You’ve pursued a prospect with a strategic marketing campaign, and you’re finally granted a discovery call to find out more about them and convince them to work with you.

More important than features and price is how your prospect perceives you – namely, if they feel they can trust you.

Data shows that trustworthiness is critical when a prospect is making a purchasing decision, particularly in a crowded industry like promo products. Pew Research recently found that 84% want to buy from someone they know and trust. And yet, salespeople tend to rank low on the trust scale.

Here’s how to build trust quickly with a prospect so they turn into a happy customer.

1

Establish your industry expertise.

Your prospects want to know that they’re in good hands. Lay out exactly how you can help them based on your experience. Access to high-end products is one thing, but make sure they know that you can also manage company stores and fulfillment needs.

2

Demonstrate your knowledge of their business.

Ahead of the call, do research on a prospect’s company – its mission, culture and previous uses of promotional products. That will show the prospect that you took the time to find out more about them and thought up custom solutions for them.

3

Understand their needs and goals.

As you’re speaking with prospects, listen to what they’re looking for and take notes. They could be skittish after a past bad experience with a promotional campaign. Ask for more details, and let them know how you would proceed differently to make the project a success.

84%
The percentage of prospects who want to buy from someone they know and trust. (Pew Research)

4

Build credibility with data and social proof.

Offer case studies that include the revenue increase your client saw as a result. And don’t forget social proof – make sure your LinkedIn profile has recommendations and testimonials from your network for related areas, like “promotional products,” “marketing” and “sales.”

5

Focus on your body language.

Throughout the meeting, be conscious of your body language. Show genuine concern for what prospects have to say, look them in the eye and smile. Key to building trust is listening more than speaking to them – prospects want to be heard and respected.