Are your products as simple as a banana? Do they provide instant recognition? Have no moving parts? Sell for a fairly small and stable price? Require no installation? No explanation? No registration? No warranty?
If yes, your products, like a banana, can be sold without building trust. Trust is not a big factor in the sale of a banana. It’s easy to trust a banana.
Unless, of course, you are dealing with someone who has never seen a banana. But then, the banana is no longer simple, is it?
For everything else, relationships matter because trust matters. If people don’t trust you, they won’t trust that you:
- Have their best interests at heart.
- Are offering them something that really meets their needs.
- Are offering a fair price.
- Are providing a quality product or service.
- Will help resolve unanticipated problems.
It doesn’t matter if you are selling online or face to face or somewhere in between, if it’s not as simple as a banana, trust matters.
How do you build trust? While the specifics vary depending on your sales channel, the basics always apply:
- Listen more than you speak.
- Focus first on their situation, not your products and services.
- Demonstrate your expertise and interest in improving their situation by asking intelligent questions and providing good advice.
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