What will convince your customers to work with you, talking about their problems or about your solution? Ari Galper, the world’s top authority on trust-based selling, says it’s all about the problem. Think about it—if someone trusts you enough, you could say, “I’ve got the solution to your problem, let’s sign you up,” and you wouldn’t even need to tell them what the solution is. To build trust, talk about your customers’ problems. Now, apply this to the book you’re writing to grow your business—are you talking more about solutions or spending your time showing your customers that you understand their problems? Ari's Links:
