A sales strategy based on trust

03/15/2013 | Duct Tape Marketing

Today's customers are more informed than ever, thanks in part to online product reviews, and they're looking to buy from companies they trust. So companies must steer clear of unethical sales tactics and concentrate on establishing trust with their customers, Jeff Kline writes. Companies can embrace this kind of "selling wisdom" in several ways, such as by getting to know their customers, producing educational content and letting sales staff customize their pitches so that it feels authentic.

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