A rare event occurred last week. A PR agency in New York promised to set up an appointment with an executive regarding the book I wrote … and then did.
She followed up.
She did what she said she would do. She actually did.
And the crowd went wild.
It sounds like such a simple thing and, well, it is! But the underlying message you send someone when you do what you say you are going to do is wicked important:
You can trust me.
Think selling print is hard? Try selling trust. How do you convince someone to trust you as a sales rep? Saying, “Trust me. I’m in Sales” makes a great T-shirt but might as well say, “You don’t know me but trust me anyway.” The only way to sell trust is to act in a trustworthy manner. Doing what you say you are going to do is an action that speaks volumes.
Apply it in your prospecting process:
“Hi, this is Bill Farquharson. I promised to follow up on the letter I sent and I just did.”
String together a series of kept promises and you’ll soon find yourself sitting in the Promised Land: An appointment with a new prospect.
I’m Bill. I’m in sales. And you can trust me on that.
