| While selling in the new economy: It is more important to be well trusted than well liked.
(New York) Research from the book “Selling 2.0” has discovered that the most important factor motivating a customer to buy from one salesperson over another is the level of trust in the salesperson. The development of a personal relationship between buyer and seller rated a distant second.
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In a national survey, professional sales people and professional buyers were asked to select the most influential approach that motivates customers to buy. Sales people overwhelmingly chose “building relationships” with 28.3% of their vote. They voted “Problem solving” as second with 20.3%, and “Building trust” third with 18.8%. But when buyers rated the same list they picked “Building Trust” far above all other choices giving it 30.3% of their vote. “Building relationships” followed as a distant second with only 17.2%. In the new economy repeat purchases, consolidated buying, interdependencies between buyer and seller, and partnerships arrangements have shifted the power in the buyer/seller relationship to the buyer. But these same factors have increased the risk of making a bad-buying decision for the buyer. When risk to the buyer increases, customers make buying from people and companies they trust their top priority.
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