Building Trust

The Reason Someone Will Buy From You

Trust is a crucial component in any business relationship, especially when it comes to working with a prospective customer. Building trust with a prospective customer can be a challenging task, but there are several effective ways to do so.

  1. Be transparent: Being open and transparent with your prospective customer is a great way to build trust. Share information about your company and its policies, and be honest about any potential issues or challenges that may arise during the course of the relationship.
  2. Communicate effectively: Clear and effective communication is key to building trust with a prospective customer. Respond to their inquiries and concerns promptly, and make sure to keep them informed about any developments or changes related to their account.
  3. Deliver on your promises: Trust is built by consistently delivering on your promises. If you tell a prospective customer that you will do something, make sure you follow through. This will help to establish a positive reputation and build trust over time.
  4. Build a personal connection: Building a personal connection with a prospective customer can help to build trust. Take the time to get to know them, understand their needs and preferences, and show a genuine interest in their business.
  5. Provide value: Providing value to your prospective customer is a great way to build trust. Offer them useful information, resources, or tools that can help them to achieve their goals.
  6. Exceed expectations: Exceeding a prospective customer’s expectations can be a powerful way to build trust. If you can consistently provide high-quality products or services, and go above and beyond what they expect, they will be more likely to trust you in the long run.

In conclusion, building trust with a prospective customer is an ongoing process that requires consistent effort and dedication. By being transparent, communicating effectively, delivering on your promises, building a personal connection, providing value, and exceeding expectations, you can establish a strong foundation of trust that will help to foster a long-term relationship with your customer.

Being Responsive

Being responsive to customers is a critical aspect of running a successful business. It helps to build trust, improve customer satisfaction, and ultimately leads to increased loyalty and repeat business.

There are a few key ways to be responsive to customers:

  1. Respond quickly: When a customer reaches out with a question or concern, it is important to respond as quickly as possible. This shows the customer that you value their time and business.
  2. Be available: Make sure you have multiple channels for customers to reach out to you, such as email, phone, and social media. This allows customers to choose the method that works best for them and ensures that you are always accessible.
  3. Solve problems: When a customer has an issue, it is important to listen to their concerns and work to find a solution. This could involve offering a refund or exchange, providing additional information or support, or simply apologizing and making things right.
  4. Stay in touch: Keep your customers updated on the status of their orders or inquiries. If there are any delays or issues, let them know as soon as possible so they can make alternative plans if needed.
  5. Ask for feedback: Encourage customers to share their thoughts and experiences with your business. This can help you identify areas for improvement and make changes to serve your customers better.

By being responsive to customers, you can build trust, improve customer satisfaction, and ultimately drive business growth. This is especially important in today’s digital age, where customers have high expectations and many options to choose from. By going the extra mile to be responsive, you can differentiate your business and stand out in a crowded market.

To succeed in enterprise sales, you must become your own Sales/marketing architect

Selling to large enterprise customers has unquestionably changed over the years. External forces from competition, both small and large compete with you not only for attention but to also re-establish priorities and capture a larger share of your customers/prospects wallet. Internally, there is a growing push within enterprises to reduce the number of vendors they work with to just a strategic handful.

What’s more, the traditional method of reaching customers solely through cold calling requires considerably more effort to achieve past results. For example, it now takes an average of 8 calls to reach a buyer whereas just 5 years ago the number of calls stood at less than half that number at 3.65.

It’s no surprise that this is the case, both society and work habits are changing. We used to have home telephones, a large percentage of the population subscribed to newspapers and magazines, watched scheduled tv programming for entertainment and went to malls and stores to shop. Nowadays, in this digitally connected world, if you have haven’t already cut the cord it’s not unusual to find that no-one answers that line, instead, they use that line to screen calls or take messages that they never intend to return or even listen to. After all, anyone they want to talk to has their mobile number. If you are smiling right now, it’s because you know you’ve done it!

As consumers, we want what we want when we want it; otherwise, we want to be left alone. We shop online and have it delivered to our doors within days. We are no longer content to wait for the nightly news at 6 and 11 instead we get our news in near real-time online, and we turn to Netflix, Hulu, or Prime Video for entertainment. Within our professional lives, high-performance expectations, combined with an abundance of information to absorb, it’s no wonder that business professionals are applying the same filtering mechanism and habits that they employ at home within work.

Sales professionals need to both recognize and adapt to this paradigm shift by crafting a sales strategy to meet your customers/prospects wherever they may be on the buying spectrum. This information should then be broken down between existing customers and new opportunities by role/job persona.

  • What objectives do they care about?
  • How is their job success measured?
  • What association or groups do they belong to (both online and virtual)?
  • Is there a common reporting structure for that role across the industry?
  • What do their superiors care about most?

Armed with answers to this information, you can craft a multi-channel pursuit strategy consisting of phone, e-mail and social. Customize your message for each channel, and develop a cadence for mutual touches. Stick to a consistent theme since repetition will help build your reputation. Experiment with different messaging across channels, and once you find a formula that works best, your next task will be to figure out how best to automate and apply this approach at scale.

Sadly, there’s no magic bullet to enterprise sales. However, if you seek to understand your customers and prospects business needs and wants through a multi-channel communication strategy with the proper cadence, I can promise you that you will sell a whole lot more than the sales professional who isn’t making the same investment.

Happy Selling…