No matter how persuasive your pitch is, if they don’t trust you, they won’t buy.

[Lesson 1.3]: Facts and features can capture attention, but trust is what seals the deal. People buy from those they believe will follow through, honor commitments, and act in their best interest. You can have the sharpest pitch in the room, but without trust, it falls flat. Build credibility first, and the sale follows naturally—because trust is the real closer.

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