Selling from Your Comfort Zone

CHAPTER 6

The Know, Like, and Trust Principle Produces Sales

SINCE SALES IS BASED ON RELATIONSHIPS, if prospects do not first know and like you, they will not trust you. To sell requires trust.

The Problem

Unfortunately, decade after decade, sales training programs teach to sell first and then build relationships later. This approach is the same as seeing a stranger on the street whom you find attractive and asking him or her to marry you—without so much as asking to meet for coffee first. It is not beyond reason to expect that if you meet enough strangers, you might find a person who is lonely or curious enough to say yes to you. Time and time again, though, you will be told no.

Sometimes instant connections can happen. You may bond over a ...