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The three magic words in sales.

Like, Trust, Buy!

This phrase is used, or should be, by every successful sales person on the planet.  For many aspects of life, there is a certain order in which things flow.  Grass seeds must be planted before they pop up and make a beautiful lawn.  We learn to walk before we run.  And so it is with sales.  People need to like us before they trust us.  People need to trust us before they will buy from us.   Don’t confuse “like” here the way your best friend likes you; although that may end up being the case.  Like, in the sales context, really means establishing a good business rapport.  You are someone with whom your prospect “likes” speaking with and meeting.

You never trust someone you don’t like.  It’s contrary to human nature.  There’s probably something about that person that just rubs you the wrong way.  Maybe you perceived them as pushy, or they made an inappropriate joke thinking it was funny.  Your perception of them, whether you realized it or not, was that they did not have the same values as you.  There is no like and no rapport here.

On the other hand, if someone does like you, you have a shot at getting them to trust you.  Yes, I said a shot.  Most people make you earn their trust.  Don’t disappoint them.

 To earn trust remember this:

·         Do what you say you’re going to do.  Be dependable.

·         Arrive early.

·         Follow up promptly and when you said you would.

·         Find things that are of value to the other person.

·         Always tell the truth.  Even when it means possibly losing the sale.

·         Understand that from their perspective, purchasing the wrong product could be career-ending for them.

·         Be knowledgeable.

·         Really listen.


The key concept of Like, Trust, Buy, is that it can never go out of this order.  Approach Like, Trust, Buy in this order and you will be a step ahead of 90% of your competition.

Sales Homework – Write down three things that people said they Like about you.  Use those traits as you build your customer relationships.

1. ___________________________________________________________

2. ___________________________________________________________

3. ___________________________________________________________

Sales Managers –
Make a list of what you think makes a sales rep trustworthy, and share it with your team.

By: Louie Bernstein

An Easy Way to Increase Sales Revenues

Every sales leader knows top producers bring in the lion’s share of business while building excellent customer relationships. Marginal performers fall short of their objectives and often require a great deal of management attention.

THE KEY: Hire more top producers and stop hiring marginal players.

Imagine if you could double or triple the percentage of high producers on your team! You would have a sales force continually able to exceed their objectives, envied by your competitors and appreciated by your executive team.

Now imagine if you could stop marginal performers from getting in the door. You could stop wasting your valuable resources and managerial time dealing with poor performance.   

These advantages can be attained by changing the way your organization hires its sales professionals. Here’s what you need to know to be able to hire more stars, more consistently:   

1.      Know that applicants are far more interviewing savvy!

Be on guard, applicants may be using memorized responses. Sales candidates have always been challenging to hire. Most have above average interpersonal skills which enable them to play to their strengths while covering their weaknesses. However, in recent years, it has become all the more challenging to identify the authentic person.

 Traditional interviewing techniques have been around for decades and are now so well understood that applicants can be more knowledgeable than your company’s interviewers. Using the web, applicants can access hundreds of thousands of links providing answers to interview questions and sales scenarios. Answers can also be found for classic sales interview scenarios such as “sell me this pencil”.

2.  Identify the unique success factors in your company. Even if you find a sales star from one of your competitors, that person may not be successful in your company due to differences in management style, your sales strategy and company values. Each company has its own unique approach and success factors enabling high achievers to excel. These factors go beyond the standard attributes you will find on the resume or uncover during a traditional interview. As example:

Top sales professionals are similar to elite athletes. They possess inner characteristics that separate them from average players.  Although many sales applicants can ‘talk the talk’ during an interview, truly high scorers often have exceptional self-motivation, innate curiosity, an ability to anticipate the play and an incredible drive for winning, in addition to other characteristics.  

3.  Update your selection criteria to support your sales strategies.  Many companies are facing rapidly changing markets. As an example, the shift to cloud computing is changing the way most technology companies approach their marketplaces. In response, sales executives put tremendous effort into developing great strategies, but forget to update their hiring and selection criteria. The plans are new but sales interviewers are still hiring people with the skills required in past years.  You’ve seen the pattern, one region excels while others struggle with internal resistance.  

Instead, review your hiring and selection criteria to make certain your hiring managers are able to identify those candidates who can hit the ground running and add value to your company.

4. Implement state-of-the-art interviewing methods.  A great deal has changed since traditional interviewing techniques were developed. There are much better ways to identify the authentic person as well as the special characteristics that separate an elite player from all the others in the league.  If you haven’t updated your recruiting tools and your hiring managers are still using the techniques learned years ago, you may wish to implement the latest methods and do so before your competitors do.

In summary, a top producer can often generate $1 million more per year than a marginal performer. To stay in the game you need to field your very best team. Learning how to fill your organization with top producers while stopping marginal players from being hired is an easy way to significantly increase sales force revenues.

  If you are still using the interviewing methods from earlier decades, perhaps it’s time for an upgrade!

 Want to improve your sales hiring? Would you like to reduce unwanted turnover, higher more high producers and reduce the bad hires?

Learn more about:

Guided Instinct Interviewing™, a major advance in hiring, enabling sales managers to select top performers more consistently.


By: Tom Armour