know like trust factor

Why a “Human Touch” is Still Matters in Sales in 2022

Why a "Human Touch" is Still So Important in Sales in 2022

Something that I see a lot when working with women that sell is that we look at sales and selling as manipulation. 

I’ve been in many sales conversations where I walked out feeling as if I needed a shower, … and many of those times those clients canceled their orders.  If you are anything like me, you are a little less pushy. You take the time to learn about the client and what they want or need, and your role is just to guide them to make a decision and show them how to get what they want.

Let me ask you a question. Do you believe that what you offer will make someone’s life better, easier, happier, or in some way improve their life?  If so, you are doing a disservice by not sharing your products or services with your prospects and giving them the chance to allow you to help them.

Selling doesn’t have to be icky …

It’s about uncovering the result your prospect is trying to achieve, sharing a couple of options with them that would help them reach the outcome they desire, and showing them how to start on that path today so that they can get what they want as quickly as possible.  You are offering people and companies solutions to their problems and a way to fix it and make it better.  

We are all living in a world where everyone is OVER the pandemic.  You, your prospects, and your company.  So if you haven’t already, you will soon see your company expecting more of you and requiring more of you, including raising their prices and possibly your quota.  You may have already seen signs or heard rumors of this “gearing up” for more sales and profitability.

And your prospects in a B2B world are feeling the same pressure within their own companies.  To get moving on the things that may have been put on hold – things that will make their companies more noticeable and profitable.

Knowing this, it’s a great time to be in sales.  It’s like Erin Jackson being at the starting gate of the 1000 meter race, waiting to take off.  The anticipation of winning … all the practice and planning.

That’s where we as salespeople are now.  Jockeying for position to win the gold.

And yes, there’s some tough competition out there.  So how badly do you want it?

Why do you want it?  We all have different reasons … so do a check in with yourself – where can you make the biggest impact? Help the most people?  

Being in sales is an honest and integral part of any business. 

We are the revenue generators of a company that allow companies to fund other parts of their business.  It’s a very valuable and important roll. So step outside of your comfort zone and realize the possibilities and opportunities  available to you for personal growth in your company and your field.

The key to success is controlling your own agenda and direction, every day.  If what you are doing today is not bringing you the results you want, change your direction.  Take a look at where you are spending your time.  What are you doing now that brings you the best results and do more of that.

While you can increase the number of conversations and demos, show your customers and prospects how they can get the most out of your product or service.  Explain to your prospect all the people on your team that are involved in making their experience with you and your company successful.  This allows you to do your job, and lets your prospect know that they will be interacting with other team members once you help them.

And even if you are using A I to generate leads and walk them through a process, 76% of B2B buyers still find it helpful to speak to someone directly, either in person or on the phone. 

Please don’t overlook that personal touch that so many buyers and consumers are not getting.  Balance your company’s digital communications with your human touch. 

Much of that “personal touch” has been removed in 2022, yet many of our prospects still crave that human interaction. 

You are the “face” of your company.  And how you interact with a prospect will either give them the confidence to choose you, or not. 

And it’s much easier for someone to ignore you when they don’t see you as an individual. 

Let them know BEFORE your meeting that you, personally, have some important information to share with them, and why this information is important for them to hear so that they are excited to meet with you.

By the time you actually meet many of your prospects, they have already checked out your company’s products and services,

and they are just looking to YOU to confirm that purchasing from your company is the right decision.  They have probably checked out your competition, too.  And are looking for you to prove to them WHY choosing your company over your competitor is the best decision for them.

In many cases, your prospects are already educated. 

Ask questions to find out what they know, what they don’t know, what they think they know, AND what they need to unlearn – based either on false information or a misconception about something they have heard or read. 

Because our prospects ARE so educated and have solidly formed perceptions and opinions before we even have a chance to personally speak with them, it is important to have that personal interaction with them as soon as possible in the opinion-forming phase.

We touched on having confidence in what you sell.  Believing that what you offer makes a difference is super important. 

Your goal with your offer is to get your prospect to the same level of enthusiasm that you have.

That’s impossible for AI alone, so give your prospects some human touch before you meet them.

Your prospect will pick up on your body language, facial expressions, AND your words.  You can go way back and listen to episode 19 about Body Language.  It will help you not only understand what your prospect might be thinking, but also show you the hidden signals you may be giving your prospect.

