How to build trust

We all know that in the information management and destruction industries, relationships rule the sales process. We get a new account when the prospect knows, likes and trusts us. If we lose a deal, it’s most likely because the prospect knew, liked and trusted a competitor more. (Ouch, that hurts!)

Most of us know how to build knowledge about our companies in our markets, and I think we know how to be more likeable to our prospects. The biggest challenge is how to gain our prospects’ trust. Here are some suggestions:

• Respect their time—Ask, “Did I catch you at a good time?” Find common ground but don’t waste time getting down to business. Also, stick to your prospect’s time budget as long as it is reasonable for you.
• Be on time and follow up on time—Some sales professionals rarely follow up when they say they will. Also, don’t say that you’re calling to “follow up” or “touch base.” That’s what all salespeople say. I say, “I am calling to continue our previous conversation.” Be different.
• Be relevant—How does your solution help your prospect?
• Do your homework—Research your prospect’s business before you’re face to face.
• Stop pitching, start asking—Jeffrey Gitomer’s mantra is “People don’t like to be sold but they love to buy.” In other words, don’t give a canned presentation or sales pitch. Engage prospects by asking questions.
• Down sell—Sounds unconventional? Exactly! Most sales professionals try to get as much revenue up front as possible. Even if you know your prospect may need three bins picked up every month, suggest starting with one bin to gauge the volume and test the waters.
• Train their employees—Thanks to the NAID (National Association for Information Destruction) Employee Information Disposal Training DVD, you can train prospects’ employees on proper document disposal and provide written instructions so they are compliant with current regulations.
• Walk away—Unless you know you can help the prospect’s business. Trust is something that cannot be forced.
• Speak—Public speaking is the best way to become the perceived expert in your market.

In a competitive industry and a tough economy, a prospect’s trust is most important. Low-cost bidders eventually go out of business, while the most trusted companies thrive.

Ray Barry is vice president of Total Product Destruction and president of Total Training Services, which operates The Shred School in Spartanburg, S.C. He can be contacted at raybarry@totaltrainingservices.com.