Confidence and commercial prospecting techniques: everything to see!
Trust is a commercial prospecting technique that is a real key to opening the business door. Have you already arranged yours?
What makes you trust the companies you buy from? The brands you trust and the people you do business with?
Have you ever wondered why you always buy the same washing powder, the same brand of household appliances, the same toothpaste, soap, shaving foam, among others?
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Commercial prospecting techniques based on trust
It can be tradition, service, price, delivery time, indications and other reasons. What matters is that, for some reason, you trust the brands you do business and that’s what makes you pay for their products.
There are many different sources of trust. Not all companies can effectively use all sources, but there is no business that cannot be improved with some of these sources.
With them, companies and professionals “tie up” their customers through trust, a totally illogical competitive differential that makes people behave in a certain way just because they trust, without any logical basis behind it.
Here are some of the sources of trust:
- Authority: doctor, lawyer, policeman, judge, etc.
- Affinity: philosophy of life, fraternity, experience.
- Credibility: factual basis for trust.
- Longevity: years in the community, in the market.
- Celebrity: well-known and desired brand.
- Familiarity: tranquility, presence.
- Location: geographic market.
- Demonstration: Seeing is believing.
You’ve certainly managed to define some brands you trust based on these different sources. But are you and your company included in any of them?
How to build trust
Some people trust for the wrong reasons. By understanding how people actually view trust, based on these sources above, you can build maximum trust.
What do you need to do? Choose one of the trusted sources above and work on it so that people see your company as you want to be seen.
People have a base of anxiety and anguish about almost everything – from the news they watch to the car they drive, the food they eat, and the companies and people who do business.
In this work and business environment, trust is a huge advantage. But some advertisers, marketers, or sales professionals don’t even focus on that advantage.
Using trust in business
In fact, there are a lot of companies that are unaware of trust as a source of business, commercial prospecting technique, and increased credibility.
Instead, companies turn to great and beautiful advertisements, low prices and discounts, or focus on products and technical features.
That’s why trust-based marketing can be a powerful tool. You’ll leave your cluttered and competitive marketing environment down a road less practiced and exceptionally attractive.
Trust and purchase decision
Even a simple decision and buying behavior, in general, are affected by the trust. Families trust, for example, in historical and consolidated products, while distrusting new brands that sell at low prices (such as washing powder, ham, biscuits, etc.).
But why? Don’t we have any hard evidence that more traditional brands are better or safer? Use this when arguing in your business prospecting techniques, both on one side and the other!
New Brands and Trust
We haven’t done any research on this to ensure that the brand that our grandparents and parents bought and that we bought really is better for us.
We are obviously in the minority as supermarkets sell more new and private label products each day rather than the products we were trained to buy.
But, the new brands are making success. And if the trust factor plays a role in many rather mundane buying decisions, imagine how significant it can be for someone considering making a more significant investment.
Certainly, the more meaningful a purchase is for a buyer, the more consciously they look for a trusted seller and brand. So, we cannot ignore the role of trust in any industry or market.
We daily buy and eat, for example, unknown quantities of foreign products, meats and processed foods, without knowing if the source is reliable.
Is this rational? Of course. A major advance in trust-based marketing strategies and sales and business prospecting techniques is forcing our brands to think outside of conventional, logical thinking about why things are. And this is where trust comes in.
Instead, you can decode the way your customers think about things, what they buy, and what you have to offer.
For this, the information and propositions you present are the way to build trust and generate credibility with your market, customers and potential customers who will see your business in a different way.
A two-way street
One of the main sources of trust is reciprocity. You trust someone because someone you trust trusts that person or company. And he passed the trust on.
A great example is the way a number of investors volunteered their money to Bernie Madoff in his scheme.
Madoff, the man behind one of the biggest scams in history, used only the market’s confidence in him.
Most of the people who did this were sophisticated and wealthy people, managers of family wealth and paid administrators of university investment portfolios and pension funds.
All had access to competent financial, tax and legal advisers. However, they handed over their wealth to Madoff.
No one could explain exactly what Bernie did with the money or how he got above-normal returns. Trust in Madoff was irrational. So why should people have trusted him?
Simple, because other people trusted him. He served on the board of the Nasal stock exchange and had offices and other traps made with stolen money.
But in the end, Bernie was only able to perpetuate his scams thanks to his past of great confidence.
Now take a moment and think: just like Madoff, how many other professionals and companies do you know who made their careers based on trust?
This reveals something very powerful about selling inside the fortress walls of a closed community, like the very rich. Your walls are your dependence on information provided by other members of the community.
They trust them and distrust everyone else. But once the fortress is penetrated, with only one member being privileged, it serves as a safeguard for all the other inhabitants.
The bigger the market, the harder it is to gain people’s trust
In a small industry or segment, the marketer, seller, developer and expert of any kind need only the trust of one or a few well-known members so that all reservations against him are gone. And this is an important commercial prospecting technique.
Once you have people’s trust, like Madoff, you can act for good or for bad. We hope you cast your trust in good things and deliver what you promise.
The most important thing about gaining someone’s trust in a community is that it goes viral, and the more valuable the trust, the more viral it is within communities.
That’s why it’s so tempting to gain the trust of the keys of influence within your market: once you establish it, people gradually develop a blind belief in what you do.
This must be the justification why every company and seller should invest a little of their time in trust when defining their commercial prospecting techniques.
Regardless of the confidence that you and your company arouse in the market, having an accurate idea of how your sales area is doing is essential.