If you are able to contact a sales prospect before calling with valuable, timely, and relevant information, you can build trust and make it more likely that your message will be received positively. Many prospects will use the internet to research you and your company before you make your first presentation; a significant number of prospects will perform this research even before agreeing to schedule a presentation. With this in mind, many of the ways to build trust with sales prospects before calling are centered on optimizing your accessibility on the internet, but these are not the only methods you can use to build trust with your sales prospects.

Maximize the Information Sales Prospects Can Find on the Internet

Your internet presence should be acting to build trust with sales prospects, and you cannot rely solely on your organization’s website to do this for you. After all, to your sales prospect, you are the face of the company. With this in mind:

Be Aware of Online Reviews

Online reviews are often the first place consumers look for information when deciding whether to make a major purchase, and the same is becoming true of sales prospects. A negative online review can have an outsized impact on your ability to build trust with sales prospects. Periodically search common review sites and reviews accessible through major search engines to proactively correct any erroneous or misleading reviews about your services.

Publish Client Testimonials in Relevant, Easily Accessed Areas

Client testimonials are an excellent way to build trust with sales prospects. The earlier sales prospects are able to put their faith in your ability, the better your sales results will be. Do not wait until late in the sales pipeline to introduce your sales prospects to your client testimonials. Instead:

• Encourage your company to publish client testimonials that mention sales people by name.
• Ask permission from your clients to include testimonials on your personal web pages.
• If you are active on third party sites that sales prospects are likely to use for research, be sure to include testimonials on these sites as well.

Join the Sales Conversation by Publishing Under Your Name

Few things can build trust with an audience better than the perception that an individual is an expert. One way to encourage that perception is to publish your thoughts, views, and advice through major channels. You are an expert in your field, and by sharing your expertise with others you can help your sales prospects understand the value you bring to the table. Consider:

• Compiling and publishing case studies from past clients about how your organization’s offering made a difference for their business.
• Writing white papers on best practices for acquiring, using, or sourcing offerings in your area of expertise.
• Publishing articles on the state of your industry, sales advice for beginners, and similar topics.

Warm Sales Prospects with a First Contact Before Calling

The point of first contact with a sales prospect often crucially influences the tone and direction of a sales opportunity. Whenever possible, connect with sales prospects over social media or email before making the first call. It is even better if you can meet sales prospects at a conference or other industry event and begin building rapport in person. Combined with other ways to build trust with your sales prospects before making the first call, these methods can help you become more efficient and effective and reach your sales targets.