Category: Blog

Sales Professionals Take Responsibility

At a recent event, a group of salespeople were asking each other: “What do you mean when you say, sales is a profession and career?”  This has come up many times as professional salespeople struggle with those in the business who do not take responsibility for their decisions.  Clients appreciate a salesperson with empathy and the ability to develop a total solution versus simply presenting a product.  Although the basic rules of selling, like credibility and effectiveness, haven’t changed a lot over the years, techniques that may have been effective years ago need to be re-examined to meet changed circumstances. There are new rules in sales now. The new rules include honesty and integrity; trustworthiness and dedication; fulfilling the real needs of the clients.

Here is the list that group came up with that you can use as well:

  1. Instead of deflecting, choose to take responsibility for fixing the problem and wrestle it to the ground. Instead of spreading blame, professionals own and address the issue.

Your first job is to serve. That is the foundation of the value you should hold for your clients. A true professional always delivers. Always meet your commitments or let people know well ahead of time if you may not be able to. While all your actions in some way determine whether you will earn the trust of our people, this final choice in our “better choices” series relates most directly to our ability to build, earn, and grow trust with your leadership.

  1. It’s not about you. It’s about everyone else. People will remember how you behaved. Leadership is about reaching that shared vision of a desirable future. It’s about the greater good, not the leader’s good. Leadership is not about you!

Your philosophy of life is the greatest determining factor how successful you will be. It’s a set of beliefs and principles how you choose to live. It’s also the way you think and act in your life. The challenge is to constantly revising, fine-tuning and changing it if necessary.

Your sales career can flourish or flounder strictly on the basis of your philosophy. Philosophy is the study of thought.  How your customers think, what they think and even why they think what they do, all goes into the study of sales philosophy.

  1. People are smart. And they’re depending on you.

Business in recent years has taken on many new and complex dimensions, and this trend is likely to continue. Today’s salesperson, as well as today’s buyer, is better educated, more informed and has more options than ever before. These changes have created new, exciting and challenging possibilities in every organization. Sales warriors need to acquire a working knowledge about these changes and have a comprehensive understanding of sales fundamentals.

The selling process is a dynamic interaction between a professional salesperson and a client. The salesperson’s main objectives are to find out about the client’s needs and determine how to help the client fulfill those needs. To be successful at this process, one must learn the basics first. As with everything else, it’s a learning process. It must be built from the ground up, with a thorough understanding of the fundamentals.

  1. It doesn’t matter whose “fault” it is.

The buck stops here: why leadership requires taking responsibility. Leading an organization means accepting responsibility for what happens within it, for better and for worse

Under-promising and over-delivering. Surprise your clients with unexpected levels of service and caring that will knock their socks off! Have them become your best advocates. Let them share news of your remarkable service to other potential clients.

Professionals know when to accept mistakes they have been made and take it upon themselves to fix them. It doesn’t matter if one of your team members messed up or you did. If you are the leader, you need to take responsibility.

  1. Move on. Don’t wallow. There’s lots to do.

Choosing to take responsibility, in short, has four key steps:

  1. Own the issue.
  2. Deal with it swiftly, honestly, and as completely as possible.
  3. Pledge to not make the same mistake twice.
  4. Move on.

The next time you’re in the midst of a crisis, don’t try to deflect, or underestimate people, or nitpick about whose fault it was. Leaders take responsibility. Own the problem, take a hard-nosed approach, present a solution, get to work, and don’t make the same mistake twice. You’ll stave off disaster, fix problems faster, build trust, and get better results.

Excellence in sales isn’t an accident. You have to make the conscious decision that you’re going to become excellent in your field. If you want to get better in selling and achieve sales superstar status, you have to commit to continuing your education. Become an expert in your field, take time to understand your prospect and tailor your approach to every individual’s needs.

The Truth Behind Professional Selling

Since I entered the sales profession many years ago, I have always challenged to be my best but I learned that this is not the same for everyone.  Many get into this career and view it as a job or hobby not a profession.  It always strikes me when I am giving a sales workshop, I have people who come up to me afterwards and who do not understand why they are not succeeding.  After a few basic questions, I find out that they are not sales professionals.  This article drills down into the truth behind professional selling.

1. At least 80% of all sales professionals don’t sell well. 

The main reason is they have a misconception of what the selling processes is.  Warriors teach and train sales processes.  Sales can be taught and trained.  

