WHERE DOES trust come from?
This is what every marketer wants to know. Without trust, marketers know that there are no sales. Trust means the prospect believes not only that the product being sold will actually solve his problems, but that if for some reason it doesn't, the company will make good on its reputation of performance.
We happily pay a premium to buy our jewelry from a fancy store instead of from a shady character on the street. Why? Because we trust the store to sell us the real deal, while the guy with the watches in a briefcase represents substantial risks.
Corporations pay consultants billions of dollars for their advice, when they could probably find similar advice down the street at the local community college. Why the premium? Because Bain and McKinsey and the like are trusted advisers. They've built enough of a track record, and enough confidence, that they can command substantial premium.
Source: Permission Marketing : Turning Strangers Into Friends And Friends Into Customers, Pages: 79
Contributed by: ~C4Chaos