In today’s fast-paced networked economy, professionals must work harder than ever to maintain and improve their business skills and knowledge. But technical mastery of one’s discipline is not enough. The key to professional success is the ability to earn the trust and confidence of clients.

“Sales” and “Trust” rarely inhabit the same sentence. Customers fear being “sold”—they suspect sellers have only their own interests at heart. Is this a built-in conflict? Or can sellers serve buyers’ interests and their own as well? The solution is simple to state, hard to live—and totally worth the effort.