To tell you the truth . . .

Whether your professional service firm uses the seller-doer model or a staff-side business development approach (or as many PSFs do, both) the issue of trust in selling professional services is paramount.  That's why I recommend Charles Green's latest book "Trust-Based Selling."

One of the key themes of this book is the importance of telling the truth, and its impact on the eventual depth of the relationship with buyers. 

Come on, we all know how difficult it is to pull the trigger on telling the truth, especially when there's money at stake.  Green offers practical guidance on meaning what you say -- and saying what you mean.  It can be as simple as, "I will call you tomorrow with an answer."  It can be as devilishly difficult as, "Well, no, our firm is actually not the thought leader in this particular methodology."

One of Green's key points is the importance of actually caring about your client, and not faking it when it's not real.  The book, says a reviewer, is about "how to be honest and successful at the same time."

Everyone:  If you have examples about telling a difficult truth but "making the sale" anyway, please send them in here!