The Advanced Selling Podcast
Why Prospects Stop Trusting You (And How to Fix It)
Apr 09, 2026
· 5m
<p><a target="_blank" href="https://www.buzzsprout.com/2517440/fan_mail/new">Send us Fan Mail</a></p><p>Trust is the missing ingredient in most failed deals — and the old methods of building it (the hearty handshake, the enthusiastic follow-up email) no longer cut it. In part four of the Sales Identity Crisis series, Bill breaks down why modern buyers are slow to trust and offers a counterintuitive fix: create content.</p><p>Bill shares how consistent content — podcasts, video, written pieces — lets prospects sample your thinking long before a sales conversation begins. …
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