Why HAVE™ Trust Selling?
HAVE™ is an acronym for the four key components that help you build prospect trust during the sales process. It is the small actions, called trust elements, that you choose to take or not take during the sales process that impact the four key components and either build or diminish prospect trust.
Trust surveys show that most people don't trust most companies or professionals who sell to them. Yet, the level of trust in the sales professional is the number one buyer decision factor. So, why isn't building trust the primary focus for professionals or companies looking to improve sales results? Three reasons:
- You'll never hear from a prospect that you lost the business because they didn't trust you as much as the winning competitor. Prospects make purchase decisions based on unconscious, emotional influences and then use logical reasons for justifying the emotional decision.
- Most companies and individuals feel they've already earned a significant level of trust with potential buyers. Why focus on earning something you believe you've already earned?
- Companies and individuals don't know the specific actions or steps that build trust and just as importantly, they don't have an accurate understanding of the actions and behaviors that diminish trust.
Unfortunately, companies and sales professionals who assume they've earned significant levels of prospect trust are wrong. Studies and surveys show that trust levels are significantly lower for companies and professionals than they think. This lack of prospect trust creates a critical differentiation opportunity for companies and professionals who accept that trust is a significant issue.
What Experts Say About the Importance of Trust:
According to Sales and Marketing Management magazine, "companies that develop strategies to convince those stakeholders to trust them will have a major competitive advantage over those that cannot…We are in an economic environment in which trust is at a premium."
Stephen Heiman, best-selling sales author, says "…any combination of these elements can prove to be the undoing of a potential sale. But one of them stands out. The last item, lack of trust, kills more sales than the other four reasons combined."
Seth Godin, best-selling author on marketing and ideas says, "There is only one thing that matters when you're selling professional services. Only one. Does the person who is buying from you (and her boss) trust you?"
Anthony Parinello, author of Selling To VITO, says, "Trust is absolutely essential in any meaningful long-term business relationship, whether you’re selling computers, designer clothing, cosmetics, chemicals, accounting outsourcing services – anything."
Stephen Covey, world-famous author says, "Trust – or the lack of it – is at the root of success or failure in relationships and in the bottom-line results of business, industry, education and government."
Your Trusted Selling Brand
In today's competitive and cynical environment, it has become extremely difficult for companies and professionals to create clear separation points for their company, product or service brands. It takes a lot of marketing effort to build a brand that is perceived as different enough to make it on the prospect's short list of potential providers.
Once your product or service is on the prospect's short list, though, the brand that has the greatest impact in differentiating your solution is often not the brand of your company, product or service. Instead, it is the personal brand of the individual selling your product or service that will significantly impact, if not replace, any previous brand impression the prospect may have established with your company.
In other words, any perceived differentiation created by the brand of your product, service or company is only significant while the prospect is selecting options. Once an opportunity reaches the selection phase, it is the personal selling brand of the selling professional(s) that most often determines who wins. And the winning seller has a very specific type of selling brand – the most trusted.
To win more customers, sales representatives and professionals must build the most trusted personal selling brand with prospects to create a key differentiation point from the competition. Companies that rely solely on their product, service or company brand to create the separation point will usually lose the business to competitors that have selling professionals who understand how to create the most trusted selling brand.
The Trusted Selling Guide
Click to learn about the Trusted Selling Guide which introduces the HAVE™ Trust Selling Model in the HAVE™ Trust Selling Report. The 40-page Report discusses the HAVE™ components and how you can build more trust, with more prospects, to win more sales.