Earn Trust

So how do we earn trust We have many choices and some are simple and require little effort. In fact, big trust is earned mostly by lots of small acts. And you, the novice or new comer to marketing, can unilaterally do some of them. Consider these earn trust examples that you can practice  

To summarize, the first step in the suggested marketing model, earning trust, is the most challenging and, as just suggested, there are many ways to earn that trust. 

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By never pushing for a sale and forcing a commitment for a sale, you will earn trust. The —hard sell" approach will set you back three steps in the trust category. How would you like to buy a hamburger and than be asked for a commitment to buy seven more hamburgers over the next week It s obvious and annoying to all parties involved. 

Clearly, you are urged to be involved in activities and transactions that almost always fall in Quadrant 1. Occasionally, you may find yourself in Quadrant 4, the resolution of which may pose some serious threats to your professional career. Just as clearly, you should avoid Quadrant 2 partly because, to do otherwise, you risk losing the hard-earned trust of your colleagues. Quadrant 3 is extremely dangerous ground. 

Ethos Covey says Ethos is your personal credibility, the faith people have in your integrity and competency. It s the trust that you inspire. Ethos is your ability to earn trust. Contrary to what most people believe, trust is not some soft, illusive quality that you either have or don t have, according to motivational author Mac Anderson (2007), rather trust is a pragmatic, tangible, actionable asset that you can create. In the ethos step, we are typically presented with a clean slate, a trust-neutral situation, that is, neither mistrust or trust. And we take it from there based on our words and actions. 

Under ethos, you want to inspire or earn trust. So you practice principled behavior. 

Note that the earn trust-leam needs-close deal marketing model is a win-win process. Both parties freely participate, results are mutually-beneficial, and there is no... 

Engineers and other technical professionals tend to be bright and analytic. We often see the solution to a problem immediately, or at least think we do. We are apt to quickly say something like what you need is... Resist that—earn trust first. Then learn wants and needs, at least as perceived by those you want to serve and want to be served. Then, and only then, offer your view as to what should be done. 

Figure 14.5 Of the three steps in the marketing model, earning trust takes by far the most absolute and elapsed time.

Listening—to earn trust and learn needs Talking—about what we do... 

Perhaps it is my background as a psychotherapist that leads me to be concerned about the widespread practice of deceptively giving patients placebos. As a therapist, I learned that one of the principal factors in the success of treatment is the relationship between the doctor and the patient. Trust is one of the central components of the therapeutic relationship, but trust has to be earned. When it is betrayed, it is lost. So my concern is as much practical as it is ethical. When doctors deceive their patients, they violate their patients trust. In the long run they will lose it and, in so doing, they will lose one of the most effective weapons in their clinical arsenal. 

Earning interest on money invested is of utmost importance to the wise investor. Some funds pay a higher rate of interest but may be a bit risky. To offset the risk, the shrewd investor puts some money in a high-risk fund and the rest in a fund that doesn t pay as well but one that can be trusted to give a return and not lose any of the investment. 

We all want to be trusted - it s a fundamental human need. Trust is something one earns. A basic principle of science is that experiments should be repeatable. That is, one investigator should be able to repeat the work of another. If experiments can t be repeated, then the trustworthiness of the original investigator may ccme into question. However, we cannot count on duplication as the only method of verification. There are simply not enough resources to do that. In addition, it would not be a wise use of resources to verify everything done by the industry by repeating the experiments. 

Trust the power of average. As noted earlier, matching the S P 500 Index s return would have been far superior to what the typical investor actually earned. 

We will earn the trust of our customers and build shareholder value (Walgreen s, 2007). 

The IJ.S. Congress funded the board at 4 million for 1988. One key assumption, as stated in the Overview of the Chemical Safety Board s operations, is that there would be 330 catastrophic accidents annually. It was further assumed that within this total, between 10 and 15 of these accidents would be major catastrophic accidents with an average of two deaths per incident. [38] The industry must perform better than the predicted 330 catastrophic accidents for the public to fully earn our trust. 

With Medicare s Hospital Insurance Trust Fund, also known as Medicare Part A, workers make required contributions to the fund while fhey are employed. Upon retirement, workers receive health care benefits. By law, employers and their employees are required to pay equal portions of a payroll tax, which totals 2.9% of earned income.In 1997, almost 90% of the trust fund s income was from payroll taxes. The remaining income was generated from fhe inferesf earned from the trust fund. A beneficiary s Medicare Parf A insurance is limifed to only those hospitals accredited by the Joint Commission on Accreditation for Healthcare Organizations (JCAHO). The JCAHO accreditation standards include explicit and extensive professional pharmacy acfivifies, indirectly supporting professional trends for clinical pracfice (see Chapfer 18). 

The best companies do not confine their practices only within laws and regulations that govern their business, but instead prefer to encourage employees to stretch their thinking to go beyond the minimum legal and regulatory requirements. To these companies, explains Goyder, CSR is a natural and practical expression of values for which they have always stood and will continue to earn the public s trust. Every behavior flows naturally from the company s purpose and values. ... 

Plum Creek was a new kind of corporate entity in the Maine Woods—a real estate investment trust (REIT), rather than a traditional timber company. An aggressive buyer, seller, and developer of land that offered consistently high earnings to investors, Plum Creek delivered a 20 percent return in 2007 (five times what Standard and Poors delivered that year). Such bounty is not obtained by growing... 

We must progress from an attitude of just complying with federal regulations to one where we earn the public s trust and move on to sustainable development. This corresponds to a journey from compliance, to earning the public s trust, to sustainable development. 

Magellanic Itg had manufactured the network, developing indigenous designs and fabricating all the components itself. A policy which had earned the company a healthy quantity of export orders. It also enabled Rubra to install his personality as the network s executive. He certainly wasn t about to trust any of his woefully ineffectual descendants with his own defence. 

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