INTRODUCTION

The other day, I walked into Hugo Boss.

Three steps in:“Can I help you?”

Without thinking:“Just looking.”

Truth is, I wasn’t just looking. Nobody drives to a store for fun.I was there to buy.

That brush-off?

It’s the Zone of Resistance (ZOR), the shield people throw up when they feel pressure.

Salespeople trigger it all the time: pushing, convincing, cherry-picking stats, steering you where they want.

Traditional selling is rooted in control. It strips people of agency.

The alternative is surrendering control. Switching form pitching to asking a question about a potential problem. Without leading people to a desired answer or having an agenday. Like this:

“When kids start walking, crawling turns into bumping into everything. I’d imagine you’re using some type of table corner protectors.”

Now the other person leans in:“Wait, what’s that?”Or, “We are.”

Either way, you’ve sparked truth.

Why does truth matter?

No truth, no trust.No trust, no transaction.

You’re not only in the (insert your business here) business.

You’re also in the trust business.
Trust is why people choose you.

This book will show you sell without convincing, begging or pushing so you can build more trust.