By Todd Duncan

The fact is that behind every great performance is a passionate, motivated, and committed person—whether we’re talking about a rock band or a real estate agent. Behind every bad performance is a bored, complacent, and indifferent person. And in the business of sales, you choose which you will be.

Becoming a highly trustworthy salesperson with a highly successful business is not anyone’s responsibility but your own.

You might have a bad boss, work for a poorly run company, have no leadership to guide you, sit in a five-by-five cubicle with paper flying over your head all day, or have only a phone and a table to your name. But you can rise above it all. It’s been done before—by many of our students— and it will be done again, every month, by salespeople who simply decide they are done with long hours, high stress, and mediocre sales success.

But you can rise above it all. It’s been done before—by many of our students— and it will be done again, every month, by salespeople who simply decide they are done with long hours, high stress, and mediocre sales success. It will be done again when you begin to take the steps necessary to elevate your sales efforts to the level of high trust. And while there may be much that’s required of you in the first few months to rebuild your sales business on a foundation of trust, I don’t want you to get overwhelmed with the wealth of information contained in this book.

Although it’s essential for reaching your sales potential that you implement the principles and practices that we’ve discussed, you must rememberer, in the very least, two very simple truths: First, all sales happen as a result of trust, the higher the trust the greater the sales. And second, in the end, all high trust is a result of one thing: consistent, genuine service.

First, all sales happen as a result of trust, the higher the trust the greater the sales. Second, in the end, all high trust is a result of one thing: consistent, genuine service.

As I’ve said before, high trust sales professionals have a different purpose than their counterparts. There is something bigger than the sale that motivates them to perform their best, and it’s why every audience who takes in their performance is compelled to applaud. They are in the sales business for something more than the commissions they earn or accolades they receive. For high trust sales professionals it’s all about people.

In over 2,500 field calls and more than 350 interviews with high performing salespeople, I’ve noticed that the one thing that separates them from the lion’s share of other salespeople is a burning desire to create an incredible service experience for every customer. The Law of the Encore says that the greater your performance, the louder your clients will applaud. And while your performance can be enhanced in many ways, the sum of a great performance is nothing more or less than great service.

If you become a trust­worthy salesperson, you can build a consummate sales business by adding significant value to your clients through world-class service.

We’re high trust sales­people now, and that means we don’t sell just to sell. We’re not in the sales profession just to get rich. We sell because we believe that what we do makes the lives of others better. We believe that when we part­ner with others—whether to provide copiers, cars, financial services, or homes—we offer them a more abundant way of working and liv­ing . . . and that gives us a more abundant career and life.

As high trust sales professionals, we know that true fulfillment comes as a result of having added significant value to others’ lives, not just with the product or service we’ve provided, but also with the method in which we’ve communicated, the honesty with which we’ve conducted business, the integrity with which we’ve maintained the relationship, and the respect with which we’ve honored each individ­ual. These are the things that make our profession one of the best there is. These are the things that make selling important. And these are the priorities that not only furnish us with more and more busi­ness; they give us more and more life.

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