If customers don't trust you to help them at the beginning of the sales process, they certainly won't trust you with their money at the end of it.
The quote highlights the vital role of trust throughout the sales process. If customers feel uncertain or skeptical from the outset, they are unlikely to feel comfortable making a financial commitment later on. Establishing trust early is essential for nurturing a positive relationship and guiding potential customers toward a purchase. Without this foundational trust, the entire sales process can be undermined.
Chris Murray's book, "Selling with EASE," underscores the importance of...