Assume your company is called ABC. You’re struggling to sell. Customers seem keen but they keep asking questions:

Can I trust ABC?

Do you (ABC) care about me (client)?

Can ABC help me (Client)?

Newsflash: The customer is not asking about ABC. The customer is asking about you.

People don’t do business with businesses. People do business with people.

If you’re failing to sell, its not your business or your product or your pitch that’s the problem.

The problem is YOU.

You’ve failed to win the trust of your target customer.

How do you win the trust of customers? That’s the subject of another article.

In the meantime, listen to your customer. When he says “How can I trust ABC?” start thinking about how you can help him trust you.