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Using up trust

We tend to think about sales as a competition. About winning the pitch, making the sale, and getting the deal. And when we do get it, the deal is the end to the story, isn’t it? (A happy end for that matter!)

But what if you considered it to be the beginning of the story? The inciting incident of a story about a long-lasting relationship with a client …

Would that change the way that you approach your pitch? Your ad? Your conversation?

For many of my clients it does. Instead of using up trust to make a deal they shift to building trust to enter into a relationship. It immediately rules out hyperbole and favours the truth.

Telling a true story about the things that you care about is what builds trust. Investing the empathy to relate it to what matters to our audience is what creates resonance. And resonance has no end. There is no winning. The whole point is to keep resonating.

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