Earning Customer Confidence & Trust

Selling professional services and other intangibles begins with awareness and the earning of the customer's confidence. While trust is important in all markets, the customer seldom considers or trys a new product because of a good experience. Customers expect reliability, and communicating value to the customer can be essential to securing a trustworthy brand. Whenever the reliablility is the primary customer concern, their confidence is also a primary concern. Consider the letter from the Sullivan Bille accounting firm. which was, at the time, one of the largest firms in the Boston area for closely held businesses. They held close ties to their customers, who counted on them for important business decisions and sometimes even personal advice. But the firm found it difficult to explain the value of this intangible service to potential new customers. They changed the way they presented themselves to new prospects and continue to use the same strategic positioning strategies because they have found them helpful in earning customer confidence.