Sell

effective salespeople, we need to move from being product pushers (someone who is focused on his or her own desire to sell products) to being a trusted advisor (someone who can be trusted to advise the customer in a way that is best for the customer).

There are three dimensions of trust. They are integrity, ability, and benevolence.

When you make a sale, you are making a difference in the life of a person.

So what are you selling when you get a prospect to trust you? You’re selling yourself. You’re conveying authenticity and transparency. You are a person whose job it is to solve problems, and what makes you unique are the solutions you come up with.

Customers gave salespeople clear-cut advice in this latest research. When asked about the important behaviors that drive trust, more than 85 percent of customers in the study said that among a salesperson’s most important behaviors for building trust are:

1. “Providing honest and complete information.”

2. “Doing what’s right for me rather than trying to make the sale.”

. “Keeping their promises.”