4 Verbal Cues and 7 Steps to Build Trust with New Sales Prospects
Sales management training experts know that trust is the cornerstone of successful relationships. Without it, even the best products and services can fall flat during the sales process. The ability to build trust with new sales prospects is crucial for converting leads into loyal customers. Here are research-based, practical strategies to establish and nurture trust with new prospects.
The Research: 2 Fundamental Ways Buyers Measure Trust
Our microlearning experts found that buyers ask two fundamental questions when deciding whether to trust a salesperson:
- Is this person on my side – are they willing to help me?
- Is this person competent – are they able to help me?
The Research: 4 Verbal Cues to Help Build Trust with New Sales Prospects
Our solution selling training programs highlight four verbal cues associated with higher levels of perceived trust:
- Negative Emotion Cues
Using fewer “negative emotion” words (e.g., angry, sad, and wrong). Why? Because negative words have been shown to trigger negative emotions like fear and anxiety. - Present Tense Cues
Making statements focused on the here-and-now rather than the past. Why? Because speaking in the past tense pulls the focus away from the prospect and their immediate situation. - Pronoun Usage Cues
Using fewer “I,” “me,” and “our” statements. Why? Because using self-oriented personal pronouns takes the focus off the prospect and what matters most to them. - Simplicity Cues
Speaking simply and directly. Why? Because complex language and jargon makes salespeople seem anxious, uncertain, or dishonest to sales prospects.
The Research: 7 Steps to Help Build Trust with New Sales Prospects
When buyers first meet sellers, they are often looking for reasons not to trust. They fear that salespeople will overpromise, hide negative information, and recommend high-ticket options that yield the biggest commission.
Our business sales training programs highlight several key sales steps associated with higher levels of perceived trust:
- Understand What Matters Most to the Client
The first step in building trust is demonstrating that you understand your prospect’s needs and pain points. Conduct thorough research to gain insights into their industry, company, and challenges. Personalize your approach by addressing their specific concerns and showing empathy towards their struggles.
Is your sales team able act as a trusted advisor who understands their clients’ most pressing needs? - Put the Client First
Unlike companies highlighted in recent sales scandals like Wells Fargo, top solution sellers put their clients first. Putting the client first requires that each salesperson set aside thoughts of themselves, their solutions, and their sales targets to home in on what matters most to their customer – both personally and professionally.
Does your sales team take a customer-first mindset into all sales calls? - Communicate Transparently and Honestly
When it comes to the ability to build trust with new sales prospects, transparency and honesty are non-negotiable. Be clear about what your solutions can and cannot do. Avoid overpromising and underdelivering.
Can your sales team set realistic expectations and be upfront about potential limitations? - Leverage Success Stories
Social proof is a powerful tool in establishing trust. Share testimonials, case studies, and success stories from existing customers who have benefited from your offerings. Prospects are more likely to trust you if they see that others in similar situations have had positive experiences.
Does your sales team have enough relevant proof of your unique value proposition? - Show Genuine Interest and Build Rapport
Building a personal connection is key to gaining trust. Show genuine interest in your prospect as a person, not just as a potential sale. Engage in meaningful conversations, ask about their goals and aspirations, and listen actively.
Does your sales team know how to build rapport with different types of buyers? - Provide Insight and Value
Adding value can significantly enhance trust. Provide insights, resources, and advice that can help your prospects without expecting anything in return. When salespeople show their expertise and willingness to help, they establish themselves as a valuable resource and not just a salesperson.
Does your sales team add value in every client interaction? - Be Consistent and Dependable
Consistency and reliability are crucial in building and maintaining trust. Ensure that your sales team follows through on all promises and commitments. Whether it is delivering a promised report, following up at the agreed time, or providing consistent quality in your communications, reliability builds a reputation of dependability.
Can prospects count on your sales team to do what they said they would do?
The Bottom Line
Building trust with new sales prospects is an ongoing process that requires a genuine understanding of their needs, transparent communication, and consistent reliability. By leveraging social proof, showing genuine interest, providing upfront value, and empowering through education, you can create strong, trust-based relationships that lead to long-term success. Trust is not just a nice-to-have; it is essential for turning prospects into loyal customers and driving sustainable growth.
To learn more about steps to build trust with new sales prospects, download Are Your Sales Reps Leaving Money on the Table?