Earning the Trust of a Business Customer
As consumers, the more interacting we do and the more transparent our society becomes, the more “trust” becomes important. We demand more straightforward and objective information from the companies we buy from. And business customers are making similar demands. To compete effectively today, you have to be able to earn and keep the trust of your business customers, which can sometimes be a problem, because not all business customers are so trustworthy themselves!
In this luncheon speech, Don Peppers will discuss what it means to be “trustable,” or proactively trustworthy, and how you can use this as a competitive strategy. Some of the things he’ll cover include:
- What it means to be trustable, and how companies like Microsoft and Syngenta use trustability to strengthen their relationships with enterprise customers
- Strategies for maintaining your profitability when selling to “tough customers” – those giant or powerful buyers with punishing procurement departments
- Finding and cultivating “good customers” – customers more likely to want to engage in profitable, ongoing partnerships with their vendors
- Competing for business in today’s lackluster economy, and how to be ready when the rebound happens
With co-author Martha Rogers, Ph.D., Peppers has produced a legacy of international best-selling books that have collectively sold well over a million copies in 18 languages. Peppers’ and Rogers’ newest book, their ninth, is Extreme Trust: Honesty as a Competitive Advantage. It suggests that social networks and rapidly increasing transparency have combined to raise customer expectations regarding the trustworthiness of the companies and organizations they deal with.
Every luncheon attendee will receive a copy of Don’s new book, Extreme Trust ($27.95 value). Don will be happy to sign your book after the meeting. Don’t miss this exciting event with a marketing icon and add an autographed copy of Peppers’ and Rogers’ enlightening new book to your personal library!
Founding Partner, Peppers & Rogers Group