Anyone who’s read my book, Endless Referrals or attended my live program knows my basic premise of sales success and that is, “All things being equal, people will do business with, and refer business to, those people they know, like and trust.” This is also true when in the Winning Without Intimidation process of trying to persuade a difficult person to your point of view.

Let’s focus our discussion today, not on “know” or “like” but on trust.

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