The secret ingredient of Trust-Building in Sales The risky technique that will fast-track you to ‘trusted advisor’ status If you’re reading this, it means you care about sales If you’re reading this, it means you care about sales (That probably makes you a good rep.) But many good reps stop short of being great — because they’re missing a key ingredient: Reps that are consistently trusted by clients and prospects: Close deals faster A trusted rep needs less time to get proposals considered and accepted Spend less time chasing business A trusted rep doesn’t have to wait for RFPs; clients actively contact them for advice Create more opportunities A trusted rep gets more referrals to customers’ colleagues and contacts So far, so obvious So… If you see a decision-maker furrowing his or her brow If you hear sighing or tutting If you see meaningful glances being exchanged If you sense anything unspoken that might derail the decision Get it out into the open But it carefully and sensitively Use ‘naming and claiming’ phrases to raise the issues in a safe way: “Is it just me, or…” Use ‘naming and claiming’ phrases to raise the issues in a safe way: “Is it just me, or…” “I may not have followed this completely, but I get the feeling…” Use ‘naming and claiming’ phrases to raise the issues in a safe way: “Is it just me, or…” “I may not have followed this completely, but I get the feeling…” “I hope I’m not stepping out of line bringing this up, but I’m getting the feeling that… Never place blame Your aim is to surface and fix underlying issues You should never make anyone feel picked-on or uncomfortable Always aim for a solution Help the people in the room to agree actions they can take to address the emotional issues For real life examples, check out our blog post Emotional framing is tough… …but it’s worth it: Deals close faster – and fewer go to ‘no decision’ …but it’s worth it: Deals close faster – and fewer go to ‘no decision’ Customers come back to you for advice …but it’s worth it: Deals close faster – and fewer go to ‘no decision’ Customers come back to you for advice You get involved in bigger and more strategic purchasing decisions …but it’s worth it: Deals close faster – and fewer go to ‘no decision’ Customers come back to you for advice You get involved in bigger and more strategic purchasing decisions You build longer-lasting and deeper relationships …but it’s worth it: Deals close faster – and fewer go to ‘no decision’ Customers come back to you for advice You get involved in bigger and more strategic purchasing decisions You build longer-lasting and deeper relationships You get more referrals and cross-sell opportunities Wouldn’t you like some of that? We spoke to Charles Green, co-author of The Trusted Advisor, about techniques for building long-lasting trusting sales relationships Read the interview [...]...But there’s one key element of trust- building that almost everyone fails to apply TRUST And because they don’t apply it, they miss out on the biggest and best opportunities TRUST Think of how you worked to develop trust in your last sales engagement Think of how you worked to develop trust in your last sales engagement You probably: Think of how you worked to develop trust in your last sales engagement... engagement You probably: Engaged with the prospect Think of how you worked to develop trust in your last sales engagement You probably: Engaged with the prospect Listened to their challenges Think of how you worked to develop trust in your last sales engagement You probably: Engaged with the prospect Listened to their challenges Framed their challenges in a rational way Think of how you worked to develop trust. .. their emotional and political issues, too The best reps know there’s one more thing you need to do to gain the client’s complete trust: The best reps know there’s one more thing you need to do to gain the client’s complete trust: Most reps stop at rational framing: articulating the client’s explicit business challenge back to them, clearly and concisely Very few articulate the unspoken concerns they... future in which these challenges were solved Committed to delivering a solution Think of how you worked to develop trust in your last sales engagement You probably: Engaged with the prospect Listened to their challenges Framed their challenges in a rational way Envisioned a future in which these challenges were solved Committed to delivering a solution These are all great ways to build trust with your... worked to develop trust in your last sales engagement You probably: Engaged with the prospect Listened to their challenges Framed their challenges in a rational way Envisioned a future in which these challenges were solved Think of how you worked to develop trust in your last sales engagement You probably: Engaged with the prospect Listened to their challenges Framed their challenges in a rational way Envisioned... But if you only do these five things, you re not building the kind of trust that keeps clients coming back to you time and again Here’s why: Business decisions are never purely rational They’re made by people with normal, human fears, worries and insecurities Lots of challenges remain unspoken Almost every complex sales situation has at least one ‘elephant in the room’ Your role is not just to provide... and concisely Very few articulate the unspoken concerns they sense in the room Very few articulate the unspoken concerns they sense in the room And it’s no wonder why Emotional framing is hard And it’s no wonder why Emotional framing is hard Really hard And it’s no wonder why You re raising issues that no one wants to be the first to raise It takes courage, It takes courage, confidence , It takes ... worked to develop trust in your last sales engagement Think of how you worked to develop trust in your last sales engagement You probably: Think of how you worked to develop trust in your last sales. .. trust with your clients and prospects But if you only these five things, you re not building the kind of trust that keeps clients coming back to you time and again Here’s why: Business decisions... complete trust: The best reps know there’s one more thing you need to to gain the client’s complete trust: Most reps stop at rational framing: articulating the client’s explicit business challenge