Building Trust in Selling

There are no two ways about it -- trust building takes time. That's why we have sales cycles - why most people don't buy on the spot. Those web merchants who have learned to write compelling copy and the one-page letter approach to trust building have been on to something, because the letters are designed to build trust. A percentage of people who read them will buy. And with a worldwide audience, all they need, and expect are a percentage.

If you are selling in person and by phone, you need to show the potential customer that you have a solution that will fit their needs, (assuming you do) -  and that you have helped others solve their business issues as well.

The rule of thumb in sales research has been that it takes 5-7 "touches" to make that impression for the customer to buy. Touches are the times you contact the buyer in some way -- be it a mailing, a phone call, or in person visits. Some research done by Jim Cecil of Nurture Marketing about ten years ago indicated that once you have around 13 contacts with the prospect - a large number will now work with you. You've stuck it out - built trust, and each contact reinforced your message and value.

Remember the most significant factor for long term customers and then target wisely. Start with 25 prospective companies - or 50 or 100 if you can consistently follow up with this number of contacts. If you are a services provider, target 25 to 50 potential alliance partners and consistently follow up with them - it works the same way, except that these contacts can refer you to many others. We'll talk more on that later.

We’ve got even more coming

Sign up for our newsletter to stay on top of the marketing automation industry, our product, and the ScoreMoreSales culture.