Trust-Based Selling
by Charles H. Green
Buy book: $17.60

Sales based on trust are uniquely powerful. Learn from Charles Green, co-author of the bestseller "The Trusted Advisor" how to deserve and, therefore, earn a buyer's trust. 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" is a must for anyone in sales, is especially invaluable for sellers of complex, intangible services.  

 

Wow1 This is my first experience here,and this book deals directly with a topic dear to my heart. If your business causes you to have to sell services, or if you've ever had to sell your boss on ideas (and who hasn't), this is good stuff.

Most of us hate to "sell" anything, but this is because we understand "selling" as getting somebody to do something you want them to do, regardless of what they think or how it will affect them. Of course this is wrong, and who would want to do it?

Instead, it is much healthier to view selling as helping match somebody's legitimate need with a legitimate solution. No match, no sale, and the "sellee" gets to decide this. Once you have this mental model, the distastefulness leaves the idea of selling.

I now am very happy selling ideas. When it doesn't work out, it is because the "selee" decided so. I may not agree, but it is not my decision. This makes it very easy for me--I know that I am advocating something noble and genuinely in the person's best interest. It is their decision...and that takes the pressure off me.

I joined this book club not knowing whether I could afford the time. Now, wouldn't you know it, I will have to go out and get the very first book I see excerpted. Oh well, you gotta love books!

Thanks for doing this work!