2. Less than 5% of sales are made on the first call. 

Persistence means continuing to pursue a goal until it is achieved. As a sales professional, one of the biggest obstacles to your success is lack of persistence. Statistics suggest that less than 5% of sales are made on the first call and over 80% are made on the fifth call. However, only 10% of sales representatives ever return for the third call. They quit and go back to the adult day care center to hang out with other frustrated sales representatives. 

 3. Only 5% of Adults set goals.  

Goal setting functions as a prerequisite to success in most areas of life. Yet sadly, still ninety-five percent of people do not set goals. The premise which goal-setting is based on is that you cannot hit a target that you can’t see. If you don’t have goals, how can you achieve anything in life? Therefore it’s imperative that you sit down and decide exactly what you really want. Goal setting is very important in achieving self-discipline. In fact, it is the first and most important step. Without any goals, it is very difficult to get far. 

4.Excuses  

There should be no excuses, because excuses are the enemy of commitments. Excuses are so easy to come by. And they are seemingly so valid.   

5. Planning and Being Prepared 

Planning in sales is doing the necessary things to arrive at the appointment ready to do business. Preparation in sales is being in a state of readiness once you arrive. Good preparation ensures that you are ready to perform guided by a sales call objective. Thus, planning is stuff we do prior to the call and preparation is being ready to perform at the call. 

6. Give me a top notch prospector vs a top notch salesperson, and the top notch prospector will outperform every time. 

Prospecting is finding the right people to reach, at the right moment, and with the right message. Just like in every other aspect of the sales process, you need to focus on people and accounts that are suited for your product or service.    

Sales is one of the few jobs where you can be fired just for not being great at it. Usually in other positions, you have to be really making mistakes to get fired, but not in sales. In sales, if you don’t close deals, you’re costing the company money and they may fire you.  

Sales jobs are also competitive. Sales teams tend to be full of alpha-males (and females), and people who love to compete. It’s not unusual for many sales teams to be filled with people who played sports in school, etc. 

While selling is never easy, especially for new reps, there are definitely steps you can take to ensure your new recruits are set up for success. The key is providing them with the tactical, operational, and emotional support they need to get up to speed quickly. Harmonize these critical ingredients and they’ll be crushing quotas in no time.   

In A Warrior’s Approach to Effective Sales Leadership, Mr. Phillip J. Brand takes the audience on a journey of understanding deep interpersonal mechanisms of selling to ingrain the Warrior approach of structured values and principled integral behavior to acquire successful results as career sales professional.  Over the years, Mr. Phillip J Brand has trained thousands to be the top of their industry in sales.  His ethical approach to sales has made him stand out in the sales training industry. To learn more or to connect with Mr. Brand visit his website at: www.phillipbrand.ca.    
 

Honesty and Integrity in Selling

The one thing that customers have always rated highest in the sales world is trust, which also is called dependability because it is a direct reflection on the integrity of the sales individual. The primary reason people will choose NOT to buy from you is a lack of TRUST. Customer’s trust comes from your honesty, when you are truthful and straightforward about your products and services; and from your integrity, when you are morally disciplined.

Integrity is the virtue of practicing what one preaches. Or more importantly, practicing what one believes is right. A ‘man of principle’ is not a man who understands a principle, but a man who understands, accepts, and lives by a principle.   

There are many reasons why integrity is a virtue.

The first and most important reason to practice one’s beliefs is that if they are right, you will be benefiting your own life. To understand other virtues or principles, and not act by them, is destructive. It is an act against your own best interest. Any deviation from what you know to be right is an attack on your own life.

The second reason to practice integrity is that it is an affirmation that your ideas benefit your life. To act contrary to your own knowledge is accepting the premise that morality is somehow different from you own self interest, and that bypassing morality will somehow make your life better. Instead of seeing morality as a tool for survival, you see it as a restriction that make life more difficult. Every act that violates your integrity weakens the moral habit, until your emotions are unaligned with your thoughts. Further, it is an attack on the efficacy of one’s mind. To act against your own ideas is to claim your own incompetence, or to claim the general inadequacy of reason to guide your life. Since reason is your means of survival, you will be abandoning your life.

