BUILDING RELATIONSHIPS
In Business & Life, Trust is Earned, Not Given
by Jody Euloth
Y ou’ve heard the saying, ‘People buy from people.’ And yes, this is true. So, what if all the salespeople have a solution that is going to help fix or solve the problem? Who will get the sale? Most likely, the sale will go to the person/busi- ness who has spent time building trust with their buyer. Trust is an important factor in business and life, and it always will be. It is a critical com- ponent of sales success and is something that the top leaders recognize and work on.
The sad part is that, in Edelman’s annual Trust Barometer, it was found that ‘trust in business is below 50 percent in half of the markets examined.’ Further to that, research firm Mintel found that ‘just 36 percent of shoppers say they trust large companies to do what’s right.’
Trust is earned, not given. Period. So, in business, how do we gain and build the trust of our consumers?
These three factors contribute to building trust – capability, dependability, and authenticity:
80 SPOTLIGHT MAGAZINE ON BUSINESS MAGAZINE • VOL 23 ISSUE 5
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