The key to winning clients in any business – no matter if you work in sales, in services or in education – is to build trust. In the podcast titled, Does how many you serve equal how much you make? by Ziglar, Inc., Tom Ziglar gives us insight to his personal focus in life. With everything that he does, with every business venture and with every move in his life, he asks himself, “Am I increasing trust?” This is the scalability of trust.
Focusing on the scalability of trust is a vital key to winning clients because when you focus on increasing trust, you tend to make moves to increase trust. As Ziglar points out, “Who can you trust more than somebody who is increasing your own self-interest?” Not many people. If a prospect knows that your interest in them is improving their quality of life, a genuine interest in improving their quality of life, they will be that much more inclined to trust you and return to your business. They will also begin to spread the word that you care about the people you engage in business with and pretty soon your referrals will start to rack up – increasing your business’s successes even more so.
Bob Burg also spoke on the podcast, emphasizing the importance of authenticity in this quest to winning clients. “Trust is at the root and source of your influence.” Therefore, when it comes to building that trust and getting people to keep coming back to your business, you must provide clients with the ability to trust you. You cannot just tell them you are trustworthy, though, you must show them.