In 30 years I’ve learned one thing and it has stood true when it comes to people doing business with other people. Whether it be one on one or one on one thousand is this. People like and Trust people that seem more like them or at least validate who they are. When you manage to build just a little bit of trust through communication (because that’s your #1 asset) you gain a friend or at the very least an acquaintance. When people like they let down their guard a bit and as you build on that you start to gain trust. When trust is gained you gain a client or customer. Product is Product and You make the difference.