Trust is the underpinning of the world economy. It is why buyers buy and sellers sell, why banks lend and businesses borrow. The current freeze in American credit markets and the ensuing global financial melttown highlights once more just how true this fundamental precept really is. Without trust, there is no commerce.
No one has thought longer and harder about the role of trust in sales than this month's
Sales Sandbox host
Charles H. Green, author of T
rust-Based Selling (McGraw-Hill, 2005) and head of
Trusted Advisor Associates. Green has taught in executive education programs for the Kellogg Graduate School of Business at Northwestern, and for Columbia University Graduate School of Business, as well as through his own firm, Trusted Advisor Associates. His work centers on improving trust-based relationship and business development skills for businesses with complex service offerings.