This is an equation i invented to help me communicate how sales work to the team...it's simple but trust that nobody can hack it; even the unicorns:

outreach = value * trust

if trust is 0, no matter how good the product is, no sale.

if value is 0, even your own family will not purchase.

But we all understand value considering our schooling, what is harder for us to understand is trust. We are much more intellectual than the average person, so we tend to think that people value and trust their own logic. We are much nerdier than the average human, so we tend to assume people choose products based on how interesting it is. Sadly, they don't:

trust = history * UoMe

if you have a lot of history with someone & you are not indebted to them, they most likely will buy.

if they don't know you & they owe you nothing, they won't buy