A third reason to practice integrity is in dealing with others. A man who practices what he preaches is predictable, and few will feel threatened by it. Trust can develop, since others will come to realize you are consistently virtuous. To act without integrity, even occasionally, will leave others distrustful. This can negatively impact one’s life in a number of ways. People won’t allow themselves to become emotionally close to you. They won’t trust that you’ll pay back debts. They’ll always fear your betrayal.   
  

In Become a Warrior at Selling, Mr. Phillip J. Brand takes the audience on a journey of understanding deep interpersonal mechanisms of selling to ingrain the Warrior approach of structured values and principled integral behavior to acquire successful results as career sales professional.    Over the years, Mr. Phillip J Brand has trained thousands to be the top of their industry in sales.  His ethical approach to sales has made him stand out in the sales training industry.        To learn more or to connect with Mr. Brand visit his website at: www.phillipbrand.ca.    

Ten Laws Of Warrior Success

Warriors strive for success.  Here are the ten laws of a Warrior’s success:Follow these natural principles and sales begin to happen immediately. It doesn’t matter if you’re selling online or offline. These principles are your ten keys to unlocking the door to massive revenue growth for your business. 

Law #1: Keep your mouth shut and your ears open.   

This is crucial in the first few minutes of any sales interaction.  Remember:

1.Don’t talk about yourself. 

2. Don’t talk about your products.

3.Don’t talk about your services.

4.And above all, don’t recite your sales pitch! 

Obviously, you want to introduce yourself. You want to tell your prospect your name and the purpose of your visit (or phone call), but what you don’t want to do is ramble on about your product or service. After all, at this point, what could you possibly talk about? You have no idea if what you’re offering is of any use to your prospect.   

Law #2:   Sell with questions, not answers.

Remember this: Nobody cares how great you are until they understand how great you think they are. Forget about trying to “sell” your product or service and focus instead on why your prospect wants to buy. To do this, you need to get fascinated with your prospect; you need to ask questions (lots and lots of them) with no hidden agenda or ulterior motives.   

Law #3:   Pretend you’re on a first date with your prospect.   

Get curious about them. Ask about the products and services they’re already using. Are they happy? Is what they’re using now too expensive, not reliable enough, too slow? Find out what they really want.

Remember, you’re not conducting an impersonal survey here, so don’t ask questions just for the sake of asking them. Instead, ask questions that will provide you with information about what your customers really need. 

When you learn what your customers need and you stop trying to convince or persuade them to do something they may not want to do, you’ll find them trusting you as a valued advisor and wanting to do more business with you as a result.   

Law #4:  Switch into Conversation Mode. 

Speak to your prospect just as you speak to your family or friends. There’s never any time that you should switch into “sales mode” with ham-handed persuasion clichés and tag lines. Affected speech patterns, exaggerated tones, and slow, hypnotic sounding “sales inductions” are never acceptable in today’s professional selling environments. Speak normally, (and of course, appropriately) just as you would when you’re around your friends and loved ones.   

Law #5:  Listen 

Pay close attention to what your prospect isn’t saying. Is your prospect rushed? Does he or she seem agitated or upset? If so, ask “Is this a good time to talk? If it’s not, perhaps we can meet another day.” Most salespeople are so concerned with what they’re going to say next that they forget there’s another human being involved in the conversation.   

Law #6:   If you’re asked a question, answer it briefly and then move on. 

Remember: This isn’t about you; it’s about whether you’re right for them.

Once you understand the objection completely, you can answer it. A client who raises an objection is expressing fear. Your biggest task at this point is to alleviate that fear. If you have a specific story, such as an example from an existing customer, by all means, share that. If you have concrete statistics, or a current news story, share them. Hard facts and something the client can look up online will make your response more authentic.

Law #7:  Ask Open Ended Questions. 

Only after you’ve correctly assessed the needs of your prospect do you mention anything about what you’re offering. Know whom you’re speaking with before figuring out what it is you want to say.   Open-ended questions prompt a conversation because they can’t be answered with one-word answers.  

Law #8:  Use the KISS method. 

Refrain from delivering a three-hour product seminar. Don’t ramble on and on about things that have no bearing on anything your prospect has said. Pick a handful of things you think could help with your prospect’s particular situation, and tell him or her about it. (And if possible, reiterate the benefits in his own words, not yours.) 

Law #9: Ask the prospect if there are any barriers to them taking the next logical step.

