5 ways to build trust with clients

By Elise Hacking Carr

True Stories from the Front Line of Sales

Success doesn't always come easy. It requires time and diligence, though a little luck never hurt anyone either. We asked our experts to recall a particular sales challenge that stood out to them. Here is what they had to say.

"I started working with a local manufacturer that already had a relationship with a promotional products distributor. There was a clear barrier to entry, but interest in a few of my ideas. I spent an afternoon walking around their facility, learning about their manufacturing process, and personally trying their product. I proceeded to purchase some of their completed work, use it and let them know (honestly) what I thought about it. It didn't take long for us to open up a conversation regarding their vision for the future, as we shared a common passion for the product. As we talked, we got to know what each of us was looking for in a partner and it wasn't long before the business converted to O'Brien. It took me making an investment in the prospect in addition to knowing what I brought to the table. Relationships are give and take-and in sales, it never hurts to give first to show you have some skin in the game."

- Devin O'Brien, M.A., senior consultant, O'Brien Corporation, St. Charles, Ill.

"I had a client that had been burned by several promotional salespeople before me. I was told that many of the people that he had worked with over-promised and under-delivered. We took the time to really listen and gave them assurances that we would not do the same-and while skeptical, he gave us a shot. Project by project, we did what we said we would do, never under-delivered and always exceeded their expectations. It took about a full year to gain that trust and we had the client for nearly a decade."

- Cliff Quicksell, MAS+, director of marketing, iPROMOTEu, Wayland, Mass.

Prospects don't buy from people they don't trust. So, how can a salesperson compete in a business environment that often reeks of inauthenticity and scam deals? Nobody said it was easy, but with a careful approach, winning over the decision-maker is just a handshake away. Here are five ways to put your clients at ease.

1. BE CURIOUS

People are drawn to those who show interest in them. Think about your technique and the kind of message it sends to prospective clients. Are you asking probing questions and following behavioral cues? Shifting focus to the customer not only shows that you care, but it also promotes open, honest dialogue. As Devin O'Brien, M.A., senior consultant for O'Brien Corporation, St. Charles, Ill., pointed out, sales requires a willingness to learn.

"At first, an offensive strategy (i.e., 'Here is what I have and how I can help') may seem appropriate," he said. "However, taking time to understand your prospect will likely uncover hidden needs that would likely remain a mystery with a 'throw-mud-at-the-wall-and-hope-something-sticks' approach." Based on O'Brien's experience, customers are more inclined to work with a "supportive, collaborative and interested problem-solving partner."

2. CONDUCT A SELF-EVALUATION

Convincing a prospect that you're a trustworthy partner can be a hard sell if you haven't taken the time to evaluate your own strengths and limitations. O'Brien believes that trust starts with the salesperson. "Don't neglect the roots of building trust," he instructed. "You have to walk to the talk with absolute congruence between your behavior, values and agenda."

3. SET REALISTIC EXPECTATIONS

Perhaps you're courting a prospect that's still feeling the burn from a previous partnership. Now, you're tasked with competing against empty promises and, sometimes, disreputable business practices that breed distrust throughout your industry. Understand the difference between realistic and unrealistic goals before meeting with a prospect. Unrealistic goals include impractical timelines, exaggerated pricing and booking Kim Kardashian to break the Internet.

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Elise Hacking Carr Author's page

Elise Hacking Carr is editor-in-chief/content director for Print+Promo magazine.

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