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Brief: How Virtual Selling Leverages Swift Trust Theory to Overcome Distance

Sales performance improvement

swift trust virtual selling

April 6, 2020Article

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What’s Inside

Trust building is a long-term endeavor.

However, sales professionals today do not have the benefit of time or in-person communication.

An idea called “swift trust theory” offers some surprising ways to overcome these challenges.

In the brief, How Virtual Selling Leverages Swift Trust Theory to Overcome Distance, we look at social science research revealing three ways sales professionals can use “swift trust” theory to sell in a virtual setting.

Learn why it is important to:

    • Develop “role-based interaction” to understand the customer’s challenges faster
    • Overcome “diffusion of responsibility” to incite action from customers
    • Structure value propositions around the customers’ shared goal

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