We all have fears – the customer included.  The difference is that, and I hate having to say this so directly, no one really cares about our fears.  It always about the customer first.  That's just the way it is. This doesn't mean that we cannot look out for ourselves as well.  But what it does mean is that the customer – their needs – their fears – their problems – their wants – must always be the first priority.  Bottom line – without the customer, we will have no business to tend to.

Getting the customer to trust you can take years to develop – and you can lose a customer's trust faster than the time it takes you to read this article.  

So what are the ways that I go about establishing a deep level of trust with my customers?  And, how then do you continue to maintain that trust?  Read on and I'll let you in on my secrets

First, even under the best of circumstances, every sale involves some level of apprehension.     The customer will never dive in head first believing all that is told to them in the first 5 minutes, or the first meeting.  Having said this, it is easy to understand that the fears of the customer is one of the biggest obstacles that could keep you from making a sale.

When working a deal, your first priority should be to put the mind of the customer at ease.  


Here it is all summed up. Courtesy leads to respect, which leads to meaningful conversations, which help to build strong meaningful relationships, which ultimately leads you to TRUST!

1:  KEEP YOUR EGO IN CHECK – Be courteous and respectful always – no matter how formal or informal the meeting or phone call.  Do not appear arrogant – acting as if you know more than the customer.  It's perfectly ok to advise or enlighten them to your services, but always do so with a high level or respect.

2:  ANTICIPATE WRENCHES THAT THE CUSTOMER MAY THROW YOUR WAY – Think about it – if someone were trying to sell you something, wouldn't you come back with many questions that will ultimately help to put your mind at ease?  

3:  EXPECT YOUR CUSTOMER TO HAVE OBJECTIONS and to question your services.  The more you prepare yourself in advance for these "wrenches", the less you will be left with your mouth wide open, not knowing how to respond.  

4:  INFORM YOURSELF AS MUCH AS POSSIBLE ABOUT THE CLIENT AND THEIR COMPANY – If you do not know about them, their company, and what they do, then you do not deserve their business.  

Always make sure that you are coming across as fully invested in the well-being of the customer.  

Once you have earned their trust, it doesn't stop there.  It is your responsibility to continue to nurture the business relationship.  There are no guarantees that this client will stay with you, however, the more to do to keep the customer "happy", the better then chances that you will have a long standing relationship with them.    At times, there are clients that seem impossible to please. (Click here for more on difficult clients).  However, doing the above will give you the best ammo to "fight a good fight" in the sales arena and build relationships built on trust.

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