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.
Cliff Quicksell, MAS+, director of marketing for iPROMOTEu, Wayland, Mass., cautioned salespeople against simply guessing what the prospect wants. Be clear and ask questions. Then, highlight this information in a detailed proposal. "Products and services should be delivered on time as outlined in a proposal," Quicksell stressed. "All timelines should be met, or in the case that they are not going to be met, then that needs to be communicated immediately. Open communication is essential. Things happen."
O'Brien follows a similar course of action for larger projects. "I produce a project charter detailing the problem at hand, resources needed, timelines and potential barriers to our solution," he said. "It's realistic to state the facts without personal bias with a goal of taking the best course of action given the current situation."
Quicksell added that expectation levels should be reciprocal. "I, as a salesperson and business owner, have expectations as well. It must be a win-win for both parties,"
he remarked.
4. OFFER SOCIAL PROOF
Testimonials offer another way to build trust with clients. According to a TechValidate study, more than 54 percent of business-to-business marketers said that sharing stories of their customers using "unbiased third-party customer evidence" was "extremely effective." Quicksell sees the value here and referenced a BtoB Magazine survey where top chief marketing officers were asked about what they look for in a strategic partner. Popular responses, he recalled, were "having an understanding of the client's business, experience in the client's business and excellent creative work."
"If you excel in these areas and clients respond in a positive way, prospective clients become more at ease and comfortable," Quicksell said.
O'Brien has a spot for testimonials on his company website, but he prefers to use a case study followed up by a referral from a good customer. "I personally don't use testimonials as much as I probably should," he admitted. "However, if you're doing good work, you may be better suited to let your success speak for itself. I reference my current customer base when making new calls, but testimonials-to me-are like references on a job résumé (all positive with no negative) and don't add a lot of value."
5. BE TRANSPARENT
For O'Brien, honesty isn't just the best policy, it's the only policy. "It takes a long time to build trust with new customers and a lack of integrity can ruin a relationship faster than a botched project," he said.
Many things can be negotiated throughout the sales process, but going back to Quicksell's earlier point, a reciprocal expectation level isn't one of them. If customers better explained their vision and how the salesperson's work fits in with big-picture goals, the process would run more efficiently, right? O'Brien seems to think so. "Think of it this way: How honest would you like your customers to be with you?" he asked. "[...] One has to extend trust to make trust, and so long as you're motivated to find mutual benefit, you'll know what's appropriate to share to get the job done."