As a seller you try to sell your product or service. And that makes sense, because you will be judged on that! Of course, good conversations alone will not help you achieve your target. And yet it is a common mistake that kills many promising sales processes: trying to sell your product before you have been accepted as a person. Trust may determine 75% of the purchasing decision, so make sure you invest in it.

Building trust takes precedence over sales

In the Netherlands we have a relatively businesslike and pragmatic attitude, we quickly get to the core of the sales process. And yet in the Netherlands, sales decisions are largely made on the basis of personal 'click' and trust. Can you imagine what it is like in other countries?

Even around the corner from our Belgian southern neighbors, the award process is taking place significantly earlier. If you have ever done business in Belgium, you know that they like to have a (hot) lunch together for a few hours and make small talk before discussing business. If the trust is there, and the personal click, then the deal is quickly closed.

Do you have a personal “click”?

The question we often ask ourselves as salespeople is: how do I get a personal connection with my prospect? There are many answers to that question. The most important thing is that you always try to be yourself, but that is easier said than done. As humans, we have multiple 'selves'. We react differently in our circle of friends than we do with prospects. Moreover, many people do not have a completely objective view of themselves. In short, just relying on 'being yourself' is often not enough.

There is something that precedes all of this: the first impression you make on your prospect! That impression is made within seconds and lasts for a long time. The first impression is, as it were, the photo that is etched in the memory of your conversation partner. The body supports 55% of what we say, body language is therefore decisive. Word choice and intonation also play an important role. But how do you make that indelible first impression?

An indelible first impression

Our many years of experience with sales and sales training has taught us many practical tips to work on your first impression. We would like to share some of them with you:

1.Don't think too much

The first is an important one. Above all, make sure you're not TOO concerned with making an indelible first impression. You then force yourself and try to make a calculated impression, while above all you have to appear calm and sincere.

2. An active attitude breaks the ice

Do you have to wait in a reception or meeting room for your contact person? Most of the time! Stop for a change, admire the display window with the brand's products, or focus your attention on other things. This makes an active impression and starts the conversation on an equal footing with your conversation partner.

3. Fake no interest

Showing interest is one of the most important ways to build trust. There's no point in faking. If you have little or no interest in the company you are visiting, ask yourself whether you are suitable as a salesperson. One of the best things about our job is the opportunity to take a look behind the scenes of dozens of different companies. Never turn down an invitation for a tour!

Would you like more practical tips to increase your success in sales processes? Kenneth Smit published the book 'Sell well, profit for two', full of useful facts and methods to make a good first impression and build trust.