How Do You Build Trust?
Yesterday I had the privilege of listening to Charle Greene, author of Trust Based Selling and Trusted Advisor, talk about how to build trust. His core message was a good reminder of all the things we do not do consistently well: Engage the client or prospect; listen to what is really important to them; start the process from the client's perspective; include the prospect or client in the solution in a collaborative way. You gain someone's trust by proving your reliability, sincere concern,and your willingess to address their needs - not yours.
It was a great lesson, and one that I am happy to pass on!
Sally Glick, CMO, Principal, Marketer of the Year in 2003 and AAM Hall of Famer in 2007, will lead a lively discussion of the constantly expanding roles of marketing and the professional marketers that drive this initiative in accounting firms of all sizes.