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Written by: Ken Kupchik
In sales, your relationship with your prospect is oftentimes just as, if not more important than, the value of the product you’re offering. Even if you might have the best or most cost-effective solution (like Spiro’s AI-Powered CRM that helps sales teams close more deals), a prospect who doesn’t trust you might not go for the deal. That’s why gaining a prospect’s trust is one of the core elements of a successful sale.
But how do you get someone to trust you, especially when you don’t usually have the luxury of months or years to cultivate a relationship? One thing is for certain, saying “trust me” after every sentence won’t do the trick.
Here are the six steps you should take to get a prospect to trust you:
1. Be on time
There’s no quicker way to start off in a bad position with a prospect than by showing up for a meeting or a call late. Some people might not think it’s a big deal but there are others who absolutely hate tardiness. In any case, showing up on time is the first time you can show the prospect that you’re a man (or woman) of your word. Being early or on time is the first step to building trust with someone.
2. Tell the prospect about yourself
It’s important to validate yourself to the prospect by providing some background and context about you. Of course, you don’t want to spend too much time talking about yourself, but briefly explain who you are, what your background is, and what you do at your company. This will show that you’re being open about who you are, and providing a narrative for the prospect so that they have a full picture of who they’re dealing with.
3. Listen like your life depends on it
Listening is a skill that is really difficult for some people, but it’s one of the most important skills a salesperson can have. Teach yourself to listen to a prospect intently, and don’t interrupt them until they’re completely done speaking, and that includes those longer pauses when they’re thinking about what to say. Exceptional listeners build exceptional trust, so if you can master that skill, building trust with a prospect won’t be very difficult for you.
Related: 7 Changes You Need to Make to Become a Better Salesperson
4. Ask questions
Next to listening, asking your prospect great questions can help you identify their problems and needs, and help paint you a “map” of how to close the deal. Make sure to ask open-ended questions that will not only show the prospect that you’re interested in their point of view, but will allow them to go into detail and open up to you. Asking questions shows that you care, which will help you build trust.
5. Validate their positions
This is one of the more difficult aspects of building trust, but if done correctly one of the most valuable. You need to validate your prospect’s perspectives while simultaneously working to influence them in the right direction. This can mean that if they say something that you might not agree with , instead of arguing with them or taking a contentious position, you explain that you agree with their perspective, or can see where they’re coming from, and then use their position to help bolster your own.
6. Be yourself
One of the biggest mistakes some salespeople make is to try to act like someone else in order to build trust. There is no substitute for authenticity, and you need to feel comfortable in your own skin if you want someone else to feel comfortable with you. Be yourself, and let your strengths shine through in your discussions with a prospect. By being yourself, you’ll earn their respect, their trust, and their business.