📖 Trust-Based Selling

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“To get the sale, stop making that your objective.”
_{—Charles H. Green, Trust-Based Selling}

In Trust-Based Selling, Charles H. Green explains that great salespeople put the buyer's interests first. They make trust, not the sale, their goal.

To measure trustworthiness, Green outlines four variables that build (or erode) trust.

The 4 Variables of Trust:

• Credibility has to do with the words we speak.

• Reliability has to do with actions.

• Intimacy refers to the safety or security that we feel when entrusting someone with something.

• Self-Orientation refers to the person’s focus. In particular, whether the person’s focus is primarily on him or herself, or on the other person.

These come together in The Trust Equation:

A NOTE FROM THE EDITOR

When I worked at Accenture, this equation was ingrained into me as a leader. It was in training courses and even used to evaluate deals in our sales pipeline.

But it also applies beyond work, as trust is the cornerstone of any relationship.

Are you looking to build (or rebuild) trust with someone? Consider if there are things you can do to appear more credible, be more reliable, become more intimate with them, or focus more on their needs (be less self-oriented).

Until next time, thanks for getting slightly smarter with us.

Scott

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