Agriculture | Marketing | Innovation

Category: Sales (Page 2 of 2)

Trust is Reciprocal

I have talked about the importance for developing trust. From Jeff Beals’ 5 steps  to Margie Warrell’s 3 core domains of Trust .

Trust

In one of those article I mentioned that trust is reciprocal. What I mean by that is, you have to trust others first for them to trust you.

Or another way of looking at it is, if you don’t trust me, I won’t trust you.

We have all met at least one person that says “I never trust anyone”. Maybe they are risk averse or maybe they have been really burned trusting the wrong person. People are selfish, they don’t care about your reasons, what they think is, “this person really just wants the best deal for themselves and wouldn’t think twice about taking advantage of me”.

So If you don’t trust me, I defiantly wont trust you. Since there is no trust, everything we both say will be misinterpreted. Once that starts, then everything we both say is guarded to reduce what is used against us. Every word is hedged to make sure we don’t get caught. We can’t be open.  With lots of unclear communication, we don’t really know what each other wants. And that’s what we each end up with, something we don’t really want.

By trusting someone from the start, you are saying, I approve of you, I like you. People love approval, to know they are ok, to know they are understood, to be liked. When people know you like them, they like you in return. This reciprocal approval is the foundation for all successful relationships. You cannot build trust without a relationship. You cannot do good deals without trust.

Robert Chen shares the benefits of trust:

  • More influential
  • Clients share more valuable information
  • You avoid big problems, people will share problems earlier
  • You are more effective at solving problems with good information
  • More effective in negotiations.

I have found these to be spot on. In that article, Robert also gives 101 practical ways to build trust these which I highly recommend. I see some on the list I need to work on.

But Craig, it’s risky to trust others. I might get burned!

Yes you might.  And if the first impression you give someone is, “I don’t trust people”, then they won’t trust you and you have just increased the likelihood that you will get burned.

Trust is so hard to establish, why wouldn’t you start there? Why hold people at arm’s length? Why make things harder on yourself? Why make it harder to do business, to reach your goals?

Trust is essential for social and economic transactions. You need people to trust you if you want to sell your products or service. Building that trust starts by first trusting others. You can’t harvest without first planting. Sow trust with every interaction.

 

The post Trust is Reciprocal first appeared on CraigMDick.com

More thoughts on Trust

Last week I had the honor of speaking to Titan Pro’s dealer network on soil health. One of my fellow speakers was Jeff Beals.  WheTrustn Jeff is not speaking or consulting, he serves as executive vice president at NAI NP Dodge Commercial Real Estate Company and is co-host/producer of an award-winning business talk-show on 1110 KFAB Radio.

When I lived in the Omaha area I enjoyed listening to his radio program on the weekends, so it was a real highlight of the conference to share a stage with Jeff and then listen to his talk.

The topic Jeff spoke was How to Sell in Brutally Competitive Environments. The key to sales in a brutal environment, trust. You must develop trust to be effective.

Jeff’s 5 steps to develop trust are:

  1. Clear communication
  2. Pass a moment of truth (when you have the opportunity to be truthful, you had better be)
  3. Consistent performance
  4. Behave as a fiduciary
  5. Be responsive

These all are in alignment with Margie Warrell’s 3 core domains of Trust, which you know I am a fan of.

I couple of other tips I really liked from Jeff’s talk were:

Customer before commission

This aligns with my definition of trust, I have faith that you will do what is in my best interest. Once you truly server your customer, you will be in demand and you won’t need to worry about commissions. Worry about yourself first, then you will always be worried about your commissions.

Jeff’s deadly sin of sales – is to assume

I think many people in sales and marketing think they know what the customer wants and are fearful to ask too many questions out of fear. Fear they will look dumb. If you want to build trust, and ultimately a sale, you must know what the customer wants. The only way to do that is Jeff’s rule #1 (see above).

Over the past couple weeks though I have realized one thing is missing from Maggie, Jeff and my keys to building trust.

