120 HIGH-PROFIT SELLING Q confidence that will start coming across on every other sales call, regardless if you have sales materials on hand or not. Customers will recognize your ability to communicate confi- dently, which can only help build trust--and customers buy from salespeople they trust. Dialoguing with the customer in a casual manner doesn't mean that you allow the conversation to deteriorate to where you are not talking business. What it means is that you are comfortable allowing the conversation to go in whatever direction the customer wants to take it. Always Respect Time One important thing to remember is that whether you are