The Language of Trust tells you why and how you can sell more effectively by focusing on your buyers. The following statement stuck with me:
The first rule of building trust is to accept the fact that selling a product or idea has little to do with your company, what you’re offering, or your ideas. It has everything to do with your audience and what they believe, think, and want.
This is an important lesson and the reason why I urge my clients to talk about “you,” the reader, instead of “we,” the firm.
I believe financial advisors will find this book especially appealing because the authors use many examples from the worlds of financial planning and investments.