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Having the opportunity to sell both an intangible product and a tangible product has taught me about the different skill sets you need to bring to the table in each situation.
I had heard many times how much easier it would be to sell a tangible product, but I can promise you that there are special challenges involved with each.
Although your focus may be different for each product, there is one common denominator that will speed your sale no matter what you sell.
In Stephen Covey’s latest book, “The Speed of Trust,” he claims that “nothing is as fast as the speed of trust.”
Trust affects two outcomes: speed and cost. When you build a high trust relationship with your client, the sale will go through quicker. If the sales cycle is shorter, your personal cost goes down.
Think of those long, drawn-out sales on which you spent time calling, researching, creating proposals, in meetings, e-mail correspondence and follow-up. That’s a very high personal cost, and your time is valuable.
With the increasing focus on ethics in our society, the character side of trust is fast becoming the price of entry in the new global economy.
The often-ignored side of trust – competence – is equally essential.
Covey offers 13 behaviors that are common to high-trust leaders and top salespeople throughout the world:
1. Talk straight. Communicate clearly so that you cannot be misunderstood. Don’t withhold information, manipulate people or facts, or leave false impressions.
2. Demonstrate respect. Consistently. Never let someone catch you showing respect and concern for only those who can do something for you.
3. Create transparency. Tell the truth in a way people can verify.
4. Right wrongs. Make it right instead of just apologizing. Take action quickly and demonstrate personal humility.
5. Show loyalty. Give credit to others and speak about people as though they are present.
6. Deliver results. Because it is often difficult to measure results, take time to define the results upfront.
7. Get better. Continuous improvement develops others’ confidence in your ability to succeed in a rapidly changing environment.
8. Confront reality. Take the tough issues head-on. This affects speed and cost by facilitating open interaction and fast achievement.
9. Clarify expectations. Create a shared vision and agreement upfront. Always discuss and review expectations and never assume they are clear or shared.
10. Practice accountability. Hold yourself accountable. Don’t avoid or shirk responsibilities.
11. Listen first. Genuinely understand your clients’ thoughts and feelings before trying to diagnose or advise.
12. Keep commitments. This is the quickest way to build trust in any relationship.
13. Extend trust. Extending trust creates reciprocity.
Simply put, trust means confidence. If your clients trust you, they will have the confidence that you will deliver the product they need.
The opposite of trust is suspicion. If you have a low-trust relationship, you always will have to work to overcome that suspicion.
Leah Scofield is account director for Vicci Fashion Group,
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