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BUILD TRUST:
A Customer-Focused Selling Approach

Trust Based Selling To Drive Revenue

Gaining the trust of your customers can drive long-term revenue for your organization. But, in a world where buyers are increasingly wary of salespeople and selling tactics, trust can be hard to gain and easy to lose. At Richardson, we empower sellers with the skills they need to add value and build that trust. Read below about Richardson's trust-based selling solutions: 

Consultative Selling Skills: Richardson’s Consultative Selling program takes an in-depth look at the critical structure of a sales call or customer meeting and provides a powerful roadmap for a successful, needs-based dialogue that fosters trust. 

Business Outcomes 

  • Take the critical attribute in your organization that every salesperson has in common - communication - and add a consultative process, language, and structure for interacting with customers and executing an exceptional and differentiated sales call.
  • Drive revenue and business performance by helping increase close ratios for new customers and expand business for existing customers.

Learning Objectives 

  • Apply techniques that will improve preparation efficiency and effectiveness.
  • Develop skill in establishing credibility that encourages customers to more openly and honestly share information about their needs, competition, pricing, decision criteria, and other information critical to winning business.
  • Utilize a questioning strategy to more effectively uncover customer needs and enable solution positioning that is persuasive and customer-focused.
  • Apply a four-step model to resolve any objection.
  • More confidently ask for business.

Selling with Insights: Richardson’s Selling with Insights program provides sellers with advanced-level skills that allow them to know when and how to leverage insights in strategic dialogues with customers, adding value to the relationship and building trust. 

Business Outcomes 

  • Help customers validate, clarify, deepen, and reframe their thinking around how to address business issues (challenges and opportunities) in order to reach their goals and objectives.
  • Differentiate the seller by bringing personal value to the customer buying experience.
  • Generate interest in the seller's capabilities.
  • Influence decision criteria to align to the seller's distinct competitive advantage.

Learning Objectives

  • Prepare for an insight based dialogue.
    • Map competitive advantages to potential customer business issues (challenges and opportunities) based on research/knowledge of the customer.
    • Effectively prepare and leverage planning tools to tailor a compelling insight storyline that creates value for a specific customer and buyer.
  • Lead an insight-based dialogue.
  • Apply the Insight Dialgoue Model to effectively establish, reinforce, and maintain an environment of collaboration and mutual respect that fosters new and value-added thinking about how to achieve the customer's strategic goals and objectives.
  • Make in-the-dialogue decisions to further explore, prompt, and shape customer thinking to align customer and seller perceptions around the true nature of a customer issue and how to best address it.

Trusted Advisor: Richardson’s Trusted Advisor program teaches a five-part framework and skills to develop a trusted, preferred provider position with your key accounts.

Business Outcomes 

  • Bolster customer loyalty and retention.
  • Shorten sales cycles and competitive threats.
  • Decrease fee pressure and increase margins and profitability.
  • Gain higher, wider access to more effectively cross-sell and expand relationships.

Learning Objectives

  • Use a common language, framework, and process for building trusted relationships, ensuring you are "invited to the table" as a valued sounding board.
  • Build skills at having deeper, more strategic customer dialogues to uncover needs.
  • More persuasively and proactively position yourself and your team as a continuous source of ideas.
  • Use a relationship planning tool and methodology for proactive, daily action planning that more effectively leverages time and team resources.
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