Trust Sales Cycle

The Trust Meter Shows the Way

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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