The words “trust” and “selling” are rarely mentioned in the same sentence, and some people feel that “trust-based selling” is an oxymoron. That says something about the relationships between sellers and their clients.
And it’s one reason that professional services firms don’t like the “S” word. We prefer euphemisms like “business development,” itself phrased in the passive voice as if to distance ourselves as far as possible from the crassness of commerce.
Trust-based Selling® is a principled way of approaching the commercial relationship between two parties. It is not a methodology, or a process model; it can coexist with existing methodologies or processes, as long as they are not manipulative or selfish.
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