Sales POP - Purveyors of Propserity
Sales Techniques: The Question of Trust
Blog / Sales Management / Dec 18, 2013 / Posted by Nikolaus Kimla / 4974

Sales Techniques: The Question of Trust

Sales techniques and the question of trustFor many years, sales techniques have been a matter of heavy focus—by sales management, sales trainers, sales book authors, and of course salespeople themselves. Endless techniques are evolved, refined, taught, adapted or rejected, and endlessly argued.

But if there is one particular factor underlying all sales techniques that nobody could argue against, what might that be? It’s the question of trust.

The Tarnished Salesperson

As far back as the 1800s, the image of salespeople was a bit tarnished. They were considered shysters trying to pull things over on people, sell them things they didn’t want—or even in some cases blatantly trying to rip people off.

This image came about thanks to a relatively few unscrupulous salespeople who were actually criminals out to play a con game. The general public came to have a kind of innate and automatic suspicion of anybody selling anything.

When you boil it down, though, it was simply a matter of trust. Hence honest salespeople, when launching into a pitch, knew that the people they were trying to sell to were suspicious—and would work to change this by winning the trust of those to whom they were pitching. They would demonstrate beyond a shadow of a doubt that the product they were selling was a decent product, and would substantially benefit the buyer in some way.

Trust in Today’s B2B Sales

Today this matter of trust has come to mean much more as part of the sales techniques of a B2B sales rep. For not only is trust something you are going for in establishing a custumer relationship with a potential client—it is actually the goal of that relationship.

What does that mean? Let’s start at the beginning, before a buyer engages or is engaged by a salesperson. Much of the time in a B2B scenario, the product or service being sought is somewhat complex—such as a database software solution or a piece of factory equipment. Different manufacturers, distributors or solution providers are going to have different pitches for their products, stressing their particular strengths, market positions and so on. The buyer is going to be somewhat overwhelmed with information, even in just researching it online.

In establishing trust, a salesperson can be like a calm voice in that complex storm. Right at the beginning, approaching a prospect with calm, firm honesty—rather than a brash and assertive pitch—is arguably amongst the best sales techniques and will mean a lot.

Answering questions in a right way is amongst the best sales techniques


In fact, the first move in establishing trust isn’t a sales pitch at all; it’s listening. It is hearing, knowing and understanding that buyer, that buyer’s company, and all the issues you are seeking to solve by selling them a product or service. You should ask questions designed to obtain all the information you need to achieve that understanding.

Answer Questions

At the same time, a buyer will be asking you questions. If you are going to engender trust, you must be able to answer them precisely and well. As the buyer learns that you are an expert on the product or service and an expert on the industry, that trust is going to build—and you will demonstrate your trustworthiness by the truthfulness and factualness of your answers.

Part of answering questions also means knowing how much of an answer to give—for especially with a complex product or service, there is such a thing as too much information.

Apply Insight to your Sales Techniques

After you have listened to the buyer (and done independent research on the buyer’s company as well), you must apply insight. That means matching up the product or service to the particular issues the buyer has presented.

If your product actually does solve the buyer’s problems, at this point you are a short step from a closed sale if not already there. Of course there will likely be others in the buyer’s company that also need to be closed—but if you apply the above rough guidelines to each person you encounter, it should go smoothly. Add to that the fact the buyer is already closed, so if that buyer has enough pull with other company stakeholders, you’re practically home free.

CRM Solution

In establishing trust all the way along the sales cycle, you’re going to have to have accurate, reliable and continually updated information about prospects that can be easily accessed whenever needed. You’re also going to need to be able to save critical data in such a way that it can be readily retrieved down the road—by you or another salesperson. Such information storage and retrieval can only happen through the use of a leading-edge CRM solution.

Underlying all possible sales techniques is the issue of trust. Build it carefully and strongly—and win every time.

Don’t have a CRM solution that conforms to the above guidelines? Get your free trial of Pipeliner CRM now.

About Author

CEO and partner of and the uptime ITechnologies, which I founded in 1994 and has since played a significant role in the development of the IT-environment. pipeliner is the most innovative sales CRM management solution on the market. Pipeliner was designed by sales professionals for sales professionals and helps close the gap between the requirements of C-level executives for transparency and the day-to-day operational needs of field and inside sales. I am also the founder and Initiator of the independent economic platform GO-AHEAD!, which orientates itself on the principles of a free marketplace in terms of liberal and social responsibility. Connecting people, the trust of business leadership in terms of values such as freedom, self-responsibility, and entrepreneurial spirit, and strengthening their awareness in order to create a dynamic boost within the economy triggered through spontaneity, all stand for the initial ideas surrounding GO-AHEAD! I studied in Los Angeles and Vienna and received my Masters's Degree in 1994. I am married and have 3 children My Specialties are in: Sales Management, Sales CRM Software, CRM Cloud Solutions, SAAS, Business Strategy, Software Development, "Pipeline Management", Social responsibility, outbound sales, b2b sales, inside sales, sales strategy, lead generation, sales process, entrepreneurship, coaching, mentoring, speaker, opportunity management, lead management, Austrian School of Economics

Author's Publications on Amazon

This is a practical manual covering the vital subject of Sales Management. I firmly believe that sales are the most important profession for dealing with today’s turbulent world and Econo my, for salespeople create wealth and produce peace. But salespeople need a competent, stable leader—and…
Buy on Amazon
Inside this eBook, you’ll discover a series of chapters dedicated to some of the most important areas facing sales today. From the sales process definition to measurement, lead generation, and proven sales techniques, this comprehensive eBook will provide you with the information you need to…
Buy on Amazon
A common term in sales today is EQ, which stands for “emotional I.Q.” It means the skill a salesperson has in reading emotions and utilizing them in sales. It means empathy and a number of other abilities. The short version is, it’s an I.Q. when…
Buy on Amazon
People are smart to question the future of automation, for it has become part of everything we do. With the quantity of applications and technology around us, we yet still crave more. We become convinced of its power when our package is delivered from Amazon…
Buy on Amazon
Sales management isn’t a simple subject by any means. But at the same time, it does have some basic and somewhat simple fundamentals—and that is what we are bringing to you with this book. First come pain points of sales management, and how to overcome…
Buy on Amazon
Today the Internet has transformed a seller's market into a buyer's market and author Nikolaus Kimla states that the role of sales has never been more crucial. It is now time to give salespeople the role they factually can play: entrepreneurs within the enterprise. They…
Buy on Amazon
This is our public declaration of the intentions behind Pipeliner, and our objectives and motives for the product and for our company. Behind the development of that CRM application and, in fact, behind everything we do, we have a real cause. The story begins with…
Buy on Amazon
For the future, there must be a perfect balance of humans and technology. You have to have the perfect technology, andthen the perfect human being in application, performance and presentation. Today and into the future, it’s a 50-50 balance. In the past it was perhaps…
Buy on Amazon
The salespreneur is based on the concept of the entrepreneur. Before we can explain the salespreneur, you have to have some understanding of the entrepreneur. The entrepreneur plays a crucial role in any economic system. The entrepreneur seeks out information that can be utilized for…
Buy on Amazon
A seasoned captain would never leave port without a competent navigator. In a similar way, a sales manager might be a total ace at "commanding the ship" – at inspiring and coaching sales reps, pointing out and getting agreement on making quotas, and keeping everyone's…
Buy on Amazon
Sales Process Automation
This website uses cookies. By continuing to use this website you are giving consent to cookies being used. For information on cookies and how you can disable them, visit our privacy and cookie policy.