In "The Go Giver", Bob Burg and John David Mann wrote:

"All things being equal, people will do business with, and refer business
to, those people they know, like and trust."

The words equal, know and like could have a lengthy discussion in and of themselves when it comes to the nuances of meaning, business, people and sales.

But I want to zero in on trust.

I recently had a coaching call with the amazing Dixie Gillaspie where she reminded me that trust has a special meaning in business sales. So like most powerful lessons, I think and then write (or talk) about them to make sure the lesson sinks in.

Trust is the third and final step in know, like and trust and the big reason many people fail to translate all of their hard work into sales; the lifeblood of any business.

The trust you are building is not having someone trust you with their beer (or chocolate donut). Nor is it the trust of looking after their children. Nor it is trust with their wallet or secrets.

All of those things are great and can also be in place. Having prospects and customers as friends is wonderful. But business is not the same as having lots of friends.

Those friends may never buy from you.

The trust that is important in business is that you (or your business) are going to deliver on your promise of value; consistently, professionally and with excellence.

Know precisely what value you are delivering and do whatever it takes to show people you can deliver it.

Build trust.