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The Honolulu Advertiser

Posted on: Monday, November 26, 2001

60 Seconds on Business
Best salesperson will cultivate trust

By Dr. Drake Beil
President, Solutions Inc.

You go to buy a jacket at a clothing store. The salesperson approaches and tells you: "Say, I see you're looking at these jackets. They're on sale and will look great on you. Here, take these two, they're your color, and try them on right now. Believe me, you'll love them." Then the salesperson hands you two jackets and leads you to the changing room.

Do you think you'd try them on, much less buy them?

Even if they fit and were the best price in history, you'd never buy from the "pushy" salesperson.

The definition of "pushy" is simply guiding someone before they trust you. If you really liked the jackets, you might leave but return later to buy from someone else. The lesson here is that you'll fail most of the time if you try to guide people before they trust you because they'll usually resist, even if it's for their benefit.

Now, imagine if the salesperson was actually your old schoolyard friend and you had been going to the store regularly. He knew your sizes, likes and dislikes.You party together and every time a new sale started, he saved the best stuff for you. So you walk in and he says the same thing as the clerk in the example above.

Same words, same situation, but something is very different. The context of a relationship exists. You already have trust. This clerk can get away with guiding you quickly.

Friends and family are defined by trusting relationships. So are successful salespeople if there's a solid foundation. You both live the words and walk the talk; you get respect and loyalty. Then selling is easy.

Reach Dr. Drake Beil at drake@60secondsonbusiness.