How to gain customer trust – Insights from Guy Kawasaki

Guest post by: Jeff Ogden
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Making a Marketing Reality Check - By Jeff Ogden

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:

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.
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.
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.

Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customersand he is a content marketing expert and professional writer who is passionate that businesses need to “Let Their Freak Flag Fly!” – and make marketing fun again.

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Free PDF Download
Making a Marketing Reality Check - By Jeff Ogden

About the Author: Jeff Ogden

RSS for Jeff's articles - Visit Jeff's website
Global leader for General Electric for The Pedowitz Group. Also the host of the B2B marketing show, Marketing Made Simple TV. We help companies rapidly grow revenue by transforming the ways they attract, engage and win new customers.

With 8 out of 10 companies saying the lack of quality sales leads is their biggest problem, they need help. SiriusDecisions also found that fewer than 1 out of 10 companies that implement lead management software went beyond the basics. They need help.

We help companies implement world class lead generation programs. Companies need quality sales leads, so they need sales lead generation programs including social media marketing. They need to implement lead nurturing programs. We are considered one of the best leads generation companies in business today.
Click here to visit Jeff's website.

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