I’ve read a number of articles recently with a title like, “Trust is the new currency.” There’s even a book by that name. And every time I see an article like that, I laugh! Since when is ‘trust’ a new concept in business… and especially for salespeople?
OK, I’ll admit that with AI becoming more prominent – and all of the things it can do that might be hard to describe as ‘authentic’ – trust may be more important now than it ever has been.
But a new idea? Since when was trust not a factor in sales?
B2B sales – long-term relationship selling, not transactional deals – has always been based on trust. In fact, what we teach in our sales training workshop is that buyers won’t buy from you until they get to know you… then like you… then trust you. It won’t and can’t happen any other way.
So, where did this ‘trust as a new idea’ come from? Beyond AI, my guess is that it was driven by bad salespeople and even worse sales managers. The types of selling teams with a ‘close the deal at all costs’ or ‘don’t take no for an answer’ mentality. Push, push, push… rather than help, help, help.
The fact is, if I was a buyer – and I was being sold to like that – I’d also be distrustful of salespeople.
But it doesn’t – and shouldn’t – have to be like that. Here are several ways* to help build trust with buyers and potential buyers:
- Give before you get… openly share resources and ideas
- Know your stuff, but also admit when you don’t know
- Show up prepared
- Beat deadlines
- Always do what you say you’re going to do
- Be authentic and always tell the truth
- Create shared experiences, even something as simple as going out for a cup of coffee together
- Get beyond work… get to know your buyers on a personal level
- Share your honest opinion or point of view; don’t ever say something just because you think it’s what the buyer wants to hear
- Be a frequent and consistent communicator; trust can easily erode if the buyer never hears from you
*Here’s the thing… you really shouldn’t need to make conscious decisions about employing any of these things – this is how you should always behave.
Bottom Line
From my perspective, building trust with buyers is table stakes. Every vendor should be doing this. Are you trying to build trust with buyers but not sure if your relationship with a buyer has reached that level? Here’s the litmus test: ask yourself, “Am I always doing what’s right for the buyer, even if it doesn’t benefit my company?” If the answer is “yes,” then you’re on the right track! 😊
Good luck and good selling.