We’ve all heard the phrase “people buy from those they know, like and trust.” Recently, I was reminded just how true that is.

We were looking for a new accountant and met a local one we instantly clicked with. She was clear, approachable, and we trusted she’d do a great job. The plan was that while she’d manage our relationship, the actual work would be handled by another firm she partnered with. Fine by us.

She promised us a quote, followed up warmly after the meeting, and we were ready to say yes—even though her fees were higher than what we were paying.

Then came the twist. A week later, she emailed to say she was selling her firm to the partner company. The quote finally came—this time from people we’d never met, with no rapport built. Same numbers, different sender. But suddenly, it felt too expensive. Why? Because the trust had gone.

Here’s the lesson: in sales and marketing, rapport isn’t just a “nice to have.” It’s everything. Break it, and the deal breaks with it.

That’s why, at Exceptional Thinking, we focus on building genuine conversations first. Once you’ve got that trust, the rest flows. Our process consistently gets our clients 3–6 qualified appointments per month with decision-makers they can build that trust with.

Want to start the conversation? Let’s chat. Call us on 01386 298 042, email us at [email protected] or click here to pick a time that suits you:
www.exceptionalthinking.co.uk/contact