After doing 3,000 sales meetings from June 2008-January 2015, Spencer X Smith realized something significant: if you can't provide significant value to your prospective customers, you become a commodity. What's the best way to build trust? Be the best possible teacher in your industry. To be perceived as an expert by your prospective customers, you need to be a great teacher. How? By simplifying complex topics and answering customer questions. Now, since so much research is done on the Web, Spencer encourages companies to provide great education via their website and other marketing materials. On Spencer's site, he does exactly what he asks you do: provide awesome education and teach.