Why should anyone buy from you? : earn customer trust to drive business success /: earn customer trust to drive business success. (2012)

• Record Type: Book
• Further Information: Note: Justin Basini.
• Other Names: Basini, Justin
• Contents: Contents Acknowledgements Introduction: Why trust makes you money 1 Why trust matters A deeper understanding of trust Easy to feel but hard to define The nice guy finishes first A trusts B to do X Are people who trust dumb? Free market free fall So what builds trust? Appeal to the heart and the head will follow Brands are stores of trust Social capital, trust and brands Thick versus thin 2 What's the matter with trust? The decline and fall How is trust changing? Who do we trust? Do we trust business and businesspeople? In brands we trust Fear and greed Doing a runner? Morality and the wealth of nations Ethics versus morality in business 3 Trust in marketing? From deference to reference Blink or think? From deference to preference Programmed to want Convenient truths 4 Beginning the journey to trust Commanding trust The sizeable prize of trust Towards a framework for building trust Seek to understand Communications that match signals with the brand reality and aspiration Driving behaviours that command trust Get a mission 5 The new realism I can't get no satisfaction Youthink in benefits, but your customer thinks in risks Fear and risk How does trust work in your category? 6 Realities and aspirations Manipulating behaviour The drip, drip, drip The three states of a brand Matching the brand signals with brand reality Strategies to signal trustworthiness The story matters 7 The turning point Less crisis and more reformation From mass communications to mass interactions From eyeballs to engagement From attention to contention The battle for the voice of business Top-down is dead Unleash the people 8 Are you a high-trust organisation? Trust is a two-way thing Does your business trust your customer? How do you show you trust? Are you a high-trust organisation? Ideas for creating a high-trust organisation The next steps towards higher-trust organisations Is your business rich in social capital? 9 Living-room leadership Leaders: apply within Big problems, big opportunities, big connections Missionpossible2 Start at the beginning 10 The future of trust Bankers are evil, aren't they? 'What is your job for?' The power of system redesign Every business is social Selling less stuff This future is radical Bibliography Index.
• Publisher Details: Harlow : FT Publishing International
• Publication Date: 2012
• Copyright Date: 2013
• Extent: 1 online resource
• Subjects: 658.827; Business names; Trust; Selling; Customer relations
• Languages: English
• ISBNs: 9780273745532; 0273745530
• Related ISBNs: 9780273745518
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.