Fast or slow?
You can sell as the double-glazing guys did in the 1980s.
Quick, quick money, burn the trust bridges, find the mugs as much as you can until the mugs run out.
Secondly, though, you can build slowly, like the trusted brands that built the foundations in the 1980s, who now sell almost without trying.
Sure, if you go slow, you'll lose some to the fast guys. You'll lose some to the tyre kickers who want it cheaper, but if you build a model with resilience, which allows you to build more slowly and sustainably. You'll find out that people start turning up just because of the trust.
Trust removes urgency, trust removes price as a consideration, trust removes negotiation.
Nothing is more valuable than trust.
Trust is not fast.
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