In this follow-up to his bestseller The Trusted Advisor, Charles Green describes a way of selling that values the relationship over the transaction, builds trust in the sales process, and focuses on doing the right thing for the customer. Trust-Based Selling explains how to: Adopt the four fundamental principles of Trust-based Selling, Move from being seller-focused to client-focused, Collaborate rather than compete with your customer, Care about customers for their sakes-thereby increasing your sales and customer retention rates, Develop the perspective that "the relationship is the customer". Book jacket.