Trust isn't built over time alone. It's built through behavior. What are you doing to build trust?
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If you prefer to read - here is the transcript:
Customers value that you have insights about other customers. You know, I've often said that people don't care what you do. They don't care about the features that you offer. They care about the value that it brings. And they really care about what the value it brings to other people like them.
You know, when we say, here's how I'm such an expert or here is how or why I'm so good, they're like, well, of course you're saying that you're the sales rep. But as soon as you frame it by saying, hey, customers like you have experienced or the last time I worked with a large sporting retailer or, you know, the chief product officer at another retail told me, then they start listening because they think of two things.
One, Oh, Colleen has worked with people like me. Therefore she's an insider. She understands my business. So trust, all of a sudden, has been created. Second thing is they go, they lean in and they think, oh, wow, well, I want to be like those companies.
Now, I know you can't always use the company's name because there could be confidentiality agreements, or your clients might not allow you to use or want them to use your name. Or some of you work in industries where they're totally not a good idea to share competitor's data. So just use the industry.
You know that we work with a lot of pharmaceutical companies, and the chief technology officers of those companies come to us because they're trying to solve this problem. And here's what a variety of them have said we've been able to do for them. Here are the results that we were able to get from another manufacturing company in the plastics industry. Here's what other retailers, especially those in the sporting goods industry, say about our products.
When we're able to frame it in the words of the customer, then our prospects start listening. They start to value us for our business insights, and they see us as an expert. We can't tell them that we're experts because that just sounds arrogant. But we have to show them that we're experts by showing them what other customers have accomplished, using our solutions.