suzanne's mastermind question

this group of business people meets once a week to focus on sales and marketing issues.
every once in a while, one of us has a puzzling situation, and the group does a brainstorming session to offer solutions.

here's the question suzanne offered in our brainstorming session yesterday.
you are making a presentation - selling your services - to an group that you have met for the first time and that has had a bad experience with services like yours. the question is: how do you earn their trust?

from suzanne
The topic today was...How do you promote client service and convey trust. People do business with those they know, like and trust. In some cases, I am asking individuals and groups to trust me when we barely know each other and may have just met in person.

Highlights in no particular order:
Include testimonials from existing clients if possible.
Uncover the pain or reason why they are seeking your services.
Find a commonality and weave references into the conversation.
Do what you say you will do within the time frame promised. Be consistent.
Ask questions starting with How instead of What.
Offer some suggestions or solutions to the issue during your free consultation.
Ask what do I need to do to earn your trust.
Avoid making derrogatory comments about competitors.

from henriette
The most important piece from my end is being authentically representing myself and my work/service. That in itself rings true and allows others to tune into that invisible piece that makes people feel comfortable with each other. It's a mixture of know how and technical skill along with a personable and caring attitude. This is not to say that all meetings offered this way close the gap and bring us everyone's business, but the integrity of one's presentation is essential to gain those clients whom we can really assist and who will find value in our services. From this end we stop struggling and are not desperately seeking new clients 'no matter what' - we keep our heads and trust that even if there is no immediate deal or closing - the encounter has been of value for everyone and may bear fruit later in direct or indirect ways.

from vince
I was not at the meeting but through commercial insurance I deal with this often. Something that has worked many times for me is using references from current clients. I really think there is no better way of establishing yourself than through the experience of your clients. I have no problem putting a prospect in touch with someone I have done business with in the past to help build a sense of trust.

from christine
i just project love.

from peter
it's interesting that the responses are divided between "who you are" and "what you do"
and it's curious that the two responses from people whose everyday life is sales/ marketing were in the "what you do" category and the two responses from people whose everyday life is not sales/marketing were in the "who you are" category.
i wonder if this same difference would show up in a different group.
curious.