S10E8: Win with TRUST, not Low Price: How to sell more, raise prices, and increase loyalty
Several things happened to me lately that made me focus on one of the branches of that work. At a conference I was speaking at, senior executives approached me and said, “That’s all great, but can we sell more with trust?” To me, the answer was clear, “of course you can! And not only can you sell more with trust, but you can even command higher prices with trust and increase customer loyalty!” Actually, the first book I wrote that had the word “trust” in its title, the first one in the series “Can I TRUST You?” had the subtitle “50+1 habits that will make you a trustworthy salesperson.” The other thing that happened was that within days, Thinkers 360 named me one of the top 50 (actually, #12) global thought leaders on trust AND one of the top 50 (number 17) on customer loyalty for 2023. And the last thing that happened was that I saw a significant increase in demand for one of my keynotes: win with trust, not low price: how to sell more, raise prices, and increase loyalty.
So, in this episode, I will start with some of the higher-level, more strategic perspectives on why trust is so important for sales. In later episodes, I will go “down and dirty” into specific tips about being a more trusted salesperson.
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