When selling to a customer, what is the most important criteria they will use to make the decision to buy from you? Price, delivery, support, features…which one?
The ultimate decision criteria is TRUST.
The buyer will make a decision to buy because he trusts that your product or service will provide him with the value he is expecting. The personification of the trust in the buying decision is the salesperson that represents your company.
Today’s buyer doesn’t need to trust your salesperson. Instead, he wants to validate that his/her perception of your company, its products/services, and management are worthy of his trust. He has already researched you and possibly engaged with you through other channels. Now, he wants to know whether he can trust you to deliver on your value statement – by meeting your people.
The salesperson is the last vital human link in the customer engagement chain. Does s/he understand the buyers business? Can s/he demonstrate knowledge of how your product/service will deliver value to this buyer? Will s/he ensure that your buyer acquires what he expects at the price and service level needed? Will this salesperson be viewed as a trusted ally in helping the buyer meet their business objectives?
The salesperson must embody all these trust elements to secure an affirmative buying decision. This human link in the chain of trust however, is only as strong as all the other links previously represented to the buyer. How strong are the bonds of trust within your company and with your customers, partners, and suppliers?
Arm your salesperson to succeed by ensuring that this buyer will have their trust in you validated. Trust throughout the customer engagement cycle will result in a YES buying decision. All organizations in your company must be involved and aligned around establishing this trust with the buyer so a salesperson can effectively apply their interpersonal skills, to close the deal.