Trust-Based Selling: Using Customer Focus and Collaboration to Build Long-Term Relationships

Buyers prefer to buy from people they trust. However, salespeople are often mistrusted. TRUST-BASED SELLING shows how trust between buyer and seller is created and explains how both sides benefit from it. Heavy with practical examples and suggestions, the book reveals why trust goes hand-in-hand with profit; how trust differentiates you from other sellers; and how to create trust in negotiations, closings, and when answering the six toughest sales questions. TRUST-BASED SELLING. a must for anyone in sales, is especially invaluable for sellers of complex, intangible services.

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All Customer Reviews
Average Customer Review:
2 of 4 people found the following review helpful:

Guidebook to success for career salespeople , 2007-03-08
Many sales experts advocate developing relationships with your clients rather than focusing on single transactions. Charles H. Green encourages you to earn and cherish the trust of your customers; that means putting their needs ahead of yours. He promises that trust-based relationships will generate more income for you in the long run, but only if you are genuinely sincere. You cannot feign trustworthy behavior as a sales tactic; it must come from your heart. Green tells you how to earn real trust, using his four-step sales process and five-step trust-building procedure. He offers a plethora of examples, practical suggestions and useful lists, repeating some strategies for emphasis. We encourage career salespeople to use this book.


2 of 3 people found the following review helpful:

You can't build trust if it's all about you, 2006-12-02
If you are working with an organisation that wants to 'become more customer focused' - and let's face it, who doesn't these days - you'll want to read this book. So many organisations, as they begin exploring what 'customer centricity' is all about, will soon realise that effective, long term relationships (and ultimately business success) are built on trust. But I suspect many companies set out to build trust only as long as it helps sell more stuff!
Charles Green's book helps clarify the concept of trust and the importance of becoming truely customer focused as well as the need to understand just how 'self-orientated' most organisations are. This one simple concept, self-orientation, and it's role in limiting trust, is clearly explained and demonstrated. Perhaps it is the prime reason your company is struggling to realise the full potential of customer intimacy!
Good read, well worth the time - but get senior leaders to read it as well.


2 of 6 people found the following review helpful:

Move to the next level, 2006-04-07
This client focused book highlights principles needed to move to the next level.


9 of 10 people found the following review helpful:

This Man is Dead On, 2006-04-05
As a salesman for many years I agree with everything that Mr. Green says. In fact I remember a particular sales call where I took my vice president to visit the vice president of a company with whom we were doing business. The customer had issued a requirement for a computer printer. I had brought one of our printers with us and given it to one of his teckies on the way to the meeting.

The customer asked, 'is this printer any good?'

'No, its a piece of s**t. But it's the cheapest piece of s**t that meats your specs.'

'It's really that bad?'

'Well,' I said, 'it prints OK after you get paper in it, but putting paper in it is difficult.'

The customer smiled a little. "Yeah, I used to have one, I could never get the paper in it.' Then he turned to my VP and said, 'That's why I like to do business with him, he doesn't lie to me.'

They changed their specs and down through the years I sold them an awful lot of printers.

I think that this story illustrates what Mr. Green is saying. Make a friend, a trusted friend out of a customer or prospect and you can expect to get returns far beyond what you might expect, but only if you are a trusted friend as well.


3 of 4 people found the following review helpful:

Useful resource for Sales professionals, 2006-02-28
Green does a credible job of presenting concepts that will help build trust with prospective customers, and move the sale forward.

What I liked best about Green's book is:

+ can help you differentiate from other sales professionals by creating a customer-first vs self-centered sales approach

+ engaging, easy to read and insightful .. an intelligent book

+ helps sales professionals learn how to 'elevate' their approach to one that's more credible and honest, which builds trust, which builds sales.

Good work on it - well written.


Ken Calhoun

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