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Julian Harris
Julian Harris

Professional Selling: A Trust-Based Approach - The Best Book on How to Create Value and Build Relationships with Customers

Professional Selling: A Trust-Based Approach Book Pdf

If you are looking for a comprehensive and practical guide on how to sell effectively and ethically, you might want to check out Professional Selling: A Trust-Based Approach by Thomas N. Ingram, Raymond W. LaForge, Ramon A. Avila, Charles H. Schwepker Jr., and Michael R. Williams. This book is designed to help you develop the skills and mindset of a successful salesperson who builds long-term relationships with customers based on trust and value. In this article, we will give you an overview of what this book is about, why you should read it, and how you can use it to improve your sales performance.

Professional Selling: A Trust-Based Approach Book Pdf


Selling is one of the most important and challenging activities in any business. It involves identifying, understanding, and satisfying the needs and wants of customers in exchange for money or other forms of value. Selling also requires effective communication, persuasion, negotiation, and service skills that can influence the buying decisions of customers and create loyal and satisfied customers.

What is professional selling?

Professional selling is not just about pushing products or services to customers. It is about creating value for customers by solving their problems, fulfilling their desires, or enhancing their lives with your offerings. Professional selling is also about building trust with customers by being honest, reliable, respectful, and competent. Professional selling is a process that involves four stages: prospecting, approaching, presenting, and closing.

Why is trust-based selling important?

Trust-based selling is a philosophy and a strategy that focuses on creating and maintaining trust with customers throughout the sales process. Trust-based selling is important because it can help you achieve several benefits, such as:

  • Increasing customer satisfaction and loyalty

  • Reducing customer resistance and objections

  • Enhancing customer referrals and word-of-mouth

  • Improving customer retention and repeat purchases

  • Building long-term relationships and partnerships with customers

What are the benefits of reading this book?

Reading this book can help you learn how to apply the principles and practices of trust-based selling in your own sales situations. You will be able to:

  • Understand the psychology and behavior of buyers and sellers

  • Develop effective communication and listening skills

  • Analyze customer needs and wants

  • Create value propositions that match customer expectations

  • Present your offerings in a persuasive and engaging way

  • Negotiate win-win outcomes with customers

  • Provide excellent after-sales service and follow-up

  • Evaluate your sales performance and identify areas for improvement

Overview of the book

The book consists of five chapters that cover the main aspects of trust-based selling. Each chapter includes learning objectives, key concepts, summaries, exercises, quizzes, case studies, role plays, ethical dilemmas, and online resources. Here is a brief summary of each chapter:

Chapter 1: The Foundation of Trust-Based Selling

This chapter introduces the concept and importance of trust-based selling. It explains the characteristics and benefits of trust-based selling, as well as the challenges and barriers to trust-based selling. It also discusses the role and responsibilities of a professional salesperson, as well as the ethical and legal issues in selling.

Chapter 2: The Trust-Based Communication Process

This chapter explores the communication process and skills involved in trust-based selling. It covers the topics of verbal and nonverbal communication, active listening, questioning, feedback, and rapport building. It also provides tips and techniques for improving your communication effectiveness and overcoming communication barriers.

Chapter 3: The Trust-Based Relationship Strategy

This chapter focuses on the relationship strategy and skills involved in trust-based selling. It covers the topics of prospecting, approaching, qualifying, and managing customer relationships. It also provides tips and techniques for identifying and segmenting potential customers, making a positive first impression, establishing credibility and trust, and maintaining long-term customer loyalty.

Chapter 4: The Trust-Based Negotiation Strategy

This chapter concentrates on the negotiation strategy and skills involved in trust-based selling. It covers the topics of presenting, handling objections, closing, and following up. It also provides tips and techniques for creating and delivering effective sales presentations, overcoming customer resistance and concerns, asking for the order, confirming customer satisfaction, and providing after-sales service.

Chapter 5: The Trust-Based Service Strategy

This chapter emphasizes the service strategy and skills involved in trust-based selling. It covers the topics of service quality, customer satisfaction, customer retention, customer complaints, and customer recovery. It also provides tips and techniques for measuring and improving service performance, exceeding customer expectations, retaining and expanding customer base, resolving customer problems, and recovering customer trust.

How to use the book effectively

This book is designed to be a practical and interactive learning tool that can help you master the art and science of trust-based selling. Here are some suggestions on how to use the book effectively:

Tips for reading and applying the book

  • Read each chapter carefully and pay attention to the key concepts, examples, and summaries.

  • Complete the exercises, quizzes, case studies, role plays, ethical dilemmas, and online resources at the end of each chapter to reinforce your learning and test your understanding.

  • Apply what you learn from the book to your own sales situations and scenarios. Try to use the skills and techniques you learn in your daily interactions with customers.

  • Review the book periodically and refresh your memory on the important points. Use the book as a reference guide when you encounter challenges or difficulties in your sales process.

Resources and tools available online

The book comes with a companion website that offers additional resources and tools to enhance your learning experience. The website includes:

  • A downloadable PDF version of the book that you can access anytime, anywhere.

  • An interactive eBook version of the book that you can read online or offline on your computer or mobile device.

  • A video library that features interviews with experts, authors, instructors, and practitioners who share their insights and experiences on trust-based selling.

  • A podcast series that features audio discussions on various topics related to trust-based selling.

  • A blog that features articles, tips, news, updates, and events related to trust-based selling.

  • A forum that allows you to interact with other readers, learners, instructors, authors, and experts who are interested in trust-based selling.

  • A quiz bank that allows you to practice your knowledge and skills on trust-based selling.

  • A glossary that provides definitions of key terms used in the book.

Case studies and examples from real-life scenarios

The book also includes several case studies and examples from real-life scenarios that illustrate how trust-based selling works in practice. These case studies and examples are based on actual situations faced by salespeople from different industries, markets, cultures, and backgrounds. They show how salespeople apply the principles and practices of trust-based selling to achieve positive results with their customers. Some of the case studies and examples are:

  • How a software salesperson used trust-based communication skills to persuade a skeptical customer to buy his product.

  • How a pharmaceutical salesperson used trust-based relationship skills to build rapport with a busy doctor who was reluctant to see him.

  • How a car salesperson used trust-based negotiation skills to close a deal with a price-sensitive customer who had multiple options.

a dissatisfied guest who had a bad experience.


Trust-based selling is a powerful and effective way to sell in today's competitive and complex business environment. It can help you create value for your customers, build long-term relationships with them, and achieve your sales goals. By reading and applying this book, you can learn how to master the skills and mindset of a professional salesperson who practices trust-based selling. You can also access additional resources and tools online that can enhance your learning experience and improve your sales performance.

Summary of the main points

Here are the main points of this article: