Selling and sales has changed a lot in the years I’ve been in business. Where once you could get away with preparing your pitch and selling your ‘thing’, these days those tactics don’t differentiate you, position your services as a commodity, and make it harder and harder to get in the door. Now you have to focus on building trust, and building it quickly.To make it harder, many of my clients are not traditional sales organisations. As a result, the majority of their people are not comfortable in selling or in many cases even being on the front foot with client relationships. I have spent the better part of my career helping these people build relationships and trust in a business and sales environment. After 25-years with PwC in Europe, Asia and Australia, I learned to ‘decode’ what it is that the best-of-the-best sellers, rainmakers and relationship builders do, and co-created my Smarter Selling methods with David Lambert to teach others these exact techniques.While I primarily work with people in professional services and other B2B organisations, increasingly I find myself working with more traditional product-based organisations as well, as they strive to become more service oriented in order to reduce the danger of commoditisation.By focusing on trust and not selling I help individuals and organisations understand how to:• raise the profitability of their work. • shorten the sales cycle.• have the confidence of people to have broad and deep conversations, build relationships and ultimately win work.If you'd like to receive free tips, tools and other handy resources from me and the Business of Trust team, feel free to sign up to our mailing list here: http://boft.com/become-a-boft-subscriber/or contact me at any time via email at keith.dugdale@boft.com. I always love hearing ideas for new content and resources I can offer that will be of most benefit to you, so don’t hesitate to get in touch.