Relating Back To the Trust Equation Active listening will improve every factor in the equation. Credibility will improve as the customer feels you are not rushing to judgement but are weighing the facts. Reliability increases as you have an opportunity to demonstrate an understanding of the conversation and act upon it. Intimacy improves as you start to move towards how the customer feels. Positivity increases as you are working together to create a positive outcome to a business problem. Self-Orientation decreases as the focus is not on you but on the customer. The not-so-simple act of
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