Trust is reciprocal. What I mean by that is, you have to trust to be trusted.  More on that in a future post.

Make sure you check out Jeff’s work, and if your group is looking for a speaker, I would recommend him for any event you are planning.

 

The post  More Thoughts on Trust first appeared on CraigMDick.com

Do You Compel or Convince Cattle?

Have you ever tried bringing cattle in from the pasture to a corral? Which do you prefer: driving them in or grabbing a bucket of grain and calling them in?Do You Compel or Convince Cattle?

For the bucket of grain to work, you must consistently spend a few minutes each day in contact with the herd. This brings the cattle to trust you and become familiar with your bucket of grain. When you walk into the pasture, they come running and will follow you into the corral because they want what you have, and in a few minutes, the entire herd is corralled.

The corralling is quick and easy; the hardest part of the work is that short, consistent, daily interaction with the herd.

If you don’t have consistent contact with the cattle, or show up looking different on corral day, the bucket of grain doesn’t work. Your only option is to get a few people on four wheelers or horses and over-power, wear-down, and chase the herd, into the corral.

It’s usually not quick and generally not easy. It takes a plan and effort. Many cows in the herd will object to the idea of being corralled. Some will change their minds once they’re in the corral and try to get out. And while you may be able to overcome all these objections and finally corral them all, it’s very hard work at the time. Some of the cattle are going to be dissatisfied with the results.

The selling game is a lot like corralling cattle.

You can get up and put your on selling boots, overcome objections and always be closing. Lots of effort and hard work at the time.

Or you can do a little work every day to build trust with the herd. Once the offer is made, the herd comes running.

Nothing is better than having people lined up who can’t wait to give you their money for your product or service. Isn’t that the dream of every business owner?

A customer that is compelled – or even driven – to purchase your product doesn’t get buyer’s remorse. They become a champion for you. They tell their friends. Their enthusiasm for the product can compel more people to join your cause. More people line up to give you their money.

So, why is being an “order-taker” considered a slur on sales people?

Why is it that most sales people think they need to go belly-to-belly and convince the prospect they must have their solution?

Marketing to build customer acceptance and desire for the product should be the number one tool for every sales person. It is more work than pulling on the sales boots and chasing down and over powering the customer.  But it creates satisfied customers who come back time and time again for your product or services, resulting long-term relationships that benefit you and your customer.

 

The post Do You Compel or Convince Cattle? first appeared on CraigMDick.com

Reason Beats Nothing

On the Scott Adams blog (the guy that draws Dilbert) he makes the case on persuasion as:

  • Identity beats analogy
  • Analogy beats reason
  • Reason beats nothing

What do you think? Does this seem right to you?

Let’s compare PC’s to Mac’s.

PC’s are cheaper, more ubiquitous, and more capable. Mac is more expensive but has better appearance and ease of usability. In a business setting, PC is the logical choice.

It’s like this: a Mac is like leasing a new car. You just know it’s going to work. If there is a problem you can take it to the Apple store, no questions, and they just fix it. Buying a PC is like buying a just out of warranty used car. It’s probably going to be ok, but if there is an issue, it’s going to be time consuming and expensive.

Using a Mac lets people know you are hip, successful, capable and up-to-date with the latest standards. Using a PC says you are frugal, all about business and somewhat behind the times.

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See what I did, there?

Scott is right, and strong marketers like Apple already know this. Remember the “Are you a PC or a Mac” ad campaign? That guy is lame. I still use a PC, I guess I must be lame, too.

In contrast the Mac user is capable, comfortable in his own skin and cool. Isn’t that what we all want to be, Apple cool?

By appealing to a person’s identity, Apple tripled their sales from 2006 to 2009.

Even agriculture isn’t immune to identity marketing. I have seen many Agribusinesses utilizing Macs.

Now go figure out your company’s identity; then connect that to your products. Then get out and connect with your customers.

Stop selling on your reasons. They don’t work.

 

The post Reason Beats Nothing first appeared on CraigMDick.com

 

 

 

 

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