid data and industry insights in that first project, we didn't just win the work—we won their confidence. Studies by Hovland and Weiss back in the 1950s still hold true today. They conducted a series of controlled experiments where participants were exposed to messages on various topics delivered by sources with differing levels of credibility. Participants' attitudes were measured immediately after exposure and then again after a delay to assess changes over time. In all cases, credible sources were more persuasive. In other words, if we come across as knowledgeable and honest, our clients are more likely to trust us and, by extension, buy from us.
Berlo, Lemert, and Mertz outlined in their seminal work that credibility is a blend of competence and character. They identified that credibility is a blend of two key components: competence (the perceived expertise of the source) and character (the perceived trustworthiness of the source). The results were quite interesting, but also shouldn't be too surprising.
High Competence Source:
High Character Source:
The perceived quality of character of a person averaged a higher influence score than the perceived competency of that person alone. When combined however, perceived credibility is substantially elevated. It's all about showing you know your stuff (competence) and that you also genuinely care about your client's success (character). This is where goodwill comes into play. We need to not only wish our clients success, but prove we're willing to sacrifice something to help them, and share in the risk we are asking our clients to take with us. This often comes in the form of free expert advice, even if that advice might be counterintuitive to our own financial goals. In the long run, being somewhat selfless in our willingness to help our clients succeed buys us even more trust equity. However, as the Joker once said
“If you're good at something, never do it for free.” The Joker -?Heath Ledger:
Giving goodwill doesn't necessarily have mean giving away your most valuable advice, or proprietary processes or services. It simply means, you're willing to offer a small sacrifice to help your prospect along their road to solving their problem. If a prospect perhaps can't afford my team's services, as a creative agency that might mean offering up a few great websites to find templates they can use, or a junior designer willing to work for peanuts. When they are ready for my team's level of work (and can afford it) we'll be here and they will remember our goodwill. When those clients do eventually return, they will come back because we've shown them goodwill, and built our trust equity with them
By understanding and leveraging the science of first impressions and the importance of credibility, you're not just selling a product or service—you're building the foundation for a trusted partnership.
Now that we've laid the groundwork with first impressions and credibility, let's explore how consistency can further cement that trust over time.
Consistency is the unsung hero of trust-building. If first impressions and credibility set the stage, consistency keeps the show running smoothly. Imagine you're dating someone who showers you with attention one day and then ghosts you the next. It's confusing and frustrating, right? The same applies to business relationships. Inconsistent actions can leave your clients feeling like they're on a roller coaster they didn't sign up for.
The Psychology of Consistency
Consistency reassures our clients that we are reliable and predictable, two key ingredients in the recipe for trust. Robert Cialdini, in his classic book "Influence: The Psychology of Persuasion," highlights that consistent behavior is a cornerstone of trustworthiness. If a company is fantastic at wowing clients during initial meetings for example, but terrible at follow-through at any point in the sales process, then their sales numbers are also likely to also yo-yo up and down.
Consistency in Communication
Just as your favorite coffee shop needs to consistently serve you that perfect cup-o-joe every morning, your communication needs to be consistently high-quality, and not just at the point of sale. This means regular updates, transparent processes, and, most importantly, no nasty surprises. Don Schultz's concept of Integrated Marketing Communication (IMC) emphasizes the need for a unified message across ALL platforms. In the B2B world, this translates to aligning your marketing, sales, customer success and service teams to speak the same language.
This isn't jut about the obvious need to maintain consistent communication, it even applies to the communication mediums themselves. From our website, to our lead-magnets, to our first live Zoom presentation, and through to the proposal itself (and heck, even the invoice!) every touchpoint matters in establishing consistency with our customers. Consistency alleviates fear, the fear of the unknown or lack of stability. It forms the stable ground underneath our customers assuring that no matter what else might be going wrong in their business (or even their lives), they don't need to worry about us. This is why EVERY TOUCHPOINT MATTERS, because each communication point we have with a client, whether it's our words or our material assets, is each another brick we lay in the ground beneath our client's feet. Each missed brick is a chance for our clients to trip (whether consciously or subconsciously) which allows fear and doubt to creep in.
