This won’t be the first time we’ve talked about trust and value, we’ve touched on how important these two things are more than once. However, it’s always a good idea to remember what they mean and why they are so vital in the field of sales.
Nothing even gets started without some level of trust; customers must feel like they can trust the salesperson they are buying from. Trust takes time to develop and no one is suggesting that the highest level of trust is going to be there from the very beginning. That’s where the process has to start.
It starts with listening to what the customer wants, showing them the products that fit their wants, and answering every question. Trust continues to build with follow up calls, texts or emails when appropriate, remembering their name the next time, and continuing to provide the highest quality of customer service.
If a salesperson does these things and always has the best interest of the customer at the forefront of their mind, then real trust will be built. When that type of trust exists, customers turn into repeat customers, which also leads to referrals. A salesperson can sell to anyone once without it, but it takes trust to establish a repeat customer base that you can count on.
Establishing value is just as important as establishing trust. Without value no one is ever going to buy anything. Value differs for every customer and every product, and it is up to the salesperson to establish the value in a certain product for the customer.
It’s safe to assume that if a customer walks into a jewelry store they already see some value in your products. Every customer has a different perception of value. For some it is a big deal to spend $100, for others it is nothing to spend $10,000.
Through the process of asking questions a salesperson can determine customer perceptions. Too often salespeople start demonstrating merchandise prior to determining the customers perception of value.
Say a customer comes in and wants to buy a pair of diamond stud earrings. The first question I would ask is: Tell me about her other jewelry? One customer might say, all she has is her engagement ring and wedding band. I think the diamond is about ½ carat. Another customer might say the diamond is 3 carats. Two totally different perceptions of value. Without this information you may start too high or too low. In other words ask questions to determine the customer’s perception of value before you show any merchandise.
The field of sales encompasses everything from non-business conversations to closing techniques but none of it gets started without trust and value.