"You can never ask someone to invest bigger than the trust they have for you."

From: "Book Yourself Solid"By Michael Port

Competence

Honorable motive

Commitment

Recently my personal coach Mary Duwe referred me to this marketing book authored by Michael Port. This blurb alone intrigues me because I felt that the one sentence and three bullet points speak volumes. The message has special significance for the small-business owner, in my opinion.

We are all in sales. Whether you find yourself on the buying or selling end of the equation there will always be that chasm to overcome before a transaction will occur. The question needs to be answered, "Do I trust this person enough to spend my hard earned dollars on the product or service offered?

Competence: Do I believe that the sales person really knows what he is talking about or is there some bluffing going on? What has he demonstrated to prove that what is being explained is accurate and is the right solution for the problem that I am attempting to solve? Does she have the proper experience and credentials to be giving good advice? Is she more effective than her competitor selling the same product?

Honorable Motive: Whose needs are being served–hers or mine? Am I merely a number in his sales quota that needs to be filled or is he genuinely trying to help me out while being fairly compensated for his goods or services? I have no problem with someone making a living by selling to me as long as I am not being taken advantage of in the process.

Commitment: If I am purchasing goods or services that have a significant price tag and require ongoing attention from the seller, it is critical that the person with whom I am dealing be there for me when needed. Will promises made be promises kept? Is the person sincere and will she follow through after the sale?

Any of us who have made a living on commission or running our own shop understand that few things are more valuable than a satisfied customer who will come back again and again.  Each of you has a story in which you purchased a terrific product from a business that followed through with impeccable service. Unfortunately, you also have at least one nightmare tale about how you were lied to or in some way disrespected by a company.

Once trust is lost, it is almost impossible to fully regain.

Our job as an entrepreneur is to be competent, have honorable motives and be committed. When those three are aligned–good things are sure to follow.

Bill Sheridan—‘Sheridan Writes’/Bio under Guest Authors

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