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.