FOR IMMEDIATE RELEASE

 Knowledge and understanding, not asking questions and listening, build trust with customers.

(New York) Research from the newly released book “Selling 2.0” has discovered that customers most trust salespeople who exhibit high levels of knowledge and understanding about both their own products and the customers business and needs. This runs contrary to the “conventional wisdom” that trust building occurs when salespeople ask good questions and listen attentively. 

When asked which characteristics of salespeople most build trust with customers, salespeople picked being a good listener as their top choice. Buyers gave this criteria relatively low rating. While asking questions and listening, can result in understanding and knowledge,  they alone are not the trust builders sales people think that they are. If lots of good questions get asked understanding develops ultimately trust is lost.

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Josh Gordon
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