The first principle of ‘Reciprocation’ can be employed in trust based sales. As the survey of Randy Garner shows, people who got a hand written sticky note or a sticky note responded to the marketer better than the ones that did not get the sticky note. In that, the people who got the handwritten sticky noted show an even higher response than the ones that got only a sticky note. The handwritten sticky note has helped the consumer understand the effort the marketer has put in. A form of trust bond is formed here, as the marketer shared a note.
His efforts in writing it and the consideration of even sending the sticky note would help in creating this bond. In similar ways, trust based reciprocation style relationships can be formed with the consumers for the company (Cialdini, 2001). When making a sale, some form of consumer advantage must be given to the buyer. The buyer will then be able to appreciate the work put in by the marketing team.
According to the second principle in the case of trust based relationships, there will be more chances for the seller to inform the buyer that previous buyers made a choice on purchasing a product. The buyer could also have queries on a product, such as how popular a sale the company was making on a product etc. This would inform the buyer that they are making a good purchase. In establishing trust based communication with the buyer, there will be more chances for the seller to encourage them to make a commitment. The commitment could be as simple as a ‘yes’ (Schaefer, 2012).
The principle of ‘liking’ as presented by Cialdini can be integrated with trust based selling. In trust based selling sales, people should become more active listeners in order to understand the preferences of the customer. In a traditional personal selling scenario this chance is denied to the customer. In the case of trust based selling there are better chances to collaborate and establish a two-way communication. So now the seller would be able to make a sale on the product by using these preferences to make the customer like them better. Using the principle of authority for ‘trust based selling’, people who are not certain about a decision might look for authority figures to help guide them. Hence, in establishing a trust based relationship, it is necessary for the marketers to acquire as much information as possible on the products they would be discussing with customers. They should be the authority experts on the product they are presenting, and they should use this authoritative stance to convince the customers (Schaefer, 2012). When collaborating with the customer, creating a picture of ‘scarcity’ would be possible because of the two-way communication. The customer would believe that they are getting an internal update on how the scarcity would be created and hence they would be willing to try it.