Training Industry Magazine - Sales 2016 - (Page 12)
TRUST IS DEAD
LONG LIVE
TRUST!
WHY EVEN THE BEST SALES MODELS CAN FAIL TO DELIVER LONGTERM CUSTOMER LOYALTY AND THE REVENUES THAT GO WITH IT.
BY MARK MARONE, PH.D.
We've all seen the array of "new" sales methodologies and approaches in recent years - from uncovering hidden needs
and adapting to the way modern customers buy, to assuming the role of a business partner, consultant or even teacher.
Many of these strategies suggest they can deliver the highly-sought-after, long-term loyalty from customers that results
in lower acquisition costs and increased revenues.
Every model has adherents and salespeople
who claim success with it, and yet every
model also fails to produce the stellar
results promised for some of those who use
it. Why? Because some salespeople have
developed the critical underlying attributes
and interpersonal skills to build the trust
and relationships needed to effectively
execute the models, and others haven't.
IT'S STILL ALL ABOUT TRUST AND RELATIONSHIPS
Given the changing nature of selling
interactions, some have said that
"relationship selling" is dead. Indeed, with
12
the commoditization of products and
heightened customer sophistication, along
with the increase in price transparency
and online reviews, companies are being
forced to be more strategic in the way they
engage their customers. At the same time,
trust is known to be an important driver for
satisfaction and loyalty to a company, and
certainly, trust plays an essential role in any
relationship, no less within an economic one.
To most consumers, trusting their
salesperson is more important than getting
the lowest price. In a survey by Dale Carnegie
Training of more than 1,000 consumers
MORE THAN THREEQUARTERS OF CUSTOMERS
(77%) SAID THEY WOULD
BE "SOMEWHAT" OR "VERY
LIKELY" TO TRUST THE
COMPANY IF THEY TRUSTED
THEIR SALESPERSON.
Table of Contents for the Digital Edition of Training Industry Magazine - Sales 2016
Training Industry Magazine - Sales 2016
Perspectives on Sales Training
Table of Contents
Infographic
Four Ways to Increase the Impact of Sales Coaching
Sales Training: Is It Worth It?
Trust Is Dead. Long Live Trust!
The Salesperson's Most Valuable Portfolio: Aligning with What Matters Most to Your Customer
Great Selling Today: Navigating Change
Big Data-Driven Sales Training
Designing an Effective Sales Training Program
Putting the Cart Before the Horse?
Helping Sales and Marketing March Together
Modern Sales Management
What Sets High-Performing Teams Apart
Four Keys to Rapid Behavior Change
Do Your Salespeople Know Where They're Struggling
Banish the Other Four Lettered F-Word
The Secret of Sales Enablement
What's Online
Company News
Training Industry Magazine - Sales 2016
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