Trust is so tangible it can be measured and monetized. Don't believe me? Answer this Hollywood gossip question:
Who do you trust more: Sarah Jessica Parker, Kristen Davis, Jennifer Aniston, or Courtney Cox-Arquette?
Now consider, if you were offering one of these actresses a product endorsement deal the key value they bring is in how well trusted they are. The chart is from E-Score research which measures how well trusted celebrities are as an ongoing service to advertisers evaluating potential endorsers.The more they are trusted, the better they will sell products by extending the trust people feel for them. No one buys from an endorser they don't trust.
If you guessed Jennifer Aniston, congratulations. Now consider that right now there are people on your sales staff who are highly trusted and those less so. Just as with celebrities, the more trusted they are the better they will sell your products.
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