That's quite a statement, right? We as sellers have to deal with a bad image. We are unreliable, have little substantive knowledge and 'just want to sell them everything'. Recognizable? Doubtless! As a seller, appearances are often against you, that's just the way it is. Especially in the case of new relationships with which you have not yet built up a bond of trust. After all, that is what our profession is ultimately all about: trust! So make sure that you are or become that seller that the customer does trust. How? We will help you with that in this blog.

What exactly is trust?

Trust is crucial in sales, but in order to respond to this properly, we must first understand what trust actually means. This human factor has nothing to do with your company, your offer or your price. Trust arises between people, not between companies. As a seller, gaining trust is one of the few things you really have influence over. Without trust you cannot close a deal, but there is still no guarantee that trust will get you a deal. The two are largely separate from each other. In your career as a salesperson you will undoubtedly build relationships with which you develop a bond of trust, but with which you will not immediately do business. Such relationships can be worth their weight in gold later in your career.

Trust, as far as it can be explained scientifically, is made up of four components: Competence, integrity, connection and reliability. In short: you have to hold your own in terms of content (possess the right competencies). You must always act with integrity and be honest. So also say no if you are not sure whether you can deliver. You must make a genuine connection with your customer, and finally, the customer must be able to rely on you. You keep agreements. You are available and take responsibility. Recognizable? Exactly, the most important ingredients for a business relationship of trust.

Your network is your raison d'être

As just mentioned, trust is always central to a sales relationship. However, even if you have built a great relationship, a sale is not guaranteed. It may happen that the offer of the company you represent as a seller is simply not the best solution for your customer. Yet such relationships can be very important later in your career. The trust in you will not be diluted. Whether you are in the future Whether you represent another company or not, you will always be taken seriously by your relationship and you can always initiate a conversation. Your network is your business lifeline. So handle it very carefully.

Caring for targets

Almost all salespeople have to deal with sales targets. During the crisis, we were judged less harshly on targets, but they are and remain one of the most important assessment criteria for our performance. And yet we would like to advise you not to get too caught up in short-term thinking. Targets are important, but they can also hinder your right to exist as a seller. Trying to achieve your targets in the short term can seriously endanger the bond of trust with your customers and relations. Without that bond of trust, your carefully built network is no longer worth anything. Then no deal in the short term, the turnover will certainly come your way again during this or a next job as a salesperson.

People buy from people

In summary, we can conclude that 'people buy from people'. Not with organizations. The bond you have with your relations is sustainable and not dependent on the company you are active in or the product you sell. A true salesperson builds an extensive network of relationships that trust him/her and in whom he/she also has confidence. That makes you as a professional so valuable to your environment. So be careful and proud of that!