The Edge Marketing

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.

We should be taking a lesson from those annoying telemarketing calls. They insist on trying to make a withdrawal before they have invested a nano-second of trust. And have you ever tried to listen to someone who talks at super speed? Who told them they had 20 seconds to make their point?

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

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