The Trust Factor
How to build rapport and inspire people to do business with you
Trust is an intangible asset that has the unusual characteristic of being granted upfront and tested afterward. When I drop my clothes off at a new dry cleaner, for example, I trust that they won't be lost. When I pick them up and everything is in order, my trust level increases, and I return. However, if the new dry cleaner breaks the buttons on my favorite dress shirt, my trust level disappears completely.
If your message is believable and genuine, those people who have a need for your services will trust you upfront. This is why sales between people who have never met occur all the time.
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