Natalie Doyle Oldfield: Building Trust: The Key to Sales Success

Conversational Selling

About Natalie Doyle Oldfield: Natalie Doyle Oldfield is the President of Success Through Trust, which works with some of the world's most successful companies to increase sales, become more profitable, and increase customer trust and loyalty. She is also a keynote speaker, trainer, and thought leader. Natalie is the author of The Power of Trust: How Top Companies Build, Manage and Protect It. Success Through Trust has developed a methodology and award-winning programs based on this research. The book was named one of the Top 5 business books of 2017 by the Chronicle Herald. Natalie was named a Top Thought Leader in Trust by Trust Across America Trust Around the World in 2018 and 2017. Check out the latest episode of our Conversational Selling podcast to learn more about Natalie.

In this episode, Nancy and Natalie discuss the following:

• The fundamental importance of trust in business relationships
• Natalie's experience as a chief marketing officer during the 2008 financial crisis
• The role of trust in business-to-business transactions
• The outcome of Natalie's research: Trust is a fundament of every buying decision in business-to-business environments
• Why customers are willing to pay more for products and services from trusted companies

Key Takeaways:

• I created a proprietary framework and a model to help people build these relationships of trust with their customers and colleagues.
• Trust is what the most successful companies have in common.
• People and companies that are focused on building relationships of trust are the ones that are going to be most successful.
• Everybody can learn how to build a relationship or strengthen a relationship of trust and we can all cultivate and develop these skills.

"There is nothing more important than trust. And if we think about it, every single decision we make comes down to trust. First, we decide: do we trust? Then, we decide: are we going to listen? Afterward, we decide if we're going to have a conversation. Following that, we decide if we're going to look at someone's capabilities. We make these decisions subconsciously. In fact, in every business and personal relationship, trust plays a crucial role. Because I know most of your listeners are either working in a business, own a business, or are leaders in a business, trust is involved in every single relationship we have. It's the most important question everyone has." – NATALIE

"I became deeply intrigued by how customers decide to buy in a business-to-business environment that I went back to school. I did graduate research, which led me to the science of trust. My master's thesis revolved around how people decide to buy in such environments. I found out quite quickly that it all starts with trust. First, we decide to trust, then we decide to buy. And you know, lonely wolf, there's a wonderful, very, very strong, much stronger than when I started 10 years ago, business case for learning and cultivating and developing relationships of trust. And, you know, worldwide, as we know, people buy from people they trust. Well, the fact is that 80% of us buy from a company or an organization we trust. And we pay more. We pay more when we trust. If I'm going to go out for a coffee, I'm going to pay more for a Starbucks coffee because I trust that coffee. I trust the company. I know they know how to create and make an amazing coffee and it's consistent. It tastes the same just like we know in business-to-business environments companies that will provide us with services we trust, or advice we trust, or products that are safe and secure to use, or are going to do what they say they're going to do. So that's how I got into it." – NATALIE

"We all decide to trust. We make, as I mentioned, a subconscious decision. And we make that decision based on another person's communication, how they behave, and how they service us. So, it really comes down to these three components, Nancy. So, when you and I are buying a product or service, we're evaluating another person. And when we say we trust a company, well, companies, as we know, are made up of people. So as an example, when we are buying, say, professional services, like an engineering service, design services to ref- let's say we're going to renovate a factory, we would and we're the business owner and we own this plant, this factory. Well, we would most likely talk to a few different engineering firms to get a design. And we would have conversations and as you know, because you know, this is what you share with your audience, it all comes down to conversations and connecting with people." – NATALIE

Connect with Natalie Doyle Oldfield:

• LinkedIn: https://www.linkedin.com/in/nataliedoyleoldfield/
• Success Through Trust Inc: https://www.successthroughtrust.com/

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