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2. CONDUCT A SELF-EVALUATION
Convincing a prospect that you're a trustworthy partner can be a hard sell if you haven't taken the time to evaluate your own strengths and limitations. O'Brien believes that trust starts with the salesperson. "Don't neglect the roots of building trust," he instructed. "You have to walk to the talk with absolute congruence between your behavior, values and agenda."
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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