Top Ten Sales Approaches (Sales Approach No. 7)

Sales Approach Number 7

Selling on Reputation

Trust is a key to productive transactions. If the buyer gives you a check and you don't trust that the indicated funds are currently deposited in the named bank, you probably won't accept it as payment. Equally, if the buyer doesn't trust you to accurately represent the features and benefits of what is being offered, the buyer won't buy it. As noted in Chapter 2, trust is “assured reliance on the character, ability, strength, or truth of someone or something.” Once you build a widely known reputation for trustworthy selling, your job will be significantly easier.

Another name for developing a positive reputation in business is branding. Branding is promoting trust in a product or service — or a person. Brands are valuable. Millions of dollars are spent on developing consumer trust in a brand of cars, restaurants, toothpaste, and other items. The majority of products that you will sell have brands. Your employer probably spends advertising and promotional dollars on developing a reputation for selection, service, or price.

Businesses are built on two of three criteria: selection, service, price. For example, discount stores usually sell on price and selection, but not on service. Luxury cars are often sold on selection and service, but usually not price. A specialty store may sell on service and price, but not selection. Rarely can a business build a reputation on all three criteria. That's because lower prices usually mean less service or less inventory.

How can you develop your sales reputation — your “brand”?

Sell as you want to be sold.

Only sell products and services that you can honestly represent to buyers.

Be accurate and truthful in your transactions.

Encourage appreciative buyers to tell others about their experiences with you.

If appropriate, give out your business card to build name recognition.

One of the greatest assets you can have as a seller is a reputation for honest and accurate dealings with others. It will gain you repeat and referral customers and help you develop an income level above those who rely on naive buyers for their sales.


Sales Approach Number 8 [...to be continued]