B2B Trust Engineering

Use this skill when qualified buyers engage but do not take action. The goal is to make the buying decision feel safe by reducing risk, increasing relevant proof, and making next steps obvious.

Source Traceability

Primary source: Unf*ck Your Sales by Jakob Greenfeld, especially the "Trust", "Diagnostics", "The Confidence Fallacy", "The Persuasion Fallacy", "The Best Option Fallacy", "The 7-11-4 Law", and "Engineering Trust" sections.

Diagnostic Signals

Trust is likely the constraint when: