Trust-Based Selling

Green, Charles H.
May 2006
Trust-Based Selling - Business Book Summaries;2006, Vol. 1 Issue 1, p1
Book Summary
Book Summary
Is it possible for buyers and sellers to ever trust one another? The words "sales" or "salesperson" and "trust" are rarely used together. The reason that buyers do not trust sellers-or the sales process-is because they are afraid that sellers have only their own interests at heart. Author Charles Green, however, describes a way of selling that values the relationship over the transaction, builds trust during the sales process, and focuses on doing what is right for the customer. In order to do this, salespeople must genuinely care about their customers; if the primary objective is to help customers, then salespeople can inspire trust-and make a profit as well. At its core, trust-based selling is buyer-centric, not seller-centric. While the end result of seller-centric selling is a transaction or a series of transactions, the end result of buyer-centric selling is a step forward in an evolving mutual relationship. If sellers behave as if the relationship is the customer, everyone benefits. To sell from trust, however, is not easy. It is a matter of beliefs and principles, not of techniques and processes, and it cannot be captured in a competency model. Actions are driven by beliefs, and beliefs are driven by values-the principles we adhere to. Trust-based selling has four basic principles: (1) a true customer focus, i.e., a focus on the customer for the customer's sake, not the salesperson's, (2) a style of selling that is collaborative, (3) a perspective centered on the medium-to-long term, which is necessary for investing in the relationship, and (4) a habit of being transparent in all dealings with customers. Buyers do not trust sellers based on their ability to execute a business process; they will, however, trust them because of the way sellers conduct themselves throughout all business processes, and outside of those processes


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