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The Customer Has to TRUST YOU!
This week, I want to go a little deeper—into getting your customer to trust you.
In today’s retail environment, it’s all about the story you tell. That story creates excitement in the customer’s mind—the kind of excitement that causes them to buy from you. Every company has a unique story, and often the advertising does a great job telling it. The question is: Do your salespeople reinforce that same story? Are they consistent with the brand’s message? Are they telling 2, 3, 4 company stories through the course of every presentation.
Further, and most importantly, great salespeople are great listeners. And great listeners create enormous trust. Why? Because they understand that it’s not the merchandise making the decision—it’s a human being. Listening helps you focus on the person behind the purchase — not just the product they’re considering.
It’s that extra information, gained through genuine conversation, that allows you to tap into the emotional side of the sale. And this is where trust is built.
A true professional asks questions, listens carefully, responds thoughtfully—and builds the kind of relationship that earns trust. Importantly, they don’t just respond to the answers—they respond to the story behind the answers. That’s where the real connection lies.
Trust Lives in the Customer’s Story
Let’s say a customer is celebrating their son’s graduation and is shopping for a timepiece. Through meaningful conversation, you learn the son is graduating from medical school. The family is hosting a party at their home, with relatives flying in from all over the country—some even staying in their home.
In this scenario, I wouldn’t rush to show watches. I’d spend time talking about the celebration. Where are the relatives coming from? What college did their son attend? What are his plans next? That emotional connection—the pride, the excitement, the shared moment—is everything.
Anyone can show and sell merchandise. But a professional creates an experience—a memory tied to the emotion behind the purchase. I’d bet that 90% of all purchases are driven by an emotional “why.”
Now, think about your very best customer. You likely know their name, spouse’s name, where they live, work, their kids’ names and ages, the schools they attend, what kind of car they drive, maybe even the family pet’s name.
Now think about the customer you didn’t close the other day. How much do you know about them? Likely, not much.
The difference? Your ability to befriend another human being.
Befriending starts by getting someone to open up. It’s about exploring the emotional “why” behind the purchase—and sharing in the joy of that moment. It’s about caring, genuinely, and connecting.
That’s how trust is built. That’s how sales are made. And that’s how customers become friends—and customers for life.
Be sure to go to https://principlesforbusinessandlife.com/ – click on My Viewpoint Newsletter and read a fabulous article titled: Implications of the Pandemic Diaspora on Corporate Culture
By Jim Blasingame
JIM BLASINGAME is one of the world’s foremost thought-leaders on business and entrepreneurship. He’s a marketplace futurist, columnist, award-winning author of four books, and pioneer talk show host. And he helps business leaders get out of their own way.
This Month’s Training Tools Special – Sales and Sales Managers Aptitude Tests- Regularly $149.00 – this month only $49.95.
IAS Training is revolutionizing the training industry with our Sales and Sales Management Aptitude Tests for potential new hires and existing staff.
The Aptitude test will take the guesswork out of hiring. At the very least you will know if they believe in the basic Sales Management principles and good salesmanship strategies and techniques. When hiring, you need to know if you are getting the person with the best chance of success and the willingness to do what you want them to do. Obviously, no one is qualified to work in your store until they have been trained to work in your store, doing things the way you want them done. What are their beliefs when it comes to approaching a customer? What are their beliefs relating to their responsibilities are as a salesperson? All of your questions are answered with the Aptitude Test.
For existing staff the Aptitude test will tell you where you need to work with your people on sales and sales management techniques.
We provide you with the answer sheet so you can do the analysis. Don’t expect people to get the exact right answers, however you will know if their thought process is in at least the same zip code. If you want us to look at the results and make recommendations, we can do that free of charge. We don’t want to replace your test for honesty/security etc. However, now you can find out if they will have what it takes to be successful when it comes to protecting your most valuable asset: your customers!
Go to https://principlesforbusinessandlife.com/ – click on Training Tools to place your order
Have your staff subscribe to the Munchies Newsletter and please pass this along to others within your circle of influence.
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