When a salesperson adapts their communication style to the customer, they are better able to understand the customer's needs and preferences and can tailor their approach accordingly. For example, some customers may prefer a more direct and assertive communication style, while others may prefer a more collaborative and consultative approach.

Surveys consistently show that salespeople are not trusted. A HubSpot survey found that only 3% of respondents trust salespeople. A Salesforce survey found 79% of B2B buyers say it’s absolutely critical or very important to interact with a salesperson who is a trusted advisor. Gartner tells us that B2B customers are only spending 17% of their buying time talking with salespeople. Your ability to “earn the right” to conduct an open sales–buying conversation translates into your ability to build trust with customers – quickly.