{"id":283,"date":"2018-01-06T15:32:53","date_gmt":"2018-01-06T19:32:53","guid":{"rendered":"https:\/\/www.saudercpa.com\/blog\/?p=283"},"modified":"2018-01-06T15:37:42","modified_gmt":"2018-01-06T19:37:42","slug":"trust-based-selling-an-abbreviated-book-report-for-at-work-entrepreneurs","status":"publish","type":"post","link":"https:\/\/www.saudercpa.com\/blog\/2018\/01\/06\/trust-based-selling-an-abbreviated-book-report-for-at-work-entrepreneurs\/","title":{"rendered":"Trust-Based Selling \u2013 An Abbreviated Book Report for At-Work Entrepreneur\u2019s"},"content":{"rendered":"

Trust-Based Selling \u2013 An Abbreviated Book Report for At-Work Entrepreneur\u2019s<\/strong><\/p>\n

Using Customer Focus and Collaboration to Build Long-term Relationships, Charles H. Green, Copyright 2006<\/em><\/strong><\/p>\n

Preface: At last, a sales book based on how adult, intelligent people actually buy. An Important contribution that challenges the effectiveness of much of the current sales practice, and shows how to do it better. <\/em>David Maister, Retired Harvard Business School Professor<\/p>\n

Trust-Based Selling \u2013 Book Report Segment I<\/strong><\/p>\n

Book Report Credit: Donald J. Sauder, CPA<\/em><\/p>\n

In order for successful customer relationships to work, sellers have to care \u2013 honestly and deeply \u2013 about customers. Successful, flourishing salespersons know the trick is easy \u2013 you have to care \u2013 honestly and deeply. The solution, simple to state, is hard to live.<\/p>\n

Three pillar questions in great sales are 1. What do buyers really want? 2. Why don\u2019t they say so? 3. Why, if selling expertise isn\u2019t the best approach, is it the dominant one? Customers and clients make decisions based upon trust. The best businesses gain sales from the trust they develop with customers. What buyers really want is to buy from someone they trust. Trust is developed with understanding the customer needs, asking the right questions, and demonstrating expertise –\u00a0rather than talking about it.<\/p>\n

An appreciation for what is best for the client or customer, and putting their needs first, always leads to more benefit to you and your business than putting your needs or your business needs first, e.g. Is your solution the ultimate for the need of the customer, or simply your month\u2019s sales quota?<\/p>\n

Studies show that to achieve duplicative sales successes you do not even have to deliver on all the wants and aspirations; after all, customers don\u2019t expect you to perform miracles. Yet, you must understand and appreciate them for who they are. You need to connect, understand and care. Customer care is the key phrase. Care includes paying attention, showing interest, exhibiting curiosity about things important to the customers, e.g. seat warmers for car shoppers, complaining about\u00a0cold\u00a0winter temperature.<\/p>\n

Trusted based selling is about doing business in such a way that you\u2019re worthy of the customer\u2019s trust. You must be personable, and genuine; and let the customer experience or sample what it\u2019s like to buy your goods or services.<\/p>\n

What buyers really want \u2013 even when they don\u2019t say so \u2013 is a seller they can trust.<\/p>\n

Trust based selling require solid competence, credibility, and reliability; and most important a sense that the seller cares about what is best for the buyer. Trust based selling is built on helping the buyer make the best decision or the purchase.<\/p>\n

Buyers are people. They have fears of missing something, fears of being ignorant, fears of making a bad decision, fears of being taken advantage of. Trust based selling, eliminates fear, and replaces it with the confidence; the confidence of having made a good decision, long after the decision occurs.<\/p>\n

Here the benefits of building trust:<\/p>\n

    \n
  1. Reduces challenges to competitor purchases<\/li>\n
  2. Minimized challenges on pricing<\/li>\n
  3. Minimized being second guessed, or double checking of facts<\/li>\n
  4. Increases customer willingness to listen<\/li>\n
  5. Helps customers share information that is useful to the seller<\/li>\n
  6. Improves chances your phone calls will be answered<\/li>\n
  7. More forgiving attitude when mistakes are made<\/li>\n
  8. Customers will seek you out take your advice when buying<\/li>\n
  9. Help with exceptions to the rule as appropriate<\/li>\n
  10. Give you preferential status<\/li>\n<\/ol>\n

    Trust is no longer a commodity in business. Trust is becoming an invaluable resource.<\/p>\n

    Pressures from a competitive, seller centric marketplace, with a greater gain attitude, and the risks incorporated when working to build trust, all hinder successful sales.<\/p>\n

    Good salespeople overcome these obstacles and the reap benefits for their customers, and ultimately themselves too.<\/p>\n

    Trusted salespeople have always been valuable, and will become more valuable in the future.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Trust-Based Selling \u2013 An Abbreviated Book Report for At-Work Entrepreneur\u2019s Using Customer Focus and Collaboration to Build Long-term Relationships, Charles H. Green, Copyright 2006 Preface: At last, a sales book based on how adult, intelligent people actually buy. An Important contribution that challenges the effectiveness of much of the current sales practice, and shows how … Continue reading “Trust-Based Selling \u2013 An Abbreviated Book Report for At-Work Entrepreneur\u2019s”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.saudercpa.com\/blog\/wp-json\/wp\/v2\/posts\/283"}],"collection":[{"href":"https:\/\/www.saudercpa.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.saudercpa.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.saudercpa.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.saudercpa.com\/blog\/wp-json\/wp\/v2\/comments?post=283"}],"version-history":[{"count":5,"href":"https:\/\/www.saudercpa.com\/blog\/wp-json\/wp\/v2\/posts\/283\/revisions"}],"predecessor-version":[{"id":288,"href":"https:\/\/www.saudercpa.com\/blog\/wp-json\/wp\/v2\/posts\/283\/revisions\/288"}],"wp:attachment":[{"href":"https:\/\/www.saudercpa.com\/blog\/wp-json\/wp\/v2\/media?parent=283"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.saudercpa.com\/blog\/wp-json\/wp\/v2\/categories?post=283"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.saudercpa.com\/blog\/wp-json\/wp\/v2\/tags?post=283"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}