SELLING: The Three Values of a Salesperson

Presenter: Aryan Lee Antony

Building Credibility: The Four “C” Trust Factors

Three Values of a Salesperson

Integrity

• Develops one’s CREDIBILITY in all their dealings• Resisting temptation to exaggerate benefits or fabricate small

details• Knowledgeable about competition and research constantly

Building Credibility

The Four “C” Trust Factors

1. ConsistencyHave you been consistent with them in the past, and how so?

For any prospect, buying is an act of faith

1. ConsistencyHave you been consistent with them in the past, and how so?

2. CredibilityWhat story are you telling your audience?

1. ConsistencyHave you been consistent with them in the past, and how so?

2. CredibilityWhat story are you telling your audience?

3. CongruencyDo all the pieces of your story and image fit together with your identity?

1. ConsistencyHave you been consistent with them in the past, and how so?

2. CredibilityWhat story are you telling your audience?

3. CongruencyDo all the pieces of your story and image fit together with your identity?

4. Common GroundDo you have something in common to build the trust?

Three Values of a Salesperson

Initiative

• Initiate efforts to be a self-starter, to set goals, and to manager their own time

• Comfortable in expanding their network – practically everywhere, anywhere

• Anxious to share their product’s benefits

Three Values of a Salesperson

Discipline

• Disciplined to keep going and do not easily give up

• Systematic in approaching the task at hand• Continually learning and sharpening one’s

tools of trade

As a salesperson…

Your INTEGRITY makes others TRUST you,

Your INITIATIVE makes others RESPECT you,

Your DISCIPLINE makes others DEPEND on you.

TrustworthyRespectable

Dependable

Turning a Weakness to a StrengthThe Volkswagen Business Case

Turning a Weakness to a Strength

Business Case

Turning a Weakness to a Strength

It will stay uglier longer.

Turning a Weakness to a Strength

EAKNESS ==1. Attracted ATTENTION2. Established TRUST & CREDIBILITY3. Promoted GENUINE STRENGTHS: • Good gas Mileage• Durability• Inexpensive

Turning a Weakness to a Strength

Other Self-Exterminating Campaigns

“ugly can be beautiful” “…The most expensive haircolor in America… Because you’re worth it.” “It Tastes Awful. And It Works.”

“The taste you hate three times a day.”

Turning a Weakness to a Strength

Application of this Persuasive Strategy

1. Only use if your weaknesses are genuinely minor ones

2. Clearly establish product benefits and strengths to compensate for the “weakness”

DISCUSSIONDISCUSSION

Thank you.