CHAPTER 12

Building Trust Before Opportunity

As you go to work, your top responsibility should be to build trust.

—Robert Eckert

The most important strategy discussed so far has been to focus on the customer relationship rather than on the immediate opportunity. This point was driven home with information about improving sales skills, managing opportunities, avoiding becoming column fodder, and handling leads well. You have spent time qualifying and ranking your customers, so now you need to develop their trust. However, what do you do when you are not completely focused on an opportunity?

Why You Can Win an Incumbent’s Business

Assume you qualified the customer and you have established some trust with them. You received a warm introduction ...

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