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Compete on trust ...
"The single most powerful position in any customer’s
mind is a position of trust; for that reason, earning the customer’s
trust almost always becomes one of the earliest goals in any effort
to build a long-term relationship with a customer. Without trust,
you’re back to square one – competing on price." - Don Peppers
& Martha Rogers
Differentiate your brand with trust ...
"Product expertise and customer expertise are both
important, but in the long term customer expertise is more defensible
as a competitive proposition.
You can’t prevent your competitors from doing research and acquiring
just as much product expertise as you have, at which point your
customers will have a choice between two commodity-like products.
But in order for a competitor to develop the same level of customer
expertise as you, with respect to any particular customer, that
customer will first have to interact with your competitor the same
way as he has already interacted with you." - Don Peppers &
Martha Rogers
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