Trust in the salesperson is often the number-one decision factor to buy, so the stronger the relationship you build around trust, the more success you will have getting prospects to choose YOU and your Community.

Sounds easy, right?  The reality is, building trust is much more than simply being honest and operating with integrity. Trust is based solely on the perceptions of the prospect and research shows that our prospects don't trust us as much as we think they do.

The Annual Trust Survey conducted by Golin/Harris reveals that sales professionals identified five attributes as the most important factors in earning a prospect's trust (listed in order of importance); honesty, competency, likeability, customer orientation, dependability.

But it turns out there is a significant gap between what sales professionals believe and what prospects really think. Sales professionals attributed much more importance to likeability and competence than prospects did.  

So what are the seller attributes that prospects value highly? The research found that prospects value honesty, customer-orientation and credibility most.

Senior living sales and operations professionals must work constantly to earn a prospect's trust. We are, afterall, earning the right to care for 'the most important people in the world" and the risk to our prospects is high!

In the next Sales Flash, we will dissect the three seller attributes most valued by our prospects and share more ideas on how you can increase your ability to build and earn trust with your prospects. 

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