Why Should Anyone Buy From You?: Earn Customer Trust To Drive Business Success (Financial Times Series)

Product DescriptionHOW TO WIN TRUST AND INFLUENCE CUSTOMERSThis revealing book shows how the only reliable route to sustainable business growth and profit is to build trust in your company.Justin Basini presents an array of surprising insights based on his indepth research and on exclusive interviews with business leaders. He takes a practical approach that will help you assess the level of trust in your business and help you improve it, offering achievable solutions as well as new frameworks, insights and approaches to marketing.Review''Trust is complicated. Trust is a response, not a stimulus. And there's a difference between functional trust (that ATM machines won't shortchange us) and affective trust (that an organisation has our best interest at heart). Anyone who hopes to do more than skim the surface of the subject needs a guide, and one I've turned to more than once in the last month is the new book Why Should Anyone Buy From You? By Justin Basini.'Richard Madden (Chief Strategy Officer at Kitcatt Nohr Digitas), ' Marketing Week ,' October 2011''Trust is complicated. Trust is a response, not a stimulus. And there's a difference between functional trust (that ATM machines won't shortchange us) and affective trust (that an organisation has our best interest at heart). Anyone who hopes to do more than skim the surface of the subject needs a guide, and one I've turned to more than once in the last month is the new book Why Should Anyone Buy From You? By Justin Basini.Richard Madden (Chief Strategy Officer at Kitcatt Nohr Digitas), Marketing Week, October 2011''Trust is complicated. Trust is a response, not a stimulus. And there's a difference between functional trust (that ATM machines won't shortchange us) and affective trust (that an organisation has our best interest at heart). Anyone who hopes to do more than skim the surface of the subject needs a guide, and one I've turned to more than once in the last month is the new book Why Should Anyone Buy From You? By Justin Basini.Richard Madden (Chief Strategy Officer at Kitcatt Nohr Digitas), Marketing Week, October 2011''Trust is complicated. Trust is a response, not a stimulus. And there's a difference between functional trust (that ATM machines won't shortchange us) and affective trust (that an organisation has our best interest at heart). Anyone who hopes to do more than skim the surface of the subject needs a guide, and one I've turned to more than once in the last month is the new book Why Should Anyone Buy From You? By Justin Basini.Richard Madden (Chief Strategy Officer at Kitcatt Nohr Digitas), Marketing Week, October 2011'From the Back CoverThe relationship between what a business does and says in winning trust is complex if you want to understand it better then read this book.Rory Sutherland, ViceChairman, Ogilvy Group UKA thoughtful, engaging and often challenging exploration of trust in brands today.Nigel Gilbert, Chief Marketing Officer, Virgin MediaA mustread for anyone wanting to build a trusted brand.Farah Ramzan Golant, Chairman, Abbott Mead VickersThis book cuts to the heart of the brand relationship trust in a refreshing and eminently readable manner.'Mike Hughes, Director General, Incorporated Society of British AdvertisersTrust is not just a prerequisite for doing good business, but is the fundamental bedrock of a sustainable society. Read this book, reflect on it and then get straight out there and do something about it.Tom Farrand, Cofounder of The Pipeline Project and Good for NothingHOW TO WIN TRUST AND INFLUENCE CUSTOMERSTrust in business is at an alltime low. If your customers dont trust you, you can spend as much time, effort and money as you want on marketing campaigns, branding and advertising and it will barely move the needle. This revealing book shows how the only reliable route to sustainable business growth and profit is to build trust in your company.Justin Basini pre