It doesn’t matter what product or service you are selling. At the end of the day you are selling to people, which means the relationship is key. The number one reason prospects don’t buy is because they don’t trust you enough (yet) to give you their hard-earned money, or put you in front of their staff or clients. It’s all about risk, and how they perceive their risk in doing business with you, or if you really care?
How to help them get over the trust barrier? Stop talking. Start asking relevant questions about their situation, and learn to zip it up. This is the number one mistake of all sales people. What the prospect/client has to say is far more important than what you have to say. Evaluate yourself on each meeting. What percent of the time did you do the talking compared to them? It should be 80% – guess who? them, not you! Asking relevant questions, and listening to their answers, engaging in a real conversation instead of being “stuck” in “presentation” mode is the best way to build trust and rapport quickly and easily. Try it, you’ll be surprised at how quickly the sale will move to the next step.
