How To build confidence in your customers.

A good salesman must create confidence, but he often arouses mistrust from the moment he makes his approach. He must observe certain rules for building confidence. He must have confidence in his

products. A salesman is not a confidence-trickster. He must create an agreeable feeling between himself and his customers. Knowing that his goods will benefit the buyer, he will have no reservations about doing everything possible to obtain an order. 

He must create confidence by his voice and his language. He must not exaggerate or make claims that can not be substantiated. 

He must create confidence by his enthusiasm. 

He must create confidence by the care with which he handles sales aids 

He must create confidence by making judicious use of results from advertising campaign testimonial letters and verbal proof stories. 

He must create confidence by his knowledge of his customers business. 

He must create confidence by his willingness to listen to his customer’s problems. 

Confidence can be lost when a salesman attempts to be too friendly with a customer. Some salesman are too ready with Christian names. Confidence is also lost if a salesman forgets the name of a prospect or customer. Again, once a salesman has broken a promise, confidence is lost for good.