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Improve sales effectiveness. Bridging the gap between seller and buyer.

Improve sales effectiveness. Bridging the gap between seller and buyer.



Trust drives immediate sales effectiveness. ...

Trust drives immediate sales effectiveness.
Sales professionals agree that trust is the key to their sales success.
Customers readily confirm it. The stats confirm it.
A 20% increase in customer trust means a 400% improvement in buyer predisposition.
Yet many companies do not focus on their people’s capability to actively build trust.
The reasons are varied and range from a lack of robust methodologies to the continued belief in wrong myth.
With HuTrust® mext and sales performance partners, Huthwaite, have shown that trust building can be learned quickly, improves sales results immediately and renews confidence and passion of the sales teams.
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    Improve sales effectiveness. Bridging the gap between seller and buyer. Improve sales effectiveness. Bridging the gap between seller and buyer. Presentation Transcript

    • By mext and Huthwaite International www.huthwaite.com.au Adam Thorp www.mextconsulting.com Stefan Grafe www.hutrust.com October 2012Improve your sales effectivenessand KPIs by bridging the trust gapbetween seller and buyer.How sales & service organisations can open up great sales opportunitiesby improving their customer trust building capability.
    • We work daily with sales professionals.Consult to them, train them andworkshop with them to improve theirsales effectiveness.As part of our ongoing research work tobetter sales improvement approacheswe surveyed over 970 sales and businessdevelopment professionals globally.We also surveyed 1800 B2B customers.The results show great opportunities todrive sales performance through activetrust building. HuTr st ®
    • A topic that pops up time and again is HuTr st ®
    • Over 95% of you consider trust critically importantto selling 95% consider trust critically important, 4% important and 1% not important to • Selling • Repeat purchase • Customer loyalty HuTr st ®
    • You got it right there.Your customers perfectly support that. HuTr st ®
    • If clients trust you and your brand… 82% will use its products frequentlyImage © Stock.XCHNG
    • If clients trust you and your brand… 78% will look to it first for the things they wantImage © Stock.XCHNG
    • If clients trust you and your brand… 78% will give its new products and services a chanceImage © iStockphotos
    • If clients trust you and your brand… 83% will recommend it to othersImage © iStockphotos
    • If clients trust you and your brand… 47% will pay more for its products or servicesImage © iStockphotos
    • If clients trust you and your brand… 47% Believe it will inform them about products and services they’ll likeImage © iStockphotos
    • Trust is the most powerful driver to buy. HuTr st ®
    • Trust is also the driver of your ‘soft’ KPIs. Likely to recommend (NPS) Satisfaction Trust HuTr st ®
    • Being able to trust you is immensely valuable to your customer.That’s why it’s valuable to you. HuTr st ®
    • Quite rightly many organisations want their salesand business development professionals to be thetrusted advisor… HuTr st ®
    • and 95% of salesprofessionals are veryconfident in their ability tobuild and manage trust.79% of salesprofessionals are veryconfident in their ability tobuild and manage trust intheir company. HuTr st ®
    • HuTr st ®
    • Why then do customers consistently trust us salesprofessionals significantly less than we think they do? Trust self assessment Avg B2B customer trust rating HuTr st ®
    • Sales and business developmentprofessionals tend to overratetheir customer’s trust.In our surveys sales professionalsrate their trust as an average of 8– being well trusted.However, all our customer studiesin B2B show that customers rateus as an average of 6.3 (5.2-6.8depending on category). A gap ofaround 20%. HuTr st ®
    • Why do we consistently miss out on great salespossibilities without even knowing? The trust effect: A 20% increase in trust improves buying propensity by 400% Avg b2bI would recommend this brand/product I would go out of my way to buy this brand/product I feel connected to this brand/product/company HuTr st ®
    • The way we tend to rate our Low trust (7) doubles thetrust higher than it is, we customers commitment toassume a much higher you. If your customer wouldpropensity to buy from us rate you 8 instead of 6, theirand connection to us than is commitment to youtrue. quadruples – and so forth.This leads us automatically That should be reasonto show the wrong enough to properlybehaviours, message understand how yourincorrectly and assess customer behaves at eachwrongly where the customer level and know precisely howis in their decision making to shift that trust just thatprocess. little bit each time. HuTr st ®
    • HuTr st ®
    • 1) If we measure customer trust at all, we tend to do it wrong. Typical interpretation Distrust Neutral Trust What customers really mean The gap. Using the wrong scale, we interpret the attitude of a large part of our customers incorrect. Customers giving us a 5 and 6 don’t distrust us, but neither do they trust us. HuTr st ®
