Trust is Required

“Is this company going to do what they say they are going to do?”

That’s the big question that your prospects are asking themselves. 

They know what you say can do. It’s the same thing that your competitors are saying. But are you actually going to do it?

This is why trust is required in every sale. Your prospects need to trust that you can get the job done. Their buying decision is, at least in part, based on who they can trust. They don’t want to risk their reputation and resources by purchasing from the wrong company. 

If you don’t build trust, you won’t get the sale. It’s that simple.  

Gaining trust is a combination of reputation management, thought leadership, and sales strategy. And in our digital world, much of the “trust-building” is done online, alongside your actual conversations with prospects. 

Here are 10 ways to build more trust into your business development process:

  1. Educational Blog Posts – A blog is a great way to showcase in-depth and specific knowledge to your industry. Publish posts to educate prospects on common questions, how-tos, and actionable insights. 
  2. Webinars  – Presenting on topics related to your industry is a great way to present your insights to an engaged audience. Focus your content on helpful tactics and strategies that can be included in your proposed project. 
  3. Testimonials – Social proof is one of the most persuasive strategies you can deploy. As the social creatures that we are, having testimonials and reviews shows that other people have had positive experiences working with you. 
  4. Tell Your Brand’s Story – Your sales and marketing content should persuasively tell the story of who you are, what you do, and who you do it for. Everyone in your company should know this story, and reinforce it with their actions.
  5. Be a Consultant First – Don’t be a salesperson, be a consultant. Position yourself as somebody who has answers and can have one-on-one conversations to help guide your prospect through their buying journey. 
  6. Case Studies – Taking testimonials to the next level, case studies show the results. They define the change, explain how it was made, and describe the desired outcome in real terms. Case studies are great for website content as well as follow-up email material for sales reps.
  7. Encourage Social Media Reviews – For many purchases, the decision makers are weighing reviews from social platforms in their decision. It can vary by industry, but Google and Facebook reviews in particular are important.
  8. Meet Expectations – You need to show the customer through your actions that you can be trusted before the contract is signed. You need to meet expectations in the sales process, as it’s indicative of the rest of the process “post sale”. Alway follow-up when you say you are going to. Always provide the information you say you will. 
  9. Email Newsletters – A more passive trust-building strategy is an email newsletter. By curating helpful content and insights, you show consistency in your ability to help your audience in their desired change. 
  10. Look Professional – Your ability to look trustworthy matters. From personal appearance to consisting branding, you and your company need to look clean and professional at every step.

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