The Trust Factor
Randy Seidl
Board Member | CEO | CRO | Executive Recruiter | Sales Community Leader | Advisor | Consulting
Building trust is everything when it comes to earning your customer’s business.
You need more than rehearsed marketing lines—you need a deep understanding of your product, your competitors, and your customer’s challenges.
The better you know your stuff, the better your questions will be, and the more likely your customer will share what they really need.
The better you know your stuff, the better your questions will be, and the more likely your customer will share what they really need.
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Tech Sales Insights LIVE
Guest: Steven Jow , EVP of Sales at TD SYNNEX
Date: Thursday, September 26th
Time: 1PM EST
This episode is sponsored by The Alexander Group, our GTM & Sales Compensation Partner. Alexander Group provides revenue growth consulting services to the world’s leading sales organizations. When clients need to grow revenue, they look to Alexander Group for data-driven insights, actionable recommendations, and results.
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Randy's Tips to Sell More ?? Excerpts from Your Go-To Sales Advisor
Building Trust with Your Customer
What the Idea Is:
Building trust with your customer.
Why It Is Valuable:
Building trust is absolutely critical before a customer will buy your solution. This is easier said than done.
How It Works:
You can build trust in multiple ways. One effective way is to become a passionate advocate for the product you’re selling. What does that mean? It doesn’t mean just memorizing marketing key messages. It means truly understanding how your product works technically, why it’s unique, what problems it solves, and how it’s deployed. Without a deep understanding of these issues, you can’t develop true passion. You can try to fake passion, but customers will see through it right away.
I believe good sales professionals should be able to run their own first and often second calls without help from systems engineering (SE). Some salespeople deceive themselves into thinking they don’t need to understand the technology they’re selling because that’s where the SE fits in. Don’t fall into this trap. The SE won’t be there when you finally catch the customer after many attempts, late on a Friday afternoon, and they tell you they haven't called back because they don’t believe your solution meets their needs.
In addition to knowing what your product does, you should also understand your key competitors, how they work, and the adjacent and complementary products. You need to know them well enough to fully grasp your customers' challenges. Customers have been burned too often by salespeople who overpromise and underdeliver. For a customer to open up and share their challenges, they need to believe that you understand them. If they do, they’ll share. And if they share, that’s the beginning of trust. One way customers test your knowledge and trustworthiness is by listening to your responses. If you ask for clarification rather than simply saying “yes” to their questions, it shows that you understand where your solution fits—and where it doesn’t.
Another reason to understand your product, competitors, and adjacent products is to ask intelligent questions. Trainers often say, “God gave you two ears and one mouth; use them proportionately.” That works if a customer immediately spills their needs, but that almost never happens. You need to ask questions. The quality of your questions shows customers whether or not you know your stuff. The better your questions, the more likely customers are to open up and share their challenges and goals. If you don’t know your stuff, your questions will be weak, and you won’t guide your customer toward your solution. It’s a virtuous cycle: the more you know, the better your questions, and the better your answers. As trust builds, your chances of winning business grow exponentially.