A stretch goal can be very motivating. It can push you and your team beyond your limits, and achieve great feats. But an unattainable stretch goal can have the opposite effect. It can demotivate your team, and crush your credibility.
According to the Edelman Trust Barometer, the banks and financial services sector are the least trusted sector. CARD.com is rebuilding trust by understanding the true needs of average consumers, and creating a service that delights them.
I witnessed one of my favorite brands go from sticky to dud when I discovered they are filtering customer reviews. Their policy to remove negative reviews on their website is destroying the bonds of trust.
Sales is based on relationships. Your customers won’t buy from you unless they like you, trust you and find you credible. But the challenge is relationship building is time consuming. Community building changes this dynamic, and enables you to scale your network far beyond traditional means.
Like, Trust, Buy: It Takes More Than Awareness to Sell