3 Strategies to Build Trust as a Salesperson

For many, salespeople are anything but trustworthy. 

It's not rare for people to have experienced a pushy, insincere salesperson solely focused on closing deals, rather than getting to know their prospects. This doesn't just tarnish the reputation of the individual, but the reputation of the industry as a whole. 

This is why salespeople must be all the more intentional about building true trust with their prospects and clients. 

When trust is lacking, it's impossible to have genuine connections with clients - something that is necessary to make sales. The reality of a salesperson who doesn't build trust is:

• Deals falling through

• Networking opportunities missed

• Lack of repeat clients

• A spoiled reputation

Here are 3 strategies to use when building and maintaining trust as a salespersom.

1. Be Transparent

Never hide anything from your prospect. 

Being transparent from the get-go will immediately show your genuine character as someone who's looking to help, not just sell. Be upfront about:

• Pricing

• Service components

• Statistics

• Customer testimonials

This also includes being honest about any limitations in your service, or something that doesn't meet the prospect's needs. There is no need to lie or fabricate, just be honest about it. Prospects will appreciate your honesty, potentially setting you apart from other salespeople who rely on deception to close deals.

2. Be Personable

People are far more likely to buy into a service if they buy into the person selling it. 

The foundation of a career in sales is goals. You have your targets and those targets are all about making deals, meaning your main focus with a prospect is getting to that end point. But it's crucial to consider what you need to do to even get to this point. 

Many prospects feel like they can't trust salespeople because they aren't even interested in getting to know their prospect or building a level of rapport - instead, they just get straight to the point. And of course, it's appreciated when the prospect knows the reason for you getting in touch, but that doesn't mean you have to lack interpersonal skills.

Not to mention, nurturing relationships shouldn't end once the sale is made. Repeat clients are often the most valuable, providing stable income and opportunities for upselling or cross-selling. Make a conscious effort to keep consistent communication with them and demonstrate ongoing support to help solidify long-term relationships and loyalty.

3. Do Your Research

If you show a prospect you know what you're talking about, they'll be a lot more likely to trust you. Many salespeople make the mistake of assuming that the product/ service will sell itself and not showcasing their knowledge and insights on what they're selling. But by showing yourself to be a thought leader in this subject, capable of answering good questions and offering sound advice, you're presenting yourself to be a trustworthy source. 

Whilst it's good to have general expertise about what you're selling, it's also important to tailor your approach to each prospect. This is where research comes in. Research the prospect, their company, and competitors so that before you've even spoken to them, you've got a good understanding of why they would benefit from your product. Clients don't want to be sold to by a salesperson who uses the exact same approach for each of their prospects.

By showing that you took the time to understand them and their business, they'll probably be prompted even more to share with you their pain points and goals and how your service may be of use to them.

- Written by Arun Sutton

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