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The 5 Keys to Building Customer Trust and Loyalty

The 5 Keys to Building Customer Trust and Loyalty

Today’s customer simply does not trust salespeople. Their skepticism was validated by Forrester research that revealed 59% of B2B customers prefer to make purchases without the assistance of a salesperson. They believe that salespeople have only their own agenda to worry about and that this means they cannot make an unbiased recommendation.

In fact, many consumers decide not to make a purchase altogether because they are wary of being coerced into buying the wrong product or service. Another recent survey found that 48% of B2B purchasers want a new solution but are afraid to pull the trigger because they fear it’s too risky. If you want to build relationships with these customers and close more sales, you need to earn their trust. Here are five important ways you can build trust with a skeptical B2B customer:

1. Address big issues upfront

The key to selling truthfully is figuring out exactly what your customer needs, and knowing if you can fill those needs. Don’t stretch the truth about features or benefits, and don’t promise anything that you won’t be able to deliver. Customers are able to do plenty of research on their own and will be able to see right through you. Instead, be upfront and honest about any potential problems or shortcomings. By bringing them up yourself, your customer will respect your honesty and begin to trust you.

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If these issues can be overcome, you will be able to start working on a potential solution together. If not, at the very least you will get credit for not wasting your prospect’s time. This will be advantageous in future business dealings when your prospect has the budget, authority, need, and timing to purchase your product or service.

2. Start with a small promise – and keep it

The best way to earn a prospect’s trust is by keeping your word. The ultimate test relies on if your solution meets what they’re looking for, but you can start much earlier than that.

Begin by promising to call or meet them at a specific time or place and show up on time. Promise to send them additional materials the next morning, and keep your word. These are small gestures, but they show that you are serious about keeping your word and will go a long way to building an honest relationship.

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3. Offer an authentically personalized solution

If you simply offer a customer your standard elevator pitch, it’s going to be hard for them to trust you. After all, it’s the same spiel that you’ve delivered to hundreds of other prospects before them. In order to really start developing your relationship, you need to create a solution tailored specifically for them.

When you start a conversation, listen to their needs and make sure you completely understand the way their business works before making a pitch of your own. With this information at hand, you can develop a presentation focused on their unique problems and how you can address them. If at all possible, discuss how your services can be customized to fit their business. This helps builds trust and ensures your solution is well-positioned.

4. Speak of the competition respectfully

You should avoid mentioning the competition if at all possible, but sometimes you will need to speak about them. Your customer may specifically bring them up, or they could be the elephant in the room. Avoid talking poorly of the competition, even if it’s the truth. This only makes you look unprofessional and untrustworthy.

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Talk humbly about the competition, and use your own company’s strengths to curry favor rather than negatively exploiting a direct competitor’s weaknesses. For example, you should say something along the lines of: “Company X does provide a comprehensive security suite, but we’re able to offer some additional features such as…”.

5. Sabotage your own sale

In order to be truly trustworthy as a salesperson, you need to be willing to walk away from a sale that just isn’t a good fit. This means you should try to steer a prospect away even if they’re interested and you know for sure that your solution isn’t going to solve their problems. The value of making the initial sale isn’t worth as much as your integrity, or the bad word-of-mouth that could quickly spread.

Instead, you’ll want to build a referral network with other companies that service certain customers better than you do. You can refer these customers to other businesses in your niche and expect to receive referrals in reciprocity. You will help customers find their perfect solution and spread goodwill.

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Building trust with a skeptical customer is difficult, especially if they don’t give you much of a chance, to begin with. Keeping the information above in mind as you work through the sales process will help you overcome many of these issues, and close more business.

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Last Updated on August 16, 2018

10 Huge Differences Between A Boss And A Leader

10 Huge Differences Between A Boss And A Leader

When you try to think of a leader at your place of work, you might think of your boss – you know, the supervisor in the tasteful office down the hall.

However, bosses are not the only leaders in the office, and not every boss has mastered the art of excellent leadership. Maybe the best leader you know is the co-worker sitting at the desk next to yours who is always willing to loan out her stapler and help you problem solve.

You see, a boss’ main priority is to efficiently cross items off of the corporate to-do list, while a true leader both completes tasks and works to empower and motivate the people he or she interacts with on a daily basis.

A leader is someone who works to improve things instead of focusing on the negatives. People acknowledge the authority of a boss, but people cherish a true leader.

Puzzled about what it takes to be a great leader? Let’s take a look at the difference between a boss and a leader, and why cultivating quality leadership skills is essential for people who really want to make a positive impact.

1. Leaders are compassionate human beings; bosses are cold.

It can be easy to equate professionalism with robot-like impersonal behavior. Many bosses stay holed up in their offices and barely ever interact with staff.

Even if your schedule is packed, you should always make time to reach out to the people around you. Remember that when you ask someone to share how they are feeling, you should be prepared to be vulnerable and open in your communication as well.

Does acting human at the office sound silly? It’s not.

A lack of compassion in the office leads to psychological turmoil, whereas positive connection leads to healthier staff.[1]

If people feel that you are being open, honest and compassionate with them, they will feel able to approach your office with what is on their minds, leading to a more productive and stress-free work environment.

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2. Leaders say “we”; bosses say “I”.

Practice developing a team-first mentality when thinking and speaking. In meetings, talk about trying to meet deadlines as a team instead of using accusatory “you” phrases. This makes it clear that you are a part of the team, too, and that you are willing to work hard and support your team members.

