To get exceptional results in sales, you must gain an understanding of people, what they want and not only build trust, but also certainty with them. Old school selling was simply based on understanding the customer's needs and building trust to close the deal. Today with information available everywhere, your buyer seeks third party sources to give them the certainty of what to purchase and how much to pay.
Once a buyer has done their research, they still always buy products and services for one reason: to solve a problem. They need to be certain. No one makes a buying decision when they are uncertain. When a buyer is uncertain they stall the process.
A salesperson's goal then is to determine that you have the right product or service to actually solve the buyer's biggest problem. To do this, you have to get the buyer to trust you enough to talk to you about what they want to accomplish. You must show genuine interest with intention to serve the buyer and not just sell them. Salespeople often get lost in "selling" their product or service. This is a mistake and a waste of everyone's time.
Building trust is key to discovering and understanding your buyers’ motives. It requires knowing every step of your sales process and sharing it with the buyer. Start by introducing yourself with confidence, then explain your exact intentions, process and amount of time it will take. Lay out your plan clearly so buyers see your priority is to take care of them. Here's an example:
Thanks for coming to see me today. My intention is to help you by:
1. Figuring out the problem you are trying to solve.
2. Suggesting the best solution for you.
3. Providing you with pricing alternatives.
4. Making you confident about that solution.