Customer Service [And Selling To Customers] Is All About The Transfer Of Trust.

Selling is the transfer of trust.

When we are serving our customers, our aim needs to be to help them the best way that we can, even if that way is not us.

Often I hear people say to me about their dentist [in a disparaging manner]:

“I need to have a root canal and a crown. They’ve [their dentist] referred me for the root canal. I just don’t know why they couldn’t do it all there?”

This is clearly an example of miscommunication.

The patient does not understand that they have been referred out to a specialist so that they receive the best treatment and their treatment has the most likely chance of success.

If the patient was informed about the real reason for referral, they would be more appreciative of the service. 

When our patients think of our service as a commodity then they start to reflect on price as their only means of differentiation.

Trust trumps price all day long every day.

Therefore you must build trust.

When you create enough trust and you create sufficient perceived value for your customers then you will do more business.

You must care more about your customer than you do about making a sale.

If you lose a customer it is because you have failed to create trust and failed to create enough perceived value.

So how do you build trust?

You get people to like you.

Putting it simply, people do business with people they like.

If they don’t like you, they won’t do business with you.

They will go elsewhere.

If you want your customers to like you faster and better, you need to be more like them.

People tend to like people more like themselves.

And they do business with those people that they like.


Linda Miles is coming to Australia in August.

Don’t miss this once in a life-time opportunity to see and hear Linda speak first hand…

Book your tickets HERE.


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