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Persuasive Business Proposals, 3rd Edition by Tom SANT

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6 Seven Magic Questions: How To Develop a Client-Centered Message

PEOPLE BUY FROM PEOPLE THEY TRUST. AND THEY tend to trust people who demonstrate specific qualities. To demonstrate how these qualities interact, we can express trust as a quasi-equation:

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What this means is that for someone to trust us, we must demonstrate a high degree of expertise in our own field while also demonstrating good knowledge of the customer’s business and industry. It’s one thing to be recognized as an expert on social media. It’s something else to be able to apply that knowledge to help customers achieve their goals, whether we’re dealing with a consumer product, ...

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