You Don’t Have A Second Shot At Building Credibility And Trust
Have you ever met a sales professional that talks about himself and his product? You know the one I’m talking about, right … the one that is a walking talking brochure.
Well, in my time I’ve come across my fair share of ‘brochure salesmen and women’.
If they’re pitching me early on in the sale, all trust and credibility goes out the window and it turns out to be a wasted sales appointment; for both of us.
It would have been better, cheaper and probably more effective for the sales representative’s company to send an actual brochure.
As you know, a sales meeting is a minefield and one can blow up at any time if one missteps. But the biggest misstep is when there is no attempt to build trust and credibility.
So, how does one go about building trust and credibility?
Simple, establish credibility early in the meeting. You have to come across as knowledgeable, authoritative and trustworthy if you want to build trust and be seen to be credible.
The first step is to wear your CAP. Be confident, have a professional appearance and be prepared.
Whilst confidence and appearance will most certainly help, being prepared is the tipping point that will help you build trust and credibility and ultimately secure the deal.
Remember, prospects are looking to you to give new insight to help them solve their business problems and want a compelling reason to engage with you for their valuable hour.
So, give your prospect a compelling reason.
- Highlight your unique selling proposition and what your objective is with the meeting. It would typically be for you to find if there is a business problem you can help your executive solve.
- Figure out where the pain points lie – does the executive want to increase revenue, cut costs, increase productivity and the like. What is causing the executive to toss and turn at night?
- Talk about a client of yours that had a similar business issue and the challenges faced by the prospect.
- Highlight how your solution helped that client solve his problems and achieve his objectives.
- Show how you can also help the prospect solve his or her business problems and achieve his or her goals.
You’ve got one shot at it. If you don’t establish credibility and trust in the first meeting, you may never get an audience with that executive again.
Get your CAP on and go and make that sale happen today.