Sales were perceived as one-shot deals. Low trust selling is not dead. They are short-term thinkers who must assume there is an endless supply of new customers. Is this the basis for long-term relationships? Is this the formula for success?
When Selling is the Worst Way to Win Customers
Certainly not. High trust companies are making customer satisfaction the focus of a full-scale makeover effort. Companies such as Nordstrom, L. Bean, Federal Express, and others discovered and implemented that years ago. It creates tension and could be construed as adversarial.
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Traditional salespeople often perceive their prospects as people with whom they must go to battle to win business. This power-struggle mindset is supported by sales trainers who teach manipulative sales techniques and by books with combative titles such as Hardball Selling and The Sale Begins When the Customer Says No. Unfortunately, many low trust sales training sessions address only the elements of razzle-dazzle sales pitches, closing techniques, or overcoming objections at all costs.
This traditional approach has created the negative stereotypes that exist today. It does not take a genius to realize that the focus in low trust selling is misplaced and myopic. The commando approach to selling is obsolete. It does not foster referrals, references, repeat business, word-of-mouth advertising, customer satisfaction, or good will.
Tony Alessandra, Ph. Learn more about Dr.
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Why don't we trust salespeople?
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People realize that desperate sellers pass on burdens, pressure, and extra baggage instead of offering genuine relationships and tailor-fit solutions.
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