Sales Takes “NUTs” Part 4: Trust
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There is no substitute for doing business by the golden rule. No amount of smiles, slick salesmanship, price reductions, or gimmicks will make your customers happier and bring more business your way than genuinely taking care of people as you would your own family. Everybody likes to have a ‘guy’ - a connection in a business they can trust to take care of them. For example, are you looking for a mechanic? “I got a guy in Canton who’s amazing. Want his number?” In sales, if you seek to become everyone’s ‘guy’ or ‘gal’ in your given area of business, you will do well. I used to tell my salespeople “treat everyone as if they were wearing a t-shirt that says ‘MAKE ME FEEL IMPORTANT’.” If you value people and take the time to show them that they matter to you, it will make all the difference in your business.
Ask qualifying and clarifying questions to discern what your customer really wants. Listen to their answers. Maintain appropriate posture and distance, and use their body language as a cue to what’s needed. For example, if they are leaning back defensively in their chair, it’s a good idea to lean back as well. Show them that you aren’t going to pressure them and spend a few extra minutes chatting with them to break down the walls before getting into the presentation. Keeping your hands relaxed, in view, and apart will send the message to your customer that you are calm, in control, and relaxed, and will help to defuse any stress they are feeling. Remember, frequently people treat salespeople like they’re going to bite for a reason. They’ve likely been ‘bitten’ before.
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Here are a few other good guidelines to follow to build trust (again, stressing that they aren’t a substitute for actually caring. If you hate people, you’re likely in the wrong job):
- Do you come across as a good listener? Most people don’t, and this can kill your sales. A good way to learn is to wait for two seconds after someone is done speaking before responding. Count them off in your head before opening your mouth. Quick responses frequently give the impression that you were just waiting to talk.
- Offer your customers a drink. If you are going into their home, and they offer you a drink, food, a blanket, etc, always take it. Seriously, even if you’re not thirsty. Hospitality builds a bond, whether you’re giving or receiving it.
- When you call prospects on the phone, smile. People can hear a smile in your voice, and the physical act of smiling will actually help you to feel more positive about the call, which will come across to your customer. Speak at a relaxed pace, and greet them warmly. Telemarketers don’t do this, but friends do, and that’s what you want.
- Use the customer’s name occasionally. Whenever someone uses my name WAY too much, I know they’re trying to work their way to my good side to sell me something and my defenses go on high alert. People do like the sound of their own names, but use them naturally. No one likes to feel manipulated.
- Once you’ve made the sale, take the time to make sure that the customer understands it, sees the value in it, and is happily convinced they’ve made an excellent purchase. Sales that aren’t ‘cemented’ in this manner frequently come off the books due to ‘buyer’s remorse’.
Finally, please remember that psychological tips and tricks, if employed outside of a context of authenticity and care, will have the opposite effect on your sales. If your goal is merely to charm the customer and leave with their money, your salesmanship will reek of artifice and manipulation. Instead, when used to reveal your heart for the customer and put them at ease, they will serve you well. This brings us to the end of our “Sales Takes NUTs” blog series. Thanks for reading and I hope it’s been useful to you. Be sure to come back for our upcoming blogs, we’ll cover more specifics such as closing, setting appointments and getting good referrals.
Josh Wise
WANT TO LEARN MORE? Come to one of our classes! Visit us online, email us at jeff@360businessinc.com or call us at (828) 407-7139 to find out about upcoming offerings!
