The key to making a sale is first to create a forum in which the prospect and seller share ideas and proposals. Tim J.M. Rohrer, of Sales Loudmouth, has been referring to this forum as engagement. Sellers or their corporate entities attempt to engage prospects through the use of credibility or trust.
Since both credibility and trust statements work to engage prospects, sellers often think of them as interchangeable. However, when a relationship is brand new or in the absence of a relationship whatsoever the seller must lead with credibility.