Top positive review
87 of 93 people found this helpful
The Cornerstone of All Relationships
on November 13, 2000
According to the authors, "The theme of this book is that the key to professional success is not just technical mastery of one's discipline (which is, of course, essential), but also the quality to work with clients in such a way as to earn their trust and gain their confidence." The authors provide "a new understanding of the importance and potential of trust relationships with clients, and show how trust can be employed to achieve a wide range of rewards. We examine trust as a process, which has beginnings and endings, which can be derailed and encouraged, and which take place across time and experience. We analyze the key components of trust and the process which trust involves in a relationship." To give you at least some idea of what this book addresses, here are the questions answered in Part One ("Perspectives on Trust"):
What would be the benefits if your clients trusted you more?
What do great trusted advisors all seem to do?
What are the dynamics of trusting and being trusted?
How do you ensure that your advice is listened to?
What are the principles of building strong relationships?
What attitudes must you have to be effective?
Do you really have to care for those you advise?
In the final chapter, the authors include "The Quick-Impact List to Gain Trust" and then an Appendix in which they duplicate all of the checklists previously provided. I rate this book so highly for twqo reasons: First, because the content is rock-solid, anchored in a wealth of real-world experiences which the authors generously share; also because they explain HOW to gain and then sustain the trust of everyone with whom you do business. This book will be especially valuable to small-to-midsize companies whose success or failure is primarily (if not entirely) dependent upon client relationships based on trust. Buyers have lots of choices. It is not enough for them to trust what you sell. Others may well offer the same product or service. They must also trust you, the seller. And here's the key point: It is imperative that customer trust your advice as they consider a purchase from you but, ultimately, your customers must have so much confidence in you that they will also seek your advice on other matters which have nothing to do with what you sell. So-called "customer satisfactioon" is achieved on a per-transaction basis. As Jeffrey Gitomer correctly asserts, your objective should be "customer loyalty." The authors of this book explain HOW to achieve it and then HOW to sustain it.