Welcome to this month's newsletter.
In last month's issue, a reader by the name of Amanda sought ways to earn trust, a crucial component of Trust Triangle Selling. In responding to Amanda's question, we discussed the importance of research and questioning as two means to earn your client's trust. This month we will consider additional ways to obtain your client's trust: the use of information and references.
Let me know what you think,
Dan
It's good to have questions - now ask them! The only poor question is the one never asked. I may be able to feature your question in the next newsletter. Just email me at
dadams@trusttriangleselling.com. Q: Dan: I lead a team of approximately 150 sales representatives and product specialists. I recently read your book, and agree with the importance of trust in becoming a true sales superstar. Can you please provide some additional insight as to how I can help my team gain trust?
Amanda
Miami, FL
A: Amanda, thanks for your great question. I hope part two of my response will be helpful to you and your team.
Gaining Trust
Jean Baudrillard said, "Information can tell us everything. It has all the answers." Information is useful in your quest to gain trust. You can gain credibility and show concern by helping customers with non-solution-specific information that helps them run their business better or avoid pains. This requires you to simply think about and uncover the pains that your customer will be encountering before, during and after they invest in your offering.
For instance, a realtor may ask you series of questions to fully understand your needs prior to showing any homes to you. He may share information about moving companies, the community, favorite restaurants, schools and public transportation. A commercial real estate agent might provide information on the local labor market, union penetration, or proximity to rail. Obtaining and sharing this information increases your company's credibility in the customer's eyes.
You may invite your client on a site visit as a means to share knowledge. You might also use productivity analyses, industry benchmarking data, and your customer's own financial statements to gain credibility. Your company's marketing department should provide ready-made tools that you should know how to use, depending on your account's requirements. If your company doesn't provide these tools, you can create your own. Utilizing this information demonstrates your empathy and understanding of your client's industry, and is a great way to cause your client to trust your intentions. Remember Theodore Roosevelt's quote: "No one cares how much you know until they know how much you care".
How to Tell a Great Customer Reference Story
References are another tool for gaining trust. If you can demonstrate benefits enjoyed by a specific customer, you can convincingly illustrate proven achievements with the use of your solutions. Does your company have success stories to share? Typically these are available through your company's marketing team. If not, no whining! Simply create them yourself. Here's the best format for communicating success stories to your customers. Highlight four things: the customer, the challenge, the solution, and the results.
Here's an example:
The Customer:
ABC Corp. A large insurance company in the Midwest.
The Challenge:
The company had significant challenges with costs rising faster than revenue.
The Solution:
Implement enterprise wide software solution to automate the reporting and management of all employee purchases and expenditures.
The Result:
A significant savings due to the elimination of rogue spending and off-contract buying. Estimated year one savings: $5.4 million.
The best success story is a personal reference. A quick way to gain credibility is to point to someone else you have helped. The inference is that you have a track record that proves your knowledge and trustworthiness. You have consulted with others effectively, and you can help this customer as well.
Good Luck, and Close 'Em!
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Daniel Adams
Adams and Associates
532 Walker Road
Hinsdale, IL 60521
630-215-5090
Email: dadams@trusttriangleselling.com
Web: www.trusttriangleselling.com
Copyright © 2007, 2008 Adams & Associates. All rights reserved. Reproduction in whole or in part in any form or medium without express written permission of Adams & Associates is prohibited and strictly enforced. |
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FOR INSPIRATION:
"No one cares how much you know until they know how much you care"
Theodore
Roosevelt
"Thus those skilled in war subdue the enemy's army without battle .... they conquer by strategy"
Sun Tsu
"Practice
does not make perfect. Only perfect practice makes perfect"
Vince Lombardi
"To
Differentiate Your Product, You Must Become The Differentiator"
Jill Konrath
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