Trust plays a key role in B2B sales because poor purchasing decisions can either help or hurt a business. In order for a customer to trust a salesperson, they must demonstrate that they understand their prospect's needs well enough to offer them solutions with positive outcomes. In this podcast, I want to demonstrate to you at least 6 different outcomes that customers want to avoid when making key purchasing decisions. Then I will highlight 6 reasons why a customer would fear such outcomes. Finally, I will reveal 6 approaches that will earn a prospect's undeniable trust.