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Persuasive Business Proposals: Writing to Win More Customers, Clients, and Contracts by Tom Sant

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15. Writing in the Midst of a Storm How to Deal with Bad News and Negative Publicity

We said earlier that people like to buy from people they trust. We further defined trust as a combination of rapport (how well they like you and your colleagues) and credibility (how well you seem to understand your own field), divided by the perception of the risk of doing business with you. Trust is generally earned over time, built up from repeated positive experiences.

Trust can be damaged very quickly, however, from just a single negative experience or from bad publicity or news reports. We have seen examples in recent history of once mighty and prestigious companies that were brought down by the loss of trust.

Every business relationship will hit a rough ...

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