You Won’t Get Trust From A Book

BY: Joe Crisara

Creating Trust

“The sales people in our company tend to use much more company highlights that they keep in a “brag” book – Things like comments from Angies List, manufacturer awards, pictures of jobs and licenses, things of that nature in their presentation in an attempt to build company value. They said they do this because this is what Home Depot does on their calls.
On our service side we use very little, as our understanding is that you don’t believe in hyping up the company as competitors do, but by building value by being different and making more of a personal connection with clients. By the way, our service team outsell the sales people by 3-to-1. Is there a good mix? Is one of us wrong or right? What are your thoughts?”
— Letter from a client

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