Last month we talked about selling yourself and the company. This month I want to go a little deeper into getting your customer to trust you. As I mentioned last time, in today’s retail environment it is all about the story you tell that creates the excitement in the customer’s mind that will cause them to buy from you. Every company has a story that is unique to only that company. Usually the advertising does a great job of telling the story – The question is, do the salespeople convey the same message that is displayed in the advertising?