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Branding, Sales Basics · June 22, 2015

Trust Over Price

542242_10201795155827901_994503587_nby Michael Cross, UltimateSportsInsider.com

Recruiting is a euphemism for sales, and sales isn’t for everyone. But we are ultimately all in sales – selling yourself, your institution and your program. Selling isn’t easy and you probably hear “no” many more times than you hear “yes.” People in sales often resort to price as a primary means to get a commitment. If you are selling a commodity (such as gasoline) price and location are a strong determinant because only the most sophisticated consumer can determine the difference between Mobil and Shell. You don’t need a high level of trust.

Two family purchasing decisions – cars and pet care – come to mind where trust is essential.

The other day I took our car for an oil change and new tires at Mike Miller Auto Park in Peoria, Illinois, a purchase that was going to approach $1000. Many people think there is no more expensive place to have this type of work done than the dealership. But Mike Miller’s service and relationship building is legendary. He’s given Green Bay Packers tickets to people who have purchased cars from him. He remembers birthdays. He is fair and honest. He is personally invested on a daily basis in making sure that the customer is always right and feels valued. Most importantly, he established TRUST from the day we purchased a car, when we left feeling great about the purchase rather than beaten into submission. Today we never even think of comparison shopping to save a couple dollars and the volume of people having work done at his dealership the day I went said we weren’t alone. In fact he singlehandedly saved the Cross Family as a customer for Hyundai after a horrific car purchasing experience at a counterpart dealer several years before that left us swearing we would NEVER buy another Hyundai.

The other example is Play All Day Doggie Day Care. We love our English Golden Retrievers, Jocelyn and Clara. We trust they are safe and happy when we travel. How do we know? When they first went to Play All Day, the dogs (and my wife and kids) were skittish. We had recently adopted them and they were older and a little shell-shocked from the transition into our home. To aid in their transition, the day care owner had both dogs stay at her house for multiple nights until everyone was comfortable with the new environment. She groups dogs by size and demeanor, has birthday treats, and posts daily facebook videos for the owners to see that they are having fun. Yes, it’s a little over the top and it costs a few dollars more – but the peace of mind is priceless. We would never go anywhere else.

So as you try to figure out how to get a recruit to commit focus on trust over price. In fact, if you are recruiting someone who is solely focused on where they can get the best deal, I’d encourage you to thoroughly evaluate their fit for your program. While college is a very expensive investment, the long term value of building trust with recruits and honoring your commitments when they are current athletes will provide the results you are seeking year after year and create a more enjoyable and differentiating recruiting approach. College and your team are more than a commodity – they are priceless opportunities where trust is paramount.

Michael Cross is an intercollegiate athletics consultant with an emphasis on athletic department evaluations and organizational culture development, as well as career development for coaches and administrators. You can read other similar posts and subscribe to his blog at UltimateSportsInsider.com.   You can contact him through LinkedIn or connect with him via Twitter @USinsider.

Filed Under: Branding, Sales Basics

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