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Why You Don’t Make Any B2B Sales

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Short answer: because you don’t have the patience and determination.


Having been working in B2B payments and sales for over 20 years, I have learned one simple truth: people don’t trust you when you walk into their office for the first time.


They don’t trust you when you give them a call for the first time.


And they sure as hell don’t trust you when they read your cold email.




People like to do business with people they know, like and trust.


Let me repeat that: people like to do business with people they know, like and trust.


When you’re buying shoes, you don’t need to know the owner of the shop personally. What you see is what you get.


But when you’re inviting someone into your company’s kitchen, you’re trusting a person with some of the most important stuff in your life.


That takes trust.


And trust is not built overnight.


Trust takes time. Trust takes repetition, repetition, repetition.


That’s why I have built a personal brand: to help people get to know me before we ever get on a call.


That’s why I follow up like a beast: to establish repetitive communication channels and build trust.



Have you ever considered doing business with a close friend?


Would you rather do business with a close friend, or someone you’ve just met?


If you’re like most people, you don’t get into bed with strangers. And it’s your job to make sure you’re not a stranger to the person you’re trying to sell something to.


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