16. Quick Ways to Create Trust with Your Customers w/ Charles Green

Trust matters when it comes to customer experience.

People line up at the Apple Store’s Genius Bar in part because they’ve come to trust that they will get a great customer experience.

Whether you’re a B2B or B2C, how can you create trust with your customers?

To find the answers, I spoke with Charles H. Green, CEO of Trusted Advisor Associates. He's the author of Trust-Based Selling: Using Customer Focus and Collaboration to Build Long-Term Relationships and The Trusted Advisor Fieldbook: A Comprehensive Toolkit for Leading with Trust.

For Charles, you create trust by focusing on building a long-term relationship instead of focusing on the current transaction.

Charles suggests that you engage in active listening to make your prospects and customers feel like you understand how they’re feeling.