Remember the last time someone made you laugh? It probably took less time for you to react with laughter than it did for you to answer a question that involved logical reasoning. Frank Defino Jr. stated in a 2009 BtoB Magazine article that “Humans are largely motivated by their emotions, with emotion stimulating the mind 3,000 times faster than rational thought.”
And Steve Clark tells us on New School Selling that “All studies of human motivation conclude that people buy from people they trust and respect. As much as 50 to 80 percent of the reason people buy anything has to do with trust and respect. When people buy your product, chances are that they don’t fully comprehend the technical aspects of what you sell.”
Earning trust and respect doesn’t have to be difficult, but it certainly doesn’t happen overnight. It’s like dating. The first impression is everlasting, but you need to back it up after the first date and throughout the courtship. The same is true with client relationships.
Defino explains it like this: “How your company makes a customer feel, how they believe your values align with theirs and your overall likability are all integral to creating clients who are highly favorable toward—and attached to—your business.”
It’s important to follow through on your promises from the very beginning. Making good on promises helps to reinforce the relationship. And when you continually contribute to the relationship and uphold your end of the deal, you’re giving customers a reason to stay with you.
Remember that your prospects are involved in other business relationships, too, so it takes time and patience to connect and bond. Make sure they know you value their time when they share it with you, and provide information that’s valuable to them and their business. You’ll earn more respect at every touch point.
Find simple ways to let them know you care: engage them in a light-hearted conversation. Find a common interest to talk about. Remind them that you’re thinking about their business goals.
They probably won’t want to buy your product after the first phone call, just like you probably won’t get married after the first date. But continue to “date” your clients and engage them. Eventually, they’ll trust you enough to want to keep you around.
