As Zig Ziglar said, every sale has 5 basic obstacles that need to be overcome:
- No need
- No desire
- No hurry
- No money
- No trust
I consider the most important of all the objections is the trust. Everything else will fail if there is no trust established between the sales person and the buyer.
One of the best ways to build trust is to listen to the prospect; understand his business, challenges and competition. Show them that you understand their world. Be honest about what your product/service can or cannot do for them. If required, even introduce someone who can solve their challenges if you can’t do so.
As in any relationship, building trust takes a lot of time and effort. Hence, it is absolutely critical that you do no lose it. If you have to decide to lose trust or an opportunity to make a sale, pls choose to keep the trust intact. This will always get you more business that anything else.
Once the trust is established, all other objections can be handled by following a set process as described in one of my previous blog – “To sell more, stop selling”.
Trust is also a key component in building relationships that last a lifetime of repeat businesses. Learn to build trust and you will never be short of loyal customers offering you repeat business for a long time to come.