However, with or without such a reference, I still think it is possible to instill confidence in your capabilities with a thoughtful and deliberate set of initiatives based on exhibiting your expertise. My philosophy has always been based on the idea that even when prospecting for new customers, you should try to show good will and value, so that prospects can visualize what it would be like to work with you. So, for instance, as a consultancy you could do the following to build customer confidence:
Whatever you choose to do, the underlying philosophy should be that you are investing in your prospects so they can realize some kind of immediate value from your interest in their business. In other words, your prospects should benefit from your sales process itself. This will ensure that a good number of them will welcome your prospecting efforts, rather than resisting them. In addition, sooner or later a few of these prospects may even feel guilty about receiving benefits without having paid any fees.
This is a philosophy of doing business and not just a sales tactic for winning accounts. The philosophy is based on the idea that in every client or prospect interaction it is always best to be sure that the interaction itself has some intrinsic value to the prospect, whether or not they do business with you.
Hear more in Creating Customer Value, a SearchCRM.com monthly podcast series with Peppers and Rogers.
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