• Soundings Trade Only

Lose Trust, Lose the Customer

by Norm Schultz Soundings Trade Only Online


Customers buy from businesses they trust because they are being treated with fairness and honesty. Break that trust by not doing what’s promised — or by providing products that do not meet the promised benefits — and the sales department can kiss off any repeat business.


As dealers now move past the pandemic sales boom — a time that was more like taking orders than selling for salespeople — the need to actively sell is now clearly returning. Also returning is the tendency for salespeople to make claims about a product that may be convincing to the customer but not accurate in reality.


A business classic example is found in the infamous Volkswagen scandal, one of the biggest corporate humiliations in business history that unfolded worldwide starting in 2018. It still serves to emphasize that in... [read more]

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