Customer Creation Concept #4 - The Trust/Risk Scale

There is a trust-risk scale in the mind of your prospect.  Trust must exist in greater quantity than risk if you are going to create a customer.

Trust is a belief your prospect or customer has about you or your company.  That belief has to be greater than the belief they have about losing in the relationship with you.

Trust cannot be built.  It can only be earned.  It is granted to you by your customers based on the value you offer.

Offer value, earn trust, offer more value, earn more trust.  Put prospects on a risk diet.  The scale will tip in favor of customer creation.

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