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How to gain customer trust – Insights from Guy Kawasaki

Guest post by: Jeff Ogden

Article Overview: Guy Kawasaki, Author of Enchantment, recently presented how to gain trust with your customers. His thoughts match ours, so I wish to share with our readers.

How to gain customer trust – Insights from Guy Kawasaki

At Find New Customers, the B2B demand generation company, we're big fans of Guy Kawasaki and his great book Enchantment. In this article, we share the ideas he espouses to earn the trust of your customers.

Three things are needed to gain customer trust:

1. Trust others first
   
   People will not trust you unless you trust them first.
   
   One business example is the Amazon Kindle. You can buy a book on your Kindle and return it within 7 days for a full refund. Could you read it and return it? Sure. But Amazon trusts you not to. Zappos had the crazy idea of selling shoes to women, but they could not see them or try them on. But Zappos offered free shipping both ways – trust.
2. Be a Baker and not an Eater
   
   An eater sees a pie. I eat it and you don’t. It is zero-sum game. A baker sees an endless supply of pies – larger and better than before. Trust-worthy people are bakers.
3. Default to “Yes”
   
   This is my personal favorite. Our business tagline is Always Be Helping. The idea is to answer every request with “Yes.” Can people take advantage of you? Yes, they can, but Guy said in over two decades of doing this, he could count bad experiences on his hands. It’s just not a big deal. And for the very few who do take advantage, don’t bother with them.

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Article Tags: b2b demand generation, b2b lead generation, btob demand generation, btob lead generation, demand gen, demand generation, demand generation companies, demand generation company, find new customers, lead gen, lead generation, lead generation companies, lead generation company, sales lead generation



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