Your prospects don't know you. They don't know if you're there to really help them or just make a sale. Before you can even think about pitching them some kind of solution, they need to trust you and know that you've got their back. Doing this out of order can cause distrust and actually add to the potential risk that they perceive. Ultimately, it will result in them staying the course and maintaining the status quo without making a change—even if they really do need to do something different. Listen in as Dan and Kiley discuss the relationship between trust and risk and how to keep this top of mind in your prospect meetings.