“It’s really quite simple: if your prospect doesn’t trust the company you work for, then there’s absolutely no way they are going to buy from you—so long as you continue to work there, or until you can convince them otherwise.
And, again, I don’t care how certain they are about the first two Tens. They will simply not buy from you if they think the company you work for will ultimately try to screw them.
So that’s what makes up the third of the Three Tens.
THE THREE TENS
1 The product, idea, or concept
2 You, trust and connect with you
3 The prospect must trust and connect with the company
In fact, this is why it’s so much easier to sell to existing customers than to new ones, even if you don’t have a personal relationship with them. The fact that they have an existing relationship with your company means that the third Ten has already been established, leaving you with only the first and the second Tens to address.
Now, if you work for a Fortune 500 company with an impeccable reputation, then the chances are extremely high that your prospect will walk into the sale already at a very high level of certainty for the third Ten. That’s plainly obvious, right?