Trust Journey: The new frontier in sales process

Building trust with prospects has never been more crucial. Traditional methods of cold calls and impersonal emails are increasingly falling flat, replaced by a more nuanced approach that emphasizes personal connections and genuine relationships. 

I think the "trust journey" as I call it is based on :

• Gate opener
• LinkedIn level one connections
• Reciprocity
• Social proof
• Building familiarity

The power of the gate opener

In today's hyper-connected world, knowing someone who can act as a gate opener with a prospect can make all the difference. A gate opener is someone who facilitates an introduction, providing a warm entry into the prospect's world. This isn't just about having a contact; it's about having a trusted ally who can vouch for you and your product.

I believe that connecting with people through referrals and strategic introductions is the cornerstone of modern sales success. This is why at Charik we are investing heavily in developing strategies that leverage these connections, ensuring our users have the tools they need to build meaningful relationships.

LinkedIn level one connections

LinkedIn is THE platform for cultivating professional relationships. Your level one connections – those you are directly connected with – can serve as invaluable allies in your sales journey.

These are the people who already know you and are more likely to help you reach your prospects.

By focusing on nurturing these connections, you can create a network of advocates who are willing to open doors for you.

What is the Social Selling Index (SSI)?

The Social Selling Index (SSI) is a metric used by LinkedIn to measure an individual's effectiveness at establishing a brand, finding the right people, engaging with insights, and building strong relationships. Essentially, it gauges how well you're leveraging LinkedIn as a social selling tool. The SSI is scored on a scale from 0 to 100, and it’s divided into four components:

• Establishing a Professional Brand: How complete and professional is your LinkedIn profile?
• Finding the Right People: Are you connecting with people who are relevant to your industry and goals?
• Engaging with Insights: Are you sharing and engaging with content that adds value to your network?
• Building Strong Relationships: Are you actively engaging with your network and building meaningful connections?

If you want to know your SSI, you can do this by directly visiting the URL: LinkedIn SSI.

Quantity vs. Quality on LinkedIn

A professional with many LinkedIn connections but a low Social Selling Index (SSI) might struggle to leverage their network for introductions due to limited engagement, poor targeting, and weak relationships. Without actively posting, sharing valuable content, and interacting with their network, their presence fades, making it harder for contacts to remember or assist them.

Conversely, a professional with fewer connections but a higher SSI benefits from high engagement, strategic connections, and strong relationships, which enhance visibility, build trust, and foster reciprocity, leading to more and better introductions.

The principle of reciprocity

The principle of reciprocity is a powerful tool in building trust and relationships, a concept extensively researched by Dr. Robert Cialdini, a renowned psychologist and author of "Influence: The Psychology of Persuasion." Cialdini's work highlights how the act of giving can lead to a sense of obligation in the recipient, making them more likely to return the favor.

In the context of LinkedIn and professional networking, applying Cialdini's reciprocity principle means that by offering value—such as sharing insights, providing introductions, or helping with a contact's projects—you create a sense of indebtedness. This sense of obligation increases the likelihood that your connections will be willing to assist you in return, whether by providing introductions, sharing your content, or supporting your endeavors.

By understanding and leveraging the principle of reciprocity, you can build stronger, more meaningful connections that are more likely to yield valuable introductions and opportunities.

Case studies and social proof

While social proof in the form of high ratings and glowing reviews is still important, it's not the ultimate trust builder it once was. The new gold standard— or "grail"— for showcasing customer success is through webinars and video testimonials. These formats bring several key advantages that can significantly enhance trust and credibility.

Engaging and authentic

Webinars and video testimonials are inherently more engaging than written case studies. They allow potential customers to see and hear real people discussing their experiences, which adds a layer of authenticity that text alone can't convey. Seeing a satisfied customer speak enthusiastically about their positive experience with your product or service makes the recommendation more personal and trustworthy.

Real-time interaction

Webinars offer the unique advantage of real-time interaction. Potential customers can ask questions and receive immediate answers from both your team and the featured customer. This dynamic exchange helps address specific concerns and builds confidence in your product's ability to deliver on its promises.

Visual and relatable

Videos and webinars enable you to showcase your product in action. Customers can demonstrate how they use your product and discuss the tangible benefits they've experienced. This visual representation makes it easier for prospects to relate to the success stories and envision themselves achieving similar results.

Social proof and credibility

A video testimonial or webinar featuring a customer provides powerful social proof. It's one thing to read about a success story; it's another to see and hear it from the customer directly. This format leverages the principle of social proof more effectively by showing that real people and businesses are achieving real results with your product.

Building familiarity: the "I know you" effect

It's essential to create a sense of recognition and comfort with your prospects. This goes beyond mere brand awareness; it's about making your prospects feel like they already know you. By consistently appearing in their professional circles, whether through social media, industry events, or content marketing, you become a familiar face. 

This familiarity can significantly lower the barriers to trust. When a prospect feels like they've seen you "every day," you move from being a stranger to someone they feel comfortable engaging with.

"I am not famous, I am familiar"

---

Charik's Commitment to Trust Building

At Charik, we are deeply committed to facilitating these trust-building processes for our users. Our integration with HubSpot CRM allows for seamless management of connections, ensuring that you can easily track and nurture relationships. We are also developing advanced features that will enable you to identify potential gate openers within your network, streamline referral processes, and leverage social proof more effectively.

We believe that the future of sales lies in genuine connections and trust. This is why we are investing in tools and strategies that empower you to build and maintain these crucial relationships.

Stay tuned for more updates as we continue to innovate and try to lead the way in sales intelligence.