It’s not what you know ….

….it’s what you DO with what you know that will bring in new business.  “People buy people” is an expression that most interpret as meaning people need to like us before they’ll buy from us. And that’s true, unless we’re spending a small amount of money. For example, it’s not important whether we trust the person or not when we’re buying a can of soup.

But now put yourself in the position of the ‘customer’ when spending a significant amount of money; you don’t just need to like the person who is selling to you, you need to trust them too. But ‘knowing’ that won’t help you sell. It’s what you DO with that knowledge that will make a difference. Have a think about what you can DO to help build trust. Here’s a simple example but it is one that so many people fail to achieve – do what you say you’re going to do. When you do what you say you’re going to do, you help give your customer reason to begin to trust you. But the opposite is equally true – by not doing what you say you’re going to do, you give your customer reason NOT to trust you.

Happy selling!

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