By now you should have a good understanding of your prospect’s needs in relation to your product or service. Knowing this, and having established a mutual feeling of trust and rapport, you’re now ready to bridge the gap between your prospect’s needs and what it is you’re offering.

Law #10:  Invite your prospect to take some kind of action.

This principle obliterates the need for any “closing techniques” because the ball is placed on the prospect’s court. A sales close keeps the ball in your court and all the focus on you, the salesperson. But you don’t want the focus on you. You don’t want the prospect to be reminded that he or she is dealing with a “salesperson.” You’re not a salesperson, you’re a human being offering a particular product or service. And if you can get your prospect to understand that, you’re well on your way to becoming an outstanding salesperson.   

You need to walk that extra mile to succeed in sales. There are no shortcuts to win. Some salespeople fail because they don’t give a second chance to themselves. Sales is tough, but still, we have seen many exceptional sales performers exceeding their sales targets. Therefore, warriors need to always try, as nothing is impossible.  Warriors with persistence have the ability to maintain a positive attitude regardless of the economy or the competition. They see problems as opportunities to use their creative energies, and they look upon obstacles as challenges to be met and savored. They are not defeated by rejection. They recognize that determination, perseverance, enthusiasm and a positive attitude are the backbones of selling success.
  
 In Become a Warrior at Selling, Mr. Phillip J. Brand takes the audience on a journey of understanding deep interpersonal mechanisms of selling to ingrain the Warrior approach of structured values and principled integral behavior to acquire successful results as career sales professional.    Over the years, Mr. Phillip J Brand has trained thousands to be the top of their industry in sales.  His ethical approach to sales has made him stand out in the sales training industry.  To learn more or to connect with Mr. Brand visit his website at: www.phillipbrand.ca.    

Ten Reasons Why Top Sales People Succeed

I have always wondering why top sales people succeed while others just get by.  After many years of working with top sales representatives, I have compiled a list of the top ten reasons why:

 
1. Love Sales  


Today’s sales professional is not the outdated stereotype of the fast-talking, back-slapping, joke-telling super extrovert salesman. Today’s successful sales professional has the appearance of a business who is well versed in what is necessary to be successful in the modern or contemporary market.

Discover why you love what you sell.   The successful sales professional knows and understands that: YOU CAN HAVE EVERYTHING IN LIFE YOU WANT IF YOU WILL JUST HELP ENOUGH OTHER PEOPLE GET WHAT THEY WANT!   


2.  Decide what you want  

The starting point of all achievement is desire. Keep this constantly in mind. Weak desire brings weak results, just as a small amount of fire makes a small amount of heat. If we want to achieve the mental certainty that leads to success, it is essential we begin controlling the fears that cause us to question our potential. You must have the sufficient desire to achieve this task above all. The key to tapping into the power of motivation is for us to have a radical awakening to what prevents us from achieving success, and then to have the requisite desire to overcoming these barriers. 

Great goals make great people. Goal setting is very important in achieving self-discipline. In fact, it is the first and most important step. Without any goals, it is very difficult to get far. 


3.  Commitment

 Commitment is an irrevocable promise to your self and your family.   

The detonator of this highly charged package is commitment. Commitment means NO MATTER WHAT! And determination is a refusal to allow obstacles to stop us.

Life only rewards players, not spectators. There is no admission charge for players, but there is always a charge for spectators. The spectators of life pay a high price for their admission and don’t even realize it. Life is not a spectator sport. If you are not motivated by your career, then get one where you are.   
 
4. Commit to Live Long Learning  

A comprehensive development system should account for three things:     

a. learning the basic principles, processes and tools for effective selling 

b. continuous improvement in the sophisticated practices of highly effective salespeople

c. opportunities to expand in complementary careers and learn the skills necessary to do so

Read books, other resources and materials, listen to audiotapes, attend seminars, and learn from successful people. You simply do not have enough time in life to make all the mistakes yourself. Learn from observing others. Don’t go through life learning and training by trial and error. It’s too expensive. As a somebody once said, “Do as I say, not as I did.”   
 

5. Plan Your Work and Work Your Plan 

This is where you start to integrate the information which you have acquired into new actions to replace the old ones. In the beginning, this practice will require that you concentrate on each step of the new action. You may feel uncomfortable with the skill and worry about if you are doing it right. With practice you will refine these actions and develop confidence in your ability to perform the skill.

