Here is how we targeted and used trust as our primary sales tool:

We took time to take many photos of the furnished building, inside and out, for a web presentation on a multiple-listing site. The agent developed a quality description to accompany the photos. This is standard sales positioning, but then we went further.
We removed furniture from the building, but left the conference room with all our business awards and photographs intact. We also left in place the artwork and photos in offices, restrooms, hallways, break room and kitchen. The idea was to establish trust and influence the buyer by showing that our customers and peers trusted us. We wanted the buyer to know we were successful in our profession. That helped establish trust, too. We wanted the buyer to know we were good people, just like themselves, so we left the artwork in place so they could get to know us better.
We removed our outside signage. This lets the prospect begin to imagine the property as theirs, not ours.
We gave the prospect complete access to the building at any time, without us or their agent present, so they could explore and see things for themselves. We wanted them to start imagining how their office would look in this new environment. Our demonstration of trust in them was reciprocated by their trust in us. This became an important factor when their inspector claimed the roof was 13 years old. We explained it was less than one year old. We gave them the name and telephone number of the roofer. We later learned they never called the roofer to verify our statements.
We did little things that let them see our desire for them to be happy with their purchase. For example, I painted one small office and left my tools out, so if they visited they could see my work and smell new paint. They did visit, and were delighted that I had volunteered to paint the little office. My agent told me this wasn't necessary. What do you think?
When the buyers began asking questions, we provided a notebook that detailed our improvements, and included spread sheets with utility costs. We even told them building and neighborhood shortcomings, so they were aware of any potential problems.

We never overtly pointed out the benefits or how this building would fit their needs. We did not know their needs and did not ask. We left that to their real estate agent. We focused on earning their trust—something we focus on in all of our CPIA classes—and on letting their imagination create the desire for the building. Our real estate agent's job was to help their agent get any information about the building the prospective buyer wanted, even if it seemed ridiculous or was less than flattering.

Special Reports /

Trust Trumps All: The Perfect Sale and Why It Happened

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