What is trust and how does it play a role in sales?

What is trust and how does it play a role in sales?

Trust is a fundamental aspect of human relations and interaction. It has two

dimensions: emotional and logical. Trust in business is as crucial as in simple

relationships because virtually everything that people do with others involves exchange.

That exchange should be valuable before the eyes of the parties involved in any given

transaction commercial or otherwise. In other words, parties to a given transaction

should come out fairly. In business context, trust can be seen as transacting with

someone when you do not know them very well, their intention, as well as, whatever

goods or services they are offering you. The task of making customers trust you and

your products and services vis-à-vis your competitors is an uphill task. This is where

trust-based selling comes into picture especially for the focused and successful


According to Green (2006), trust-based selling is founded on two pillars. First,

trust as the only biggest motivator of consumer or buyer behavior. Second, as buyers,

people tend to trust people who put their interests ahead of theirs. Therefore, people will

buy from sellers that put their interests in front of their own. Contrary to popular

unfounded belief that if a buyer puts his or her clients’ interests ahead of theirs that they

risk losing money, customers exceedingly choose to buy from sellers they trust. Any

focused marketer will attest that such client relationships is the key increased sales

because they are more lasting, efficient and effective than relationships that are not

based on trust (Green, 2006). Consequently, relationships that are built on trust are

bound to be friendly to an organization’s desire to realize improved financial

performance which is a core goal of every for-profit outfit.

The aim of trust-based selling is to establish the relationship whereby the

obtained sale becomes a consequence. This is quit opposite to the popular traditional

customer focus whose aim is to persuade a willing and able consumer to buy (Green,

2006). On the other hand, in trust-based selling the established relationships nurture

transactions unlike focus on deals alone that kills relationships.


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