Trust is a funny thing. You can spend a lifetime building it with your spouse, your partner, your kids. Everyone you interact with trusts you to a certain extent.
When someone buys what you sell, you’ve sold them not only on what you do, you’ve sold them on you.
One of the hardest things to gain is someone’s trust because it takes a long time.
You don’t have time to be their new best friend, you have to “close” the deal on the trust game ASAP.
So what do you do?
Instead of spending the next 20 years fly fishing with your prospect and going to their kid’s soccer games to build trust, create less risk. Remove all reasons for the Jones’ to be afraid of doing business with you. Take ownership of all the risk upfront to build trust quickly.