Part 2: Why Aren’t There High Trust Strategies in a Low Trust Industry?
In my last post, I asked the question: If financial services are such a low-trust industry (on average), then why isn’t someone pursuing the obvious differentiation strategy of forming a high-trust organization? The Reasons Why I offered five possible reasons, and commenters added two more. They were: Wait – some companies really are high-trust. The nature of the […]
A High Trust Strategy in a Low Trust Industry
Differentiation. It’s one of the two generic competitive strategies. You’d think it’s a no-brainer. If everyone sells coffee in supermarkets based on price, invent Starbucks. If water is free from the faucet, invent Perrier. If fund performances are undifferentiated, invent index funds. So, if your industry ranks near the bottom in trustworthiness – why not invent […]
The Crisis of Confidence in Selling: Dialogue with Ago Cluytens and Charlie Green
(This post is written jointly with Ago Cluytens, and will appear jointly on both our sites.) Ago: Recently, Charles H Green (I get to call him Charlie) and I had a heart-to-heart about three seismic shifts that are completely changing the way buyers and sellers relate. Even though we live on different continents and have […]
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THE TRUSTED ADVISOR FIELDBOOK
The pragmatic, field-oriented follow-on to the classic The Trusted Advisor. Green and Howe go deep into the how-to’s of trusted business relationships—loaded with stories, exercises, tips and tricks, and deeply practical advice.
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TRUST-BASED SELLING
“Sales” and “Trust” rarely inhabit the same sentence. Customers fear being “sold” — they suspect sellers have only their own interests at heart. Is this a built-in conflict? Or can sellers serve buyers’ interests and their own as well? The solution is simple to state, hard to live—and totally worth the effort.
THE TRUSTED ADVISOR
This classic book explores the paradigm of trust through the filter of professional services. It is a blend of thought and practice, clear ideas and practical suggestions, and it has found a place on many professionals’ working bookshelves.