Should I Trust You?
All things being equal, people want to do business with their friends. All things being not quite equal, people still want to do business with their friends.
Business people, especially salespeople, seek to gain trust right away when in fact trust is far away in a new relationship.
Here’s the secret: First comes likeability. Then comes believability. Then comes confidence. And finally, trust begins to emerge. Slowly.
-Jeffrey Gitomer
