Most small businesses build their business on the trust their clients have in them. Even larger businesses have a proportion of their clients that would say this is the reason they trade with a supplier (product or service). This is commendable but what about growing the customer base. The business may try to convince future potential clients of the trust offer but in realitty the client will only be convinced if they try the product or service, or take up a reference - this may be perceived as a risk by the potential client. So whilst trust is a pre-requisite how is this complimented in helping the company to grow?
The answer to this is that the company must ensure that they develop a strong offer and market this effectively to potential clients. In other words they must make their offer attractive to potential clients (try satisfying there needs with your offer) and deliver on them. If they don’t the potential for trust and growth is blown!!!