The following post was first published in January 2010.
Seth Godin is one of my favourite authors and thinkers on business strategy, marketing, and customer relationship management. His seminal books Permission Marketing, IdeaVirus, and Purple Cow changed the way people think about customer engagement. I had the pleasure of spending 45 minutes one-on-one with Seth a number of years ago at a conference. The guy not only ‘gets it’ but he has an uncanny ability to ‘see through it’ and to call it like it is.
Late last month, Seth posted a great piece on his blog concerning cross-sell marketing and its impact on consumer trust. I’ll let Seth’s words be Our View this month, as I certainly could not have said it better myself: http://sethgodin.typepad.com/seths_blog/2009/12/its-no-wonder-they-dont-trust-you.html.
The Bottom Line
Selling with integrity and transparency used to be the ‘ante’ – the minimum requirement for brand extension and customer value enhancement. Now, they may well be your differentiator. To build new revenues without damaging your brand’s trust position, give us a call.