In the end the decision to trust someone to perform a service for you can be summarized into two questions: “Can they?” and “will they?” Indeed, these questions thought of differently are the drivers of two positive conclusions that the marketer must achieve: the “you can” and the “you will.”
“You can” translates into capability. “You will” translates into character. Your prospective customer must believe both. Trust does not hinge on character alone, but also on capability. The nurturing phase of the lead managing process is about building trust. All collateral should serve to foster these two conclusions: that “you can” and that “you will.”
