"Just Trust Me On This One"

W. Edwards Deming once said “In God we trust, all others bring data.” Deming’s humorous quote gives us an interesting glimpse into the decision making process of the human mind. This directly relates to your customers’ decision making process when it comes to purchases. What products will they buy? Who will they buy from? In order for people to buy from you they must answer these, and other, questions in their mind with data.

Answering these questions will be the result of research, direct evidence, testimonials from friends, or some other form of “proof” that what you are saying during your sales appointment is reality. Heck, they could just take your word for it. Wait a second … customers aren’t going to “just take your word for it.”

Put yourself in the place of one of your customers – Mrs. Jones. Every company Mrs. Jones talks with will say they do great work, they say they have the best products, and they say they have integrity. At least in my town, the reality is that every company in town does not fit this description.

Am I saying that your competition may be misleading or even lying to Mrs. Jones? Let’s just say that not everyone is going to end up in the Ethics Hall of Fame.

So how do we rise above and create the trust necessary to close the sale? We show Mrs. Jones rather than just using words. We have proof to back up everything we say. We have the data. We’re talking about collateral … credibility … rock solid evidence. Remember that trust is earned. More specifically, trust is earned slowly in many different ways and lost quickly with the wrong mis-step.

How do you bridge this gap between what you say and what your customer believes? How do you show proof? The best thing you can do is create a way to communicate your “collateral.” You might build a book or binder or create a DVD. Whatever form you choose, be sure it is extremely visual. This is a very powerful tool in your selling arsenal.

Here are some ideas of things to include:

• You say that your company has integrity, but you prove it by having copies of reports from the Better Business Bureau and Registrar of Contractors showing no complaints. Or, if your company has complaints, highlight the part of the reports showing the complaints were resolved.
• You say you have done these types of jobs in the past, but you prove it by showing pictures of jobs that are similar and providing customer testimonials.
• You say you are an expert, but you prove it by showing a copy of your licenses and training certificates. If you have one, show a picture of your training room at your office.
• You say your team of workers is the best, but you prove it by showing pictures of them as well as examples of background check certificates and clean drug test results.
• You say they have total peace of mind, but you prove it by showing a copy of your insurance certificate with the coverage amount highlighted.
• You say the products you sell are reliable, but you prove it by showing third-party evidence of studies. Or show documentation of the extensive testing done by the manufacturer to insure quality.

The possibilities for items to include are endless. The best sales professionals will allow their creativity to flow when building their “collateral book.” Don’t forget to get the input of your team when thinking of the evidence you want to include.

he best part of taking this step in the sales process is the affect it will have on the customer’s perception of the competition. Let’s say your customer shops around and is comparing your company to others. They will expect to see evidence of the claims the other salesperson is making. If they can’t show proof, the sales pendulum shifts back in your direction.