So, how can we ensure consistency in our sales approach? Start by setting clear standards and sticking to them. Train and arm our teams so they can deliver a uniform message and experience at every touchpoint, and regularly review our processes to spot any inconsistencies.
Next, we'll dive into a technique that connects us with our clients on a deeper, more personal level: the art of empathy and active listening.
Be empathetic
Empathy is like a bridge that connects two islands—you and your client. When you demonstrate that you understand and care about their needs, you pave the way for a stronger, more personal connection. Roman Krznaric, in his book "Empathy: A Handbook for Revolution," explains that empathy is crucial for building meaningful relationships. It's about stepping into your client's shoes and seeing the world from their perspective. How do we accomplish this? By asking questions, and often times these questions can be carefully crafted in advance so we learn about the most critical pain points of our client that we are confident we can solve. This is even possible in our presentation materials. I often urge my clients not to build long "pitchy" sales decks for first-time calls or initial email exchanges. Instead, use slides as an opportunity to spark questions. Questions you can then answer in a future longer pitch deck that is now customized to respond to what we've learned about the particular challenges THEY face versus all the (potentially irrelevant) solutions our company offers.
Be an active listener
Active listening is more than just nodding along while someone talks. It’s about fully engaging with what a person is saying, showing that we value their input. Richard Salem’s "The Art of Active Listening" breaks down practical techniques like paraphrasing, mirroring, and validating, which can significantly enhance your communication skills. It's worth checking out if you'd like to dive deeper into the power and appliccable techniques of active listening.
When we do manage to book a critical first call with a big new potential client, and they’re outlining their pain points for us, instead of mentally planning our responses, we should focus entirely on their words (particularly keywords). Keep the spotlight squarely focused on them, they have the stage, we're the audience. We can then paraphrase their concerns to ensure we've understood them correctly, and they can see we've fully understood their words clearly. Then, mirror their emotions to show we empathize with their challenges which will validate their feelings. It sounds simple, but it's also highly effective. I'm sure we all remember pitch calls where the sales person we're talking to lacked emotional response, or failed to paraphrase our challenges. This leaves us feeling unheard and less confident in the seller.
In practice, active listening can begin with listening, or asking open-ended questions, then summarizing key points and offering thoughtful brief feedback. It shows our clients that we're not just listening to them, but genuinely understanding and valuing their perspective.
Next, we’ll uncover another essential element in the trust-building toolkit: the role of transparency in enhancing trust and fostering long-term relationships.
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Transparency in sales is all about being open and honest, even when the news isn't all sunshine and rainbows. Transparency transforms a transactional relationship into a partnership based on mutual respect and understanding. If credibility and goodwill forms the foundation of our trust-building, and consistency establishes it's sturdy walls, then transparency is the roof over our client's head. It makes them feel protected and safe within our trust-building journey.
Psychological Benefits of Transparency
Transparency reduces uncertainty and builds confidence, crucial elements for trust. Todd Caponi, in "The Transparency Sale," emphasizes that being upfront about your strengths and weaknesses can actually enhance trust.
Useful Statistics from the Book:
Case in point, just about any vehicle Tesla has ever launched. Elon hits the stage at a launch event, setting timelines and goals that sound fantastic. However in execution, every launch has faced significant delays in delivering vehicles. Instead of glossing over the issues however, Elon communicates openly with customers across the process, being transparent about the manufacturing and supply chain challenges they are facing and the steps they were taking to resolve them. This honesty not only prevented many customer from moving on to other vehicle options and abandoning the brand, it actually strengthened the trust customers had in the company. To the point where actually obtaining a new Tesla in the early months of first deliveries is viewed as a badge of honor, a bragging right. After all that waiting and the company's many struggles, "I" now own one!
Just about any business can harness the power of transparency to build trust with customers. Even going as far as making them into die-hard fans that WANT to see us succeed. Who doesn't love an underdog!
