Episode #157: Water On Rock In Sales

We all know that consistency is a fundamental requirement if we are going to establish trust with others. We ask buyers to purchase from us on the basis that we will be delivering what we say we will deliver, on time, at the agreed price point and quality.

Saying you are reliable and trustworthy is hot air, until you prove it. Obviously once we get the order and deliver we are in a position to walk the talk. What about before that though? How do we have the buyer feel comfortable with our hot air such that they decide to take a risk and buy from us?

Being able to quote statistics based on performance is powerful. If we can say that our on-time delivery rate has been running at 97% on average over the last five years that is powerful. Being able to show the dates and times in a format that offer proof is even better.

Having testimonials that focus on the reliability factor is also convincing. Most testimonials focus on broad satisfaction and quality, but asking clients to comment on this specific issue is another way to differentiate ourselves from the competition.

Controlling expectations is another important factor in underlining our reliability and ability consistency. Under promise and over deliver is an old chestnut but a good one for salespeople. Promise well within your range of possibilities on the first outing with the new client. Deliver exceptionally well and then from there expand the conversation to include other services or products. Don't be in a rush to cram the whole line-up down the throat of the buyer. Bite size pieces is how you eat an elephant and how you best serve each new client. Patience and attention to detail are the primary requirements for success.

In Japan especially predictably is valued. Buyers like to be sure of what they are buying and in the first instance they are buying us. We have to create a great first impression and after getting the business we have to create a great second impression and a great third impression, ad infinitum.

If we tell the client one thing and later contradict ourselves then the trust is destroyed and it is very hard to get it back. The ability to deliver the same product or service at the agreed level doesn't always happen for a variety of reasons. We had better have a rock solid explanation though as to why this variation occurred and why it won't happen again. Everyone knows that things can go wrong, despite the best planning, so it is the reaction and response that buyers look for. Mealy mouthed arguing the point infuriates clients much more than the fact of an error.