Selling defines success. Nothing else is more important in your business. So what is this notion of the trust business?

Are you in the financial services business or the “trust business”? Your answer could well determine your success. The trust business is defined by what you provide for your clients. People hire you—or decide not to—based on how much they trust you. People reinvest or walk away based on how much they trust you.

Perhaps the idea of selling trust is new to you. If you think you sell products or services, you’re limiting yourself.  Here are the four principles you need to remember to be successful at selling in the trust business:

(more…)