What is Trust?
The relationship between the sales professional and his or her clients is built upon a foundation of mutual trust. The fact of the matter is if your prospects or clients don’t trust you, they’re not going to hire you. You may be thinking, “I’m a trustworthy person, I don’t have anything to worry about.” Sure, you may in fact be a very trustworthy person; however, the way in which you interact with your prospects and clients may be causing them to distrust you, whether you realize it or not.
I’m a frequent Southwest Airlines flyer and I always flip through Spirit, the free onboard magazine. On a recent flight, I found a great article titled, “Ties That Bind.” In this article, psychologist David DeSteno discusses some common misconceptions about trust.
DeSteno suggests that while most people think of trust in terms of “integrity,” many people forget that “competence” is an equally important factor in trust-building. You may be very honest with your clients and give them a fair price, but if they don’t feel confident in your ability to get the job done, they’re not going to have complete trust in you.
He also suggests that vulnerability plays a big role in trust-building. While it’s important to be confident and assertive in the sales setting, being too confidence or overly dominant can cause your client to distrust you.
Don’t trust me? Read this short article and see what you think: