The Fastest Way to Build Customer Trust

The Fastest Way to Build Customer Trust

When your prospects trust you, sales flow smoothly. If they don’t, you haven’t got a chance. What’s the fastest way to build trust? Ask smart questions and take notes. I’ve posted other articles about smart questions, one is here.

Read on to discover the sales-closing power of note taking.

As you ask smart questions, take detailed notes capturing the specific words they use. Here’s why:

1) Notes keep you focused on their answers, preventing you from talking and making statements too soon that might become objections.

2) Notes show them that you feel their answers are important, relevant, and valuable, naturally increasing rapport and relationship. It’s the fastest way to build trust. What’s the slowest way? Say, “I’m going to illustrate that I’m trustworthy.”

3) Notes prompt consistency and integrity in their answers. They’re going on record, so they’ll speak more truthfully. Consistency builds trust.

4) Notes give you their vocabulary so that you can use their vernacular in all communications. Don’t paraphrase, their-aphrase, use their words to speak their language illustrating that you’re one of them. Do this when your competitors don’t and you have an undetectable advantage.

5) Notes document the conversation so that you can judiciously share it with other team members, rounding up support with your team and theirs.

6) At the beginning of every subsequent meeting, review your notes to see if anything has changed. This keeps you from being surprised and blindsided because of changing situations.

7) Notes illustrate that you are detail oriented, even if you aren’t naturally so, a critical part of building trust and confidence.

8) Even if you hear the same statements from every customer, write them down. It’s the first time they’ve said these things to you. They must know that you clearly understand them for them to trust you. Every answer you notate cements their commitment to that position and ultimately to you.

Sold on taking notes? Good! If not, read the list again.

I use a Sharpie and legal pad to take notes. Why do this when a computer would be faster and easier to share? Because I want customers to see the notes that I’m taking. They’ll make corrections and additions because I give them time to think while I’m writing. Silence during note taking encourages additional information that might not otherwise come forth.

The positive psychological impact makes this tactic worthwhile. I then snap a picture, import into Evernote and it turns my notes into typewritten, searchable files. I also offer the option for the customer to snap a picture, too. Often they do. Now I’m on their phone. Score!

Talking on the phone? Let them know. “As you can hear I’m typing, just updating Facebook. Just kidding! I’m taking notes. So if I’m quiet after you’re done talking, I’m catching up with the notes. And when we’re done, I want to confirm them with you to ensure I have taken accurate notes. Is that satisfactory?”

On another note, Let’s have a conversation about speaking at your next event, growing your business through strategic planning, marketing plans, executive coaching, and customer acquisition systems. Find a mutually agreeable time at or contact me.

Or you might like to listen to other topics like this on the, the weekly podcast for professionals whose job depends on disruptive sales and marketing.

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