Most prospects and customers would like to believe salespeople. But they’ve been burned so often, they refuse to let themselves trust salespeople.
And that’s why salespeople make the mistake of trying to overcome distrust by “playing the part,” offering phony friendliness or making exaggerated claims.
On the other hand, there are salespeople who refuse to be tainted with the questionable practices of their less than reliable peers. They know the value of being viewed as trustworthy.
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