5 years ago
February 21, 2017

A Guide to Building Trust With a Sales Client

The best sales people know how to build and maintain lasting, professional relationships and they do this by building trust with a sales client.

Claire McConnachie

Sales is about relationships.  Relationships are built on a foundation of trust and respect. Like all relationships, if there is no trust, the relationship may start off successfully, but in the long run it will not last. The best sales people know how to build and maintain lasting, professional relationships and they do this by building trust with a sales client.

Building trust with a sales client may seem, at first, like a daunting task. Most selling and buying relationships start with some misgivings. Once you learn some simple tips, the work of building trust with a sales client will become very natural. 

First, when building trust with a sales client, the first key is respect. There are many ways to show respect.

Respect the buyers time.

Everyone is busy. You must always ask “is this a good time?” when you are contacting the potential buyer.

Always call to confirm meeting times.

By calling to confirm, you are showing the prospect that you are aware that their time is valuable. You are also protecting your own time in the event that the prospect is unable to meet.

Always show up on time.

This should really go without saying, but many people feel that they have a ten to fifteen minute window to still be on time.  When you are building trust with a sales client, you should show up a few minutes early. Never be late.

Another key to success in building trust with a sales client is to listen. You need to find out what exactly what the needs and issues are that your prospect is facing. Then you need to demonstrate how your product or service can fill that need. Never start any interaction with a new sales client by talking about your product or service. Chances are you will be way off base about what the client is looking for. Ask questions, listen to the answer, rephrase what the client is saying and ask them if you are correct in understanding what they want. You learn about people by listening to them, not by talking to them. Someone who feels listened to and understood will undoubtedly develop trust with the person who has made them feel valued.

Being prepared and practiced is another way of building trust with a sales client. There is almost nothing worse than appearing unprepared. It diminishes your professionalism and it sends a message that you do not value the prospect’s time. The more prepared you are the more confident you will be. When you are confident, it builds confidence in others for you. The more confident a buyer feels about you, the more they begin to trust you and the company your represent.

Finally, the most obvious way of building trust with a sales client is to be honest. No matter what the circumstance, even if you will lose the present sale, honesty is always the best policy in building long term, trusting sales relationships. If you are unable to provide what the customer needs, let them know. Whether it is regarding the product or service, shipping or price, you must always be truthful to your prospective clients. When someone believes that you are honest, they will trust you. It may cost you an initial sale, but the reputation that you develop will benefit you in the long run.

As a sales professional it is important to understand the keys to building trust with a sales client. By learning to develop and maintain trust, you will be on your way to sales success.

Claire McConnachie

Claire has 4+ years of experience in sales and recruitment. As a Director of Client Services, her main objective is to connect great people to great companies by building strong relationships with both top clients and candidates in the sales industry. She specializes in sales roles of all seniority levels for both enterprise and start-up clients North American wide. When Claire isn't networking with top talent, she enjoys being outdoors, traveling and spending time with friends & family.