In this solo episode, Bill Caskey tackles the growing trust crisis facing sales professionals today. Drawing from recent research showing declining trust in businesses and institutions, Bill explores why prospects automatically assume you're going to lie to them—and why they're probably right to feel that way.
He shares four practical levers you can use to build trust and stop destroying it: stop selling and start understanding, be willing to walk away when the fit isn't there, prove value before pitching, and lead with proof instead of promises. Bill emphasizes that every interaction either builds or destroys trust, and in a world where everyone assumes dishonesty, the person who proves their trustworthiness first and fastest wins.
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