Summary of Trust-Based Selling

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Trust-Based Selling book summary


7 Overall

8 Applicability

6 Innovation

7 Style


Many sales experts advocate developing relationships with your clients rather than focusing on single transactions. Charles H. Green encourages you to earn and cherish the trust of your customers; that means putting their needs ahead of yours. He promises that trust-based relationships will generate more income for you in the long run, but only if you are genuinely sincere. You cannot feign trustworthy behavior as a sales tactic; it must come from your heart. Green tells you how to earn real trust, using his four-step sales process and five-step trust-building procedure. He offers a plethora of examples, practical suggestions and useful lists, repeating some strategies for emphasis. getAbstract encourages career salespeople to use this book.

In this summary, you will learn

  • Why you should value the relationship with your client more than a single sale;
  • How to focus on serving your client, whatever it takes;
  • How to apply the four basic principles of "Trust-Based Selling"; and
  • How to create trust in five steps.

About the Author

Charles H. Green, consultant, author, and lecturer at Kellogg and Columbia University graduate schools, co-wrote The Trusted Advisory and has written articles about trust-based selling for The Harvard Business Review and other business publications.



The Two Steps of Purchasing
Even when you are selling "complex products and intangible services," remember that buyers look for four things: a product, a solution, a worthy business partner and someone they can trust. Yet, salespeople generally overlook "trust-based selling," and turn...

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