The Warm Up: Build Trust First

The warm up: building a foundation of trust. Let's say you want new shoes.

You need new shoes. You can afford new shoes. So you walk

into a shoe store. A friendly salesperson approaches you and asks,

"Can I help you?" What's your automatic response? "No,

thanks. I'm just looking." Your reaction isn't logical, it's protective.

Our brains are wired for self-protection. It's how humans have stayed alive since we first

started walking the Earth. This is exactly how your customers react to you

when you first enter their home. They're defensive, they're resistant. It's not personal,