Emotion In Selling

Transfer of Trust and Emotion in Selling

Trust is essential for business transactions to take place. It’s one of the key factors in determining your sales success. Building trust is especially vital in creating new business and generating sales.

Overcoming a lack of trust is also one of the biggest impediments to call centre outsourcing. This has been the case since people started doing business with each other.

Lead generation is one thing, but to convert those leads to make profits is another ballgame altogether. It is essential to have people trust your business — you must be seen as credible and trustworthy.

Trust is closely associated with credibility. And establishing credibility is a great challenge by itself. This challenge is even more daunting for outsourcing call call centres because of the lack of face-to-face interactions. Prospective customers often operate on a level of paranoia and distrust because of prior negative experiences.

Simply put, it’s imperative that you establish your credibility in order for people to trust you, otherwise, they’ll not do business with you.

There’re a myriad of ways to establish your credibility and build trust. The following are some of the major ways:

1. Branding—Name Recognition and Reputation

One of the most powerful ways to establish your credibility and build trust is to build a strong brand.

This can be achieved by having a clear and well defined brand strategy which serves as one of your pillars of sustainable competitive advantage. For this to be effective, your brand must be unique and motivating to your customers.

Big name players such as Sears and Amazon will be perceived as more credible because of their established brand. This is further enhanced by the customers’ previous successful dealings with these companies. These big name players will have a definite advantage over relative unknowns, but it doesn’t mean that smaller or unknown businesses can’t be high in credibility ranking vis-a-vis the big boys with big marketing budgets—what’s needed is earned credibility through proven merits.

2. Customer Service

A superior customer service will go a long way to establishing your credibility and building trust. Customer service can literally make or break you. This is so because your entire business, marketing, sales and profits depend on your customers. You’re in business to generate profits by selling your products and services to people who need and want to buy. Customers want to know how you can make their lives better or easier and/or how you can relieve them of their pain.

It follows that whatever you do must be carefully designed to meet and satisfy the needs of your customers as it’s the foundation for a growing and profitable business. The decision you make must be based on the situation, what the customers want and how it affects your business. Treat every service situation as unique. Interact with each customer as an individual and treat him/her that way he or she wants to be treated.

Great marketing acquires new customers for you, but great customer service establishes your credibility and builds trust while ensuring that the customers keep coming back to you. People tend to do business with people who’re credible and can be trusted.

3. Consistent Communication

Effective call centres create the very ingredients required to engage with a customer’s emotions and therefore build trust. Consistency in communication is the start of building a relationship, as the frequency of interaction builds loyalty, which then supports emotions which leads to sales. How many sales staff within a company follow up business and consumer leads on a warm and cold lead? Those very leads, through consistant communication can potentially turn that cold lead into a HOT lead. Every lead is important to an organization and a effective communication system will potentially turn them into quality sales.

To sum it up, if a customer trusts your business you can convert. Through effective brand building, quality customer service and consistent communication, trust can be established.