A step-by-step guide for cultivating customer trust and achieving results within the field of sales Year after year, company executives spend millions of dollars on advertising, product development, pricing, and technology with little to no consideration for salesforce training. And the few that do consider training focus exclusively on sales procedures and technical knowledge. So, what are we missing? For sales coach Thomas Morin, author of Know Your Customer, the answer is simple. Throughout his career in retail grocery and the RV industry, Morin has excelled in training and coaching retail employees and salespeople to master customer interactions. For any business owner, president, general manager, or sales manager looking to motivate and inspire their sales staff to beat the competition by winning customer trust, look no further. No Trust, No Sale is the complete guidebook for professional development and success in business to business or business to customer selling.