Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
Is Your Sales Trust Factor High Enough to Win Against the Competition? > NetSparsh - Viral Content you Love & Share

Is Your Sales Trust Factor High Enough to Win Against the Competition?

How high is your sales trust factor?

Is it higher than the sales trust factor of your competition?

It should be, if you want to increase your success in sales.

Your trust factor represents the level of trust that buyers have in you as a seller. In the buy/sell relationship, perception is the reality under which sellers operate, and trust is based on the buyer's perception of you.

You may be the most honest, trustworthy person in your field, but if buyers don't perceive you to be trustworthy because of your selling behaviors, it doesn't matter how trustworthy you are in reality.

Buyers Don't Trust Sellers What is the greatest challenge, usually unspoken, that sellers face when working with buyers?


The simple truth is buyers don't trust sellers. Unfortunately, because of the way a lot of people have sold in the past and still sell today, buyers have very good reasons not to trust sellers.

We all like to think we're trustworthy. In fact, a study has shown that we think others trust us at significantly higher levels than they really do. For example, you may think that buyer A rates you as eight out of ten on the trust factor scale. When asked by a third party, however, the same buyer may actually rate you as five out of ten, the same they rate most other salespeople. Again, the reality is that most people mistrust sellers - regardless of what they may tell you.

Trust ? YOUR Competitive Advantage To win more business, especially in today's competitive environment, it's imperative that you create a separation point between you and your competitors based on trust. Notice I said YOU. For most products and services today, there is relatively little functional difference for the buyer among the available choices, even though companies continue to spend billions of dollars in advertising each year to attempt to create separation points in the minds of buyers.

Today's buyers are so busy and exposed to so much information that often they either ignore or do not recognize these efforts. Buyers have a difficult time making a purchase decision because they are not able to identify one product or service that is clearly superior to the others.

It's critical, then, that sellers focus on trust-building activities with prospects and customers and avoid trust-breaking activities. You must take it upon yourself to create a separation point in the mind of potential buyers between yourself and your selling competitors.

The best way to create this separation point is to increase your trust factor with your buyers.

You Need a Plan Given the perception of buyers, trust-building is not likely to occur simply as a result of your sales process.

If you attend the same training courses as other sellers in your industry, read the same books, say the same things, and use the same sales tools and techniques, chances are you're not going to create much of a separation with buyers based on trust.

Despite the fact that level of trust is the number one decision factor in many purchases, it is rarely addressed. If you were to take a look at the indexes of the ten most popular sales books, how many do you think would include the word "trust" in the index? Try it. If the books you read are like the books on my bookshelf, only one or two will even have the word listed in the index. The others probably have only a few paragraphs discussing the topic of trust.

So what IS your approach to overcome distrust, one of the most significant obstacles in the buy/sell relationship? Do you have a specific, well-thought out plan designed to overcome this obstacle and to build greater levels of trust with your prospects?

You must create an action plan and constantly focus on executing the plan in order to build trust. And once you're able to increase your trust factor with buyers, you will also see an increase in your sales.

Summary - Three Key Points to Remember:

  • Regardless of what you believe about your own level of trustworthiness, your trust factor with buyers is low.
  • To increase sales, individual sellers must create their own separation point from competitors rather than rely on their product, service, or company to create the separation point.
  • Sellers can create a separation point by building a greater level of trust with buyers versus their competitors.

Robert Reed is a consultant, speaker and president of TrustBuild. TrustBuild offers the Trust Seal Program to identify and differentiate trustworthy sales professionals from traditional competitors. Sealholders are provided with easy-to-use tools and information to help them break through the buyer "trust barrier" to gain a competitive edge and win more sales. Visit to learn more about the Trust Seal Program for trustworthy sales professionals.

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at

Radio Ink

Meet One Of Radio's Best National Sales Managers
Radio Ink
At the Radio Show in Orlando next week, Matt Cowper's name will be announced following the Advertiser Breakfast, Thursday morning. Matt is one of Radio Ink's Radio Wayne finalists in the Stu Olds National Sales Manager category. The Beasley Media Vice ...

Sandler Training in Denver, CO Announces New Sales Management Course
Denver based sales training experts Sandler Training by SalesGrowth MD, Inc. have announced the launch of another 12 month leadership course geared to sales managers. This comprehensive 12 month course consists of 12 monthly 4 hour modules on ...

and more »

Security Systems News

Six CRM best practices for sales managers
Security Systems News
If there is one thing all sales people can agree upon, it's that most companies have a poor CRM process. Fortunately, most of these challenges can be corrected by the sales managers, so I've decided to offer the six best practices that I've seen help ...

