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  • Building Trust

  • Trust is a requirement for every sale. Some kinds of sales require a small amount of trust

  • such as selling clothing in a retail setting. Other sales require much more trust such as

  • when you buy financial services, a house or a new car. In B2C sales the higher the sticker

  • price, the greater the trust required. In B2B sales less trust is needed for commodity

  • sales than for value added products and/or services.

  • Being trustworthy is not something you can play fake-it-till-you-make-it. Being trustworthy

  • is about how you see yourself, your personal integrity, your commitment level and your

  • sense of self-esteem and your ability to work in the best interest of others. It’s also

  • about how others see you.

  • Here is a fact that applies equally to B2B and B2C selling, the less we try to make the

  • sale and the more we make trust the sale, the more successful you will be in sales.

  • The most powerful component of trust is your low level of self-orientation, and if youre

  • curious, self-orientation approaches zero. At that point, youre orientation is the

  • client both personally and professionally.

  • Trust-based selling is a practice, not a process. It’s about relationships and not transactions;

  • and it’s about serving clients, not serving the seller. Being trusted is all about values,

  • mindset, attitudes, and behavior. Being trustworthy means you keep doing the right thing for the

  • client, in the end, that will be in your best interests too.

  • Trust can be measured by four key factors. These include credibility, reliability, intimacy

  • and self-orientation. Credibility is all about what we say, our skills and credentials. Reliability

  • is all about the actions we take and our predictability. Intimacy is tied to how comfortable people

  • are confiding in us, and our empathy. And self-orientation is about our ability to work

  • in the best interest of another.

  • Based on a national survey of over 12,000 people on the subject of trust here are some

  • findings worth noting.

  • 1. Expertise Does not Equal Trust: Your expertise in something doesn’t guarantee people will

  • trust you. So emphasizing your expertise isn’t a way to build trust.

  • 2. Women Think Theyre More Trustworthy 3. We trust older people

  • 4. Balance is Good: People are considered more trustworthy when they rank all four trust

  • components very close together. 5. We All Think Were Experts: Even though

  • expertise is the least effective strategy for gaining someone’s trust, it’s the

  • one that people use the most often. 6. Trust can be taught, by focusing on your

  • strengths in each of the four trust components.

  • Often we intend more than one thing when we use the word trust. We use it to describe

  • what we think of what people say. We also use it to describe behaviors. We use it to

  • describe whether or not we feel comfortable sharing certain information with someone else.

  • And we use the same word to indicate whether or not we feel other people have our interests

  • at heart, vs. their own interests.

Building Trust

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