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ONCE WE HAVE built trust with a customer, the sales process becomes easier. When the customer knows that we have their best interest as our goal, that we are working for them as a partner, the sales process is more free flowing. So the question is “How do Master Sellers build trust?” In addition, “What can we do to make that happen faster?”
The First Call
The Master seller is friendly, warm, calm and confident on the first call. Many sellers are nervous and disorganized. Others talk too fast or are too aggressive. Some try to sell too soon sending the message that they are only on the call for the order.
Master Sellers are relaxed and organized. They send the message that they are on the call to understand the customer and their needs. They are not in a hurry to get an order. For example:
Customer: “So what’s your price on 2x4 16’s?”
Master seller: “I’d love to sell you something today, but that really isn’t the reason for my call. Let’s first talk about the products you buy on a regular basis—what kind of stock you prefer and other specifics and when we are done I will gladly work you up a professional quote on 16’s.”
At the end of the call, the Master Seller sets the expectation for the relationship:
Master seller: “Okay, Judy, when I hang up I will send you an introductory email telling you a little bit more about me and my company. I will send you offerings twice a week and follow up with phone calls. I will send you a quote on the 16’s and will follow up with you tomorrow. What is a good time?”
Persistent and Consistent
At the beginning of our relationship with our potential customer, they are testing us. They want to see if we will hang in there even without orders. The Master Seller's calls are consistent. They don’t robo-dial the customer, but do call them on a regular basis.
Sell the Entire Account
Most sellers are only charming and friendly with the buyer. They are not rude to the receptionist, but they treat them like furniture or with a perfunctory casualness. This sends a message of insincerity or falseness. These sellers are only nice in order to get an order. The Master Seller understands that everyone at the account has a vote. They are warm and friendly with everyone at the account. This sends the message of sincerity which is much easier to trust.
Market Calls
Most sellers do not provide market information. Many are so intent on selling, and that is all they do on each call sending the message that they are only in the relationship for the order. Others are afraid of being wrong.
Master Sellers, on the other hand, provides market information. They tell the customer to hold off if they can when the market is coming off and nudge them to buy a bit more when the market is trending upward. Telling the customer to wait is something almost no sellers do. Is the Master Seller always right on their market calls? No. But in my experience they are right 80% of the time, which brings and ton of value to the customer and builds trust.
Details
This may seem obvious, but many sellers do not have answers to simple questions: “Has our last order shipped?” “Can you change the tally?” “Can you hold the shipment?” “Are there any other options?” These sellers are in the “let me check” business. This is tedious and time-consuming for the customer. Master Sellers anticipate customer questions. They have done the work before the call to be ready to help the customer—which builds trust.
Late Shipments and Claims
Master Seller don’t hide when shipments are late. They let the customer know right away and have options to fill in for the late shipment. They solve claims quickly and professionally. They are not pushovers but are not afraid to take some short-term pain in order to maintain the long-term relationship.
Do What You Say You Are Going to Do
This should go without saying, but it is much rarer than you would think and is a huge competitive advantage for the Master Seller and builds trust. BPD
– James Olsen is principal of Reality Sales Training, Portland, Or., and creator of SellingLumber.com. Call him at (503) 544-3572 or email james@realitysalestraining.com.