Implementing Transparency
Being transparent involves more than just admitting faults; it means clear communication about pricing, processes, and expectations. Ray Dalio's "Radical Transparency" advocates for an open environment where information flows freely and all employees are encouraged to share their thoughts and opinions openly. Dalio believes that such transparency leads to better decision-making, higher levels of trust, and a more meritocratic workplace. For sales, this could mean providing detailed breakdowns of costs, being more honest about delivery timelines, or setting more realistic expectations with our clients.
For example, at my creative agency Falkor Digital , we ensure our clients know exactly what to expect at every stage of a project. We provide clarity on how the pricing works from the start and honor that through to the end. We're clear about how the process will go, the steps, the timelines, honest assessments of potential challenges we might face, and detailed explanations of any bumps in the road (because they do happen) when/if they occur. This level of openness reassures our clients that there are no hidden surprises, fostering a deeper trust.
By practicing transparency, we show our clients that we're not just out to make a sale, but to build a genuine relationship based on honesty. This approach can turn difficult conversations into opportunities to strengthen trust. This doesn't mean if we make mistakes and are honest about them that we won't lose business. Cracks in the roof of our trust-building may still cause leaks. However, it simply means we must do our best to establish consistent clarity and deliver on it the best we can at every touchpoint. If we hit a bump in the road, promptly raising the issue so our clients have time to make adjustments to their plans, will go a long way towards making it right in the end.
Wrapping Things Up
To wrap things up, building trust in sales involves a multi-faceted approach and a lot of subtlety. It all starts with making a strong first impression and establishing credibility. Then ensuring consistent and reliable interactions, connecting on a human level through empathy and active listening. Finally, maintaining openness and honesty with transparency. Together, these principles create a robust foundation for transforming strangers into trusted partners. By understanding and applying these psychological principles, you can foster longer-lasting relationships that drive success and loyalty transforming a short-term sale, into a long-term partnership!
Additional thought tantalizing issues of Tools Of Influence:
Type that talks
Winning without words
Sales That Stick
Sensory Sales Secrets
The FOMO Effect in Sales
A Picture Is Worth A Thousand Sales
Personas: Grata or Non Grata?
The Neuroscience of Sales
Selling With Behavioral Economics
Resources
1. First Impressions: Willis, J., & Todorov, A. (2006). "First Impressions: Making Up Your Mind After a 100-Ms Exposure to a Face." Psychological Science. [Link to study](https://journals.sagepub.com/doi/10.1111/j.1467-9280.2006.01750.x ).
2. Credibility: Hovland, C. I., & Weiss, W. (1951). "The Influence of Source Credibility on Communication Effectiveness." Public Opinion Quarterly. [Link to study](https://academic.oup.com/poq/article-abstract/15/4/635/1906096?redirectedFrom=fulltext ).
3. Consistency: Cialdini, R. (2006). "Influence: The Psychology of Persuasion." [Link to book](https://www.amazon.com/Influence-Psychology-Persuasion-Business-Essentials/dp/006124189X ).
4. Empathy: Krznaric, R. (2014). "Empathy: A Handbook for Revolution." [Link to book](https://www.amazon.com/Empathy-Handbook-Revolution-Roman-Krznaric/dp/0399171500 ).
5. Active Listening: Salem, R. (2003). "The Art of Active Listening." [Link to article](https://www.mediate.com/articles/salem.cfm ).
6. Transparency: Caponi, T. (2019). "The Transparency Sale." [Link to book](https://www.amazon.com/Transparency-Sale-Customers-Expectations-Trust/dp/1946633211 ).
7. Radical Transparency: Dalio, R. (2017). "Principles: Life and Work." [Link to book](https://www.amazon.com/Principles-Life-Work-Ray-Dalio/dp/1501124021 ).
AKA: "THE PITCH DECK GUY" || **OBSESSED** with your communication materials. Helping clients WIN MORE and PITCH BETTER by transforming our client's approach from old-school <-TO-> new-age.
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