“The most important question in marketing something to someone who hasn’t purchased it before is – “Do they trust me enough to believe my promises?”
“Without that, you have nothing.”
“Earn trust, earn trust, earn trust. Then you can worry about the rest.”
I don’t recall hearing this in Business School. Times were different of course. What I do recall and perhaps it was just intuitive that earning trust was the only way to do business….”old school” if you will.
Our family business wasn’t started on business school principles….it was based on common sense and treating the customers fairly….earning their trust. We failed perhaps a few times….it was our fault we didn’t work hard enough.
Trust is an intangible….either a business has it or doesn’t have it. If not that business won’t last.
I believe that most folks would not remember us so much for the products we sold….but that we could be trusted.