CHAPTER 5
Trust Sales Cycle
Trust…affects the quality of every relationship, every communication, every project, every business venture, every effort in which we are engaged.
—Stephen M.R. Covey
Focusing on the foundation of the relationship, this chapter analyzes how trust is developed from the beginning of a buyer-seller relationship.
Recall the trust meter I introduced in Chapter 1. Trust naturally progresses through an opportunity cycle. An example is shown in Figure 5-1.
Figure 5-1. Trust progression
It takes a while for your trust meter to fill up. You are an unknown entity to your customer as you enter ...
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