March 21, 2017

How To Build Trust-based Relationships in Sales. With Charles Green. #411

Joining me once again on this episode of Accelerate! is my guest Charles Green, one of the co-authors of The Trusted Advisor, author of Trust-Based Selling: Using Customer Focus and Collaboration to Build Long-Term Relationships, and consultant to corporations on the subject of trust.


[:49] Charlie’s background is in consulting and writing about trust, as it applies to large, complex, intangible services.

[1:35] Charlie addresses how to establish personalized, legitimate links between sellers and buyers in complex sales. Among “know, like, and trust,” which aspect is at the heart?

[4:04] How does reciprocity relate to trust? Charlie talks about a series of asymmetrical interactions. Why does he ‘BARG’?

[7:58] Charlie explains the origin of the handshake. How does vulnerability influence trust? What is the role of small talk?

[8:32] With more technology in the buying process, when does the salesperson need to interact first with the buyer?

[11:50] Charlie talks about challenging, adding value, taking risks, and exposing vulnerability. Complex sales are ‘high-wire.’

[12:44] Trust requires the exact truth. What is the flaw in managing expectations, to ‘exceed’ them?

[16:42] Charlie starts to explain the three steps the buyer takes to choose a vendor.

[19:40] In a proposal presentation, do you focus on yourself, your company, and product, or ask about the buyer’s needs?

[25:46] What is the justification step of the buying decision? When does emotion drive the buying process?

[28:50] Where do you draw the line between value you give away, and value you sell?

[30:25] What is the lie behind ‘tough ideas,’ and ‘adding value’? What is the actual driving factor of the buying decision?