What to Do When Prospects Don't Believe You

We were just approaching Des Moines, Iowa, traveling at 72 miles per hour on I-35 when it hit me. My husband, who was driving, didn't even notice. But for me, the effect was jarring.

"Holy cow!" I exclaimed. (That's really an appropriate phrase when you're in Iowa.) I held up Wikibrands, the book I was reading. "Did you know that the Edelman Trust Barometer says only 8% of people trust what companies say about themselves?"

My husband shrugged his shoulders and gave me that "Duh" look. Clearly, it wasn't impacting him the same way it did me. All I could think about was what salespeople were saying and what their prospects were hearing.