Trust is essential to business success. It is what drives total strangers to patronize your products or services – your customers trust that you will deliver on your commitment. Trust is an absolute non-negotiable in business. You must be able to win the trust of your prospects in order to secure their patronage.
Surprisingly, trust is not the abstract concept that it at first appears to be. It turns out that trust is more like a tangible structure that you can engineer. Or if you don’t like that comparison because it seems too simplistic for such a complex idea, then you may want to think of trust as a state or condition that you can create by making sure its key components are in place…
