The Degradation of Trust in Marketing
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 we use first affect our perceptions of reality, and then – through acting on our perceptions – reality itself. Propaganda is the obvious example. But […]
Trusted Transactions, or Trusted Relationships?
All the surveys say we’re in a crisis of trust. But which crisis? Is it one of morality, or of social engineering. We need both solutions, not either/or.
The Reverse Elevator Speech: Disaster and Recovery
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 need in the face of mundane, everyday interactions, where it always seems that taking a risk is inappropriate. So rather than give a mundane business […]
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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.