The Trust Edge: Trust-based™ Selling and
© Trusted Advisor Associates LLC, 2010 all rights reserved
Business Development

The Four Levels of Client Relationships:
Where Do You Stand?
4
Trust Based
Breadth of Business Issues
3
Relationship
Based
2
Needs Based
1 Service
Offering
Based
Depth of Personal Relationships
© Trusted Advisor Associates LLC, 2010 all rights reserved
MIS 2
© 2010 Egyii Pte. Ltd. and Trusted Advisor Associates LLC.

Buyers Today
Buyers are wiser:
• More technically and product astute
• Most buyers recognise the motives of sellers
SF BD
© Trusted Advisor Associates LLC, 2010 all rights reserved
MIS 3
© 2010 Egyii Pte. Ltd. and Trusted Advisor Associates LLC.

How Buyers Buy
They buy in a two-step process:
1. Screening (rational and linear)
2. Selection (non-rational and personal)
© Trusted Advisor Associates LLC, 2010 all rights reserved
MIS 4
© 2010 Egyii Pte. Ltd. and Trusted Advisor Associates LLC.

What Do Buyers Really Want?
Four concerns/motivators:
1. The product and its characteristics/features
2. A solution to the problem
3. A good business partner
4. Someone they can trust
How?
© Trusted Advisor Associates LLC, 2010 all rights reserved
MIS 5
© 2010 Egyii Pte. Ltd. and Trusted Advisor Associates LLC.

What is Trust?
Trust is a relationship between one
who trusts, and one who is trusted.
Trustworthiness.
© Trusted Advisor Associates LLC, 2010 all rights reserved
MIS 6
© 2010 Egyii Pte. Ltd. and Trusted Advisor Associates LLC.

The Trust Equation
ONE MODEL TO BUILD TRUSTED RELATIONSHIPS
C+R+I
T = T trustworthiness
S C
R
I
credibility
reliability
intimacy
S self-orientation
© Trusted Advisor Associates LLC, 2010 all rights reserved
MIS 7
© 2010 Egyii Pte. Ltd. and Trusted Advisor Associates LLC.

Results of a Trusted Relationship?
• You ease the pains
• You become more confident and comfortable
• You differentiate yourself
• Less competitive bids
• More referrals
• More business
• Etc. …
© Trusted Advisor Associates LLC, 2010 all rights reserved
MIS 8
© 2010 Egyii Pte. Ltd. and Trusted Advisor Associates LLC.

For More Stuff….
egyii.com and egyii.com/blog (for presentation)
For white papers on Trust: The Core Concepts and
Can Trust be Taught? email me, please.
Contact: trip.allen@egyii.com
Fan page (blogs, sales tips, etc.):
http://www.facebook.com/egyii
"Great selling, above all, is about service to others: it requires great relationships." Charles H. Green, Trusted Advisor Associates.
© Trusted Advisor Associates LLC, 2010 all rights reserved
MIS 9
© 2010 Egyii Pte. Ltd. and Trusted Advisor Associates LLC.