No one is going to buy from you if they don’t trust you first. That can be a challenge for entrepreneurs, because we have to build that relationship from scratch, whereas a new salesman for IBM or Mercedes-Benz can coast a bit on the reputation of his firm.
Of course, trust naturally develops over time. If you’ve worked alongside someone for five years, you probably have a pretty good sense of her character. But most entrepreneurs can’t afford to wait years or decades — we need to make sales now. [Read more at Entrepreneur]