There is nothing more important than the know, like, trust factor for every business. Does someone have to know you well to become a buyer? The reality is they do not. They just have to think they know you. The one thing you must do though is build trust.
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One of the hats that I have worn is that of a salesman and I had the privilege of working with some of the best. As a newbie, I could not understand how these big dogs could sell anything...they were not selling! I soon learned that they were 'breaking the ice', which was the term they used for selling themselves first, which is getting prospects to know, like, and trust them. You are so right, there is nothing more important, thank you, Dennis.
In my younger years I did a lot of bidding. Quite often even if my bid was highest I got the job. How did I do this? The know, like, trust factor came into play every time. People believe bidding is not convincing people of the value of what you do to protect things of value to them. If you show you care about what they want protected, they buy from you. I honestly believe selling yourself is the only place the word sales fits in my life.