In the fast-paced and competitive world of B2B sales, few understand the nuances of effective negotiation and relationship-building better than Mike Lander, a seasoned expert in niche sales strategies.
Formerly a procurement director (buyer), Mike now works with sellers and has recently undertaken a detailed research study into what makes top-performing sales professionals excel at negotiations in today’s challenging market. His recent white paper, co-marketed by Piscari (Mike’s consultancy) and the American Negotiation Institute, provides valuable insights into the qualities that separate high-achieving salespeople from the rest, emphasizing the power of trust-building as a key driver of long-term success.
Key Findings: The Four Negotiation Profiles of Salespeople
Piscari’s original report identifies four distinct profiles of salespeople, each characterized by unique approaches to negotiation and client engagement. These profiles—Commander, Trust-Builder, Analyzer, and Preparer—highlight the diverse strategies salespeople use in their attempts to close deals and foster relationships.
Commanders are direct and assertive, often taking control and focusing on persuasive tactics. Analyzers are methodical and detail oriented. They typically place a strong emphasis on collecting data or information. Preparers are highly concerned with the strategy itself, planning for how to deal with any objections or challenges.
The fourth profile, featuring the biggest percentage of top performers, are the Trust Builders.
While these four profiles provide a framework for understanding different negotiation styles, the report emphasizes that the highest-performing salespeople often blend characteristics from multiple profiles, with a strong inclination toward trust-building.
Characteristics of Trust Builders
While all of these skills are certainly valuable to the negotiation process, what sets trust builders apart is their focus on establishing genuine, long-term relationships with their clients. They prioritize understanding clients’ needs, fostering a sense of safety, and demonstrating reliability. They are also open to creativity, collaboration and joint problem-solving, which likely contributes to their ranking as top performers (higher win rates, percentages of deals meeting ideal business outcomes, percentages of deals meeting gross margin targets and percentages of deals resulting in upsells and renewals).
Trust-Builders are also known for their transparency and consistency. They set realistic expectations and communicate openly about what they can deliver. By consistently following through on promises, Trust-Builders earn clients’ trust and establish themselves as reliable partners. This approach helps them to manage expectations and avoid misunderstandings, which can damage relationships.
Building Trust for Lasting Client Relationships
For salespeople looking to enhance their trust-building skills, Piscari offers actionable strategies:
Become the Trusted Advisor: Position yourself as a respected, highly informed, insightful industry leader. They won’t be asking for your advice during the negotiations, but they may well do so before and afterwards.
Commit to mutual benefit: Focus on achieving mutually beneficial outcomes to establish long-term, trust-based relationships. Move negotiations forward by reframing a challenge/problem into a series of options to be explored mutually.
Practice Active Listening: Instead of focusing solely on pitching a product or service, salespeople should listen to clients’ concerns, goals, and challenges. Active listening involves not only hearing the words but also understanding the emotions and intentions behind them.
Be Transparent and Honest: Honesty builds credibility. Salespeople should avoid overpromising or making unrealistic claims. If there are limitations to a product or service, acknowledging them upfront can foster trust.
Demonstrate Empathy: Empathy allows salespeople to connect with clients on a deeper level. Understanding clients’ perspectives and validating their concerns can make clients feel valued and respected.
Follow Through on Commitments: Reliability is a cornerstone of trust. Salespeople should prioritize meeting deadlines, fulfilling promises, and promptly addressing any issues that arise.
Invest in Relationship Maintenance: Trust-Builders understand that relationships require ongoing effort. They stay in touch with clients even when there isn’t an immediate sales opportunity, offering support and advice as needed. This approach creates a sense of loyalty and ensures that clients feel valued beyond the transaction.
Piscari’s research highlights a compelling insight: trust-building is a powerful predictor of success in B2B sales negotiations. While different negotiation styles can be effective in certain scenarios, the ability to cultivate genuine, trusting relationships consistently drives long-term performance. For salespeople aiming to boost their effectiveness, developing trust-building skills offers a sustainable path to success, ultimately benefiting both their clients and their organizations.
Learn more about Mike Lander via his LinkedIn profile. Download a copy of the full report here . For more insights on the power of trust to an effective sales or negotiation strategy, click here to listen to his episode of the Negotiate Anything podcast.