Let me explain:

A “we” mentality shifts the office dynamic from “trying to make the boss happy” to a spirit of teamwork, goal-setting, and accomplishment.

A “we” mentality allows for the accountability and community that is essential in the modern day workplace.

3. Leaders develop and invest in people; bosses use people.

Unfortunately, many office climates involve people using others to get what they want or to climb the corporate ladder. This is another example of the “me first” mentality that is so toxic in both office environments and personal relationships.

Instead of using others or focusing on your needs, think about how you can help other people grow.

Use your building blocks of compassion and team-mentality to stay attuned to the needs of others note the areas in which you can help them develop. A great leader wants to see his or her people flourish.

Make a list of ways you can invest in your team members to help them develop personally and professionally, and then take action!

4. Leaders respect people; bosses are fear-mongering.

Earning respect from everyone on your team will take time and commitment, but the rewards are worth every ounce of effort.

A boss who is a poor leader may try to control the office through fear and bully-like behavior. Employees who are petrified about their performance or who feel overwhelmed and stressed by unfair deadlines are probably working for a boss who uses a fear system instead of a respect system.

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What’s the bottom line?

Work to build respect among your team by treating everyone with fairness and kindness. Maintain a positive tone and stay reliable for those who approach you for help.

5. Leaders give credit where it’s due; bosses only take credits.

Looking for specific ways to gain respect from your colleagues and employees? There is no better place to start than with the simple act of giving credit where it is due.

Don’t be tempted to take credit for things you didn’t do, and always go above and beyond to generously acknowledge those who worked on a project and performed well.

You might be wondering how you can get started:

  • Begin by simply noticing which team member contributes what during your next project at work.
  • If possible, make mental notes. Remember that these notes should not be about ways in which team members are failing, but about ways in which they are excelling.
  • Depending on your leadership style, let people know how well they are doing either in private one-on-one meetings or in a group setting. Be honest and generous in your communication about a person’s performance.

6. Leaders see delegation as their best friend; bosses see it as an enemy.

If delegation is a leader’s best friend, then micromanagement is the enemy.

Delegation equates to trust and micromanagement equates to distrust. Nothing is more frustrating for an employee than feeling that his or her every movement is being critically observed.

Encourage trust in your office by delegating important tasks and acknowledging that your people are capable, smart individuals who can succeed!

Delegation is a great way to cash in on the positive benefits of a psychological phenomenon called a self-fulfilling prophecy. In a self-fulfilling prophecy, a person’s expectations of another person can cause the expectations to be fulfilled.[2]

In other words, if you truly believe that your team member can handle a project or task, he or she is more likely to deliver.

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Learn how to delegate in my other article:

How to Delegate Work (the Definitive Guide for Successful Leaders)

7. Leaders work hard; bosses let others do the work.

Delegation is not an excuse to get out of hard work. Instead of telling people to go accomplish the hardest work alone, make it clear that you are willing to pitch in and help with the hardest work of all when the need arises.

Here’s the deal:

Showing others that you work hard sets the tone for your whole team and will spur them on to greatness.

The next time you catch yourself telling someone to “go”, a.k.a accomplish a difficult task alone, change your phrasing to “let’s go”, showing that you are totally willing to help and support.

8. Leaders think long-term; bosses think short-term.

A leader who only utilizes short-term thinking is someone who cannot be prepared or organized for the future. Your colleagues or staff members need to know that they can trust you to have a handle on things not just this week, but next month or even next year.

Display your long-term thinking skills in group talks and meetings by sharing long-term hopes or concerns. Create plans for possible scenarios and be prepared for emergencies.

For example, if you know that you are losing someone on your team in a few months, be prepared to share a clear plan of how you and the remaining team members can best handle the change and workload until someone new is hired.

9. Leaders are like your colleagues; bosses are just bosses.

Another word for colleague is collaborator. Make sure your team knows that you are “one of them” and that you want to collaborate or work side by side.

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Not getting involved in the going ons of the office is a mistake because you will miss out on development and connection opportunities.

As our regular readers know, I love to remind people of the importance of building routines into each day. Create a routine that encourages you to leave your isolated office and collaborate with others. Spark healthy habits that benefit both you and your co-workers.

10. Leaders put people first; bosses put results first.

Bosses without crucial leadership training may focus on process and results instead of people. They may stick to a pre-set systems playbook even when employees voice new ideas or concerns.

Ignoring people’s opinions for the sake of company tradition like this is never truly beneficial to an organization.

Here’s what I mean by process over people:

Some organizations focus on proper structures or systems as their greatest assets instead of people. I believe that people lend real value to an organization, and that focusing on the development of people is a key ingredient for success in leadership.

Learning to be a leader is an ongoing adventure.

This list of differences makes it clear that, unlike an ordinary boss, a leader is able to be compassionate, inclusive, generous, and hard-working for the good of the team.

Instead of being a stereotypical scary or micromanaging-obsessed boss, a quality leader is able to establish an atmosphere of respect and collaboration.

Whether you are new to your work environment or a seasoned administrator, these leadership traits will help you get a jump start so that you can excel as a leader and positively impact the people around you.

For more inspiration and guidance, you can even start keeping tabs on some of the world’s top leadership experts. With an adventurous and positive attitude, anyone can learn good leadership.

Featured photo credit: Unsplash via unsplash.com

Reference

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