Trust can’t be measured, so as a result it’s rarely discussed in a performance or account review. There are few numbers we can attach to these questions. Therefore, because these are unquantifiable, they have become some of the most unspoken¬†points within our industry.

When you really think about it, isn’t this what it’s all about?

From retailer/restaurant to wine wholesaler

I trust you’ll bring me new ideas, exceptional wines, and honest pricing.

I trust that you’ll give me a heads up if a bill is about to be overdue.

I trust that you will let me know when wines might be out of stock, and that you’ll come with solutions to the problem.

I trust you will not waste my time.

From wine wholesaler to the retailer/restaurant

I trust you’ll pay your bills on time.

I trust that you will give me an honest answer to my questions.

I trust that you’ll communicate your needs clearly instead of assuming we can read minds.

I trust you’ll treat our sales rep with integrity and respect.

I trust you will fulfill your commitment to products and brands.

Wouldn’t it be great if we could actually measure trust?

… Actually, maybe it’s better that we can’t.