Let’s look at a key component in every sale – trust.
Why? Because at the core of every sale lies fear, uncertainty, and doubt. As buyers, we’re often thinking:
- “Am I making the right decision?”
- “Will this work?”
- “Can I trust them to deliver?”
“What if it doesn’t work? Can I get my money back?”
For corporate buyers, the stakes are even higher: “Is my reputation on the line if this goes wrong?”
That’s why buyers seek reassurance through reviews, case studies, and testimonials—anything to help them make the “right” decision.
Trust Is Crucial for Complex Solutions
Many of my clients sell complex solutions that impact entire businesses. These solutions require significant time, money, and effort to implement. If things go wrong, the consequences can be serious, affecting not just the business but also the buyer’s role within it.
That’s why trust—in both the solution and the supplier’s ability to deliver—is absolutely essential.
Start Small to Build Trust
My advice? Start small. Propose a small project that can be delivered quickly, within 30 to 90 days, at minimal cost and effort. This approach allows you to:
- Prove you can deliver results.
- Build confidence in your solution and process.
- Get to know your client and assess whether they’re someone you want to work with long-term.
A low barrier to entry often makes it easier to get initial signoff. Keep the scope clear and stick to it. Define success with specific, measurable criteria, such as saving money, increasing revenue, or improving staff performance and engagement. Make it easy to show the positive impact of your solution.
Lay the Foundation for Long-Term Relationships
Agree upfront that if the project meets its success criteria, the engagement can be extended. Use this opportunity to request a case study and, if possible, referrals.
Trust, like reputation, takes time to build. Starting with small wins creates a solid foundation for lasting relationships. Trust leads to bigger projects, referrals, and loyalty. By focusing on trust at every step, you’ll build a strong reputation and long-term success.
