Three Ways To Build Trust With Your Customer

“We’re just looking.”

“We’re only interested in the lowest price.”

“I can get better terms from your competitor.”

“Let me think about it and get back to you.”

“We’re just looking.”

These statements are auto-responses to bad sales questions.

They are also lies. Most of the time, anyway.

Customers lie because there is an underlying fear issue.

A perceived lack of safety breeds fear. A lack of safety is due to a lack of trust.

We don’t tend to lie to people in safe environments, nor do we lie to people whom we trust.

But consider this all-too-common sales question: “What’s your budget”?

What are the chances that you’re going to get a truthful answer? If there is a lack of trust the chances of an accurate response are approximately 0.0%.

There are three main ways that salespeople can increase trust, thus increasing safety, thus increasing honesty.

  1. Get Over Your Cynicism

The oft-used phrase, “Buyers are Liars” is catchy and all, but it is mentally dangerous to the sales professional.

The saying goes that we find what we are looking for. Expecting to find the worst in your customer’s character? You will not be disappointed. You’ll be dead wrong, but you’ll be happy about that.

Cynicism might feel good for a short time, but it is really just a form of passive aggressive behavior that produces no benefit to anyone.

Start there – protect the valuable real estate between your ears. Choose to see the best in the people around you.

  1. Stop Judging

Remember that you, too, have a tendency to lie to salespeople. Does that make you a horrible person? No! It makes you a normal person. You need to trust before you will offer the gift of honesty.

So why take it out on your customers. Simply recognize the fact that the core issue is one of fear, not ethical bankruptcy.

Stop making moral judgments. Instead, ask yourself what you can do to increase an atmosphere of trust, such that lying will no longer be a viable tactic.

  1. Practice Trust-Building Behaviors

Let’s get this much straight; this is on you. The responsibility is yours to build an environment where feels safe enough to answer honestly..

You must make a unilateral decision to practice habits of kindness, service, and your own integrity (do what you say you’re going to do).

In other words, you need to create an environment where dishonesty serves no purpose.

Here’s the good news. Your customers want to be honest. They long for an atmosphere of trust. They need to share their story and all the juicy details.

Create an honest space. Trust me – you’ll change their world.

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About the Author: Jeff Shore

Jeff Shore

Jeff Shore is the Founder and President of Shore Consulting, Inc. a company specializing in field-tested and proven consumer psychology-based sales training programs.

Jeff is a top-selling author, host of the popular sales podcast, The Buyer’s Mind, and an award-winning keynote speaker. He holds the prestigious Certified Speaking Professional designation from the National Speakers Association and is a member of the NSA’s exclusive Million Dollar Speaker’s Group.

With over 30 years of real-world, frontline experience, Jeff’s advanced sales strategies spring from extensive research into the psychology of buying and selling. He teaches salespeople how to climb inside the mind of their customers to sell the way their buyers want to buy. Using these modern, game-changing techniques, Jeff Shore’s clients generated over $30 billion in sales last year.