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‘Not Working Hard to Gain Trust with Your Buyer’ comes from the Free Guide – The Biggest 8 Mistakes Suppliers Make When Selling to the Big 4 UK Supermarkets And How to Avoid Them All’:

The Mistake of Not Working Hard to Gain Trust with Your Buyer

Trust is the all-important ‘door opener’, the thing that ‘enables things to get done’, and the key to unlocking business from one person to another. Trust is that grey area which we can neither touch nor discuss, but we know when we trust someone and when we do not. And then we’ll do more for the former and next to nothing for the latter.

Trust can now be understood better than ever before. There is a trust formula. A formula of 4 elements that helps us to understand why we choose to trust one person and not another. The formula is:

The 4 elements of the trust model are:

  • Credibility: He knows his stuff.
  • Reliability: He always delivers on time.
  • Intimacy: We know a bit about each other.
  • Self-Orientation: I talk a lot about myself.

Think about someone who you don’t trust – I bet you can identify one element from the trust equation that they fail to deliver.

Trust=credibility + reliability + intimacy /self orientation

The Consequences of Not Working Hard to Gain Trust with Your Buyer

If your Buyer doesn’t trust you the consequences are huge. Your promotional plan will not be accepted. New products will not be liked. Category recommendations will be prioritised lower than another supplier. And so on.

How to Avoid Not Working Hard to Gain Trust with Your Buyer

Understand the trust formula. Identify which element/s are where you and your team are weakest. Then progress to fix them. For examples:

  • Credibility: If it’s the shopper you keep getting caught-out on, research.
  • Reliability: If you don’t deliver on what you said you would, do.
  • Intimacy: If you know nothing about the Buyer, research and ask.
  • Self-Orientation: If you always talk about you, don’t.

The above proven, simple, and effective solution is No.2 in the Free Guide that you can download.

Where Next?

Contact us for more information on any of our courses:

Darren A. Smith

About Darren A. Smith

Darren has been working in the world of UK Supermarkets and Suppliers for over 20 years. He began his career as a buyer at one of the big 4 UK supermarkets and after rising through the ranks he decided to leave after 13 years and set-up Making Business Matter. For the last 14 years he has run MBM, which is a training provider to the UK grocery industry. Helping suppliers to the big four supermarkets to develop the soft skills that will secure them more profitable wins.

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