This is the first of a two-part series discussing building trust in the sales process. In this article, I’m discussing the two types of trust you must earn.
The level of mistrust we are experiencing as a society is arguably greater than it has been in decades. Our trust in government, the media, and social media platforms (to name a few) is steadily declining.
Most of us find ourselves being skeptical, questioning motives, and struggling to believe much of what we hear, and that is understandable. But we must also recognize the challenge we face: being seen as trustworthy while also battling mistrust.
If you are in sales or the insurance industry, one of the least trusted of all professions, the level of mistrust assigned to you is greater still. Fair or not, prospects often approach conversations with you (if they’re even willing to have them) assuming they need to be cautious.
At the same time, we talk about this being a “relationship business” and how we will “be your trusted advisor.” Because the type of trust we typically talk about is earned over time, it leads producers to convince themselves that it takes two to three years to earn a new client.
The kind of trust that drives sales success is far more controllable than most people think and can be earned much faster. Much of it comes from skills and behaviors that are almost entirely within your control.
The two standards of trust
Every buyer and everyone around you needs to trust you in two ways.
First, they must trust your intent, believe you are of high character, and that your motivation is driven by a collective best interest. Of course, being likable and relatable is important, but it’s simply the ante into the game.
Second, they must trust in your capabilities and that you are competent and able to perform at an ever-increasing level. This is the level of trust that truly determines sales success and drives decisions.
Not every buyer will like you or choose to work with you based on likability alone. But most are perfectly willing to work with someone they like “well enough” if they believe that person can help them achieve better results.
The good news is that trust stems from your demonstrable skills. The even better news is that those skills can be practiced, refined, and systematized.
Building trust in your ability
Trust in your ability develops when buyers see that you truly understand their situation.
If you slow down and are intentional about understanding their challenges, asking insightful questions, and demonstrating genuine empathy, something meaningful begins to happen. They feel seen and heard.
When buyers, with your guidance and perspective, identify opportunities for improvement and understand how to achieve them, they begin to trust your ability. That’s when the sales process starts to gain momentum in your favor.
Expand your trust circle
These same standards of trust apply to centers of influence and referral partners. Before someone is willing to introduce you to their circle of clients and relationships, they are asking themselves two questions:
- Will introducing you potentially damage my credibility?
- How could introducing you actually enhance their credibility?
Once someone trusts that you won’t harm their reputation, they’re willing to make easy and convenient introductions; once they understand how you will enhance their credibility and strengthen their other relationships, they will actively seek out opportunities to introduce you.
A large part of the sales challenge is already solved when your network trusts you at that level. You have a steady flow of opportunities entering your process, and you start those conversations with borrowed credibility and trust from the referring party.
Borrowed trust and the sales process
You don’t earn trust by offering help. You earn trust by asking for it. - Simon Sinek
Referrals often create that borrowed trust. Buyers assume that if someone they trust trusts you, then they should be able to trust you as well.
All that does is open the door. Once that door opens, you still need to prove you are trustworthy.
One of the most effective ways to do that is by asking prospects to trust the process you will guide them through.
Start by explaining your process, what it is, and why it works. Then, as they see its value, ask them to keep trusting the process and moving forward with you, one step at a time.
This benefits both sides of the conversation.
The buyer experiences a structured, thoughtful approach, and the producer becomes more comfortable guiding the process rather than simply reacting to it. This is a faster, more controllable level of trust to earn, because a defined, documented, and proven process is something that can be objectively trusted.
In the next part of this two-part series, I’ll discuss the habits that will allow you to earn and build trust faster and at a deeper level.
Content originally published by Q4intelligence
Photo by Dejan