Trust is Absolutely a Must - Jerry Shereshewsky

The Center for Media Research just published an article called Trust is a Must It tells us as if we didnamp8217t already know it that we as consumers place our greatest trust in recommendations from people we know 84 and although other media are growing in their amp8216trustabilityamp8217 levels they all pale behind personal recommendations Thatamp8217s why of course that lots of folks are faking consumer recommendations on all sorts of sites But letamp8217s remember that in B2B decision making amp8216trustamp8217 is absolutely the most important part of a buy decisionWe believe that amp8220know like trustamp8221 ought be the mantra of every b2b and for that matter b2c company People need to know who you really are what your competitive advantage might be and actually like doing business with you But above amp8216knowamp8217 and amp8216likeamp8217 trust is always the most importantTrust comes in many shapes and sizes Prior experience is probably the major component If you screwed a customer your trust level is zero and more business is unlikely In the advertising business we always knew that you won accounts on the promise of breakthrough creative but lost accounts with sloppy account management or suspect accounting issues of trustTrust can often come from amp8216thought leadershipamp8217 This catchall phrase encompasses a lot of things but mostly amp8216thought leadershipamp8217 provides some level of trust that some of that wisdom and experience will be applied to your business tooTrust also comes from underpromising and overdelivering Beating expectations once strongly suggests that you have the ability to do it again Many companies make the mistake of overpromising in the belief that this kind of pieinthesky will give them a competitive edgeMany companies especially in the B2B world seek to bolster limited marketing budgets with puffery and especially in the tech world obfuscation and jargon Nothing absolutely nothing beats a healthy dose of trust Jerry has been at the leading edge for his entire 40 year career He may be the only executive in the digital arena to have created a new brand of soda pop Mello Yello for The CocaCola Company and he was the first person to conceptualize and execute a coffeebymail business Gevalia Kaffe for Kraft Foods and he helped transform a nascent online entertainment company into a powerful digital marketing services company that became so attractive that Yahoo purchased it Yoyodyne Jerry can be reached at jerrygrownupmarketingcomRead all Jerryamp8217s MediaBizBloggers commentaries at Rants ampamp Raves from the Heart of AdvertisingCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Trust is Absolutely a Must - Jerry Shereshewsky

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