We don’t buy products, services or companies. Well, we do, but we buy them from people we trust. We all operate in competitive industries. Our prospects can find what we sell just about anywhere. So, how do they decide who they buy it from? They buy from the person they trust. Therefore, people buy from people – first.
Importance of Building Trust With Customers
Knowing this, we have to be sure we are conducting ourselves in a way that is trust building. The number one way to build trust  is to care more about the prospect than about ourselves. And yet, one of the hardest things to do is to NOT think about the sale.
So, what do we do? Start by embracing the idea that the more you think about selling, the less you will actually sell. You will be working against yourself and your best interest. If you can own this truth you are on your way to gaining trust and growing your business.
Now, focus on your prospect. The more you learn about them the more you will be able to identify if, and how, you can help them. The truth is this is all they are interested in. They don’t care about your product or service. They care about the problems they have, the challenges they are facing, and their own success. If you can connect your product/service to their situation, you are far more likely to gain their business.
You can’t assume you have a solution for them. That’s one of the traps of sales — believing your offering is valuable to everyone. Maybe it should be, but it isn’t. It’s only valuable to the people or companies who see value in it. And the only ones who are going to find it valuable are the ones that trust you to provide the solution.
Consider these three steps to being the person your prospect will buy from:
- Assume nothing — Realize that you don’t know whether you have something they should buy until you know more about them. You also don’t know if you want to do business with them until you know them. Just because they look like they fit a mold doesn’t mean there’s a fit.
- Do discovery — Develop a comprehensive list of questions you can ask them to really learn about them. These questions should go beyond the scope of the situation you can resolve. You want to know how they operate, what is most important to them, their budget and timeline, and more.
- Really listen — This is critical. Attentive, intentional listening  is the most important part of trust building. When you are really listening to someone they can feel it. And you can honestly determine whether you can help them, and whether you want to. This real listening provides you with the platform for responding to them.
When you implement these steps you will find that you are developing deep relationships where you should be. You will build trust that will positively impact your business over time. And the people or companies that should be buying from you, will.
They will want to enter into a business relationship with you, and they will refer you to others. Because people buy from people. Period.
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