One of the most critical steps in sales is gaining the trust of your prospect.
Because the human brain is wired for worry we are all wary of anything new. Developing trust in a short amount of time can be challenging but for a sale to be successful, it is essential..
Trust is more than confidently assuring someone they are safe in your hands. In her book Conversational Intelligence, Judith E. Glaser, an academic, business executive and organizational anthropologist, prescribes the below steps to
“activate and co-create brain connections in the trust network. By learning to see the world from another’s perspective, we can attain the highest level of trust.”
- Create transparency, which signals ‘safety’ to the reptilian brain (amygdala).
- Focus on relationships first to connect with others, which signals ‘friend’ not ‘foe’.
- Focus on building understanding and seeing the world from another’s eyes. This calms the limbic brain, enhancing bonding and creating the feeling that “we’re all in this together.”
- Focus on creating Shared success for you future – a shared view on mutual success. Our neocortex is able to put words and pictures to what success looks like, signaling the prefrontal cortex that it’s safe to open up.
- Focus on truth telling and testing assumptions (candour and caring), which builds and expands trust.
The Buyer’s Coach ™ methodology shows us how to apply these in a sales situation:
Always guarantee open (transparent) process with no hidden fees, costs or conditions. Declare motives, self-interest and commissions.
If your client says “This sounds too good to be true, what’s the catch? ”
be open and answer “Yes this is a great offer and this is what you need to be aware of…”
Take a few minutes to establish a personal connection. Explore their interests or family. Highlight similarities. A quick exchange on a Monday to discuss weekend results is a perfect way to strengthen connection.
Build rapport – be genuinely interested in the other person and show you care.
When your prospect has a particular view, don’t counter-offer your own point of view, instead focus on understanding more about their point of view and what it really means to them.
4) Creating shared success
Reassure your client that you are a part of their journey to success. Use words like “Our, we and us”. Help your client visualise their future by creating contrast between where they are now and where they will be after your help.
5) Truth and testing assumptions
Ask insightful questions then give your honest opinion of their options based on their values and needs. Be prepared to say “No” to the sale if it is not perfect for either of you.
When you implement these steps, be seen as their trusted advisor and become a Buyers Coach ™ , you will build deep rapport and lay the foundation for a successful sales relationship.