“Know, like, and trust.” The foundation for relationship success and for sales success.
But building trust in sales takes time.
Or does it?
Deep in his recent book Pre-Suasion, Dr Robert Cialdini shares a clever strategy to accelerate trust and enhance receptivity of any message you’re trying to communicate (hint: it works in videos).
Read time: 1 minute 50 seconds
Video length: 3 minutes 22 seconds
Takeaway: A clever strategy for building trust in sales quickly
Your Shortcut to Building Trust in Sales
Watch the video above for a little more detail and nuance to Cialdini’s advice.
“The Credible Authority”
On page 165 of Pre-Suasion, Cialdini explains that people who’ve earned authority can “induce assent by way of recognized expertise.” Assent in the context of sales is, of course, influence and persuasion toward a message, idea, or outcome. It’s agreement. It’s a yes.
Even more powerful, though, is the “credibly authority,” who has both expertise and trustworthiness with his or her audience.
Building Trust Faster
A common perception: being perceived as trustworthy takes time. Building trust is a slow process. It’s earned over time.
Cialdini’s strategy: “a communicator who references a weakness early on is immediately seen as more honest.”
Why does this work?
You’re silencing that distracting buzz of known or perceived weaknesses or objections. You’re turning off that switch. Now, your audience – whether one person or hundreds – is more attuned to everything else you have to share … free of that distraction.
You’re also breaking an expected pattern. It’s far more common to lay out the positive and favorable exclusively. Weaknesses or drawbacks are typically reserved for the end and often withheld unless they come out through question and answer.
As you structure and work through a phone call, a presentation, a video message, or any other form of communication with a prospect or client, share a weakness or drawback near the top.
Don’t just stack positives on positives from start to finish; offer out an objection to silence that distraction.
You’re building trust more quickly and opening receptivity to the rest of your communication.
More on Building Trust Here in the Blog
Content Marketing Institute: Reducing Image Quality to Build Trust
Stephen M.R. Covey: The Speed of Trust
Dr Robert Cialdini: The Links between Expertise, Authority, and Influence
More on Robert Cialdini and Pre-Suasion
Dr Robert Cialdini: Influence at Work
Build Trust Through Video
People sending simple video messages in place of plain, typed-out text are getting face to face earlier and more often in the sales process.
Prospect feel like they know you before they ever meet you.
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