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Trust-Based Selling: Using Customer Focus and Collaboration to Build Long-Term Relationships Hardcover – December 8, 2005
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From the Back Cover
Rarely are the words "sales" and "trust" used in the same sentence. Why? Buyers are often skeptical, fearing that sellers have only their own interests at heart, Most sellers honestly want to do right by their customers--yet still want and need to get the sale. Is it ever possible for buyer and seller to trust each other?
The answer, says bestselling business author Charles Green, is yes. In his previous bestseller The Trusted Advisor, Green and his co-authors explain how to increase dramatically the levels of trust in client relationships. In his new book Trust-Based Selling, Green zeros in on the single most criitical application of trust to customers--selling--when buyers decide whether or not to become a customer. Green shows how the sales process is a powerful opportunity to create trust. No matter what your business--law, advertising, software, banking, telecom--behaving in a trustworthy manner during the sales process creates customer trust, while at the same time enhancing the odds of getting the sale.
You'll begin by examining customer buying habits, the often-overlooked impact of trust-building on the selling process, and the tremendous profit impact of selling from trust. Green outlines the principles of Trust-based Selling®, showing how to create trust from first introductions to proposals to negotiations to closings--even while responding to the Six Toughest Sales Questions. He shows how to apply the Four Trust Principles and the Trust Creation Process to any traditional sales process model for dramatic results:
- You and your sales force will become more mindful of customers' issues and situations, as well as their concerns, desires, and fears
- Customers who trust you will become more open to your ideas, explore more options with you, and streamline decision-making
- You'll achieve enhanced creativity, more buy-in, greater honesty, and fewer misunderstandings by fostering collaboration with customers
- You will be able to focus on the relationship, not the transaction--which ultimately builds trust and then yields more transactions
Complete with real-life examples from a variety of businesses, Trust-Based Selling is the authoritative guide selling in a world that is interconnected and dependent on trust relationships.
and earn their business for life!
What buyers really want--even when they don't say so--is a seller they can trust. In this follow-up to his bestseller The Trusted Advisor, Charles Green points the way to a culture that values the relationship over the transaction, builds trust in the sales process, and focuses on doing the right thing for the customer. Trust-Based Selling shows how applying trust principles to customer selection, negotiations, proposing, presenting, pricing and closing leads not only to better business results for customers, but also to greater customer trust and far greater sales effectiveness and profitability. Green explains how to:
- Adopt the four fundamental principles of Trust-based Selling
- Move from being seller-focused to client-focused--and stay that way
- Collaborate rather than compete with your customer
- Convert hostile or suspicious customer questions into opportunities to increase trust
- Care about customers for their sakes--thereby increasing your sales and customer retention rates
- Develop the perspective that "the relationship is the customer"
"If you want to earn the trust of your customers, I suggest you read this book."--Jeffrey Gitomer, bestselling author of The Sales Bible and The Little Red Book of Selling
"At last, a sales book based on how sophisticated, intelligent people actually buy. An important contribution that challenges the effectiveness of much of current sales practice, and shows how to do it better."--David Maister, author of First Among Equals and Managing the Professional Services Firm
"Green has written a rarity--a practical book which talks about the critical role of trust in selling, and how to be honest and successful at the same time."--Ken Roller, Director, Strategic Relations, Intel Corporation
About the Author
Charles H. Green is president of Trusted Advisor Associates, specializing in helping Fortune 500 business improve their trust-based relationships and business development skills.
More About the Author
I'm founder and CEO of Trusted Advisor Associates: we help professionals become trusted advisors to their clients, and help organizations create trustworthy leaders and teams.
I grew up in the US Midwest, drove a NY taxi and got a philosophy degree in college, then an MBA at Harvard. I spent 20 years in general management consulting, first with The MAC Group, later with Gemini Consulting. In 1995, I left to start my own firm, and began focusing entirely on trusted relationships in business.
I have lived in Europe (based in Barcelona for a year) and the US (grew up in the midwest but have been an Easterner for quite a while now).
I've got two grown great kids and Sammy the Dog; we live in West Orange, NJ, and spend a lot of time in NYC. I used to play pedal steel guitar, but gave it up when I realized how long it would take just to get back to how good I used to be, which wasn't as great as I wanted to be. Still enjoy chick'n pick'n my Strat and Les Paul though.
Top Customer Reviews
Green finally has given us the language to use that makes it clear how the various rungs on the sales competency ladder lead you to success: product-based to needs-based to relationship-based and finally to trust-based state of mind. The first three rungs on the sales ladder are seller oriented. The last rung is customer oriented. For other than commodity products and services, the old adage that "nothing happens without a sale" must be updated to add "and no significant sale will happen without trust."
Each chapter in this must read book begins with a "Chapter at a Glance" box that sets the reader up for what to expect and then Green fulfills that promise. The chapters are broken down into reasonable chunks of information that are easy to find when referring back to previous material. The writing is clear and the message compelling. There are many very useful diagrams, tables, and lists.
Green states that there are four principles that drive trust-based selling: (1) A focus on the customer for the customer's sake, not just the seller's sake. (2) A style of selling that is consistently collaborative. (3) A perspective centered on the medium to long term.Read more ›
As a performance consulting firm we are tenacious to read anything that will help us help our clients. There have been numerous books we have read and recommended. None approach the tenants in Trust-Based Selling. Mr. Green has captured what is means to have a true client focus. His approach is practical and honest. It addresses principles you live not techniques you turn on and off because you went through a sales training class.
If collaboration, selflessness and transparency with clients are values you live by or wish to do so, Trust-Based Selling will help take those standards to new levels.
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.
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.
Most Recent Customer Reviews
One of the best books on authentic selling, based on building trust. Check out Chapter 8 (Trust Equation) and the various methodologies that Charles Green uses. Read morePublished 18 months ago by Jasper Welch
At the heart of all those negative stereotypes about sellers is a fundamental lack of trust. Buyers simply don't trust sellers. Read morePublished 20 months ago by Deb Calvert, author DISCOVER Questions Get You Connected
very compelling and detailed treatment of a different way of selling. focus on the customer's true needs - personal and professional - and work with, not against, customers for... Read morePublished on November 29, 2013 by M. J. Coury
I have really learned a lot from this book and u have read many sales books. Recommend it very highly!!Published on May 19, 2013 by ROSE FOREY
This is one of those business books that addresses the obvious and contains a few useful spins on ideas. Few business books do more. Read morePublished on October 15, 2012 by bloomsday
Charles H. Green co-authored "The Trusted Advisor", one of the overall best consulting books ever written. Read morePublished on January 6, 2011 by shaun t heneghan
Many sales experts advocate developing relationships with your clients rather than focusing on single transactions. Charles H. Read morePublished on March 8, 2007 by Rolf Dobelli
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. Read morePublished on December 2, 2006 by David Laws