As salespeople, we must build trust with our customers. Whether we’re prospecting, conducting discovery calls, or deep into pitching to the buying committee, building trust is a vital piece to increasing win rates. But, building trust can be a struggle for sales reps and this directly impacts their pipeline and close rates. As the buyer’s journey shifts to a digital experience, sales reps are having to find new ways to build trust with prospects. So how can reps build those strong customer relationships throughout the sales process?