Imagine you are sitting with a buyer. Things seem to be going well. The buyer is speaking positively about completing the deal with you. Feels good, doesn’t it? 

Could you bottle that so that every time you interact with a buyer, it feels that way?

That was not the answer you were looking for. However, you can definitely influence behavior, so it is more likely. Trust formation is at the heart of all sales interactions. There is tension or even conflict in every sales conversation. In one of our recent training, one of the sales reps bemoaned that there are” playbooks for buyers” that anticipate the cognitive types of questions (budget, timeline, project expectations, etc.) so they can avoid answering. While there may not be actual playbooks, most buyers are well used to the typical questions salespeople ask. Nevertheless, this opens up an opportunity for the more adept sales representative. Asking questions beyond the usual and asking about how the buyer thinks gives you insight into who and what is involved in the decision process.  

Being conscious of what you bring to the conversation is one key element 

At Nova, we talk about discovering the real “WIIFM,” which drives the buying decision. People choose for one of two reasons. Alternatively, either they are looking to create a gain or prevent a loss. The discovery of this primary buying motivation lies in how a salesperson forms trust with her buyer.  

In a 2013 qualitative study from Dowell, Heffernan, and Morrison, they found indications that a positive and friendly attitude, ability, competency in communication skills, product knowledge, integrity, “honest actions,” and a willingness to give immediate and frank responses contributed to a more trusting relationship. Certainly, a positive and friendly attitude seems like a no-brainer for salespeople. The more exciting look at building trust requires more in-depth communication skills. This includes asking questions that seem to jeopardize sales. Think of the “why” questions: 

• Why buy now? 
• Why us (the selling organization)? 
• Why spend the money? 

While you would not ask these questions directly, this information shows you whether or not the deal will happen. They are potent questions. On one hand, if you ask a buyer why they are interested in buying from your organization, that could seem like you are setting them up to doubt you. On the other hand, the buyer has an opinion about your organization and your product. Could asking about their interest in your product or organization reveal that you are column fodder or the one they perceive as most desired? Conversation illuminates what is underneath the interest, and it is how a salesperson demonstrates their competence and expertise which leads the buyer to assess them as more trustworthy.  

Our brains are designed to connect  

 While it is common to think of selling conversations as “find the pain” interactions, this misses what we naturally do. By leveraging science, we learn that our brains react to others in a way that builds connection. Take the 2013 neuroscience study from the National Institute for Physiological Sciences, in which speakers are more inclined to have a positive attitude toward the listener and feel more connected. The very act of actively listening produced this heightened connection. There are also mirror neurons which are neurons that fire when you act and also when you observe another’s behavior. This prompts a person to replicate the behavior. So, physiologically, the more natural the conversation is, the more likely there is positive regard and trust.   

Ethics and influencing trust 

We are hardwired to connect with one another, and a conversation is a tool we use to enable our connections. Conversations can go beyond just connecting. Through our conversations, we can form a deeper connection with one another. When a conversation begins to have depth, we experience trust. Trust is a decisive element in the buyer/seller relationship. With the right amount of trust, you learn the real reasons (gain/loss) that drive the buying behaviors of your buyer. Trust, however, is fragile. It takes effort to build and is influenced by how genuinely we act. Building trust in buyer/seller relationships is challenging, especially with an untrusting buyer. You must align your intentions and behavior to nudge trust in the right direction. If there is a disconnect between your intentions and your behavior, the buyer could pick up on this, shut down the conversation, and eliminate any possibility of an opportunity for the salesperson. The way to encourage a buyer to choose you is to let go of selling conversations and focus on simply an authentic conversation about your product or service.  

When you think about sales effectiveness at your organization, does it seem like you are close but just missing those unique elements that give you that competitive edge? Looking for a way to understand how your buyer thinks, decides, and reveals information? At The Nova Consulting Group, we believe that professional selling is a craft. With the Advanced Sales Conversation©, you have those missing elements that move your salespeople from competency to mastery. With our deep understanding of what makes and sustains high-performance organizations, we provide integrated solutions that do not replace your sales methodology and yet advance a progressive selling mindset. Be bolder, more insightful, and get results. To learn more about how to master the craft of sales and encourage sustainable high performance, call  (617) 933-7249 or email info@novaconsultinggrp.com.