Other Articles:

Trust Me, I'm from HR/IT/Legal/Finance

Open Letter to Clients: Why You Should Drop RFPs

Competitive Strategy and Business Legitimacy

Sales Efficiency Can Hurt Your Marketing

How Social Media Are Ruining Your Lead Qualification Strategy

Rebuilding Trust in the Financial Sector

Objections Are Not Your Enemy

Are You Talking Your Way Out of a Sale?

Why Should We Buy from You? Good Question!

Your Competitor Is Your Customer Is Your Partner

Three Strategies to Increase Business's Trust

Three Strategies for Creating Customer Trust

You Can Sell to the Purchasing Agent

Deliver the Perfect Pitch

Sales Lessons for Professionals from the Ballroom Dance

Shut Up and Sell

Metrics: Overmeasuring Our Way to Management

When Customer Focus Becomes Predatory

How to Answer the Toughest Sales Question

Why Value Propositions Are Overrated

What to Say When the Client Says Your Price is Too High

Selling From Principle

Stop Trying to Close and Enjoy the Ride

The Only Two Screening Decisions You Have to Make

Do a Sales Job on Yourself

Wall Street Run Amok: Why Harvard's to Blame

The Paradox of Selling

Does Trust Really Take Time?

Client Focus Right vs. Client Focus Lite

Discounting, Price, Value and Psychology

Client Service, Not Client Servility

Competitive Disadvantage: New Sales Strategies for New Business Models

Some Kinds of Sales Motivation are Better Than Others

Applying Trust Principles to the Sales Process Handout

Trust Process Description Short Form

The Trust Equation: A Primer

The Point of Listening is Not What You Hear, but the Listening Itself

What You Should Say About Your Competition when the Client Asks You

Giving Prospects the Confidence to Hire You

Does Your Customer Trust You? The Acid Test

Write Your Next Proposal Sitting Next to the Client

My Client Is a Jerk: Three Keys to Transforming Relationships Gone Wrong

Don't Handle Objections Like Snakes

Trust in Business: The Core Concepts

Friends, Motives and Profits: Avoid Fear-based Selling

When Clients Don't Buy What a CPA Firm is Selling

Truth, Lies and Unicorns

Don't Let Lead Screening Hurt Your Marketing

Stop Trying to Close the Sale

Sustaining Client Relationships: Commercial Lender As Trusted Advisor

Are You Client-Focused, Or A Client Vulture?

Why Your Sales Process Matters Less Than The Psychology Of Selling

Don’t Treat Clients Like Competitors! The Four Principles Of Trust-Based Selling

Create Trust, Gain a Client

The Business Case For Trust

Banking Relationship Strategies and Fake Trust

Metrics and Trust

Scandals and the Backlash Against Trust

Profitability in Professional Services

Build Trust Into Your Selling

Trust-Based Negotiation

Competing With Your Customers: Where Strategy Goes Wrong

Differentiation Through Selling, Not Branding

When Clients Demand Price Cuts

Dealing With RFPs, Purchasing Agents, and Other Formal Buying Processes

The Relationship is the Customer

What Should Enron Have Taught Us?

The Death of Corporations

Leadership, Trust and Intangible Services

Do Clients Buy the Law Firm, or the Lawyer?

Clients, Values and Guiding Principles

Client Satisfaction Surveys: Yea or Nay?

Features, Benefits and Trust

Selling by Doing, Not Selling by Telling

What Buyers Really want

HR Leaders as Trusted Business Advisors

Selling Professional Services

Conducting the Sales Conversation

Ten Myths About Selling Intangible Services
May 2008

Trust Process Description Short Form

By Charles H Green

THE TRUST CREATION PROCESS: CRAFTING THE CONVERSATION

please view the .pdf version of this handout