7. How do you build credibility with your customers?
Many years ago the 3M Company sent researchers to study the top sales people in the company. Their assignment was to find the EXACT WORDS these sales people used to gain the trust of the potential customer.
After hundreds of interviews the researchers found that these top sales people used 5 phrases to gain confidence.
After the information was discovered the sales managers were instructed to have every sales person in the entire organization memorize these five powerful concepts.
At sales meetings they would randomly select a sales person and ask them to recite one of the phrases. They continued this program until it was a habit used by every sales person.
Needless to say, their sales reflected the use of the program.
Here they are:
1. “You get me. When you buy from The 3M Company you have to take me as part of the deal. I go with the package. And if you don’t think I can make a difference – try me.”
2. “Before I answer I want to make sure I understand what you are saying.”
3. “If, at any time during this interview, I give you the feeling I am more interested in what I get out of this than I am in what you get out of it, just ask me to leave, I deserve it.”
4. “I know how you feel, others have felt the same way, but after they tried it for the trial period they found it more than met their expectations.”
5. “If this makes sense, is there any reason why we can’t get started right now?”
Building trust is always the most important part of the sales process – especially when your competitors have most of the same products you have.
When a prospect is considering a new vendor you are one of several competitors. You present, others present, and buyers take their time to make the decision. Throughout this kind of sale, from the first call to the final presentation, building credibility plays a big role.
If you say “You get me,” you have a good opportunity to prove it. Building credibility during the sales process can make or break the sale – many times it is what the decision is based on. And especially when there is time between asking for the business and getting the order, it is important to stay close to your customer. Telephone calls, letters, or personal visits can put you ahead of less attentive competitors.
Many salespeople are poor at taking care of this type of detail. Credibility is also a success factor after the sale to keep the business. Call or visit in between deliveries to find out how things are going.
Meeting and exceeding customer expectations will allow you to move up from vendor to partner.
How well you deliver on your sales promise will build your reputation with your customer and his or her colleagues.
Consider yourself successful if you learn in time that things are not going well. Credibility plays an important role, once the sale is in place, to help insure nothing goes wrong. After the sale, make sure it's not your last order with this customer.
One of the best ways to gain credibility with a prospect is to promise to do something-and then do it.
Comments:
A customer will usually tell you about your competitors – “He is the best and I can always count on him” or “that guy lies to me and never calls me back when I need him”. Sad to say that there are many “salespeople” who do not have the right ‘ammunition” to be successful, whether it is morals, endurance or likeability. Learn what means the most to your customer, positively and negatively.
Crocker Smith
Something that I learned from a previous employer was called the LEAR model. Listen, Explore, Acknowledge and Respond. I use this model throughout the sales process and I have seen it work in building credibility with my clients. I like to ensure that I’m building a relationship that moves from being a vendor to a trusted advisor. Credibility isn’t something you gain on the first visit but something that is established as you move from being the vendor to partner to finally the trusted advisor. Once you become the trusted advisor your credibility has already been proven.
Becky Akins
Warming up to the potential client is a huge part in selling. A lot of sales people walk in and begin their pitch, but I sincerely believe in warming up and getting to know the client for at least 10 minutes or so. In doing this you are not only getting to know you potential client, but you are selling yourself to them and building a trusting relationship. Let them know your there for them and to help fill their needs. And most of all, always follow through and follow up with whatever you tell them your going to do. If you let them know you’re a man or woman of your word, chances are they will do business with you and continue that business for a long time.
David Bradley
Of all the products, ideas, and services one can sell, nothing is as important as selling oneself. There are thousands of people who can get the same product, or do the same service as I can, but they are not me. No two people are alike, and what makes one salesperson different from another is how well they can get people to "buy them". One of my sales mentors was a man named Mike Nerowski. He was about the hardest, meanest old SOB that I've ever met. But when he was in front of a customer, he was like a mother with a newborn baby. People loved him from the first 30 seconds that he was across from them. He would say the exact same "sales phrases" that I had already said to them, but in the end, he would get the sale, and usually get more for the same product that I was selling. Every customer is different, and it is up to us as salespeople to get them to like us, and to do whatever it takes to sell ourselves.
Barney Trader
"Bob, this may sound odd, but usually I don't try to sell anything at the first meeting with a prospect. We talk. I explain who we are, what we do, and then ask then to tell me about themselves and their business. By the time I leave, I know what they do, what they have done in the past, all about their children and grandchildren, etc. I leave information and a catalog of all that we offer and ask for a second meeting. At the second meeting, I have an idea of what products or programs might be beneficial to them, I've seem the space they have to work with, and they have had time to look over our product lines. Sometimes, I don't ask for a second meeting. Not everyone will have a need for what we do, and if I don't feel we are a good match, I don't hesitate to say so. Either way, I always leave my card and point out that the number on the card is my cell number and they should call me at any time at that number if I can be of service...no automated system here. They call, I answer."
Cee Coats
"It's nice to know the key phrases that successful sales people use. But I don't think it's something you can say as a canned phrase - it has to be something that you really mean. A lot of people can tell when you are being sincere when you say something, so putting sincerity into those words will go a long way. I think the most important thing is to own those words, and make them into who you are. Then selling yourself as part of the package for a partnership will fall into place."
Jo Welch
"So true! If you are not "scripted" when you walk in to see a new potential customer you are going in unprepared. Most people think that this is acting and not being yourself. On the contrary if you rehearse the script enough it will be yours. At any point in meeting a new customer I know what I will say and what I won't say. This builds confidence in what I DO say.If you truely mean and believe what your saying then it will sound sincere. The only thing I believe is credical at that point is doing what you say you will do and making them feel that they are one of your most important customers that you have....because they are!"
Dwayne Mitchell