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Organized crime aside, beating a prospect
over the head is not a reasonable sales tactic. Years ago I was taught
that in order to make a withdrawal, I first had to make a deposit; maybe
many deposits -- depending on my immediate request.
This theory should apply to our sales and
marketing strategies. When we make a sales call we want something -- and
we want it even before the person says 'hello'. Script reading might
have worked years ago but marketing today requires a deposit of trust-building strategies before you ask for their money.
Further, scripts come off in a
business-language that seems to trigger the person you have on the phone
with a big 'caution' sign. Their guard is up and their wallet is out of
reach. Part of the problem is the fact that we lose something in a phone
conversation: eye contact, body language, and facial expression. Our
words are offered with minimal cues.
Trust begins with you. Build a dialogue.
Let go of the idea that a sale can only happen if you control the
conversation. Put your offer on hold and engage in conversation without
assuming anything. I like the first part of a phone call to be
largely my
prospect's voice, not mine. A few pointed questions can bring this about
and humor will disarm a skeptic every time.
George Burns, the famous comedian once
said, "The most important thing in life is sincerity - if you can fake
that, you've got it made". It seems today, that most businesses are
missing the joke.
The words "sales" and "trust" are not
generally used in the same text. With good reason online buyers are
skeptical, even cynical about being 'taken'. Buyers don't trust sellers
because they fear sellers have only their own interests at heart.
Trust-based selling sounds like an oxymoron and they have good
reason to be suspicious.
Today, every business with a ticket price
over $1000 needs to become a matchmaker between their product and the
needs of their buyer. Their trust in your words will confirm your
knowledge, skill or competency. This instills confidence and the absence
of suspicion.
So, who are you... and can I trust you?
These two questions underscore all business transactions; particularly
in conducting business on the Internet where face-to-face interactions
of the 'real world' are absent.
People do business with people. Help your
prospects get to know and trust you by letting your passion and
personality come across in your conversation, as well as your
professionalism. Communication isn't the only ingredient for developing
trust, but it is a critical one.
Exuding trust can be learned, and when
consistently a part of your communication, will measurably increase your
influence in all your sales as well as other aspects of your life.
Alvin Toffler, Author of "The Third Wave"
said... "The illiterate of the 21st century will not be those who
cannot read and write but those who cannot learn, unlearn, and relearn."
© 2005 Esther Smith
About
the Author: Smith has published numerous articles and writes a blog for
all artists:
http://the-self-taught-artist.com/blog.html
She also coaches new students on how to leave the time-for-money trap and set up
Leveraged Income for life.
http://thepermanentventure.com/dcc.htm If you can’t sing or ride a
bull, you better learn how to make your money work for more money.
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