How customers perceive their trust

Everything we talk about sales and marketing has a single objective.

Regardless of talking about Rapport, mental triggers or presentation techniques, deep down, what we’re trying to do is develop techniques to build trust. Make the client capture our positive intentions and put aside defensive behavior.

We know that it is natural to try to defend yourself, treating proposals from people who are outside your circle of confidence with a certain skepticism.

That is why, each of the techniques that salespeople need to develop, try to deal with these defenses, demonstrating that they have authority on the subject, that they have a good reputation or that the product offered has real practical value.

Ready-made techniques can work very well, but understanding what details human beings observe and look for when they receive information can help us escape magical recipes and better adapt techniques, formulating our own mechanisms.

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Customers love consistency

Human beings are a species with a very important skill that helps to define the way decisions are made. The ability to recognize patterns and repetitions in nature is a strong stimulus for confidence. During the evolution of human beings, identifying patterns helped in hunting, survival and planting.

In order to trust other people, it is common to observe how they behave and what their reactions are, establishing internal premises that make it possible to predict intentions and attitudes.

That is why a large part of the interaction with a customer must be consistent, respecting deadlines, using a defined language and without surprises. This consistency sends a clear signal that the relationship is increasingly reliable. A scheduling failure or a broken appointment can be enough to eliminate all the trust built.

Knowing where to stop is important

Customers like more active salespeople, with direct language and avoid passivity . The customer needs to feel that the seller is looking to close a deal.

A common phrase of someone who is buying a product or hiring a service, ends up being “it looks like you don’t want to sell”. Always referring to the seller who is too passive.

Many salespeople know this, but end up sinning on the other side. Afraid not to pursue the sale with all the necessary energy, salespeople end up pushing too hard, making it an even greater inconvenience.

Knowing where to stop, when letting the customer decide to buy, is a sign of respect . The salesperson must demonstrate that he did the work when it was necessary, but now he knows how to give the space for decision. The customer starts to trust the seller more when he understands that the sale is not a measure of desperation, but an organized process that respects the customer.

Offer advantages without waiting for a return

Everyone knows that the salesperson’s goal is to close a deal. Increasing revenue is an integral part of the work of those who sell. But the seller who acts only in exchange for the sale, leaving information and advice missing during the negotiation, ends up being seen as unreliable.

When approaching a prospect with the attitude of someone who seeks to help , presenting guidelines and advice that go beyond the sale itself. The signal that the customer receives is that the seller is not only concerned with selling, but in fact seeks the best for those who seek it, even when he identifies a need that goes beyond the scope that he sells.

Technically questions the competitor, but avoids market gossip

It is normal for the seller to reach the point of discussing features or conditions offered by the competitor. This game of hitting objections is part of the sale. Knowing where your business outperforms other options is important for any salesperson.

But when this subject comes up, there is a very common temptation, a willingness to go a little further than necessary. This is where gossip starts, information that does not match the negotiation and the attempt to eliminate a possible interest in the competitor, delivering market gossip.

What at first seems like a good strategy, ends up not being that efficient. The impression that comes to the customer is that someone who relies on gossip to sell is unreliable.

The best way to ensure that the customer understands that you are reliable and consistent is to keep a detailed record of all interactions, demonstrating the real concern for your success and not just looking for another sale

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