Why Prospects Stop Trusting You (And How to Fix It)

Send us Fan Mail Trust is the missing ingredient in most failed deals — and the old methods of building it (the hearty handshake, the enthusiastic follow-up email) no longer cut it. In part four of the Sales Identity Crisis series, Bill breaks down why modern buyers are slow to trust and offers a counterintuitive fix: create content. Bill shares how consistent content — podcasts, video, written pieces — lets prospects sample your thinking long before a sales conversation begins. When they finally reach out, they're already sold. He also challenges the habit of chasing prospects for next steps, arguing that if you're the one pushing, something went wrong earlier in the process. 🔗 Want more advanced sales training? Join ASP Insider: Download your complimentary copy of the 12 Bold Moves audiobook at 12BoldMoves.com/Audiobook

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Why Prospects Stop Trusting You (And How to Fix It) is an episode from The Advanced Selling Podcast by Bill Caskey and Bryan Neale: B2B Sales Trainers.

This episode is 5:38 long.

This episode was published on Apr 9, 2026.

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