Do you know the difference between low-trust and high-trust selling? Did you even know that low-trust selling was a real thing? Admittedly, the names came later, but elements of low-trust selling still exist today, practiced by sales teams around the world. Dated and increasingly ineffectual, low-trust selling has been replaced by high-trust selling’s non-manipulative and thoughtful approach.
This week on Platinum Rules for Success, Dr Tony Alessandra explores the history of these two different types of sales approaches. Are you falling into the trap of relying on dated, low-trust sales methods? Are you using the best sales approaches to boost your success?
What is a Sales Approach?
A sales approach is how a salesperson interacts with potential customers, aiming to address their needs and ultimately close a sale. The approach may vary significantly based on the degree of trust between the salesperson and the prospect.
Low-trust selling works best for salespeople because it relies on manipulation and persuasive tactics, while high-trust selling focuses on collaboration and relationship-building.
Low Trust vs High Trust Selling
There are two types of sales approaches: low-trust and high-trust selling. Low-trust selling is based on manipulation and a “numbers game” approach, while high-trust selling focuses on relationship-building, honesty, and mutual collaboration. The high-trust selling approach is more effective in today’s market, where customers are looking for long-term relationships and personalized service.
Key Characteristics of Low Trust Selling
The low-trust approach to selling was developed mainly after World War II. When the war ended, the demand for consumer goods shot up to an all-time high. Consumers were not very sophisticated, so selling techniques revolved around this typical scenario, which still exists today.
Low-trust sales reps focused little on targeting their markets or planning their sales conversations. They approached the market as a “numbers game,” delivering a canned pitch to as many prospects as possible in the shortest amount of time.
Sales leaders began by breaking the ice with a bit of small talk (and equated small talk with relationship-building). Then they delivered razzle-dazzle pitches to wide-eyed, hopefully receptive prospects.
There was little if any, information gathering. Instead, the sales process focused on a persuasive pitch, manipulative closing techniques, and the salesperson’s skills in handling customer objections. Superstar salespeople were those who had mastered the art of arm-twisting.
Common Sales Tactics in Low Trust Selling
- Manipulative closing techniques.
- Persuasive pitches without understanding customer needs.
- Generic sales pitches aimed at anyone, regardless of their needs.
- Focus on quick, one-time transactions rather than long-term relationships.
- Use of high-pressure tactics to push for quick decisions.
Challenges of Low Trust Sales Approaches
Low-trust selling creates tension and could be construed as adversarial. Traditional salespeople often perceive their prospects as people with whom they must go to battle to win business. This power-struggle mindset is supported by sales trainers who teach manipulative sales techniques and books with combative titles such as Hard Ball Selling and The Sale Begins When The Customer Says No.
Unfortunately, many low-trust sales training sessions address only the elements of razzle-dazzle sales pitches, 101 closing techniques, or overcoming objections at all costs.
This traditional approach has created the negative stereotypes that exist today. It is “salesperson” rather than “customer” oriented and tends to foster an “I win, you lose” attitude on the part of the low-trust seller. It does not take a genius to realize that the focus on low-trust selling is misplaced and myopic. The commando approach to selling is obsolete. It does not foster referrals, references, repeat business, word-of-mouth advertising, customer satisfaction, or goodwill.
Key Characteristics of High Trust Selling
High-trust selling is an effective sales approach and practice used today by enlightened salespeople. It is the sales process of the future. High-trust selling helps professional salespeople build loyal customer bases that generate future sales, provide referrals, and act as lifetime annuities.
The Role of Solution Selling and Consultative Selling
The high-trust approach to sales emphasizes consultative and solution-selling methods. Its philosophy revolves around understanding a prospect’s needs and working together to create a solution. This method positions the salesperson as a consultant, helping customers identify and address their challenges, thus shortening the sales cycles.
The Power of Trust in Building Long-Term Customer Relationships
Building trust leads to better, long-term relationships. High-trust salespeople develop lasting customer partnerships, creating opportunities for repeat business, referrals, and customer loyalty. Trust improves the overall sales process, reduces objections, and makes it easier to close deals without the need for high-pressure tactics.
Practices to Transition from Low to High Trust Selling
- Shift focus from closing the deal to building relationships.
- Be transparent and honest in your interactions with prospects.
- Practice solution selling, where the goal is to understand and solve the prospect’s problem.
- Focus on collaboration rather than confrontation.
- Make sure that all interactions are customer-oriented, not salesperson-oriented.
Developing Successful Sales Techniques
High-trust selling requires salespeople to understand their customers deeply, build rapport, and develop a long-term commitment to service and satisfaction. It is about creating a relationship rather than just making a sale.
Building Relationships with Potential Customers
High-trust selling is all about relationship-building. Salespeople can create lasting customer relationships by focusing on collaboration, openness, and transparency. This long-term approach fosters trust and increases the likelihood of repeat business and referrals.
- Target: Understanding the market and focusing on the right prospects.
- Contact: Establishing professional and cost-effective contact that builds trust.
- Explore: Researching and understanding the customer’s needs before offering a solution.
- Collaborate: Working with the customer to find the best solution, ensuring their active participation.
- Confirm: Ensuring agreement and clarity with the customer at each stage of the sales process.
- Assure: Following up post-sale to ensure satisfaction and continued relationship-building.
FAQs
How can sales teams recognize a customer’s trust preferences?
Understanding a customer’s trust preferences is key to building strong relationships and honing your sales strategies. Sales teams can observe and listen to identify these preferences. Here’s what to look for:
- Communication Style: Notice how customers like to communicate—by phone, email, or in person. Stick to their preferred method to build trust.
Information Sharing: Pay attention to how much customers share about their needs and challenges. Adjust your approach to match their comfort level.
Body Language and Verbal Cues: Watch for non-verbal signals like eye contact, posture, and tone of voice to gauge trust and engagement.
Feedback and Referrals: Positive feedback or referrals signal that customers trust your product or service.
What strategies ensure lasting success in sales?
Success in sales comes down to strategy and putting the customer first. Build trust by respecting how customers prefer to communicate, listening carefully, and adjusting to their needs. Pay attention to body language to spot signs of trust or interest, and use positive feedback to gain referrals. While some traditional tactics still work, modern sales focus on understanding needs, offering practical solutions, and building strong relationships for long-term results.
Are old-school sales tactics relevant today?
Traditional sales tactics have changed. While some may still work, many have lost their edge in today’s customer-driven market. Modern consumers are informed and selective and prefer solutions that fit their needs. They value honesty and clear communication over pushy strategies. Sales professionals need to focus on consultative selling—listening to customer needs, offering relevant solutions, and building genuine relationships. This approach builds trust, delivers value, and aligns with what customers expect today.
What sets consultative selling apart from other approaches?
Consultative selling is about understanding customer needs and working together to find solutions. It relies on listening, asking good questions, and offering practical options that fit the customer’s goals. The focus is on building trust and strong relationships over time. Unlike quick, one-off sales, this approach provides ongoing support to help customers succeed and keep them returning.
Author of 31 books translated into over 50 languages, including best-sellers "The NEW Art of Managing People" and "The Platinum Rule," Dr. Alessandra helps organizations build stronger relationships with prospects, customers, and co-workers.
When not developing new assessment tools, Tony explores cutting-edge business communication trends. Connect with Dr. Alessandra on LinkedIn to learn how his innovative approaches can boost your team's performance.
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