Note: This article is an edited clip from Michael's new book Credibility Advantage.

The goal of your business is to become more profitable. But how can you do that? By making either more sales or larger sales. OK, how can you do that? Get better clients. OK, how can you do that?

And, that's typically where the conversation morphs into a painful silence. The simple answers to the HOW question are:

  • Reduce the timeline of the sales process
  • Increase referrals

The key to achieving both of those is to become a real expert at developing trust. Again, how can you do that? After all, in many ways trust is the one puzzle you must solve before you can realistically expect to grow your business. So, let's look more closely at trust.

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