Build Trust and Turn Prospects into Clients
In the world of sales, companies must build trust in order to “sell”. Only when trust is built will a true working relationship be built.
Last weekend, my friend and I went car shopping for a new SUV for his growing family. He was ready to buy that day and had researched several dealerships. On the radio before we left, one large dealer was advertising a type of SUV at a great low year-end price. The vehicle would have been a perfect fit and he more than likely would have bought it right away.
The problem was, when we arrived at the dealership at 10 am the last one had “sold” three days ago. But, they had several like it at a higher price! That is simple “bait and switch” in business. The salesman stood by the radio ad by stating “the ad said ‘See dealer for details!’ ” Needless to say my friend was not impressed, as I am sure few other people were and we left. He then bought a new vehicle a few hours later from a dealer who did it right.
This story can be an example in any business of any form. When developing new prospects, you MUST do what you say you will do. Right away the car dealer was misleading prospects and that is no way to build a relationship. Had they offered him a similar vehicle at that price, he might have bought. But they didn’t, they were going to “switch” him to the higher priced vehicles.
In sales, business, and life in general always do what you say you are going to do and follow through. If you can’t fulfill a promise, make sure that you have a suitable option so that trust can be built and relationships formed.