How to Build Trust in Sales: The Art of Connection
The intricacies of trust-building is not just a skill—it's the foundation to a successful go-to-market strategy. For Revenue Leaders and businesses, starting genuine connections is a smart move.
Trust can make or break deals. Form longer lasting relationships and open up new opportunities.
Trust is the foundation of connection between two individuals. It takes time to build it up, but only moments to shatter it to pieces. This is what we at Revenue Funnel call the first pillar of the symbiotic sale.
In this blog we’ll cover ways to recognise the behaviours that encourage trust
Creating Rapport
Establishing Credibility
Providing Empathy
Deciphering Verbal vs. Non-verbal cues
Embracing Consistency
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Building Rapport
We don’t like to think of it, but as humans we naturally come to assumptions. This is especially true when met with new interactions. Whether it's with people or situations.
We LOVE to think we know everything about everything
“Any fool can know. The point is to understand” - Albert Einstein
Unfortunately, This is how a lot of sales reps enter deals. Spurting out everything they know about their product or service without giving a second thought to how it can help the individual on the other end.
This creates BAD Rapport
Good Rapport is different, good rapport, listens, engages, understands. It lets the other person speak about their problems so you can position yourself in a place to offer a solution.
Establishing Credibility
Put simply, credibility comes down to whether or not you are believable. Credibility begins with showcasing expertise in your field. Provide insights, share industry knowledge, and stay on top of the latest trends.
Position yourself as a knowledgeable resource, not just by stating your capabilities but by consistently delivering value through your actions and recommendations. Remember value is about worth and worth is connected to things that drive meaning, importance and significance. Just because you think something is valuable, doesn’t automatically mean your prospect will.
Our Founder Hannah Ajikawo often says:
"Value is about worth and worth is subjective. Worth really comes down to what someone perceives as important or significant in their world".
Establishing yourself as an authority figure comes down to providing social proof. Client testimonials, case studies, and real-world examples showcase how you have positively impacted others.
Show, don’t tell
This is time efficient too. Why would you waste time trying to tell someone how your services benefit them, when you can simply show them how.
Providing Empathy
Empathy starts with a genuine effort to understand the perspectives and challenges faced by your clients.
It involves actively listening to their concerns, acknowledging their goals, and placing yourself in their shoes.
By doing so, we can demonstrate a level of understanding that resonates with clients on a deeper, more personal level.
Understand that each client is unique, with specific goals, challenges, and expectations.
Tailoring solutions to individual needs showcases a commitment to understanding that feels personalised.
Personalisation is why magnets with your name on it sell so well.
Mckinsey research shows 71% of consumers expect companies to deliver personalised interactions and 76% get frustrated when this doesn’t happen.
In a world where attention is the currency, you can see more and more why humans crave for a more personal experience.
Starting a personalised experience begins by proactively listening to your clients needs. Anticipating challenges they may face and providing them with solutions.
Deciphering Verbal vs. Non-verbal cues
Effective communication can either strengthen or strain a relationship so understanding both verbal and non-verbal cues is essential. A skill easily overlooked, but can make the difference between winning or losing that deal.
Mehrabians rule breaks down how humans digest communication. As shown above, the majority comes down to body language. So how can we translate that to teams speaking over the phones?
It comes down to having an understanding of human behaviour.
The more relaxed you are, the easier it is for the person you’re talking with to feel comfortable as well.
This is translated in your tone of voice as well as the words we choose to use.
Breaking it down into verbal and non-verbal communication looks like this:
Verbal Cues:
Choosing Words Carefully:
Verbal communication extends beyond the message to the choice of words. Consultants should choose their words carefully, ensuring clarity and alignment with the client's expectations and preferences.
Tone and Inflection:
The tone and inflection of your voice carry significant weight. A slight shift in tone can alter the perceived meaning of a message. Be mindful of the emotional nuances conveyed through your vocal expressions.
Active Listening:
Actively listening to your clients involves not only hearing their words but understanding the underlying sentiments. Pay attention to their concerns, preferences, and any subtle shifts in tone during conversations.
Clarity and Conciseness:
Verbal cues are most effective when communication is clear and concise. Avoid unnecessary complexity and jargon. Present information in a straightforward manner to ensure your message is easily understood.
Non-Verbal Cues:
Body Language:
Body language speaks volumes. Consultants should be attuned to clients' body language during meetings. Are they engaged, leaning in, or displaying signs of discomfort? Understanding these cues enhances your ability to tailor your communication approach.
Facial Expressions:
Facial expressions convey emotions that may not be explicitly verbalised. A raised eyebrow, a smile, or a furrowed brow can provide insights into your clients' reactions and feelings. Be observant of these cues to gauge their response.
Gestures and Posture:
Gestures and posture are powerful non-verbal indicators. Confident gestures and an open posture may signal agreement or enthusiasm, while closed-off postures may suggest reservations. Interpreting these cues allows you to adapt your communication style accordingly.
Eye Contact:
Eye contact is a fundamental element of non-verbal communication. It shows confidence, sincerity, and engagement. Maintaining appropriate eye contact during conversations signals attentiveness and interest.
Embracing Consistency
From the quality of what you deliver, to the manner in which you communicate. Consistency sets the tone for what to expect in the future and should be fostered throughout the entire process.
Reliably delivering high quality every single time gives a sense of predictability.
It lets others think, ‘hey, I can trust you’. This is what gives people that sigh of relief. Knowing that the job is left in safe hands.
Whether it's the tone of emails, frequency of updates, or style of presentations, keeping a consistent tone throughout communication displays reliability and professionalism.
“Consistency is the true foundation of trust. Either keep your promises or do not make them.”
― Roy T. Bennett
Staying consistent with your organisation's transparency creates authenticity.
Repeatedly showing open communication, insights and business operations is the most organic path to building trust.
Nurturing Trust In Client Relationships
Partnerships blossom on trust and everything we have discussed forms the bedrock of trust needed to grow client relationships.
Consistently applying these principles will allow you to move past simple transactions and build connections that will last lifetimes.
Trust is important in every relationship we have as humans, for this reason we should reach for every commitment kept, and each empathetic gesture as it contributes to a legacy of trust that defines each and every one of us.
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A Buyer's World, is our insightful podcast hosted by CEO & Founder of Revenue Funnel Hannah Ajikawo.
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