We want you to stop selling products and services. Instead, get into the business of selling Trust.

You build trust by being trustworthy,” “Avoid the idea of, ‘That guy needs to prove I can trust him.’ Trust never comes to you; trust emanates outward to a team from your behaviors.”

ALWAYS CONSULT INSTEAD OF SELL

He believed that you were either selling or being sold: if you weren’t selling a customer on your product then the customer was selling you on why she wasn’t going to buy

I do not mean that selling is ignored. Far from it. But selling, again, is not marketing. As already pointed out, selling concerns it with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariably does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse, and satisfy customer needs. The customer is somebody "out there" who, with proper cunning, can be separated from his loose change.

Trust must be earned through action, not words. Building trust is above all an engineering and governance effort, not a public relations exercise.

Your job as a marketer isn’t to convince people to want what you’re offering: it’s to help your prospects convince themselves that what you’re offering will help them get what they really want.

We sell feelings, status, and connection, not tasks or stuff.

PRO TIP: Selling is helping. If you believe your product or service improves the lives of your customers, sales is just education. You’re helping people out. Reframing selling/asking as helping makes it exciting to offer your consulting or window-washing services or provide someone with delicious cookies. Once you accept that truth, asking becomes loads easier and feels much more like a communal gift than a selfish desire.

You don't build a business. You build people, then people build the business.

You don't build a business. You build people, and people build the business.

Never seem to be selling something—that will look manipulative and suspicious. Instead, let entertainment value and good feelings take center stage, sneaking the sale through the side door.

Building trust requires nothing more than telling

I had always thought of sales as a way to get something, I could now see it as a tool for giving. For the first time, I began to understand the strange, wonderful irony that sales isn’t about selling at all.