Have you ever bought something despite disliking the salesperson? If you did, you probably remember feelings of frustration, pressure, or regret. While the product itself might have been fine, the negative experience likely left a lasting impression.
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Whether you sell toothbrushes or medical equipment and everything in between — until a customer (a) knows who you are, (b) likes who you are, and (c) trusts you there is no purchase. The depth of the trust required varies but there must be at least a base level of trust in place.
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