We continued to discuss what this word “Trust” meant to them as buyers and why it was so important. They brought out what made a “Trust Relationship” such as, dependability, quality, consistency, familiarity and every one of the 10 laws of persuasion were touched on.

In his article last week, Dr. Hogan also referred to “Trust” as the qu

“Ok, that’s great”, says one participant, “but we will never get the time to do this. They hang up on us before that! Can you help us get them talking long enough to get to that point?”

Now I had to hide my frustration and tossed the prepared material to the side. “Ok, give me the skinny on what you’re dealing with!”

Did I get them talking then! For 10 minutes they unloaded on being unable to crack the tough customers that would not even give them the time of day. Have any of them yourself?

So here is what we did…..to get the group thinking a bit differently.

I’m not sure why, but it seems that sales people forget they are also buyers. For some reason we get into the sales role and loose all understanding of what it is like to be the buyer! It’s the same with management and employee.

“This is what we need to do; you are all buyers and your phone rings with a salesperson on the other end. What is most important to you in giving them any time at all?”

As they listed several items like benefits, fix problems, save money, new ideas, trust and several others. The next question is, “Of all the items listed, if you could only have one, which would you choose?”

The close to unanimous answer was “Trust”!

That is interesting, as a customer you would choose “Trust” as the most important element in buying from a salesperson. Yet you approach the prospect with your product!

We continued to discuss what this word “Trust” meant to them as buyers and why it was so important. They brought out what made a “Trust Relationship” such as, dependability, quality, consistency, familiarity and every one of the 10 laws of persuasion were touched on.

In his article last week, Dr. Hogan also referred to “Trust” as the qui

Now I had to hide my frustration and tossed the prepared material to the side. “Ok, give me the skinny on what you’re dealing with!”

Did I get them talking then! For 10 minutes they unloaded on being unable to crack the tough customers that would not even give them the time of day. Have any of them yourself?

So here is what we did…..to get the group thinking a bit differently.

I’m not sure why, but it seems that sales people forget they are also buyers. For some reason we get into the sales role and loose all understanding of what it is like to be the buyer! It’s the same with management and employee.

“This is what we need to do; you are all buyers and your phone rings with a salesperson on the other end. What is most important to you in giving them any time at all?”

As they listed several items like benefits, fix problems, save money, new ideas, trust and several others. The next question is, “Of all the items listed, if you could only have one, which would you choose?”

The close to unanimous answer was “Trust”!

That is interesting, as a customer you would choose “Trust” as the most important element in buying from a salesperson. Yet you approach the prospect with your product!

We continued to discuss what this word “Trust” meant to them as buyers and why it was so important. They brought out what made a “Trust Relationship” such as, dependability, quality, consistency, familiarity and every one of the 10 laws of persuasion were touched on.

In his article last week, Dr. Hogan also referred to “Trust” as the qu

I’m not sure why, but it seems that sales people forget they are also buyers. For some reason we get into the sales role and loose all understanding of what it is like to be the buyer! It’s the same with management and employee.

“This is what we need to do; you are all buyers and your phone rings with a salesperson on the other end. What is most important to you in giving them any time at all?”

As they listed several items like benefits, fix problems, save money, new ideas, trust and several others. The next question is, “Of all the items listed, if you could only have one, which would you choose?”

The close to unanimous answer was “Trust”!

That is interesting, as a customer you would choose “Trust” as the most important element in buying from a salesperson. Yet you approach the prospect with your product!

We continued to discuss what this word “Trust” meant to them as buyers and why it was so important. They brought out what made a “Trust Relationship” such as, dependability, quality, consistency, familiarity and every one of the 10 laws of persuasion were touched on.

In his article last week, Dr. Hogan also referred to “Trust” as the qu

As they listed several items like benefits, fix problems, save money, new ideas, trust and several others. The next question is, “Of all the items listed, if you could only have one, which would you choose?”

The close to unanimous answer was “Trust”!

That is interesting, as a customer you would choose “Trust” as the most important element in buying from a salesperson. Yet you approach the prospect with your product!

We continued to discuss what this word “Trust” meant to them as buyers and why it was so important. They brought out what made a “Trust Relationship” such as, dependability, quality, consistency, familiarity and every one of the 10 laws of persuasion were touched on.

In his article last week, Dr. Hogan also referred to “Trust” as the qu

We continued to discuss what this word “Trust” meant to them as buyers and why it was so important. They brought out what made a “Trust Relationship” such as, dependability, quality, consistency, familiarity and every one of the 10 laws of persuasion were touched on.

In his article last week, Dr. Hogan also referred to “Trust” as the quickest way to a sale. One of his examples was top brands such as Coke, Starbucks and other national brands.

You order a Coke because you have a given expectation of the taste and consistence of the product. If it did not meet those expectations what would happen to your “Trust” of Coke? “Trust” also overrides much of the decision process. Starbucks has good coffee, you think it is the best in the world or perhaps not. Yet when we go into a Starbucks we expect to pay five dollars for a coffee and have certain expectations as to the taste and quality of the coffee. As long as our expectations are met within reason, we pay the five dollars without question. Why is that?

Here comes that word again; “Trust”. As long as people’s expectations are met, most do not ask and will shell out what ever it takes to get those expectations! That is the power of “Trust”! This is also why branding works; it meets up with the expectations in the customers mind.

So let’s get back to our sales team and how they can use “Trust” with these tough to crack customers.

“So you are saying that the most important element in a buying relationship is whether you “Trust” the salesperson or their company?” “Yes” is the answer.

What if we forget about our product, company and ourselves and approached the customer with the idea of “Trust” first? After all we can reject the product, the company and the salesperson. How easy is it to reject the idea of “Trust”?

We then worked on some approach language based around the “Trust” relationship they said was so importan