Every Job is a Sales Job by Cindy McGovern

Author:Cindy McGovern
Language: eng
Format: epub
Publisher: McGraw-Hill Education
Published: 2020-03-15T00:00:00+00:00

CHAPTER 6

STEP THREE

Establish Trust

THE KEY TO MY five-step sales process for nonsalespeople is this: If you want something from someone, figure out what that person will get in return. To do this, you have to get to know the person a little bit and establish trust between the two of you. Someone who trusts you is more likely to help you than someone who doesn’t.

Trust isn’t automatic. You can spend time with someone without building trust. You can strike a rapport without building trust.

I can like you and still not trust you. I can even hang out with you and still not trust you.

Establishing trust starts with you taking a genuine interest in another person. You need to listen in earnest when that person shares information and feelings with you. You need to observe the person’s situation to determine if you have something to offer that can improve it. You need to talk enough to let the person know you understand him or her, but don’t talk so much that you make the interaction only about you. And you need to behave in a way—consistently—that shows the person that you walk your own talk, that you are kind and ethical, and that you will honor any promises you might make as you negotiate your unofficial sale.

This step, “Establish Trust,” is about doing those four things: listen authentically, observe, talk, and behave.

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