National Sales Coordinator- NBC Sports Washington
Responsibilities IncludeWork closely with Account Executives in the station and National offices to provide complete customer service to all NBC Sports Washington clientsConfirm approval from sales management for all incoming order rates, ratings and ...

Rental Equipment Register

Vandalia Rental - Sales Manager
Rental Equipment Register
The successful candidate will work in partnership with the Branch Managers and Operation Manager to evaluate and grow our business through each of the rental locations. The Sales Manager will be on the Strategic Management Team and will fully ...

Enterprise Irregulars (blog)

Using “Win Themes” to Improve Your Sales Management and Increase Win Rates
Enterprise Irregulars (blog)
Yep, forgot to ask that one. And, of course, that's the most important one. As I sometimes need to remind sales managers, while the process is great, let's not forget the purpose of the process is to win. (I've even met a few sales managers so wedded ...

Sales Director
Publishers Weekly
The director will provide strategy and direction for growing and sustaining existing retail, wholesale, and trade sales for our WJK imprint; make inroads and develop sales strategies for our new Flyaway Books children's imprint; personally manage key ...

Global Banking And Finance Review

Milestone Hires Executives for HR and Sales
Odessa American
HOUSTON & MIDLAND, Texas--(BUSINESS WIRE)--Sep 20, 2018--Milestone Environmental Services (Milestone), an industry leader in oil and gas waste management, has hired two executives to lead the company into an aggressive growth stage.
Milestone Hires Executives for HR and SalesBusiness Wire

all 19 news articles »

Micron Appoints Mike Bokan as Senior Vice President, Worldwide Sales
Bokan is currently corporate vice president of Worldwide Sales at Micron. He joined the company in 1996 and held various sales management positions before moving to Micron's Crucial division, where he eventually became general manager. In 2003 ...

and more »

Sales Development Representative
Built In Chicago
Connect, qualify and convert inbound leads to create sales-ready leads. Outbound prospecting and appointment setting within select companies via cold calling, email and social media. Work closely with Sales Management and individual Sales Reps to ...

Google News

Outsourcing the Sales Function

Small to medium companies that want to increase sales or... Read More

All Small Businesses Need to Gather Community Intel

How well do you know your community? As business owners... Read More

3 Steps To Getting A Sales Meeting

The best way to get a new customer is to... Read More

A Fracas in the Franchise - Keep Your Customers by Keeping Your Workers

As a previous owner of a Franchise I know the... Read More

How to Beat the 80/20 Rule in Sales Performance -- Part 2

Another key reason why companies suffer from 80/20 performance is... Read More

How You Can Raise Your Business Earnings By 50% With An Age-Old Magic Truth

Imagine increasing your business earnings by 30, 40, or 50%.... Read More

Make Time, Not Excuses

There are four primary activities that successful salespeople engage in... Read More

How to Beat the 80/20 Rule in Sales Performance -- Part 1

Business executives and sales managers frequently bemoan "80/20" performance on... Read More

Increase Retail Sales With Meetups

I recently attended the monthly Italian language Meetup here in... Read More

Business Career, Executive Coaching Article - Perfection vs. Excellence

"(Howard) Hughes never learned how to convert his knowledge to... Read More

Sex, Drugs, & Rock-n-Roll at Trade Shows

Here's the Scenario...You're at a trade show. Out of town.... Read More

The Get Dangerous Quickly Approach to Product/Service Training

In 2000 a computer distributor hired me to help them... Read More

Management by Osmosis

Sales managers are an interesting breed, effective sales managers are... Read More

The ACCOUNTABILITY Challenge for Today?s Business Management

In today's 24/7 driven business word, accountability is becoming a... Read More

6 Common Mistakes in the Sales Hiring Process

Is lack of sales results, more sales training costs, months... Read More

Raise Your Fees Overnight!

Do you want to make more money?Yes, I guess that... Read More

Increasing Sales by Using Coupons - Will it Help Your Business?

Increasing Sales by using Coupons. Will it help your business?... Read More

Pointless Targets

I recall a heated discussion with a sales director some... Read More

Ten Awesome Ways To Incease Your Sales In Holidays

Everybody thinks that the businesses will slow down a bit... Read More

Offer Package Deals To Increase Profits And Sales

An effective way to increase your profits and sales is... Read More


As a group of sales trainees took a break from... Read More

8 Procedures to Take Control of Sales and Marketing

The Cash to Cash Cycle Part Three of SeriesWe're sprinting... Read More

Poor Performance - Fix it by Coaching

Coaching is about finding out the cause of poor performance... Read More

8 Line Items of a Trade Show Budget

Budget Guidelines for Trade Show MarketingB'techa didn't know - Trade... Read More

How To Use A Powerful Leadership Tool To Step Up Sales Results

Good sales people can close, but few "step up" for... Read More