So what does trust have to do with the selling process?
Business trust is based on four key principles that you must demonstrate to the customer to proceed with the sale:
1. The customer must believe you fully understand their needs.
2. The customer must believe you have the products and skills to address their needs.
3. The customer must believe you actually will deliver what you promise.
4. The customer must believe you have their needs and best interests in mind at all times.
Establishing trust is not an event; it’s a process. Loss of trust is an event: it is failure to deliver on any one of the four principles above. In short, trust in a selling situation takes a long time to establish, but only a single event to destroy.