walker-wayland-perth-accountant-trust, Walker Wayland

Aug 2018 3 Minutes

People Buy From People They Trust

Many people believe that the key to being able to consistently sell, on an ongoing basis, is to establish “channels of trust”.  What could channels of trust relate to?

Channels of trust could include:

  • Authority – In the sales process, it’s best if you’re considered to be an authority-type person who is trusted instinctively.  You might establish your “authority” by your qualifications, experience, knowledge and relationship with your customers.
  • Affinity – A lot of people prefer to do business with people with whom they have a shared affinity.  This might be based on membership of a religious organisation, sporting organisation, location or political affiliation. With what types of community groups do you have an affinity?  Can you improve your affinity relationships?
  • Credibility – In the sales process, the salesperson needs credibility.  This basically relates to having “walked the walk before you talk the talk”.  What’s your profile in your industry?  Have you established yourself as a credible person? You might be able to improve your credibility by ensuring your LinkedIn profile is current and regularly updated.  It’s also a good idea to regularly publish articles on what’s being achieved in your business.
  • Longevity – Years in business and experience in an industry are great credibility factors in business.  Don’t be afraid to refer to the number of years you’ve been involved in the business.
  • Celebrity – It’s great if you can be known for something important.  This might have come about because of your standing in the community, articles you’ve written, speeches or presentations you’ve made, conference, seminars and workshops in which you’ve participated and books or articles you’ve written.
  • Familiarity – Are you consistent in your communications, telephone calls, meetings, relationship with people, showing empathy and becoming a friend?
  • Frequency – Do people regularly see or hear from you?  This is not always possible in a wide-spread market.  You might be able to achieve this by:
    • writing regular blog articles
    • conducting webinars
    • communicating with your target audience on an ongoing basis
    • updating your website with interesting information
  • Testimonials – Testimonials are powerful tools because they’re independent persons’ commentary on you or your business.  Testimonials should be placed on your website and on your LinkedIn page because these endorsements are very powerful in communicating a comment relative to your business and your personal attributes.
  • Place – Are you well-known in your geographical or target market?  Do you attend conferences and seminars, sporting events, or events your customers and prospects go to, so that you can be seen, observed and spoken to?
  • Demonstration – It’s very difficult to be a force in a business if people don’t see or hear from you.  Businesses need to ensure the key people are involved within the business and they are seen to be involved.  Seeing is believing.

Each of these channels is a channel of trust.  If you could coordinate your activities so that your business is working to the best of its ability in each of those channels, you will have an amazing 10 channels of trust to drive your business forward.