Practice, practice, practice   
 

6. Follow the Leader 

Top achievers understand that life offers choice; you can be an observer throughout your life or you can choose to be a participant. You can choose to live life or choose to merely exist. The choice you make determines whether you live with results or excuses. No one becomes successful by watching someone else perform, although lots of people try. Often we judge ourselves by our intentions, whereas others tend to judge us by our actions. The challenge we face as adults is not a deficiency of intentions but a deficiency of action. Intentions are easy. We have lots of them. Sadly, intentions are little more than self-serving feelings of accomplishment. Taking action is the hard part. If we did everything we intended to do we would experience boundless success. Successful people embrace the “Just Did It!” philosophy. They take their thoughts and ideas to the next dimension: action. So once you have a goal, act upon it right away. Be a Doer!     
 

7. Integrity, Principle and Honour  

Today’s sales professional demonstrates the qualities of honesty, integrity and ethical behaviour, which will guarantee a positive return in his/her career.  If one were to rest and ponder on this little point: being ethical is not only the right way to live but is the most practical way to live. True Sales Professionals don’t only talk about ethics, they walk the ethical line! Any and every sales technique, concept, formula, and principle will not serve  if you do not build your career on an ethical foundation, of honesty and  integrity. 

Decide what you stand for
 

8. Positive Thinking 

To be an effective salesperson one requires true professionalism. That consist of professional attitude, professional knowledge of the product and a thorough understanding of the solution-based selling process.  

Personal development is crucial to sales success. In fact, it is probably more important than your knowledge of your product. People sell to people. To be able to sell, you have to project the right attitude. To have the right attitude, you have to constantly improve yourself.   
 
9. Listen, Listen, Listen 

The best approach to client-focused selling is asking good questions, then listening intently to the answers. Selling is not about talking well; it’s the ability to gather information, consolidate the information and provide helpful intervention. 

Selling is about meeting needs. The closer you can match what you have to offer with the needs of the buyer, the greater the probability of a sale. The best way to know the true needs of the buyer is to listen to them. Listening will enable you to gain valuable knowledge that you can apply in matching your product/service to the buyer’s needs.  

Listening also helps to identify problems, issues, concerns, and opportunities. It would be a pure fluke to sell something without knowing what your customer really wants.   
  

10. Effort  

Simply traditional selling techniques stress overcoming objections and closing the deal and move on.  We should not choose to be overly concerned with closing techniques, but rather, we   should  focus on helping the customer feel understood and supported. People tend to buy will buy where they and their needs  are well understood. It is far better to gain a customer’s trust and and perhaps lose the same than it is to gain the sale and loose the customer. 

Effort is a mindset that focuses on proactively attacking one’s day, each sales.  
 

In Become a Warrior at Selling, Mr. Phillip J. Brand takes the audience on a journey of understanding deep interpersonal mechanisms of selling to ingrain the Warrior approach of structured values and principled integral behavior to acquire successful results as career sales professional.    Over the years, Mr. Phillip J Brand has trained thousands to be the top of their industry in sales.  His ethical approach to sales has made him stand out in the sales training industry.        To learn more or to connect with Mr. Brand visit his website at: www.phillipbrand.ca.    

Sales Professionals Take Responsibility

At one of my events, I had a group of people come up to me and ask “What do you mean when you say, sales is a profession and career?”  This has come up many times as I preach that sales is a profession and you must take responsibility for your decisions.  As a Sales Warrior you must act ethically. Clients appreciate a salesperson with empathy and the ability to develop a total solution versus simply presenting a product.  Although the basic rules of selling, like credibility and effectiveness, haven’t changed a lot over the years, but techniques that may have been effective years ago need to be re-examined to meet changed circumstances. There are new rules in sales now. The new rules include honesty and integrity; trustworthiness and dedication; fulfilling the real needs of the clients.   

Here is the list I left with the group that approached me:

1. Instead of deflecting, choose to take responsibility for fixing the problem and wrestle it to the ground. Instead of spreading blame, warriors own and address the issue.

Our first job is to serve. That is the foundation of the value we should hold for our clients. A true professional always delivers. Always meet your commitments or let people know well ahead of time if you may not be able to. While all our actions as warriors in some way determine whether we will earn the trust of our people, this final choice in our “better choices” series relates most directly to our ability to build, earn, and grow trust with our leadership. 

