How?

We’ve all heard it said that “people buy from people”.   That saying is as old as the hills.  Sales people pride themselves on their rapport building.  But what are we trying to achieve with this?  If you’re trying to be your customers friend, you’ve missed something critical. 

1) You’ll never get to be their best friend, this is a business relationship.  Stop kidding yourself.  They will never put you ahead of their old trusted friends, their family or their business needs.   So what are you trying to do?  Surely build trust and break down some early objections of buying from you.

2)  If we build a friendship just to ask for their business, we’re not a trust worthy friend and more importantly we’re asking favours rather than earning real trust for the thing we’re supposed to be an expert in (our product).  Having friends who are always on the scrounge is just annoying. 

It is human nature for people to trust:

Friends

People in authority

You need to be both if you want people to really believe what you recommend and more importantly, if you want to stop selling on price alone. If you can balance both the above roles, you will have people seek you out to buy from you and you will not have to worry about price as the main driving factor.  In future posts, I will start to show you how.

Stay tuned……………….