Written By Jeffrey Gitomer

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at

Here’s one more idea on how to gain trust

Publish your ideas, your thoughts, and your philosophy. For the past 15 years, I’ve published something at least once a week. Now with my email magazine, it’s twice a week. Once on Tuesday in Sales Caffeine and once on Friday in the business papers. Publishing my ideas, publishing my strategies, and publishing my philosophy about sales, customer loyalty, and YES! Attitude have built trust and a loyal following of readers that has been strengthened week by week by week — 848 weeks up until now to be exact. Consistent, value-driven actions that are published for all to see and read will build trust in the mind of the recipient even though they have never met you or seen you. My email mailing list has grown from 21,000 to more than 350,000 for one reason — people trust me enough to want to read what I have to say.

TRUST: You cannot buy it at any price, but slowly over time you can build it for free.