A short YouTube presentation (by Henning Schwinum) arguing that trust is the essential foundation for successful sales. The speaker cites multiple studies and reports (including HubSpot and the LinkedIn State of Sales) showing extremely low baseline trust—only 3% of prospects trust sales reps—and that 51% of decision-makers rank trust as the top factor in a salesperson. Trust is defined as both emotional and logical, and the speaker outlines four capabilities that build trust: capability, dependability, integrity, and intimacy. The clip closes by inviting discussion with interim/fractional sales leaders.
Questions this video answers
June 28, 2020
3%
51%
Henning Schwinum
Chapters
Salespeople have a serious problem. According to a study, only 3% of prospects trust sales reps. It was a blog titled Trust, published some time ago that got me thinking. How many times have I referenced trust as an essential foundation in sales? And to quote a friend, without trust, nothing in society would work. Trust is both an emotional and a logical act. It is the firm belief in the reliability, the truth, the ability or the strength of someone or something, all without the proof. The LinkedIn state of sales report confirms that the trust factor is key to closing deals. In the most recent report, sales professionals in the US ranked trust as the number one factor in closing deals. And more importantly, 51% of decision makers rank trust as the top factor they desire in a salesperson. A buyer or any other decision maker does tend to be skeptical of a sales pitch, whether it's delivered remote or in person, according to a study done by HubSpot. Or only 3% of prospects trust sales reps. But moving beyond statistics, when the buyer trusts you, the seller, the buyer believes your promises. They give you access to power, they take your advice, and they give you referrals. This Trust is built around 4 capability. Buyers believe that you can do what you say you can. They have confidence in you, the seller as a person. Number two Dependability. Successful sellers build trust by showing up and honoring their commitments consistently. 3. Integrity successful sellers always do the right thing, even in morally ambiguous situations. This can mean turning down business, suggesting an alternative and potentially less profitable solution or referring business elsewhere. Intimacy Any shared work experience the time you spend together expose buyers to your thinking, your work style, and your work product. Sounds easy enough, doesn't it? Talk to us and find out how interim or fractional sales leaders approach the topic.
