As we talked about in the previous post, certain groups of people are labeled  by the general population (or other groups) as “habitual liars”, and if we are unlucky enough to belong to one of these groups, we are pre-judged as possible liars and met with suspision and possibly even hostility.

As work-for-hire professionals, small business owners or members of sales/marketing departments we are seen as “salesmen” by our potential customers. “Salesmen” is one of the groups carrying the “habitual liars” label. Thus, it shouldn’t come as a surprise that our potential customers meet us with caution and suspicion, half-expecting us to try and take advantage of them, and prepared to defend their interests from us. In a way, we are seen as a potential enemy. Sad, but unfortunately that’s how it is.

That’s why potential customers are so reluctant to tell the truth, open their cards, make any form of commitment. They don’t want “salesmen” to put pressure on them, to use disclosed information to manipuate them, to trick and trap them. If you’ve ever shopped for a car, you know what I am talking about.

The question is: what can you do to make your customers let their guard down and be open and honest with you? There is one and only one thing you can do:

Extract yourself from the “salesman” category and move into the “excellent specialist”, “expert in a field”  or “helpful and knowledgeable person” category.

The best way to do it is to position yourself as an expert in your potential customers’ eyes even before they contact you. Here are a few things you can do to accomplish that:

1. Build a reputation of an expert; become well-known in your field as the person to go to.
2. Be a source of an excellent  information that your potential customers can access before they even contact you.
3. Pre-qualify your customers.
4. Don’t look or sound needy or pushy. Lay off cheap salesmen tricks. Create an image of a successful specialist who doesn’t need to run after or put pressure on his/her customers.
5. Don’t be vague or elusive or your customers will be vague and elusive with you. Tell your customers exactly what you can do for them and provide them with clear options to choose from. Answer your customers questions and concerns to their satisfaction.
6. Be honest with your customers and sincere in your quest to provide them with the best service/product/information.

For additional information on this topic visit Ari Galper’s Unlock The Game website and sales blog.

Part 5 of this guide: Dealing with a potential business partner is coming next.

Related Posts:

How To Make Someone Tell The Truth. Part 1.

How To Make Someone Tell The Truth. Part 2.

How To Make Someone Tell The Truth. Part 3.

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