When engaging in discussions about trust with sales professionals and fundraisers in not-for-profits, there is unanimous agreement on the critical role trust plays in their success. Typically, they rate its importance as 10/10. In a global study we conducted with sales professionals, 91% assigned it a perfect score.
However, despite acknowledging its significance, the conversation about trust and direct sales success is often confused. Urban myths, such as 'it takes a long time to build trust,' tend to obstruct understanding. In reality, trust is continuously built and dismantled. With the right Trust Triggers®, trust can be shifted by 2 points in seconds—quadrupling the likelihood of sales success.
Fundraisers and other sales professionals frequently attribute the building of critical trust to branding and marketing. They assert that it serves as the underlying platform for their success. Yet, this is a misconception. It shifts the responsibility because, in truth, they simply don’t how trust is actively built. This knowledge gap becomes apparent in our workshops when we pose the question. Consequently, they are unable to assume responsibility for trust-building and are incapable of guiding their teams on building more trust that promptly translates into sales effectiveness.
By watching the 3-minute video at www.trustlogic.info, you'll understand how trust forms and be able to articulate it succinctly in just 30 seconds.
In fundraising, our clients have observed that understanding the drivers of donor trust can lead to a twofold increase in funds raised by leveraging Trust Triggers® in their EDMs. Both not-for-profits and commercial clients have seen a 10% improvement in face-to-face channel success within two weeks (comprising a 5% increase in conversion and a 5% reduction in early-term churn). TeleSales clients have reported a 33% enhancement in sales conversions within two weeks by seamlessly integrating the right trust drivers into their sales scripts.
To empower sales and fundraising efforts, it's not merely about the generic 'building of more trust.' Rather, it revolves around constructing what we term 'trigger trust.' It involves building the right kind of trust that effectively triggers action – and that’s more about the question of what the buyer ‘would love to trust for’, rather than the hygiene trust needs.
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