You can’t begin to build trust as a solution provider OR be a solution provider until your buyer feels it. That means you have to truly care about where it hurts for the prospect…both for their company goals and their personal agendas.

The sales cycle requires many meetings, but the first is the most important. That’s when the buyer learns whether or not you really care about them.

Unfortunately, you play in a one-strike-and-you’re-OUT game.

If you spend too much time pitching how great your company is, you’ll create uncertainty and disinterest in the prospect, no matter how great your product is.

Even if the customer is tight-lipped and makes you go first….resist the temptation to talk long about your offering. On the other hand, don’t keep firing questions at the prospect.

It’s a balancing act.

Perfect the art of give a little, get a little…rinse and repeat.