When it comes to talk about successful sales careers, we read a lot about motivation, perseverance, planning, listening, researching the customer, making connections, and knowing and believing in your product. Yet, one of the most important factors that quietly exists behind all these other keys to success is TRUST.

At the end of the day trust is what puts products and services into the hands of the customer. When people think about a trustworthy salesperson they may picture a cherub-faced guy with one hand on a briefcase and the other extended for a handshake, but the customer's trust is more complex than the belief that you're friendly and honest. Trust ties into the other important keys to success we often talk about.

• Customers trust you to be knowledgeable about your product. Their answers are being provided by an expert (you) and the customer expects to be able to fully rely upon your information. You are trusted to care about your product and its ability to deliver.
• Customers trust you to listen to their needs and expect you will not sell them a product that won't meet those needs. Customers trust that you will have their best interests in mind.
• Customers trust you to stick with them even after the sale has been made. Are they satisfied? Have you resolved any issues they have? What can be improved upon?
• And of course, customers need to have that feeling of trust with you personally ("the honest salesperson"). Your demeanor, presentation, and professionalism will convey a trustworthiness to potential clients. Making a connection with the customer is directly related to creating trust. It is human nature to readily trust that which we understand, can relate to, and are familiar with. This is why frequent communication with your customers is so important. While you may be able to gain trust from the customer initially, the more you continue to communicate, the deeper your trusting relationship grows. It is more difficult for a customer to venture out into unknown territory than to stay with who they trust. Never allowing their trust to waver will ensure long-term loyalty.

Building your sales career upon the customer's trust is the best way to ensure you'll have a sturdy foundation that allows you to expand far beyond your competition.

Biography: Lynn is a content editor/career writer for Beyond.com and their many niche job search web sites, including salesheads.com. SalesHeads.com offers job postings and resources for those pursuing sales careers.

Revised: 11/01/2009
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