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When the UPS person-dressed in his or her brown uniform-requests my signature with the stylus on the little brown board, I sign! UPS now has my signature. My signature is digitized and could be used in many different ways unbeknownst to me. I trust UPS; therefore, I sign the little brown board without fear or risk.
Are you trustable? Can your prospect sign without risk or fear? Future users do have concerns with your product(s) and service(s). Their perceived risks are with installation, ease of use, warranty, service, etc. To reduce the risks and gain trust, you need to paint a picture of what happens when your products or services are installed and used. If the user likes the picture you have painted, the perceived risk is lowered. When the perceived risk is lowered, the reward is perceived to be greater than the risk. Then, and only then, do you get the user's buy-in and trust.
Getting the user's buy-in and trust may require you to discuss:
- concerns,
- references,
- training,
- installation, and
- applications.
Getting buy-in and trust may require you to run some samples, demo the system, and visit the factory. All of the above are important, but gaining people's trust begins with the first impression you make on them.
Make a good first impression by:
- looking the user in the eye when shaking hands.
- asking open-ended questions using those W's-who, what, why, when, where, and (w)how .
- listening-no interruptions-no one has ever lost an order by listening too much.
- addressing concerns.
- showing the added values you bring to the table.
- providing solutions.
- telling the truth-if your product is not the best solution, tell the prospect.
Stop selling!
Address perceived risks.
Be customer oriented.
Customers will sign without fear.
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