Lastly, while no company is perfect, you need to believe that what you are showing your prospect is the best decision to help them meet their needs.  

Every company I know is having supply chain issues.  Remember that when you have your sales conversations and demos.  Because no one is immune – not your company or your competitors.  So focus your energy, and your words, on what you can control. 

Instead of telling your prospect what you can’t do, let them know what you can do.  

Do You Really Understand the Know, Like, Trust Factor

We all know the know, like and trust factor. But do you understand the know, like and trust factor? Do you know the tiny important phrase that so many people leave off ? – “all things being equal”.  The actual quote from Bob Burg is “All things being equal, people do business with, and refer business to people they know, like and trust.”

Understanding the Know, Like and Trust Factor In Sales

And, I have some concerns over the way people use, or overuse, or even mis-use the know, like and trust factor, without taking all being equal into account.  Because all things are NOT equal – especially in 2020, right?

Everything is different.

Today I’m going to share with you why I think that trust is the ultimate factor.  Please allow me to explain.

Most importantly, people need to trust that you will do the job better than anyone else, no matter how much they might like someone else.  

I have bought many things from people that I didn’t necessarily like. I didn’t even know most of them. I just trusted that they were the best person to help me get what I wanted. What I wanted was results or the knowledge of how to do something.

In the end, a client getting what they want and their belief that you will provide that for them is what will make the sale. 

Trust in the product itself.  In an online world we now look at a product, the reviews, and buy something that we trust will do what it says it will do. Usually, I know nothing about the seller.

We only have the reviews that we can read, from total strangers, saying the product will do what we trust it will do. Now you can see why getting testimonials from people you have  helped in the past are so important?

You don’t know the seller, or the company, but you trusted you would get the results that you want based on reviews from strangers.

Why do you buy something?

What makes you open your wallet to a total stranger?

While someone being friendly might get me started talking, I will buy because I believe they can help me get the results that I want. It’s not their knowledge of the product that impresses me, it’s how well they can show me that the product will do what I expect it to do.

So ask your prospect … do you trust me?

Actually, you should just say it to yourself, because it sounds spammy and fake if you really ask your prospect directly. Watch them and listen to them as you go through your presentation. Pay close attention to how they are interacting and reacting with you.  You may want to watch my YouTube video about Body Language.

On the other hand, there are people that I am friends with that I wouldn’t trust with my business, or my children.  I’m sure you understand what I mean. If their expertise is not with what I want to buy, I don’t care how friendly I am with them. I know that they will not be able to do the job, and I will not refer them to people or do business with them, even though I love them.

A trend that I have seen recently

Prospects want to know we are going to the extra step to help them stay safe in a face-to-face situation. I tell people what I am personally doing to guarantee my office is clean and disinfected between meetings. I am wearing a mask, wiping down surfaces, cleaning pens, and social distancing. But that is a new way we can establish trust. Show that you care enough about their health and safety to do what is necessary to keep them safe.

I have stopped going to stores that are not reinforcing safety measures., and I have even paid more money to do it.  This is because I trust in the stores that are trying to do what they need to do to protect their customers.

And when people trust you, they are more likely to buy from you, even if your product is more expensive.

The best part is, people are more likely to refer others to you because they trust you. They trust that you will provide the same satisfaction level to the person or company that they refer to you that you provided to them.

Ways that you can build trust

Be available for your prospects, and answer their texts, emails, phone calls, and questions quickly.

Express empathy about how they feel and what they want. This will show people that you have their best interests at heart.

Listen to your prospect and determine their needs and the results that they want to see. For example, be respectful of your prospect’s needs, even though it might not be what you would do.

Show integrity – do what you say you’re going to do.

Be reliable and dependable – don’t ghost your clients the minute something needs your attention that may be time-consuming or uncomfortable.  Face it head-on and correct the situation.

Establish rapport – buyers are more likely to trust a salesperson when they can find a common ground, like an interest. If you can’t find a common interest, express interest in their hobby or expertise or passion and listen to them.  You don’t have to be their best friend, just try to be nice.

So, when someone does not buy from you, it is because of one of these three reasons,  based on trust.

– they don’t trust what you’re saying to them, 

– they don’t trust that you can provide them the with results they’re looking for, or 

– they don’t trust in the value of what you say you’re giving them.

 Ultimately, if you can overcome these three objections and understand that often-left-out part of the know, like and trust phrase, you will close more sales.

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