    • Typically organisationsconsider everything above themidpoint as ‘trust’ or‘satisfaction’.However, customers expressonly the slightest level oftrust by ticking 7 and above.The result is significantlyskewed, because a hugeproportion of customers tick 5and 6 and merely mean theyare neutral.This gives us a false sense ofwhat our customer’scommitment to us is – andthus what we need to do tobetter sell. HuTr st ®
    • 2) Our understanding of trust is lacking, out-dated or wrong. HuTr st ®
    • Despite huge advances in theunderstanding of trust, many stillbelieve they build sufficient trust by• Being transparent• Communicating• Being honest• Being punctual• Building an intimate relationship• Being customer orientedWe continue to believe that ‘trust takesa long time to build and only a secondto destroy’.Heard it before?It takes you in the wrong direction! HuTr st ®
    • 3) We consider ‘trust’ a talent, not a skill HuTr st ®
    • Trust is still considered fluffyand emotional.A God given talent rather thana skill.While most managers know theimportance, they are lackingrobust and effectiveframeworks to give their teamsthe crucial trust buildingcapability. HuTr st ®
    • 4) We don’t understand that improving trust is the key to directly improvingsales effectiveness AND our sat/NPS KPIs.More trust=More Sales +More satisfaction+More advocacy (NPS) HuTr st ®
    • Many sales professionals stilldoubt that slightly increasedtrust translates directly andimmediately into salesimprovements.Most organisations also havenot been able to connect salesperformance with theachievement of soft KPIs likesatisfaction and the NPS.While a ‘focus onsatisfaction/NPS’ to drivemeasurable sales improvementis difficult, operationalisingthem through trust building isintuitive and proven to improveboth sales and KPIs. HuTr st ®
    • HuTr st ®
    • Trust is driven by six clear facets.Scientifically correct, statistically and practically proven.Trust is not fluffy and intangible. It is clear and understandable. HuTr st ®
    • Trust is driven by 6 clearfacets.Trust in stabilityTrust in future development,Trust in a relevant way of relating to usTrust in a relevant benefitTrust in an appealing vision and purposeand Trust in the right competencies.These 6 facets were developed by a teamof psychologists and practitioners with over6000 interviews, with supervision byProfessor Salber, the father of the mostrecent psychology theory and validatedthrough statistical analysis and practicalapplication with leading organisationsglobally.The approach is called HuTrust®.HuTr st ® The exercises were great. Everyone has their own style. This training shifted their perspective fundamentally and they could apply it intuitively. The guys already have better results with it. T sales team manager one week after kick off training. HuTr st ®
    • Once you know how trust reallyworks you can’t go back.Trust building is a skill.Effective immediately. HuTr st ®
    • Understanding and building Trustcan be learned and improved (evenif you are already great at it).By understanding how trust reallyforms, sales professionals canintuitively workshop and define theirpersonal, product and brand trustdrivers.Improving their confidence andability to build that trust thatimproves their sales even more. I used the HuTrust® outcomes with a client I had to visit the same evening. The conversation was very different and I was able to sell to a much higher value. Senior Sales Manager and HuTrust® workshop participant. HuTr st ®
    • Can you say confidently:• What trust is?• What your trust level is?• What exactly your customer wants to trust you for in each of the six facets of HuTrust®?• How, and how well, you deliver on that?• If you deliver better and different than the competition?• How to build and manage sales effective trust in every interaction? HuTr st ®
    • HuTr st ®
    • Learn itJoin over 1000 sales andservice professionals whoattended the HuTrust training ®this year already & improveyour sales effectivenessimmediately HuTr st ®
    • Get started. Get the book on Amazon.See what trust is made of and how youcan build it better!HuTr st com ®Visit our website and subscribe to our newsupdates and blog The 6 components of the model were great. I could clearly see how to change our approach with our customers using the HuTrust Model. Truly the most effective training this year. Thanks. Sales Director HuTr st ®
    • Contact us to• improve your sales & service mext, the creators of HuTrust® performance +61 3 9428 5417 Stefan.grafe@mextconsulting.com www.mextconsulting.com• increase customer satisfaction and your NPS HuTrust® is brought to you in partnership with: Huthwaite International, the company famous for• get the story right – Develop & SPIN®: refine your value proposition Australia & New Zealand• research your customers and Adam Thorp athorp@huthwaite.com.au consumers to better fulfil on Asia their needs Greg Moore gmoore@huthwaite.com.sg North America Stephanie Woods swoods@huthwaite.com Bruce Wedderburn bwedderburn@huthwaite.com Connect to us at mext and Stefan Grafe HuTr st ®
    • Mext is an international, multi-disciplinary consultancy group.grow with vision, precision and certainty®mextAustralia+61 3 9428 5417Stefan.grafe@mextconsulting.comwww.mextconsulting.com Australia Netherlandswww.hutrust.com Stefan Grafe, Managing Partner Singapore 165 Cremorne Street Richmond VIC 3122 Germany +61 3 9428 5417 stefan.grafe@mext.com.au Canada