信誉不仅仅是内容专业知识。内容专业知识加上“存在”，它指的是我们的外观，行动，反应和谈论我们的内容。这不仅取决于顾问专业知识的实质性现实，还取决于做到感知的人的经验。正如关于建立关系建设的一章所建议的{第5章}，我们必须找到不仅可信的方法，而且还必须给客户一种我们可信的感觉。我们必须说明，而不是断言。为什么
(Credibility isn't just content expertise. It's content expertise plus "presence," which refers to how we look, act, react, and talk about our content. It depends not only on the substantive reality of the advisor's expertise, but also on the experience of the person doing the perceiving. As the chapter on relationship building suggested {Chapter 5}, we must find ways not only to be credible, but also to give the client the sense that we are credible. We must illustrate, not assert. Why)