Never Eat Alone, Expanded and Updated: And Other Secrets to Success, One Relationship at a Time

by Keith Ferrazzi

I don’t know who you are. I don’t know your company. I don’t know what your company stands for. I don’t know your company’s customers. I don’t know your company’s products. I don’t know your company’s reputation. Now—what was it you wanted to sell me? You can see the total lack of credibility one has when making a cold call. Credibility is the first thing you want to establish in any interaction, and, ultimately, no one will buy from you unless you establish trust. Having a mutual friend or even acquaintance will immediately make you stand out from the other anonymous individuals vying for a piece of someone’s time.