Stan Smith, the iconic tennis player and entrepreneur, discusses his latest book 'Winning Trust,' co-authored with Gary Niebur. They outline the SERVE framework—Strategize, Engage, Recreate, Volley, and Elevate—to build trustful relationships in both business and personal contexts. Smith highlights the significance of prioritizing relationships over transactions to foster trust, essential in today's world. The book combines insights from sports and business, showcasing Smith's expertise in developing strong client relationships while celebrating the legacy of his friend, Arthur Ashe.
"When people realize that you care more about the relationship than the transaction, trust follows." - Gary Niebur
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