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October 02, 2006


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Chuck Kuster

Indeed, trust is gaining in stature as a transaction element. Yes, that sounds silly, but in my industry we're seeing a shift from primarily price purchasing (plus some new feature purchasing) toward trust-based relationship buying. Buyers can't deal with the complexities and want someone they trust to simplify the sales process for them. Simple in concept, difficult in practice.

Judy Murdoch

A quote that immediately came to mind:

"What you do speaks so loudly that I cannot hear what you say."

Ralph Waldo Emerson (1803-1882)

Two ways I build trust:

1. I always follow through with what I say I will do; if something happens and I can't fulfill a commitment, I let people know.

2. I'm upfront about what I can and cannot do. I don't try to convince everyone that they should work with me and when I can I refer them to someone who can help.

3. I don't make it sound like I "have it all together". No one has it "all together,"

4. I'm first and foremost about my customers succeeding. When they succeed, I succeed.

Jeremy Boone

This is hands down THE BEST article you have ever written. Not only are you spot on, this is more timeless than any marketing principle you have ever written about.

When I consult with pro athletes, one of the first things we do is get them to go through an exercise of 'what's your story'. While this works wonders for these men and women, you have now added a completely different angle and made it even much more meaningful.

Nice job and keep it coming!

all the best,

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