I had a conversation with a colleague recently about customer trust and it got me to thinking about it. We are so focused on making the sale, reducing churn and growing the business that it seems customer trust is an after-thought. Yet, we must first develop relationships with customers and earn their trust for them [...]
Marketers, remember the old acronym that defined a marketer’s job? AIDA. Our task was to generate awareness, create interest, build desire, and cause a buyer to take action to purchase a product. Until recently, getting a prospect’s attention was kind of a crap shoot. Marketers had to depend on their own guesstimates of what the [...]
I had a discussion recently about online relationship building. The gist of the discussion: With the rise of social media, the rules of relationship building with journalists (or anyone, really) have not really changed, but people often get bold pitching. Has social media made us so lazy that we have forgotten the rules about good [...]
