Most business leaders believe their customers just need more information.

Wrong product feature? Add more bullet points.

Low conversion rates? Create longer presentations. Objections? Deploy bigger fact sheets.

The problem isn't that people don't know enough about what we're' selling. They don't care about what we care about.

And they don't care because they don't believe what we believe.

When did you last change your mind about something important because someone read you a spec sheet? We don't buy from people who inform us. We buy from people who get us.

Our customers already have enough information to make a decision. What they lack is trust.

➜ Trust that we understand their world.

➜ Trust that our solution actually matters.

➜ Trust that wer'e not just another vendor pushing features nobody asked for.

What happens when we stop trying to educate and start trying to connect?

The best salespeople don't win arguments. They win trust. The question is: how do we earn it?