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Your dream client knows that they have a problem (go here for a definition of dream client). They know that their problem is serious, that it is hurting their results, and that it is costing them money. But for some reason, they won’t change.

Why won’t they change? Because they trust their problem more than they trust you.

A Trusted Companion

They know their problem well. They lived with it for a long time. They may have learned to work around their problem. They’ve learned to talk about the problem in a way that makes it unsolvable, part of their identity. They trust their problem to always be there.

Their problem is safe. It’s the devil they know. That devil gives them a sense of security, a sense of certainty.

You: Rabble-Rouser

Your dream client hasn’t spent any real time with you. You talk about their problem in a way that makes them uncomfortable, and they don’t believe you know them well enough to be able to talk so authoritatively. You want to make change.

You are the devil they don’t know, and that means they could have even more problems. You give them a sense of uncertainty and insecurity.

Unless and until you have done the work to be known—and known as a value creator—you are unknown. Until your dream client trusts you more than they trust their problem, you aren’t going to help them make the changes they need.

Trust removes fear, doubt, and friction. It dislodges things that are stuck. If you want to help your dream client make change, work first on winning the battle for trust. And remember, the status quo is the toughest competitor in this fight—and it has many allies.


Do you have any dream clients who hang on to their problems, even though they know they could do better?

Why is it so tough to make change in any organization?

What can you do now to generate more trust?

What is the problem that you trust? Be honest.


Sales 2014
Post by Anthony Iannarino on March 6, 2014

Written and edited by human brains and human hands.

Anthony Iannarino

Anthony Iannarino is an American writer. He has published daily at thesalesblog.com for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success.

Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. You can reach Anthony at thesalesblog.com or email Beth@b2bsalescoach.com.

Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at iannarino@gmail.com

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