TITLE

Gaining Customer Trust: A Conceptual Guide for the Salesperson

AUTHOR(S)
Swan, John E.; Nolan, Johannah Jones
PUB. DATE
November 1985
SOURCE
Journal of Personal Selling & Sales Management;Nov85, Vol. 5 Issue 2, p39
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This article focuses on the importance of gaining customer trust. Trust is not the only important factor in the customer-salesperson relationship, but it helps determine the ability of a salesperson to influence a prospect. The basic reason why trust should be an important element in industrial sales is that trust facilitates an exchange relationship while mistrust hinders it. An essential element of trust is that, by trusting the salesperson, the buyer places himself at risk. The buyer may be depending on goods arriving when promised and a late shipment could certainly reflect poorly on the purchasing manager. The trust belief reflects the buyer's subjective probability that the shipment will, in fact, arrive by the time specified by the salesperson. Belief differs from a feeling of trust in that the feeling is an emotional response while belief is a cognitive product of the buyer's thinking and analysis. A buyer may hold a belief based on his recall of the number of times the salesperson's promises were exactly realized.
ACCESSION #
6652465

 

Related Articles

  • Remove the obstacle of risk.  // Sell!ng;Jun2004, p8 

    Presents information on building trust between a customer and a seller. Guarantee satisfaction; Reassurance through testimonials from customers; Direct communication with the customers after the sale.

  • Ask Your Way to the Sale. Gitomer, Jeffrey // Sales & Service Excellence Essentials;Nov2004, Vol. 4 Issue 11, p4 

    Gives advice to salespeople how to ask questions to prospected buyers. Concept of power questions; Disadvantages of telling the prospect about the benefits of the product; Considerations when asking about the criteria by which purchasing decisions are made.

  • Selling & Persuasion. Sant, Tom // Sales & Service Excellence Essentials;Oct2013, Vol. 13 Issue 10, p7 

    The article presents six biggest myths related to Selling and Persuasion. Topics discussed include persuading people to do almost anything, giving customers enough facts to get their business, and natural born salespeople. Also mentioned are price being the only thing that matters most to the...

  • Don't Forget To Ask For The Sale.  // Sales Leader;Jun2007, Vol. 13 Issue 4, p1 

    The article discusses the importance for sales representatives to ask the customer for the sale. The author advises against waiting for the customer to say that he or she is ready to buy. The customer may have already indicated his or her readiness to close the deal but some sales...

  • What's in it for prospects? Everything--if you tell them. Natenberg, Todd // Sell!ng;Jul2004, p11 

    Discusses the effective means businesspeople should present products or services to potential customers. Need to identify the advantages of a product; Ways to define a target market; Concern of salespeople that they are selling themselves short.

  • 'Playing catch' ensures home runs with customers. Enrico, Tony // Sell!ng;Nov2005, p1 

    The article discusses the importance of the ability of salespeople to play catch in winning customers. Pitching one offer after another to the customer is a highly unproductive approach to winning more sales. Although most sales professionals understand the value of asking great questions, few...

  • Entertaining Your Accounts. Kahle, Dave // American Salesman;Mar2006, Vol. 51 Issue 3, p28 

    This article offers suggestions to salespeople on entertaining customers. A salesperson is more likely to get the business if he is the one with greater relationship with the customer. He must also make a list of the individuals who could be instrumental in buying his products and services. He...

  • Abide By the Rules of Engagement. Allman, Sam // American Salesman;Apr2009, Vol. 54 Issue 4, p3 

    The article focuses on rules of engagement (ROE) within the context of selling. ROE in selling usually deal with four issues, namely, when influence may be used, where it can be used, against whom influence should be used and how selling influence should be used to achieve a goal. It outlines...

  • Good Questions and the Basics of Selling. Kahle, Dave // American Salesman;Jul2009, Vol. 54 Issue 7, p3 

    The article discusses the basic elements of selling. Salespeople must engage with the right people. They must identify all the key people, prioritize them, and develop a series of practices to gain an audience with them in order to be successful. Salespeople must make their customers comfortable...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics