From the course: Sales and the Science of Trust

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Credibility as trust accelerator

Credibility as trust accelerator

From the course: Sales and the Science of Trust

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Credibility as trust accelerator

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- When I wrote my book "NeuroSelling" I hired a professional editor to help me ensure the book was as sharp and polished as it could be. Now this gentleman was a professional writer who understood everything from grammar to structure, to how to best lay the book out chapter by chapter. In addition, he was a really great guy, and the more I got to know him, the more I could see how personally trustworthy he was. He mentioned that he could also help me with the pre-launch marketing and help build a fantastic launch plan. Now, because I now trusted him personally, I thought to myself, well, this is great. I need help in this area, and since we already have a great relationship, this will be perfect. Well, a few months into the project, I began to see red flag after red flag. As it turns out, he actually wasn't qualified to execute this additional strategy. In fact, he ended up setting me back several weeks, if not months…

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