Financial Data
Updated 30 Sep 2020


Trusted partners build strong sales relationships

The ‘Trusted Advisor’ approach to sales excellence. 


01 January 2014  Share  0 comments  Print


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According to international sales expert and author of The Trusted Advisor, Charles Green, building trust-based relationships with prospects and customers is the single most important aspect of a successful sales interaction.

Developing trust in sales

According to Green, there are four ways to develop trust in sales:

  1. Translate every conversation and sales call into ‘human’ talk. Don’t use lingo that makes you look smart, but isn’t clear for the person you’re chatting to.
  2. Don’t be scared to say “I don’t know” – it’s an honest statement and people respond to honesty.
  3. Don’t only look at things from your view. What about the client? They are also being careful – They want to spend their money wisely and be in control of the situation.
  4. In any sales call there are two conversations happening at once – yours and theirs. With real trust this becomes one fluid conversation.

But why focus on trust? There are four key benefits to building trust:

  1. It builds stronger agreements and repeat business
  2. Clients who trust you will refer you to others
  3. It results in lower cost of sales and sales happen faster
  4. You’ll secure a greater share of wallet spend

Learning trust behaviour

Trust is the product of:

  1. Credibility (truthfulness, credentials)
  2. Reliability (dependable and predictable)
  3. Intimacy (sense of security we engender in someone else – discretion, empathy)
  4. Divided by Self-orientation

“Sales effectiveness comes when you listen first and don’t jump ahead to solve the problem too soon,” says green. “People buy what they need to buy anyway, but they spend money with people who understand what they want. Reciprocity is important, and in business this happens through conversations.”

So, what should your strategy be? It’s simple. Learn to listen more – until you’ve heard everything, you haven’t earned the right to give advice. Next, implement an “Enough about me, let’s talk about you…..” strategy. Keep turning the conversation back to your client. Finally, walk the talk. We learn trust behaviour by watching those we respect.

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