2. It’s not about you. It’s about everyone else. People will remember how you behaved. Leadership is about reaching that shared vision of a desirable future. It’s about the greater good, not the leader’s good. Leadership is not about you!   

Your philosophy of life is the greatest determining factor how successful you will be. It’s a set of beliefs and principles how you choose to live. It’s also the way you think and act in your life. The challenge is to constantly revising, fine-tuning and changing it if necessary.   Your sales career can flourish or flounder strictly on the basis of your philosophy. Philosophy is the study of thought.  How your customers think, what they think and even why they think what they do, all goes into the study of  sales philosophy. 

3. People are smart. And they’re depending on you.   

Business in recent years has taken on many new and complex dimensions, and this trend is likely to continue. Today’s salesperson, as well as today’s buyer, is better educated, more informed and has more options than ever before. These changes have created new, exciting and challenging possibilities in every organization. Sales warriors need to acquire a working knowledge about these changes and have a comprehensive understanding of sales fundamentals.    

The selling process is a dynamic interaction between a professional salesperson and a client. The salesperson’s main objectives are to find out about the client’s needs and determine how to help the client fulfill those needs. To be successful at this process, one must learn the basics first. As with everything else, it’s a learning process. It must be built from the ground up, with a thorough understanding of the fundamentals.    

4. It doesn’t matter whose “fault” it is. 

The buck stops here: why leadership requires taking responsibility. Leading an organization means accepting responsibility for what happens within it, for better and for worse 

Under-promising and over-delivering. Surprise your clients with unexpected levels of service and caring that will knock their socks off! Have them become your best advocates. Let them share news of your remarkable service to other potential clients.   

Warriors know when to accept mistakes they have been made and take it upon themselves to fix them. It doesn’t matter if one of your team members messed up or you did. If you are the leader, you need to take responsibility.  

5. Move on. Don’t wallow. There’s lots to do.

Choosing to take responsibility, in short, has four key steps:

a. Own the issue.

b. Deal with it swiftly, honestly, and as completely as possible.

c. Pledge to not make the same mistake twice.

d. Move on. 

The

next time you’re in the midst of a crisis, don’t try to deflect, or underestimate people, or nitpick about whose fault it was. Warriors take responsibility.Own the problem, take a hard-nosed approach, present a solution, get to work, and don’t make the same mistake twice. You’ll stave off disaster, fix problems faster, build trust, and get better results.

 Excellence in sales isn’t an accident. You have to make the conscious decision that you’re going to become excellent in your field. If you want to get better in selling and achieve sales superstar status, you have to commit to continuing your education. Become an expert in your field, take time to understand your prospect and tailor your approach to every individual’s needs.

  
In Become a Warrior at Selling, Mr. Phillip J. Brand takes the audience on a journey of understanding deep interpersonal mechanisms of selling to ingrain the Warrior approach of structured values and principled integral behavior to acquire successful results as career sales professional.   Over the years, Mr. Phillip J Brand has trained thousands to be the top of their industry in sales.  His ethical approach to sales has made him stand out in the sales training industry.       To learn more or to connect with Mr. Brand visit his website at: www.phillipbrand.ca.    

What’s inside counts:

BECOME A WARRIOR AT SELLING: It’s what inside that counts. Integrity, credibility and trust. We’re leading today with an ethical approach to provide a truly practical approach to the sales process. Our main focus in Become a Warrior at Selling is on what to do and how to execute actionable and accountable methods based on principle that produce successful sales professional results. 

Their is a new order for today’s methodology behind the science of selling, and the ability to be well versed in what is necessary to be successful in the modern or contemporary market – from simple computer literacy, including of the pocket PC  to market forces and trends. Today’s successful sales professional needs to demonstrates the Warrior’s qualities of honesty, integrity and ethical behaviour. 

Our 360° approach in the book’s goal is to ingrain a broad stroke of topics to evolve our reader and audience in a course-style applied structure to expand on  positive results in career approach, development and guidance for the individual to rest and ponder on this little point: being ethical is not only the right way to live but is the most practical way to live. True sales professionals don’t talk about ethics, they conduct business with the ethics to build out successful results upon an ethical foundation, of honesty and integrity. These pillars of value establish credibility and trust. People don’t always do business with people they like, however, people do business with people they can trust. Read our book to learn more.