Who Do You Trust?


Posted By Kathy Kliskey | Sep 15, 2015


Think about all the people who provide you with professional services. Are there a few that have earned a higher level of your trust? I bet there are. I also bet these are the professionals that you always go to for service. You wouldn't even think of going elsewhere. They may be anyone from your auto mechanic to pet sitters to a pediatrician and more. We put great care into our choices for those professionals who will care for us and those we love. We research their backgrounds, look at their track records of success, and make sure we get personal referrals from our friends and neighbors. 

When we find someone we believe truly cares about our well-being, our success and shows that s/he is invested in us as people, don’t we sing their praises to everyone we know? We become raving fan customers often traveling well beyond city limits to get this level of quality and care. We may even spend a bit more if we feel we are getting tremendous service or a fantastic product.

Tom Pisello, CEO Alinean, in his conversation with Qvidian President, Lewie Miller, tells us that to be successful in today’s sales environment, one must act like a doctor. I suggest we have to go a little bit farther and act like our “favorite” doctor. Trust is everything whether you are shopping for a doctor, a car or a software solution.

Pisello lays out a three point process for success in sales and stresses the need for integrity.

  1. Diagnose your customer’s issues and uncover ones they may not yet see.
  2. Help them understand the solutions available to them. Compare and contrast solutions without being negative about your competition.
  3. Demonstrate why your solution is the best solution and show evidence of how others have benefited from what you offer.

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Buyers have become more conservative since the recession of 2008, and they have more information available to them. When they come to you, they will most likely have researched your company and products, read reviews, and talked with friends and colleagues. Knowing this, and respecting their efforts, can move you through the sales cycle faster. But with 58% percent of buying opportunities ending in “no decision” and the sales cycles taking 24% longer, according to Pisello, how you engage your prospects and demonstrate to them that you truly have their best interests at heart can determine your level of success.

The next time you go into a sales opportunity, think about those who have earned your trust. Try to emulate their qualities. If you do this, chances are you will become the professional with raving fan customers.

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