The four pillares...

Of Persuasion For Service Sellers' Four things have to happen between your prospect's ears before they hire you. 1) They have to believe that you're the best available option in your field. 2) They have to trust you, as being honest in your dealings, and genuinely committed to helping them solve their problems. 3) They have to believe that you are price competitive. 4) They have to be comfortable that you have the specific solution that they're looking for, or even better, the only one.