Trust is the common denominator in every successful sale

Trust is involved in every consumer transaction from buying a cup of coffee to signing a million dollar contract, writes Larry Galler. "The first task of every seller is to present the company and products in a manner that builds confidence," he says, encouraging business owners to examine every point of customer contact to make sure it helps build that confidence.

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Times (Munster-Hammond-Merrillville-Valparaiso, Ind.), The