TSE 1330: Becoming the Best Storyteller Possible

How Sellers Can Build Trust With Buyers in Remote Settings

Virtual and remote settings are now part of the sales process due to the ongoing pandemic. As a result, it can be hard for a salesperson to build trust with your buyers you can’t meet face to face. In this episode, we’ll look at ways trust can be built regardless of proximity. Russell Wurth is the global VP of Sales Enablement at Showpad and has had an expanding range of experience over the last 20 years.

One of Russell’s favorite books, The Trusted Advisor, has a great formula for trust: Trust is credibility plus reliability plus intimacy divided by self-orientation. Trust is about developing credibility and reliability with a bit of intimacy. The thing about intimacy is that it’s hard to develop virtually. This is something that you build by personal interaction through dinners, lunch meetings, and other events. With the lack of personal meetings, however, sales reps now need to rely heavily on their credibility and reliability. Developing personal relationships is the natural way to build intimacy but what elements help the process? One way is to invest time in doing research about the other person’s personal interests and focus on topics that have nothing to do with business. That research will offer insight to common ground that could lead to a great conversation. You don’t want to come across as a salesperson looking to cut a deal right away. Step out with your authentic self.

Building credibility

Once a relationship starts to build, you’re then able to build credibility by focusing on what the buyer is going through. Bring value to the table. Share beneficial information that will help their pain point and present it in a way they’ll be able to understand. Don’t limit yourself to presentations that come from PowerPoints, PDFs, and videos. Think about the nurture path and feed the clients bit by bit. Provide insight instead of just unloading a pile of digital content, assuming that the client is going to read it.

There are a lot of digital tools available that would vastly improve your presentations but as a salesperson, your goal is to make it more personal. Be authentic and show you truly care. You need to learn how to use your emotional quotient by showing empathy toward their challenges.

Developing emotional quotient

Salespeople used to just focus on what was good for their commissions and their company. They focused on product knowledge and how prospects could help their business. You can still share information about your products and services but only offer as much as it is truly helpful to your client. Sell them the problem solvers. Dive deeper and share the challenges that aren't’ just case studies but something that is relatable to them.

As you build intimacy, make sure you don’t forget to focus on information that isn’t business oriented. #SalesCredibility

Video is the way

The best way to be out there right now is through video. Don’t be embarrassed about your background, what’s going on, or if there are kids everywhere. Be a little bit vulnerable and let them get a peek into your life. That will help you connect with your clients. You won’t just be a disconnected voice but someone they can see on camera, smiling and talking. Just be sure not to multitask while you are on a video call. Give them your full attention. The more you can show how invested you are in the conversation, the more they will return in kind. Showing them a bit of who you are can open into a friendlier conversation as it puts their guard down.

Video calls aren’t about having the best background, it’s about finding your most comfortable spot.

Sales reps need to be sensitive about time management especially when making calls. Set up your Google Calendar and be in 10 minutes before the scheduled time. Don’t try to wrap everything up within the hour. Your clients and prospects don’t want to feel rushed. If you can’t finish the presentation, then break it down by segments. Open your calendar again and set up another time the prospect can continue.

You are only as good as the people who are going to vouch for you so explore how to do that in this digital world. Use this time while you’re home to build your social network and build your portfolio.

“How Sellers Can Build Trust With Buyers in Remote Settings” episode resources

Connect with Russell Wurth via LinkedIn and check out his official websites.

If you are interested in more sales stories, you can talk to Donald directly. Reach him via these channels: LinkedIn, Instagram,