They confuse rapport with trust. Trust isn’t built in the pitch—it’s built in the follow-up, the consistency, the honesty when things go sideways. Especially in B2B sales, trust means proving that you’re not just here to win the deal—you’re here to stay when it’s hard. You build trust by showing you’re not selling to someone’s budget—you’re investing in their success. This is why GTM new business teams can only truly be successful year-over-year with the continued development and adequate resources devoted to engineering & product innovation, customer service & success, and account management.
