66. The Law of Trust
The trust bond between the salesperson and the customer is the foundation of the successful sale.
Trust is everything, especially in a large or complex sale. The higher the level of trust between you and your customer, the lower his or her fear of failure and perception of risk. When the level of trust is high enough, the sale will take place.
The first corollary of the Law of Trust is You build a high-trust sales relationship by asking questions aimed at determining the real needs of the customer that your product or service can satisfy.
Most salespeople don’t realize that a series of questions aimed at the customer’s life and personal situation don’t necessarily build the level of trust required to make a sale. These ...
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