Sales Conversation Framework : Part 3 - Why Trust?

Cherry B
Apr 25, 2017
2 min read

This is the third installment of a series that covering the Sales Conversation Framework. We have provided justifications and examples relating to "Why Change", "Why Us" and "Why Now". This week, we would share areas on "Why Trust?".

It is important to note that both these categories usually happen after a prospect has been converted to a customer, even though the trust needs to be built throughout the life cycle of the buyer-seller relationship.

WHY TRUST?

Traditionally for many sales professionals, business engagement with a prospect has always been a "shotgun" approach, i.e, you meet a prospect, close the deal, thank them for the business and come back to them again a year later, usually for the purpose of a software subscription renewal, or maintenance contract.

We have seen this practice phasing off gradually, with organizations focusing on subscription teams and inside sales taking over the relationship. There are also flavors of a hunter and farmer role in sales organisation, to optimize sales performance - letting the hunter do what they do best, hunting for new business, and the farmers nurture existing customer accounts.

With Millennials taking over our workforce and with Cloud adoption growing, delivering excellent customer experience right at the get-go has been the talking point. This also means our sales professionals would need to change their current mindset and practices to continuously nurture a customer account, with no end in mind.

Check out our recent post on this particular topic, Traditional vs Cloud Channel Partners, for more details.

The "Why Trust" category from the Sales Conversation Framework builds on this (not necessarily just from an IT standpoint). Sales individuals would need to constantly follow up on developments with the now customer with questions like :

"It's been 2 months since we last implemented the solution. In your perspective, what has changed?"
" You know XXX, it has been 2 months since we officially welcome you to our team. You know that this is a great start to a long term relationship and what you think about us matters most. If there is one thing that we could improve our engagement with you, what would that be?"
"Coffee aside XXX. You know we have begun our partnership for almost 2 months now. What is the biggest impact that you observe so far after the change?"

These are just a few suggestions to exemplify that you care for their business (but it needs to really come from the heart). It is NOT just another sales transaction.

"With Millennials taking over our workforce and with Cloud adoption growing, delivering excellent customer experience right at the get-go has been the talking point.

- Cherry B

Making consistent touches with a customer builds trust and long term partnership. This is especially so in today's changing world of expectations.

The suggested questions offers credibility as a trusted advisor with your customers.

Next week, we shall look at the final installment of our Sales Conversation Framework.

Meanwhile, please feel free to leave us your comments and opinions regarding our posts. we love to learn from you too.

Cherry-O!