Trusted expertise, the best sales tool – fact!
“Men of genius are admired, men of wealth are envied, men of power are feared, but only men of character are trusted.” Zig Ziglar
One of the great foundations of good sales practice is establishing trust between seller and buyer. And this trust is built on integrity and transparency. Without those things, even if a sale is made and that does happen of course, then there will be no long-term relationship and repeat business.
The lifeblood of a company is new business, but the bedrock is solid relationships.
Much like the previous blogs on social media, becoming a trusted voice and being a source of sound advice and impartial wisdom is one way of building those all-important relationships. It’s not just your social media presence that builds this though – actions speak louder than words and there are a number of ways doing this. Simple business practices could be another way of putting it.
● Always do what you say you’re gonna do. There’s nothing worse for a customer than being short-changed or undercooked. People expect value for money and to receive everything they paid for, so if you fall short the customer will go away unhappy. Make up for it or don’t over-promise in the first place.
● Under promise and over deliver. Small things matter, even if it’s as simple as a short note of thanks along with the order, an additional print or a discount voucher for the future. Touches like this will get stored away in the subconscious and when it comes time to buy again, that experience will kick in and they will more than likely return or refer you to others.
● Keep talking. Meetings about potential business are great but what about random meetings for seemingly inconsequential matters, or invitations to local business events? Conversations uncover previously unthought-of leads and ideas, and your perspective may come as a surprising addition to another person’s thoughts. Your stock as a trusted partner will increase as a result.
● You scratch my back, I’ll scratch yours. This is really part of networking but the focus here is on putting other people together, matchmaking on behalf of others. By successfully doing this, you become a trusted source of ideas and people which reflects well on your business and encourages others to refer business your way. If you are booked up and cannot do the shoot, refer a known local snapper who may do likewise in the future.
● Find a good mentor. The value to your business is obvious, but the impression this leaves with others is not often recognised. By engaging a mentor yourself, it shows a willingness to learn and a desire on your part to plan for the long-term success of your business. These alone are indicators of staying humble yet motivated to succeed.
The obvious thing to mention here is your work output and ensuring the highest quality in all things. Expertise shines through and engenders trust like nothing else. Trusted expertise, the best sales tool – fact!