If there’s one thing that’s virtually certain in sales, it’s that customers buy from businesses they know, like and trust.
A customer who trusts your brand is infinitely valuable. And their contribution to your business is easily measurable too. If a customer has faith in your brand, and likes your service, they are much more likely to make recurring purchases.
That’s why salespeople who can develop consumer trust are in high demand. It takes skill, knowledge, and the kind of people skills that only the best sales reps seem to possess.
So, if you want to build that all-important customer trust, here are a few helpful tricks to improve your sales pitch.
1. Have conviction
A great sale is motivated by the desire to make the world a better place.
This might seem like another example of empty sales rhetoric, but the reality is that salespeople must have complete conviction in their profession.
It’s not always enough just to have faith in your own ability. With every phone call made, an effective salesperson should wholeheartedly believe in (1) what they’re selling, and (2) why it is important.
This takes a two-pronged approach. On the one hand, you need to know your product better than anyone else. But you also need to understand your role in the sales process too.
Consider asking yourself what you can offer your prospect. And why this product will help improve their quality of life.
If you’re struggling to find answers to these questions, then chances are you’re in the wrong job.
After all, a lacklustre sales pitch inspires no-one.
2. Be confident
A shaky salesperson sticks out like a sore thumb.
You know the type.
Maybe you’ve overheard a colleague chatting with a prospect – or maybe you’ve been there yourself – and everything was going well until the prospect asked a question. The sales pitch was interrupted mid flow, and the sales rep struggled to gather their notes together.
It’s uncomfortable. And not just for the customer, but for the salesperson too.
It’s an unfortunate reality of cold calling that prospects will quickly lose trust in any rep that fails to deliver their pitch with confidence.
After all, if you aren’t confident in your ability, why should your potential customer be?
It’s a cliché, but the most effective way to feel confident in your pitch is to practice. A lot. Record your voice and rehearse speaking with prospects. It will also be helpful to keep a comprehensive list of sales objections to hand before you begin cold calling.
The easier the cold calling process is for you, the easier it’ll be to develop trust between you and your prospect.
3. Be honest with your prospect
In the historic days of ‘snake oil’ selling, salespeople could get away with saying anything to their prospects in the hopes of closing a deal. The purpose behind this method of selling wasn’t to build long term customer trust. Or generate repeat business. It was just to make a quick sale, then move on to the next unsuspecting customer.
Nowadays, this mode of selling isn’t just unethical. It’s practically impossible. Salespeople have the responsibility to build relationships with customers that can last a lifetime. As competition in the digital sphere intensifies by the day, the true value of the customer experience comes from excellent service.
And how do you deliver that kind of service? You need to be honest with your prospect from the very first interaction.
There’s no point in promising customers a magic fix, or offering to deliver something that’s impossible.
Of course, the ability to be honest with your customer stems from inherent self conviction. This is only possible when you are selling something that has integrity and value.
4. Be Dependable
Cold calling is only half the battle. Once you’ve spoken to your prospect for the first time, you need to follow up that lead and assess how the conversation went.
Only 1% of sales deals will be closed during the first meeting. In the majority of circumstances, it will be necessary to call up your prospect and offer to arrange another touchpoint to take the proposal one step further.
By making a conscious effort to communicate with your prospect, you will help to develop that trust and create a meaningful business relationship. Listen to them. Ask questions. And offer them genuine help and guidance to becoming a better business, as well as a better customer.
