Achieving real trust with clients and prospects

Building trust is the best way to enhance any relationship in your life, whether it’s with your friends, loved ones, and especially when dealing with your clients.

If your potential clients trust you, they’re going to be more likely to purchase from you. According to The LinkedIn State of Sales report, trust is one of the key factors in closing a deal. It’s more important to people than the return on investment (ROI) or price. In fact, people are more likely to buy from someone they trust even if they can get a better deal somewhere else.

In this guide, we’re going to cover how and why being perceived as authentic and trustworthy leads to more sales, as well as how you can build your sales skills so that clients view you as genuine and trust you with their business. 

Why are authenticity and trust so important in sales?

Being an authentic person means you act in ways that show your true self and how you genuinely feel, compared to only showing part of who you are, or completely acting like a different person. Typically, it’s easy to tell when someone isn’t being authentic, and when that happens, people are less likely to trust you. If people don’t trust you, they’re not going to buy your product or service, because they don’t think they can trust the brand or product you represent by extension.

Staying true to yourself and your clients while in a sales role can be difficult because you want people to like you, and you want to make sales. However, you need to be sure you’re not acting in a way that doesn’t come instinctively to you. 

When you’re an authentic person, people naturally gravitate toward you and listen to what you have to say. This is because they have no reason not to. Being authentic not only helps you increase your sales average, but it also helps form a positive brand experience for people. 

How trust builds client loyalty

You may have heard the oft-quoted statistic that obtaining a new client costs five times more than keeping an existing one. Even though this fact has been known and recited for quite some time, it still holds true today. 

People will purchase from you and refer you and your products or services if they trust you. In fact, 83% of people say word-of-mouth endorsements influence their purchases. By showing yourself to be a trustworthy and authentic person, you’ll find your clients will refer their friends and acquaintances to you because you’ve made them loyal to your brand. You’ll also find people are more willing to ask you questions since you’ve been able to provide them with trustworthy guidance before.

Trust should be the foundation for every sales transaction. As a salesperson, it’s your duty to be as authentic and trustworthy as possible in order to put a good face on the company and to do your job properly. 

If you lie to clients or potential clients just to make the sale, they’re going to think badly of your company, and won’t use your product or service again. Be sure that you’re working on your sales skills in order to best help your clients.

How can I build my sales skills to foster trust

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