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The Power of Trust: A Book Review of Trusted-Based Selling for Business Growth

These are my notes about the book "Trusted-Based Selling" by Charles H. Green.

Trust-based Selling Book Review
Trust-based Selling Book Review

In general, I purchased this book because my son accidentally clicked "purchase" on my Kindle while I was reading "Trusted Advisor." Since it was non-refundable, I pushed myself to read it. There isn't anything new in this book, but I think it's just a continuation of "Trusted Advisor." I didn't have much fun reading this book, but I did highlight some notes. In my conclusion, selling something with trust is the ultimate solution for any business, but it's not easy to earn. Hopefully, I can practice this method and grow my business profitability in the long run.

  • You should not begin a conversation with vague or general comments like, "How can I be of help to you today?" If customers nod their heads at your framing statement, they are effectively telling you "yes," they are envisioning what you are saying. This means staying away from statements like, "Why don't we do X?" or "What if we did Y?"
  • What percentage of the time should the customer be talking versus the salesperson? You will probably say 70/30. Don't think about opening bed positions with customers; be straight about what you need. The deal is already won or lost; you just don't know which it is.
  • If you had 60 seconds in the elevator with a prospect's CEO, what would you tell them about your firm? If you don't focus too much on making money from your clients, many good things will happen, including being very profitable.
  • Three things to remember about good envisioning: stories are better than lectures; stories let people draw their own conclusions rather than someone else's. Sensory descriptions help, such as sight, smell, touch, or even taste. Your own experiences are very valid as long as you keep them as descriptions and not recommendations.
  • Things become easier when you resolve to simply speak the truth. You don't have to rehearse your story. Acting transparently with consistency becomes a personality characteristic, not a tactic. Second, the willingness to think out loud is a powerful way to collaborate with the customer. If you are willing to think out loud and share the final formation of your thoughts, it sends a signal that you have nothing to hide and are being completely transparent.
  • Trust is owned, not stumbled across. In trust-based selling, you hardly expect a sale from an early meeting anyway. Your objective is to build trust. You will succeed competitively if you stop trying to succeed competitively and just care about your clients.
  • Price-driven wars are not fun and, in addition, unprofitable. Price, in most cases, is not a significant driver of repurchase intention. Studies show that strong trust relationships outweigh price in customer decision-making.
  • The only way to transport trust is to have your customer's best interests at heart. If you are trustworthy, you will be seen as trustworthy, and if you are seen as trustworthy, you will also become very profitable.

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