To begin, never forget this: Sales is about real people. To get the sale, you must facilitate some level of trust and intimacy. Those aren’t terms you might have heard associated with the business. They should be reserved for relationships and marriages. Yet, in business, there isn’t a more intimate and personal moment than when a person gives you their hard-earned money. In effect, what they are saying is, “I’m picking you over the others,” “I trust you.”