What “trust” really means

When people talk about earning their customers’ trust, they are usually thinking about persuading a customer to believe in their integrity and honesty.

Ok … integrity and honesty are important, but they are not differentiating.  Most of your competitors are not dishonest.

So, when you think about earning your customers’ trust, I recommend you aim higher.

Does your customer trust that you understand his business?

Does your customer trust that you really hear everything he has to say?

Does your customer trust that he will be better off if he is in a relationship with you?

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