Charles H. Green, Author at Trusted Advisor Associates

Trust Matters, The Podcast: Dealing With A Freeloader When Selling Services (Episode 1)

By Charles H. Green June 26, 2018

[av_textblock size='' font_color='' color='' av-medium-font-size='' av-small-font-size='' av-mini-font-size='' av_uid='av-iq141s' admin_preview_bg=''] Welcome to debut episode of Trust Matters, The Podcast! Listeners submit their personal questions about professional relationships, trust, and business situations…

The Degradation of Trust in Marketing

By Charles H. Green June 25, 2018

Think for a minute about the relationship between words and reality. In theory, we use words to describe reality. In practice, it goes the other way too. The words…

The Reverse Elevator Speech: Disaster and Recovery

By Charles H. Green June 4, 2018

Trust requires that someone take a risk. Perversely, that means the avoidance of risk is tantamount to preventing trust. One of the hardest things to do is to recognize this…

Tackling Trust in the Tech Sector

By Charles H. Green May 28, 2018

(I'm attending #CODECON this week). Trust in digital technology is a nascent hot issue. The headlines are a target-rich environment for emerging trust issues: from GDPR to autonomous vehicles to…

How Not to Create Corporate Trust

By Charles H. Green May 7, 2018

In the past few weeks, one Southwest Airlines flight suffered the first US airline casualty in a decade, while another flight had to be diverted when a window ruptured. While…

Sample Selling Without Giving Away the Whole Store

By Charles H. Green April 9, 2018

Sample selling isn't just for ice cream and perfume. I have argued that it works for intangible services, mainly because the seller has expertise beyond the buyer's range, and sample…

Yes Trust is Down – But Trust in What?

By Charles H. Green April 2, 2018

New headlines daily grace the front pages (or screens) of our news outlets that make us question just how far our trust in (fill in the blank) has fallen. Whether…

Best Practice for Opening a Sales Call: Bring a Risky Gift

By Charles H. Green February 12, 2018

How do you open a sales call? Do you strive to establish credibility? Thought leadership? Make a positive first impression? Establish trust rapidly? There are lots of answers to that…

Being Offensive vs. Being Offended – and Trust

By Charles H. Green February 5, 2018

When you offend someone, someone is offended. That seems obviously, trivially true. But the two are very different events – each touching on a part of the human experience, and…

What Buyers Really Want

By Charles H. Green January 29, 2018

What do buyers really want? In particular, what is the true role of expertise in evaluating the purchase of complex intangible services? -- The head of marketing for a US…